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Running Head:MY FAMILY’S POULTRY SEASONING 1

MY FAMILY’S POULTRY SEASONING 5

My Family’s Poultry Seasoning

My Family’s Poultry Seasoning

Market segmentation is vital in developing a specific and effective marketing messages that are focused on a determined audience (Rezaei et al., 2018). Dividing markets into specific demographics groups with their specific characteristics can be done based on age, geographical area, behavioral segmentation, and psychological segmentation. Apart from developing specific and effective marketing messages segmentation aids in developing an actionable marketing feedback and the consequent improvement of marketing strategies and the quality of products (Obilo & Alford, 2018).

My Family’s Poultry Seasoning is now improved with twenty one new spices. This delicacy is prepared using poultry products, vegetable salads and East African spices. The product has a sweet taste and the lemon flavor on it creates a sour taste that makes it possible to feed on the product without developing nausea that is usually elicited by continued intake of sugary food. The new taste has also been improved through the use of garlic which contributes to a good taste, good smell and adds a nutritive value of strong immunity system. The chicken meat has low cholesterol levels making it healthy to feed on for a long time.

The first market is that of young adults the newly married couples between twenty five and thirty years in America. Research has indicated that young adults are the heaviest impulse spenders in the country especially on foods and drinks (Obilo & Alford, 2018). Psychologically, the market population has been found to possess a liking for new tasty foods before they develop strict financial expenditures. On the same note the population is loyal to the sole brands they have chosen in the markets and have a high level of curiosity, having the tendency to develop likings for newly developed products and services. I therefore chose this specific segment for the sustainable financial benefits the population would reap to our business enterprise.

Secondly, the specific age has had a great influence on the foods and drinks markets. The population has a wide usage of social media reaching out to friends based on their wide social connections through social media and other media interactions. Young adults in America have a high purchasing power and influence each other in making buying decisions. This segment was therefore chosen to increase our market reach through purchase by reference- those who positively approve a product are likely to inform others about the good products and services they have experienced.

My second market segment is teens between the age of sixteen years and eighteen years. It is legal to advertise to this population in America. This group has a high population in the country making it financially viable to spend on marketing activities targeted on them. Market researchers have indicated that some market segments have the same buying behaviors across diverse cultures (Dibb & Simkin, 2016). Buyers of between sixteen and eighteen years have similar buying characteristics and the marketing feedback given by this segment can be replicated in other countries. The teens, just like young adults, have a notorious liking of newly developed foods and drinks based on their curious experiences. Teens have a steady supply of money while in senior high schools, colleges and universities. This possession of enough amounts of money gives them a big purchasing power hence providing sustainable financial success.

Additionally, the population has an established social media usage and easily influence each other while making purchasing decisions. This is to mean that upon having an experience with a product or service, they are likely to refer them to their friends and relatives. Market experts have indicated that the population is also loyal to certain goods and services.

References

Dibb, S., & Simkin, L. (2016). Market segmentation and segment strategy. Marketing theory: A student text, 251-279. Retrieved from; https://books.google.co.ke/books?hl=en&lr=&id=qhkFDAAAQBAJ&oi=fnd&pg=PA251&dq=2016+developing+and+researching+on+market+segmentation+&ots=iZqpSWJlE1&sig=zUlnx0Y5Wb0cReD4qD14uLhW44c&redir_esc=y#v=onepage&q=2016%20developing%20and%20researching%20on%20market%20segmentation&f=false

Obilo, O. O., & Alford, B. L. (2018). Market segmentation via attitudinal functions: a multi-method approach. Qualitative Market Research: An International Journal. Retrieved from; https://www.emerald.com/insight/content/doi/10.1108/QMR-06-2016-0052/full/html

Rezaei, J., Wang, J., & Tavasszy, L. (2015). Linking supplier development to supplier segmentation using Best Worst Method. Expert Systems with Applications, 42(23), 9152-9164. Retrieved from; https://www.sciencedirect.com/science/article/abs/pii/S0957417415005333