Segmentation and Planning Campaign of Global Taste Company

Global Taste is a multi-cultural snack ordering company brand is essentially focused at providing online services to demographics specifically around the major Metro Areas of the United States. The snack company is at its initial stages, hence there is a need to develop precise market penetration strategies so as to gain a competitive advantage. In the United States, the market is highly saturated with competitors that offer the same services as Global Taste, with a major rival being MunchPack online Snack ordering Company. This necessitates the need for Global Taste Company to develop a concise segmentation and branding campaign in order to gain an upper hand that will help in convincing the consumers of the company’s ability to offer the best services in comparison to its competitors (Hooley et. al, 17). Therefore, the paper seeks to develop a brief segmentation and branding campaign strategy that meets the customer needs for the company with consideration on their age, gender and ethnic and social background.

Humans, especially in the developed world are increasingly becoming busier and pre-occupied by the activities in their workplace. This leads them to lack time for a proper meal preparation, in turn; most of them survive on snacks during the daytime. This is the case especially to the younger working population. Therefore, Global Taste company should categorize the target population in age segments, for instance, those aged between 16-39yearsand another segment for 40 to 65 years of age. With such segment classification, the business entity has the ability to majorly focus on a wider market segment that can lead to more profit making (Dibb et. al, 5). The first segment of 16-39 years old is majorly consistent of a working population, meaning that they have a higher income levels as compared to the later segment. Statistically, the U.S demographic data for metro areas reveals that more than half of the population in the urbanized metro areas is mainly comprised of younger population below 40 years of age.

For a long time, Snacks have been associated with health problems such as diabetes and high blood pressure. These cases are usually common to the older population. By specifically designing and marketing the products that target this segment of a population, the older consumers will be satisfied, hence becoming regular customers for Global Taste Company. For instance low- fat, high fiber snacks can be marketed to the 40-65 year segment (Fuhrman, 34). 

Female gender populations in the United States metro areas tend avoid snacks due to the perception that snacks are high in calories. The perception is less likely to the male gender. Segmentation according to gender is necessary so that advertisement strategy that is directly aimed at convincing the worrying gender of the health safety of the products can be offered. Adverts for dietary snacks that are low in calories should be designed to promote the product especially to a wider female market.

Given the diversity in the metro areas of the United States such as the New York and Los Angeles, Global Taste Company has a higher chance of attracting a wider market in this geographical location. The ability of a consumer to choose from a wide variety of snacks boosts the efficiency levels of the company.  However, the websites should feature snack categories, according to nationality, religion and ethnic background. This will ensure that the consumer feels a sense of belonging and thus the satisfaction of their needs (Doole et. al, 116).  Eventually, online orders will be able to reach a wider market, given the convenience of the ordering process. Adverts should be posted on the social sites as a target to younger population segment (Heinemann et. al, 109)

Works Cited Page

Dibb, Sally, and Lyndon Simkin. The Market Segmentation Workbook: Target Marketing for Marketing Managers. London: Routledge, 1995. Print: 4-26

Doole, Isobel, and Robin Lowe. International Marketing Strategy: Analysis, Development and Implementation. London: Cengage Learning, 2008. Print: 110-124

Fuhrman, Joel. The End of Diabetes: The Eat to Live Plan to Prevent and Reverse Diabetes. New York: HarperOne, 2012. Internet resource.

Heinemann, Gerrit, and Christoph Schwarzl. New Online Retailing: Innovation and Transformation. Wiesbaden: Gabler, 2010. Internet resource: 100-132

Hooley, Graham J, John A. Saunders, and Nigel Piercy. Marketing Strategy and Competitive Positioning. New York: Financial Times/Prentice Hall, 2004. Print 1-236