Answer to Question #178697 in Management for Maham

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

Habbit's new start-up company's interest is to manufacture healthy and nutritious food products with zero side effects on their respective consumers. The company's primary focus is to provide products that serve the whole population irrespective of their social classes and section of their society.

 

Habbit market segmentation strategy.

The company will start by analyzing its potential customer by performing audience analysis. The audience analysis will help the company learn about their consumers and identify the existing trend within their target market area. However, with the use of market research questions, the company will study and get details of their anticipated customer's geographical location. In this case, the company targets individuals staying in urban-rural areas because most of the people staying in town have lousy health habits; most of them are obese and diabetic hence struggling to cut their weight.

 Moreover, the company will research to study what their audience is interested in to identify psychographic segments. Therefore, Habbit Company will segment their customers based on lifestyle to transit from high-calorie and sugar ingredients that affect their health to low healthy calories and zero sugar items. Generally, since wise cream is among luxury food, the population with significant household income are the best consumers and well educated enough to understand the benefit of a healthy lifestyle by consuming wise cream rather than other ice cream products that consist of high sugar and calories.