Answer to Question #193385 in Marketing for Ritu

Question #193385

Health and Nutrition Start-Up. Habbit makes consumer debut with a range of

innovative & delicious Products. Habbit Wise Creams are the lowest calorie ice creams

in the world. Every serving has less than 50 calories, which is less than half an apple.Available in 6 gourmet flavours such as Blueberry Crumble, Salted Caramel, LycheeBlush, etc. Wise Creams contain zero added sugar and are keto diabetic friendly. Prepare 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

Habit should embrace a segmentation approach that integrates demographic, psychographic, geographic and behavioral characteristics. Demographics are identifiable non-character traits such as gender, age, ethnicity and income. Psychographic features focus on personalities and interests such as life goals, hobbies, values, belief and lifestyles. Geographic segmentation groups customers based on their physical location. Behavioral segmentation focuses on consumer spending habits, browsing habits and loyalty to brand. To perform the segmentation strategy the business needs to learn about the interests, level of understanding, attitudes and beliefs. For instance, the organization can identify consumers with lifestyle shifts from high-calorie and sugar ingredients to low calories levels and non-sugar products. It can also identify families with an athletic touch to supplement healthy lifestyles and body performance. The company can position the product in the market using these characteristics.

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