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

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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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