Question

A large, Boston-based consulting agency segmentation studies for its clients. The following are segmentation data to assist their advice to two different clients. Each is Venn diagram describing some demographic and psychographic findings. Figure A depicts the proportion of a recent sample of shoppers at a national grocer who indicated interest in new gourmet Lean Cuisine product. Figure B depicts the proportion of owners of a game console (obtained from registration cards of the base system) who indicated interest in a new game.

1. If you worked at this consulting agency, which segments would you suggest each client target, and why?

(When writing, generally speaking, it takes five to nine sentences to solidify an argument or make a case; two or three sentences usually will not convince the reader that you have gained knowledge of the subject matter; one sentence answers, or a few words, are not considered acceptable. A 250 word response is considered acceptable per question posed.)

Segmentation Data B Segmentation Data A Males- Callege 13-21 Extraverts Single women Single Males Males education men Upper- 9-12 22-35 middle Families class Females with 2+ Females 13-35 kids 9-12

that’s everything I have for that question

Answer 1

After studying the Segmentation Data A, we can see that the major customers of the new gourmet Lean Cuisine Product are Single Women, People in upper middle class and Families with 2+ kids. Out of these we can see that the strata of single women as well as people in upper middle class are totally absorbed in the segmentation data while there is certain exception in the strata of Families with 2+ kids. It will easier for the consulting firm to focus on the entire data of the given 2 strata group. The company can come up with initiatives and offers to attract the customers in these strata. This would help the client to gain maximum attraction for their product.

For Segmentation Data B, the major customers will be Males in the age group 13-21 and the Males in the age group 22-35. These customers are the major revenue drivers of the segment. Company must develop its marketing and promotional plan to attract most of the consumers from these 2 segments. This would prove to be quite beneficial for the overall company. Males in the age group 9-12 do not have the purchasing power. They usually rely on the purchasing capacity of their parents and relatives. Hence they cannot be considered as major customers for the gaming consoles.