Segmentation, targeting and positioning

Segmentation
The first target segment for our product are the young and fit individuals who are serious
about exercising and want to train and eat like military professionals. Some of these people
spend a significant amount of time exercising in a gym or at home. Since they wish to train
like the military professionals, these people are more likely to focus on eating proper and
healthy meals. As a result, our professional trainers can be a valuable resource in assisting
them in achieving their eating and exercising objectives.
The proactive health-conscious senior citizens who typically live as couples are the second
segment we wish to target. They typically have more money for retirement, spend a
significant amount of money on food, and have a high level of financial security. This target
segment is health-conscious and values eating healthy foods, exercising, and eating socially
with friends and family. The majority of health-conscious people stay informed by
conducting their own research. They are more likely to stick to their diet plans for a longer
time. Therefore, with the help of our military professional trainers via our app, we will
conduct research on their behalf and provide personalised meal and recipe solutions that best
meet their needs.
The final group we want to reach out to are "fence sitters," people who want to be healthy
but struggle with juggling children and daily stresses. They have a tendency to jump on the
latest health craze without setting clear goals, but they wish to seek guidance. This market is
ripe for quick, easy, and healthy food solutions. Our product is ideal for this market segment
because it relieves them of the burden of researching healthy meals and recipes, allowing
them to devote more time to their families and jobs. Our military experienced trainers can
guide them exactly based on the demands of their family and assist them in leading a less
stressful life.

Targeting
The first method we intend to use to target our segments is a survey that will assess food
habits, eating habits, and exercise patterns in relation to breakfast intake, number of meals per
day, daily consumption of fruits and vegetables, and consumption of both alcohol and
desserts. We will categorise eating habits into three categories: never, occasionally, and
frequently. The score assigned to these categories will range from 0 to 3, with the best option
being the healthiest and the worst option being the least healthy. This survey will assist our
professional trainers in gaining consumer insights into food consumption on various types of
fruits and vegetables, allowing them to prepare solutions and satisfy various target segments.
(Segmented targeting)
Micromarketing is the most effective targeting strategy for our product because it provides
personalised solutions for each individual. We will send this survey, like the previous one, to
individual consumers who appear to be interested in trying our product. We will create a
general survey for everyone, but we will make every effort to meet their needs on an
individual basis. A consumer who exercises frequently and is looking for strict military meal
options, for example, will be satisfied differently than a consumer who does not exercise
frequently but wants similar meal options like a military professional. Other marketing
strategies can be used, but we believe that Micromarketing is the best because our
professional trainers will provide unique solutions to each user with the help of our app. This
is the primary criterion that will assist us in distinguishing ourselves from our competitors.
This targeting strategy will undoubtedly bring us success and help us achieve the highest
annual sales and profit. If our product proves to be successful in the future, we will consider
using other targeting strategies, such as niche marketing, to attract more customers/users.

Value Proposition
“For health-conscious consumers, Fitness Feast will provide you with personalized solutions.
Fitness Feast is equipped with highly experienced military professionals. Our healthy meal
plans and recipes promises to keep you in shape and provide joy to your life.”
We want to gain a competitive advantage over our competitors because our innovative idea is
ahead of technology and there are no other companies like us. Our product will provide
significant benefits to our users and will be available at a very competitive price. As a result,
our product's value proposition is based on innovation and performance in order to satisfy
customer wants and needs and differentiate from competitors.