Answer to Question #188744 in Management for sushant

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

1) Prepare an appropriate segmentation strategy for the new launch.

Psychographic segmentation is dividing the market based upon the consumer lifestyle, interest, attitudes and personality traits.

Habit company's is interested in manufacturing healthy food products that only adds a nutritional value to their consumers with no side effects. The company provides their consumers with food products regardless of their social class.

2) How the brand should be positioned in the market.

a) Audience analysis- Habbit start-up company analyzes potential consumers and identifies the current patterns inside the market targeted area.

b) Use of market research questions- this, the company will be able to learn and identify the details of their potential consumers' geographical location. Therefore, the company may be forced to target urban center consumers who have a higher income and tend to take seriously health awareness and wellness. Thus, in most cases they take food with zero content sugar to help them fight diseases such as obesity and diabetes.

c) Research and studying consumers' interest- based on psychographic segmentation the company will divide their consumers based on lifestyle of the consumers. The consumers will do away with unhealthy high calories and sugar content food and switch to low calorie and zero sugar content food. Therefore, wise cream being a luxurious food it is consumed by people who have had access to educational awareness on health and wellness.