COMM 200 Lecture Notes - Target Market, Ultima Foods, Psychographic

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Published on 16 Apr 2013
School
Queen's University
Department
Commerce
Course
COMM 200
Week 9 COMM200 Lecture Notes
Key concepts
Segmentation
o Marketing research > marketing effort
o Demographics
Social aspects
Behavioural
Culture
Ethnicity
Psychographics (lifestyle, etc.)
Target market
Customer profile (profiling)
Positioning
Number one (most recognized) reward in Canada is Canadian Tire money
For the customer it drives repeat purchases, brand and customer loyalty to increase frequency
of shopping at Canadian tire
Granulation: take an area in a particular sector, is there area in that sector
o Walmart controls the middle of the market, but you can go up market and hit target,
HBC and then the peak of that is high end specialty stores
Customer profiling what does your customer base want?
o Price customer
o Value customer
o Accessibility and convenience customer
o Relationship customer
Fractional ownership
IOGO
- Ultima foods, there was significant risk if continuing to manufacture the Yoplait yogourt for
general mills
- They wanted to minimize risk so they formed their own brand as they saw an opportunity in the
market
- Integrating strategy and market together to create awareness for brand
- Reasons to form this business
o Growing demand
o Consumption is good
o Emerging market
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Document Summary

Segmentation: marketing research > marketing effort, demographics. Number one (most recognized) reward in canada is canadian tire money. For the customer it drives repeat purchases, brand and customer loyalty to increase frequency of shopping at canadian tire. Granulation: take an area in a particular sector, is there area in that sector: walmart controls the middle of the market, but you can go up market and hit target, Hbc and then the peak of that is high end specialty stores. Customer profiling what does your customer base want: price customer, value customer, accessibility and convenience customer, relationship customer. Ultima foods, there was significant risk if continuing to manufacture the yoplait yogourt for general mills. They wanted to minimize risk so they formed their own brand as they saw an opportunity in the market. Integrating strategy and market together to create awareness for brand.

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