Target Market for Mango Marinade

The target market for Mango Marinade is segmented primarily by customer needs ("Market Segmentation"). Among home consumers, busy housewives who want to make an upscale meal with the same speed and ease as if they were making Hamburger Helper will find the marinade appealing. Since food only needs to be marinaded, brushed with, or sprinkled with the marinade to impart the flavor, the product is fast and easy to use. Housewives want the ease of prepared foods but want to retain the impression that they are cooking an elegant meal, and Mango Marinade fulfills both criteria. The mango flavor adds a hint of the tropics and lends the appeal of upscale restaurants without the cost.

Within another segment, professional chefs, the product again is fast and easy to use and eliminates the preparation of sauces that need to be simmered for long hours. In the intermediate restaurant range where there is no famous chef, shortcuts are appreciated as long as they deliver the intended impact. The main appeal of the marinade here is that it tastes very similar to sauces made from scratch.

The third segment includes people who gather for casual meals and snacks people watching a football game together, students gathering at a frat party, and neighbors having a cookout. The versatility of the product is the primary criterion for success in this segment. It can be used on ribs or chicken, combined with other ingredients to make a mango salsa, or tossed with fruit for a spicy fruit sala

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oes with the pungency of the vinegar, lemon juice, and spices. It smells fruity, spicy, and tropical. When the product is used on raw food, the aroma is much stronger; when it is used on food that is subsequently cooked, the aroma is mellower and less distinct from the aroma of the food itself. The channels of distribution strategy for Mango Marinade is intended to maximize reach in the marketplace by assessing channel opportunities and recommending alternatives for achieving required market coverage at target levels of profitability and growth. Opportunities will be identified and strategies developed to send the product to market through additional channels ("Distribution Channels Strategy"). The first step in formulating the strategy is to identify available channels of distribution and determine the outlook for each. Although primarily intended as a grocery store product, Mango Marinade has the potential to be distributed through other channels if packaged accordingly. High-end retail stores such as Neiman-Marcus could use the product as part of a gift basket of grilling or picnicking products. Specialty food stores such as Hickory Farms could use it as an accompaniment to their cheeses and meats. Stores that sell co

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