Answer to Question #191281 in Marketing for joe

Question #191281

Available in 6 gourmet flavours such as Blueberry Crumble, Salted Caramel, Lychee

Blush, etc. Wise Creams contain zero added sugar and are keto + diabetic friendly.

Prepare an appropriate Segmentation Strategy for the new launch. Considering that they

have entered in consumer market for the first time, how should the brand be positioned

in the market?

Expert's answer


Although the company's main emphasis is to offer products that serve the whole population regardless of their social classes and segment of their society, the company's interest is to manufacture healthy and nourishing food products with zero side effects on their respective consumers.


Market segmentation strategy for the new launch

The company will start by evaluating its potential customer by executing audience analysis. The audience analysis will help the company learn about their consumers and recognize the existing trend within their target market area. However, with market research questions, the company will study and get details of their projected customer's geographical setting. In this case, the business targets individuals staying in urban-rural areas because most of the people staying in town have lousy health habits; most of them are obese and diabetic hence struggling to cut their weight.

 Further, the business will explore to study what their audience is interested in to identify psychographic sections. Therefore, the Company will sort their customers based on lifestyle to transit from high-calorie and sugar ingredients that affect their health to low healthy calories and zero sugar items. Generally, since wise cream is among luxury food, the population with substantial household income are the best customers and well educated enough to understand the advantage of a healthy lifestyle by consuming wise cream rather than other ice cream products that comprise of high sugar and calories.


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