The target market for Mango Marinade is segmented primarily by customer needs (ôMarket Segmentationö). 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 snacksùpeople 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 salad.
Organizational buyers include manufacturers, wholesalers, retailers, and government agencies (ôOrganizational Markets and Buyer Behaviorö). The organizational buyers for Mango Marinade are expected to be wholesalers and retailers, with the organizational consumers being the general public. The factors that influence purchasing decisions would be benefits, cost, relevant image and convenience (ôMarket Segmentationö).
The attributes of Mango ...