Discuss any segmentation criteria currently identified in the Marketing Plan for describing the target market/market segments.
• Behavioral segmentation: The criterion that the café can use to analyze the behavior of customers is asking them to fill in a form asking how happy they are after they purchase a product from the café.
• Demographic segmentation: In regards to this kind of segmentation, occupation and education influence the behavior in which customers visit the cafe.
• Occasion segmentation: depending on the occasion at hand customers may behave differently in the way they purchase products from the café. For example, during a normal working week there may be more customers that purchase coffee on their way to work compared to customers …show more content…
For example, asking the occupation of customers that visit the café and how often they visit the café. The data sources can be the daily customer discussion notebook kept within Grays Café by the business manager.
Market segmentation
Use the information sources you have identified for segmenting and profiling the market.
• Expected frequency of purchase: This helps to accommodate more staff for the peak periods of business that the café experiences throughout the day. For example, during the morning between the hours of 5am to 10am there is a peak period in which customers visit the café. Then there is lunch time which could be another peak time period when customers visit the café.
• Expected lifetime as customers: this could relate to the expected duration that customers visit the café. Times vary depending on the occasion that customers choose to come in for.
• Expected volume of purchase: similar to the previous point, the volume of purchase largely depends on the occasion that the customer may choose to have when visiting the …show more content…
Single Professionals 35% Working class professionals High response to marketing campaigns that take place on a seasonal occasion throughout the year This target segment can be easily accessed by:
• Social media platform
• Online webpage
• Posters and brochures Advice or general information: easy to find through the website and shop floor
2. Married couple with kids 30% Working class citizens with families Medium to high as there is a high amount of competition This target segment can be easily accessed by:
• Fairness/politeness: is generally high as this is what draws customers to the café
3. Nearby Office workers 20% local customers in the area with offices close to the café High response of market segment members to test campaigns
High response to previous campaigns by members of market segments This target segment can be easily accessed by:
• Prices/value: the café offers products and services that are very competitive that drive a lot of local customers to come back to the
• Behavioral segmentation: The criterion that the café can use to analyze the behavior of customers is asking them to fill in a form asking how happy they are after they purchase a product from the café.
• Demographic segmentation: In regards to this kind of segmentation, occupation and education influence the behavior in which customers visit the cafe.
• Occasion segmentation: depending on the occasion at hand customers may behave differently in the way they purchase products from the café. For example, during a normal working week there may be more customers that purchase coffee on their way to work compared to customers …show more content…
For example, asking the occupation of customers that visit the café and how often they visit the café. The data sources can be the daily customer discussion notebook kept within Grays Café by the business manager.
Market segmentation
Use the information sources you have identified for segmenting and profiling the market.
• Expected frequency of purchase: This helps to accommodate more staff for the peak periods of business that the café experiences throughout the day. For example, during the morning between the hours of 5am to 10am there is a peak period in which customers visit the café. Then there is lunch time which could be another peak time period when customers visit the café.
• Expected lifetime as customers: this could relate to the expected duration that customers visit the café. Times vary depending on the occasion that customers choose to come in for.
• Expected volume of purchase: similar to the previous point, the volume of purchase largely depends on the occasion that the customer may choose to have when visiting the …show more content…
Single Professionals 35% Working class professionals High response to marketing campaigns that take place on a seasonal occasion throughout the year This target segment can be easily accessed by:
• Social media platform
• Online webpage
• Posters and brochures Advice or general information: easy to find through the website and shop floor
2. Married couple with kids 30% Working class citizens with families Medium to high as there is a high amount of competition This target segment can be easily accessed by:
• Fairness/politeness: is generally high as this is what draws customers to the café
3. Nearby Office workers 20% local customers in the area with offices close to the café High response of market segment members to test campaigns
High response to previous campaigns by members of market segments This target segment can be easily accessed by:
• Prices/value: the café offers products and services that are very competitive that drive a lot of local customers to come back to the