MKT 3520
FALL 2021
Store Visit/Segmentation Assignment
The objective of this assignment is to help you prepare for your Team project. “Store checks” (or store visits) are one of the best ways to understand your category, your competition, to see how brands are positioned in store and on the shelf, and to understand the consumer needs and wants.
ASSIGNMENT
Go to the Supermarket product (visit a full-size supermarket and identifies the sub-sections within the category your product is in) and identify the various product sub-segments.
Include a selfie of the store with you in front of it.
Complete the form that follows
Save the file: YOUR NAME Store Visit.doc
Category
Sub-Segments
3 Important Brand names including your brand
Target Audience or who you think can make or influence a purchase
(If Age, Incomes, Gender, Needs/wants; where they live; their interests/hobbies/beliefs etc. are important then include them.)
HAVE AT LEAST 3 SUBSEGMENTS.
IF YOU THINK THERE ARE OTHER IMPORTANT SEGMENTS, PLEASE INCLUDE THEM
Below is a good example of what I am looking for in this assignment.
One way to segment may be through age or gender
Shampoo Product Segment
3 Key Products including your brand
Target Audience
Kids
Johnson’s Baby Shampoo
L’Oreal Kids
Suave Kids
Parents, grandparents, care givers who want the kids to be comfortable when their hair is being shampooed. The kids are very important to them.
Value and ease of purchase are important factors in making purchase decisions.
Men
Head & Shoulders Basic
Selsun Blue
Suave for Men
Men who are married or single, old or young. Probably 25-64. Any man who buys himself shampoo, married or single, old or young.
In many cases their partners/wives/girlfriends may be influencing their choices.
Women
VO5
Tresseme
Aussie
Women 18-54 who look for a good quality shampoo at a good value. They look for brands with the ability to meet all of their hair needs without spending a fortune. These women tend to shop for their shampoo in drugstores or supermarkets.
Or maybe it is more appropriate to do it by the Benefits of the Category
Shampoo Product Segment By Benefit
3 Key Products including your brand
Target Audience
Nutritious for Hair/Scalp
Neutrogena T-Gel
Organix
Aveeno Nourish
Adults 25 – 54 with specific hair or scalp concerns (e.g. dryness, dandruff, oil, etc.). It is important that the brand live up to its promise, is easy to find in supermarkets or drugstores. They want an uncomplicated solution to their hair problem.
Scented
White Rain Sensations
Suave Naturals
Herbal Essences
Women, 18-35 who want their hair to be not only clean, but to smell beautifully as well. Scented shampoos make them feel like they are being just a little more special to themselves.
Hair Stylizer
Vidal Sassoon Pro-Series
Salon Selectives
L’Oreal Hair Expertise
Women 18 – 65, who believe that the more “professional” shampoo brands are that much better for their hair. They are willing to pay a little more to get what they think is the same results as from a hair salon.
YOU DECIDE HOW BEST TO SEGMENT THE CATEGORY TO BETTER UNDERSTAND YOUR OWN BRANDS’ COMPETITIVE ISSUES
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