Red Mango Stp
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Segmentation Of Market
Red Mango selects ice cream market. And ice cream market can be divided various market according to standard. Let me introduce some kind of ice cream market.
1.Normal ice cream market
When we talk about ice cream, we commonly think ice cream in this picture. This kind of ice cream is the most universal and consumers of this kind of ice cream are very board in terms of age, job, income. Some food major company belong to this segment like Lottesamking, Binggrae.
2.Premium ice cream market
We call ice cream having more than 12% butterfat premium ice cream. This premium ice cream has high price and good quality. Because of its high price, its consumers are not wide. Haagen daz, palazzo are belong to premium ice cream company.
3.Yogurt ice cream market
Red Mango makes this segment. Yogurt ice cream is good for health. Different from premium ice cream, it has 2~3% butterfat and does not involve artificial dyes. Yogurt ice cream is also good for beauty, it is popular with women interesting beauty.
Target market
Red mangos yogurt ice creams major consumer is women in twenty. They have some traits.
1.They are interested in beauty and diet, so they want low fat food.
2.They can make word of mouth about Red Mango yogurt ice cream.
3.They like dessert.
Red Mangos yogurt ice cream is dessert and diet food. So it is appropriate to twenty women and their second trait is very useful marketing tool to Red Mango.
Positioning
Helpful desserts for beauty and health.
Red Mango starts Yogurt ice cream with wellbeing trend. Before Red Mango, consumers buying premium ice cream worry about some diet and getting weight. But Red Mangos yogurt ice cream has just 2~3% fat so women can eat without worrying diet. Red Mangos “not tongues pleasure also bodys pleasure” represents difference from other ice cream having sweetness.