Week 6 You Decide – Selecting the right target group for Organic Hummus
From : Isa Bayraktar
To : Sales Director, Brand Manager, Marketing Director
Date : 10/12/2014
Subject : Defining The Marketing Strategy Of Organic Hummus
The company has got a very good product that it is confident about in terms of product attributes, its differentiation and key qualities that will help it to succeed in the competitive market. However, given that that the product falls into the food category of hummus, it finds wide appeal across target customer groups. However for maximizing return on marketing dollars and ensuring that the product succeeds and establishes itself in the minds of the customer in a powerful manner, it is very important that the company is able to identify a core target group so that it is able to focus its marketing efforts. Described below is an analysis of the three recommended target markets along with a suggestion on which group should be targeted first by the company. …show more content…
However, it has to be validated if Hummus is a product that is really enjoyed by children or is there any age group such as young people or professionals above 20 who are the main consumers of this product. As hummus is not primarily a children’s product, and is more of an accompaniment or a dip to be had with various foods, this may not be the group that should be selected for marketing this
From : Isa Bayraktar
To : Sales Director, Brand Manager, Marketing Director
Date : 10/12/2014
Subject : Defining The Marketing Strategy Of Organic Hummus
The company has got a very good product that it is confident about in terms of product attributes, its differentiation and key qualities that will help it to succeed in the competitive market. However, given that that the product falls into the food category of hummus, it finds wide appeal across target customer groups. However for maximizing return on marketing dollars and ensuring that the product succeeds and establishes itself in the minds of the customer in a powerful manner, it is very important that the company is able to identify a core target group so that it is able to focus its marketing efforts. Described below is an analysis of the three recommended target markets along with a suggestion on which group should be targeted first by the company. …show more content…
However, it has to be validated if Hummus is a product that is really enjoyed by children or is there any age group such as young people or professionals above 20 who are the main consumers of this product. As hummus is not primarily a children’s product, and is more of an accompaniment or a dip to be had with various foods, this may not be the group that should be selected for marketing this