Essay About Ready Meal Targeting And Chilled Food Ready Mealthe Table

Ready Meal Targeting, Segmenting and Perceptual Map
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Task 2 Segmentation, Targeting & PositioningCustomer Segmentation Within Chilled Food Ready MealThe table below identifies different customer segments that exist within chilled ready meal market.VariableDescriptionBehaviouralBenefit SoughtCheap prices with meal deals, convenient for busy day to day life as it is ready to eat, contains less preservatives than frozen ready mealsPurchase OccasionMeal deal promotions, buy one get one free offers, time saver to quickly grab something while working or on breaksPurchase BehaviourBrand loyalty schemes such as loyalty card offers buy 5 coffees get 6th freeUsageHeavy users of chilled ready meal: unmarried men, working male/female, students, busy people who don’t have time to cook from scratchPerceptions, beliefs & valuesIn the UK ready meal sales has been increasing and some buyers consider chilled ready meal to be freshly made and healthy. For example, Greggs sells sandwiches, salads, baguettes made every day at their storesPsychographic LifestyleChilled ready meal appeals consumers who want to spend less on dining out in restaurants, busy people who don’t have timePersonalityLazy, not interested in cooking, workaholics who think cooking is waste of timeProfileAgeChilled ready meal is suitable for all age range as products range from kids meal to adultsGenderBoth male and femaleLife-cycleSingle adults, men without partners who don’t have anyone to cook for them, female and male corporate workers Social classmiddle class and working classIncomeLess disposable income to dine out GeographicIn UK people consume chilled ready meals like sandwiches, baguettes, pasties, rolls, pasta and salad whereas in India people would prefer rice, curry, chapatti, daal, palak paneer to name a few in their ready meal packageGeodemographicDepends on whether consumers fall in ACORN or MOSAIC geodemographic. For example ACORN consumers are likely to consumer chilled ready meal as they reside and work in urban area which is more busier then suburban[pic 1][Perceptual Map][pic 2][pic 3][pic 4][pic 5][pic 6][pic 7][pic 8][pic 9][pic 10][pic 11][pic 12][pic 13][Reflections & Recommendations]It is important to understand segmenting consumer markets. As you can see in the table above there is different segmentation variables used to divide market into segments. This enables a marketer to predict different trends in buying behaviour. Segmentation is divided into three broad groups: