Answer to Question #165200 in Marketing for Kimberly Megan

Question #165200


Select a conglomerate or group of companies such as Grace Kennedy and identify the segmentation bases and variables applicable for three (3) different products or companies within the Group. Recommend appropriate target marketing strategy for these products/companies. Identify the relevant USP being touted by each product and write a positioning statement for each product/company.

Expert's answer

Strategic research

i)       In order to expose consumers to Grace Caribbean to new products, Grace has brought a series of quantitative and qualitative studies to the customers.

ii)     They identified the potential positioning opportunity in the market.

iii)   The single-serve juice was the most promising concept, anytime Grace conducted the taste test among all the other products.

iv)   In conclusion, the concept and taste testing were conducted in an export market to identify opportunities by stimulating market testing.

Strategic option

Helps in;

i)       consumer familiarity

ii)     Build awareness

iii)   Equity to an existing product

iv)   Extend existing product line

Strategic choice

Using the data from the tasting into Tropical Rhythms brand with Copernicus providing positioning, advertising, and targeting, Grace built the single –juice concept.

Specifically, among key target segments, repeat scores and trials were importantly higher than the average new beverage product.

The strategic choice was based on the positive reaction to the concept; to a thirst-quenching with genuine fruit taste.

Performance results

The product aims at winning the Canadian Grand Prix New Product Award, this is due to its quality and satisfaction to the customers.

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