MARKET  SEGMENTATION

The market segmentation is the group of people who has the similar intension
towards the particular brand. The marketing segmentation is based on
demographics which include age, gender, income, education. Geographic which
has cultures and countries. Psychological this includes attitudes, knowledge and
awareness, wants and needs. Behaviours of consumers.

1. GEOGRAPHIC SEGMENTATION: Our company has segmented its

market for vegan based on the geographic weather warm, cold or hot. And also
consider the country region, rural area and world region. Our company easily
identifies the geographical changes in needs and wants. Our many target is
Asian Market.

2. DEMOGRAPHIC SEGMENTATION: The customer segmentation of our

company is based on age, income, occupation

 AGE: The age of the customer will be between 1 to 60 years.

 INCOME: Middle income, Upper Middle Income group.
 OCCUPATION: It can be consumed by people of all occupations.

3. PSYCHOGRAPHIC: our consumers consume it for different taste and

healthiness.It can be used by working class as well as house wives who are
health conscious, also by those who have busy lifestyle. It is accepted by all
religions.

4. BEHAVIOURAL SEGMENTATION: The behavioral segmentation of

nestle is mainly based on knowledge , awareness, attitude of an consumer.

 OCCASIONS: There is no specific occasion for consuming this ice creams.

Whenever the person wants he can consume the product and not worry about
the calories also.
 Benefits: They provide good quality product at economical prices Low on
calorie, easily available in supermarkets and general stores also

 USAGE RATE: The Usage Rate will be high as it will be consumed more in
urban areas.

 LOYALTY STATUS: Loyalty status will be ‘Hard core Loyals’ as there is no

much completion in the market.
 BUYER READINESS STAGE: The buyer will be ready to buy this product as
it will be low on calorie even if it is highly priced. So buyer readiness will be
high.

MARKET TARGETTING

At this point the segmentation is based on customer variables which are both
useful and important, now we proceed for targeting; the targeting is like as
selection now we have got our customers by segmentation so we will target
them to success. Now we analyzed the market place, our strengths and our
competitors and we will have some idea where they are good at, so we will try
to serve the segments whose needs and wants are similar to us, so we hope to
make customers happy and loyal who will be profitable for our company. “Jaca
sandwiches is Healthy wealthy” will be targeted on both men and women who
are health conscious and also youth who are more health conscious.There is no
chemicals and preservatives used in the production process

MARKET POSITIONING
The positioning has many number of its physical elements but more perceptual
ones, it’s all about identity and where the position of company in the market and
in the customers eyes, once if know where we are we can determine where our
company wants to be. This has many market responsibilities. It involves all the
marketing mix.It will be positioned as a ‘LOW CALORIES’. Its USP will be
that it will be rich in nutrients which are necessary for maintaining the health of
the person.