5.0 SEGMENTATION, TARGETING, POSITIONING
5.1 Segmentation
SLO Veg’s world of prospective customers is divided into two groups. The two groups are on campus college students aged 18-25 and families with parents/legal guardians aged 46-65.
Of all the adults that purchase online groceries in the last 6 months, 24.97% are between the ages of 18-24. In the past 6 months their counterpart of families with legal guardians/parents aged 45-64 are only 17.79% of the market.5
Additionally, college shoppers aged 18-24 are 28.8% likely to grocery shop once a week; their counterpart, affluent families, is 30.1% likely to go grocery shopping once a week.
The data suggests an above average willingness in the 18-24 age range of college students to implement a vegetable delivery service into their grocery regime. This makes the 18-24 college students an attractive target market for SLO Veg.
5.2 Targeting
SLO Veg focuses on the “Scholar and Patriots” Esri Tapestry Segment as the target market for this product. Scholar and …show more content…
The packaging is a direct reflection of its product: local and sustainable. It also directly communicates the locality of the produce customers are receiving, since they are receiving the produce in the boxes the actual farmers deliver them in. This aligns with SLO Veg’s positioning strategy, emphasizing locality. SLO Veg has multiple sizes of boxes, including: Itty Bitty (Serves 1 person), Small (Serves 1-2 people), Medium (Serves 2-4 people) and Large (Serves 3-5 people).
However, 68% of consumers would be more likely to purchase a box if it advertised SLO Veg QUALTRICS. In order to increase brand awareness, SLO Veg can create custom harvest boxes and delivery vehicles. SLO Veg should not change their primary packaging of utilizing farm boxes since its target market values sustainability, however incorporating its brand will be benefit overall success.
6.4
5.1 Segmentation
SLO Veg’s world of prospective customers is divided into two groups. The two groups are on campus college students aged 18-25 and families with parents/legal guardians aged 46-65.
Of all the adults that purchase online groceries in the last 6 months, 24.97% are between the ages of 18-24. In the past 6 months their counterpart of families with legal guardians/parents aged 45-64 are only 17.79% of the market.5
Additionally, college shoppers aged 18-24 are 28.8% likely to grocery shop once a week; their counterpart, affluent families, is 30.1% likely to go grocery shopping once a week.
The data suggests an above average willingness in the 18-24 age range of college students to implement a vegetable delivery service into their grocery regime. This makes the 18-24 college students an attractive target market for SLO Veg.
5.2 Targeting
SLO Veg focuses on the “Scholar and Patriots” Esri Tapestry Segment as the target market for this product. Scholar and …show more content…
The packaging is a direct reflection of its product: local and sustainable. It also directly communicates the locality of the produce customers are receiving, since they are receiving the produce in the boxes the actual farmers deliver them in. This aligns with SLO Veg’s positioning strategy, emphasizing locality. SLO Veg has multiple sizes of boxes, including: Itty Bitty (Serves 1 person), Small (Serves 1-2 people), Medium (Serves 2-4 people) and Large (Serves 3-5 people).
However, 68% of consumers would be more likely to purchase a box if it advertised SLO Veg QUALTRICS. In order to increase brand awareness, SLO Veg can create custom harvest boxes and delivery vehicles. SLO Veg should not change their primary packaging of utilizing farm boxes since its target market values sustainability, however incorporating its brand will be benefit overall success.
6.4