Answer to Question #195157 in Marketing for divya

Question

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, 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?

Answer 1

Psychographic market segmentation- the company should target their customer by factors that relate to their personalities and characteristics. People with diabetes live a sugar-free lifestyle these people should be their primary target. They can also use demographic segmentation by targeting the old people who mostly prefer fewer calories.

The start-up's brand should be positioned using the differentiation strategy- Sometimes, the uniqueness of a product can’t be duplicated, making it ideal for a differentiation strategy. Wise Creams contain zero added sugar and are keto + diabetic-friendly making them unique.

With the lowest number of calories in the world, this is a good product for brand differentiation.