Identify the segmentation bases and variables applicable for three (3) different products within Grace Kennedy. Recommend appropriate target marketing strategy for these products. Identify the relevant USP being touted by each product and write a positioning statement for each product.
i) Grace food drink 120g and Grace Kennedy Belize are products targeted at a specific demographic group; children. The kids will enjoy food drinks and Belize and also it is good for their growth.
ii) Grace chicken Vienna, hot and spicy is a product targeted at adults. Young adults are known to enjoy spicy food, therefore a product like Grace Chicken Vienna (hot and spicy) is suitable for them.
iii) Grace Green banana chips is a product targeted at diabetic; high blood pressure people. Because they are supposed to avoid too much sugar.
Target marketing strategy
i) For the Grace Food drink and Belize, I would recommend dramatization – focuses more on the action and excitement. Also, use promotional advertisement- this technique involves giving free samples to the consumers. These products are offered in promotional events, trade fairs, and promotional ad campaigns to gain consumers' attention. This will capture the kid’s attention and make them interested to try the products
ii) For Grace Chicken Vienna, hot and spicy, testimonies- This is a form of advertisement where someone talks about their positive experience with your product and how it has changed their lives, in this case, someone would say how delicious the food is.
iii) For Grace Green banana chips I would recommend Emotional appeal- this technique seeks to appeal to two factors—the most common appeal on fear; fear of death, getting sick, and getting old.
i) Grace food drink 120g and Grace Kennedy Belize's unique selling proposition is for children's fun.
ii) Grace chicken Vienna, hot and spicy USP is for delicious spicy delicacy.
iii) Grace Green banana chips USP is to prevent high blood sugars.