Answer to Question #177207 in Management for BHAWNA

Question

Health and Nutrition Start-Up, Habbit makes consumer debut with a range of innovative & delicious Products. Habbit Wise Creams are the lowest calorie ice creams in the world. Every serving has less than 50 calories, which is less than half an apple. Available in 6 gourmet flavours such as Blueberry Crumble, Salted Caramel, Lychee Blush, etc. Wise Creams contain zero added sugar and are keto + diabetic friendly. Prepare an appropriate Segmentation Strategy for the new launch. Considering that they have entered in consumer market for the first time, how should the brand be positioned in the market?

Answer 1

The market segmentation strategy would be demographic segmentation. They should target old people (60+) and those who are suffering from diabetes.

Brand positioning- is the conceptual place you want to hold in the mind of the consumer. This Health and Nutrition startup should position itself to be a caring organization, should put the needs of the people before its profits.

Steps to follow in order to make a good brand positioning;

1. Determine how your brand is currently positioning itself
2. Identify your direct competitors
3. Understand how each competitor is positioning their brand
4. Compare distinct and value-based positioning idea
5. Craft a brand positioning statement
6. Test the efficacy of your brand positioning statement