In this post, respond to the following:
Review “Interactive Illustration 1: Segmenting the Dog Food Market” in the reading. Study each of the segments.
Apply the Who, What, Why framework discussed in the reading to evaluate the dog food market segmentation.
Imagine you are a new dog food manufacturer. State which segment(s) you would target based on the six characteristics of a useful segmentation: identifiable, substantial, accessible, stable, differentiable, and actionable.
Recommend a marketing mix (the 4Ps) for the new dog food. Briefly, specify what product to offer, how to distribute the product, how to price the product, and how to promote the product—based on the information in Illustration 1.
Address all of the items listed and follow APA citation guidelines. Refer to the syllabus for length requirements.
Before attempting to complete this discussion, review the following learning materials:
From your Harvard Business School Publishing Course Pack:
Gupta, S. (2014). Marketing reading: Segmentation and targeting. HBS No. 8219. Harvard Business School Publishing.
This reading introduces two of the integral parts of any marketing strategy: segmentation and targeting.
It covers, first, all of the methods, techniques, and variables with which a business first uncovers the full range of its potential customers and then distinguishes between them. It then shows how a company judges the potential of each market segment, selects the segments worth pursuing, and designs marketing programs to serve them.
The reading includes two interactive illustrations. The first, “Segmenting the Dog Food Market,” shows how successfully marketing a product consumed by dogs depends on first understanding and segmenting their owners.
The second, “Segmenting the Market for Early Pregnancy Test Devices,” shows how the most important category for segmentation is not demographic or geographic, but is concerned rather with consumer psychology and motivation.
The reading also includes a six-part video mini-case study on how GE Healthcare developed and applied segmentation for its Imaging Systems business.
