MT 219 MT219 MT/219 Segmentation, Target Marketing, and Positioning

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MT 219 MT219 MT/219 Segmentation, Target Marketing, and Positioning

Segmentation, Target Marketing, and Positioning Ashley Machado Kaplan 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.

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 learned from reading Chapter 8 in Lamb, et al. (2014), discuss who the customer is and how the Numi marketing team figured that out?

ANSWER:

A market is a group of people or organizations with needs and a willingness to buy, market segments are a subgroup of people or organization within the market that share the same characteristics which causes them to have similar product needs (Lamb et al., 2014).

Market segmentation is the process of dividing up the market into identifiable groups (Lamb et al., 2014). Numi Organic Tea use quantitative data of their consumer base to identify the market segment that their typical customer inhabits. They found that their average consumer is an older, college educated women who is interested in organic products; she generally buys 2 to 3 boxes a month and prefers green tea.

In order for market segmentation to be useful, market segments must meet four criteria, they are: substantiality, identifiability and measurability, accessibility, and responsiveness (Lamb et al., 2014).

Since Numi discovered that a large percentage of their customers share the same characteristics it can be concluded that this market segment meets substantiality, which means that it is large enough to warrant a specific marketing mix geared towards them.

This segment is identifiable by their demographics of age, gender, education, and drink preferences. It is also measurable as there is a finite number of consumers who share these characteristics. This is a very accessible segment as they are educated women who most likely keep up to date with the latest in communication technology.

Finally the criteria that composes this segment is logical andwill respond to a marketing mix developed towards them.

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?

ANSWER:

A target market is a group of people that an organization designs, develops, and implements a marketing mix in order to meet the needs of the people and produce a mutually satisfying exchange (Lamb, et al., 2104).

Numi Organic Tea’s principle marketing plan is to reach their target consumers at locations where they think they will be. They also donate to and partner with causes that they believe their customer cares about such as breast cancer walks and the environment. As their target market are women who care about organic products it is

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