MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

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MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

Marketing Numi Organic Tea Company Melissa Langhof fKaplan University

Antecedents of Target Marketing

Short Essay: Write a 250 (or more) word discussion using research from your textbook to help substantiate your understanding of segmentation, target marketing, and positioning. Apply APA style referencing in your writing.

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MT 219 MT219 MT/219

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MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

Marketing Numi Organic Tea Company Melissa Langhof fKaplan University

Antecedents of Target Marketing

1. In the first part of the video, Jen Mullin, the vice president of Marketing for Numi Organic Tea, clearly describes their typical customer. Using the information on segmentation you learnedfrom reading Chapter 8 in Lamb, et al. (2014), discuss who the customer is and how the Numi marketing team figured that out?ANSWER: Jen Mullin described the ideal customers would be college students or eco-moms.

This was determined by using the demographic segmentation. Jen was able to look at those consumers that purchase tea the most. From that information she was able to conclude who their typical customer should be. Knowing who the demographic is for their products will help the marketing team to determine not only how to draw in the typical demographic but also to try to reach other consumers.

By offering the free samples to local businesses as well as to consumers they were able to determine those that were interested in the products they were producing. With the information they were able to determine the best way to draw in those consumers that were already interested in the product and those that were not yet.

By offering the products at spas, luxury hotels and restaurants they were able to expose themselves to different consumers and increase their consumer base. They were also able to expose those consumers that are not able to go to the luxury businesses by offering their teas to big chain stores such as Target or Costco.

This allowed them to reach customers that were on a tight budget. Numi Organic Tea Company was able to cover their bases by offering their product at the luxury businesses and at the different stores.

These samples not only focused on the typical customers of Numi Organic Tea Company but also helped the company to determine what the best way would be to increase theirconsumer base, not just individually but also with different companies.

2. What is Numi’s principle marketing plan? In what way does Numi’s marketing team use what they know about their target demographic to implement their marketing plan?

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

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MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

Description

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

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MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

Description

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

MT 219 MT219 MT/219 Assignment_unit5 – Antecedents of Target Marketing

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