The market occupied by the Eurosealer can be broadly defined as the Food Storage market. Within this market, there are subsegments which reflect unique “jobs”.
One segment found within this market is the “store-to-save-the-planet” customers. These customers value the environment and are looking for a product that will limit plastic waste. This group has strong core values that guide their decision making process, making them loyal to brands that share their values. Customers within this segment usually have a college level education and a higher income level.
Another distinct segment within the Food Storage market the “store-neatly” segment, a group whose need is to efficiently store products in small spaces due to limited space or the …show more content…
The first segment that meets these criteria is the “store-to-preserve-quality” segment. Customers in this segment are identifiable through their healthy lifestyles, frequent product usage, and tendency to purchase quality, organic produce. The segment is also substantial due to the consumer trend towards eating healthier organic food. In fact, Canada’s organic food market became the world’s fourth largest in 2013. Produce alone accounts for over $1.2 billion in sales. A market share of 10% would result in sales of approximately $1.2 million for the Eurosealer (Appendix A). The “store-to-preserve-quality” segment is also accessible. Customers in this segment are generally older, and older demographics tend to watch more television (Stats Canada, 2007). Next, the segment is stable, as their preferences for healthy food are based on values, not just lifestyle choices. The “store-to-preserve-quality” segment is also differentiable, as its customers are uniquely concerned with food quality. Finally, this segment is actionable, as the product clearly meets the needs of this segment, and can be effectively sold to customers through an infomercial. In meeting these criteria, the “store-to-preserve-quality” segment is an attractive one to target, but will not be the sole target segment for the
One segment found within this market is the “store-to-save-the-planet” customers. These customers value the environment and are looking for a product that will limit plastic waste. This group has strong core values that guide their decision making process, making them loyal to brands that share their values. Customers within this segment usually have a college level education and a higher income level.
Another distinct segment within the Food Storage market the “store-neatly” segment, a group whose need is to efficiently store products in small spaces due to limited space or the …show more content…
The first segment that meets these criteria is the “store-to-preserve-quality” segment. Customers in this segment are identifiable through their healthy lifestyles, frequent product usage, and tendency to purchase quality, organic produce. The segment is also substantial due to the consumer trend towards eating healthier organic food. In fact, Canada’s organic food market became the world’s fourth largest in 2013. Produce alone accounts for over $1.2 billion in sales. A market share of 10% would result in sales of approximately $1.2 million for the Eurosealer (Appendix A). The “store-to-preserve-quality” segment is also accessible. Customers in this segment are generally older, and older demographics tend to watch more television (Stats Canada, 2007). Next, the segment is stable, as their preferences for healthy food are based on values, not just lifestyle choices. The “store-to-preserve-quality” segment is also differentiable, as its customers are uniquely concerned with food quality. Finally, this segment is actionable, as the product clearly meets the needs of this segment, and can be effectively sold to customers through an infomercial. In meeting these criteria, the “store-to-preserve-quality” segment is an attractive one to target, but will not be the sole target segment for the