Description
Antecedents of Target Marketing
As stated in Lamb et al. (2014), to segment a market successfully, a marketer must consider certain criteria.
A market segment must be:
- substantial (have enough potential customers to be viable),
- identifiable and measurable,
- composed of members accessible to marketing efforts, and
- responsive to particular marketing initiatives to differentiate it from other market segments.
In marketing, segmentation is used to create market segment profiles for the purpose of targeting consumers. Marketers identify a target market as one of the following three different strategies:
- Undifferentiated targeting,
- Concentrated targeting, and
- Multi-segment targeting.
Lamb et al. (2014) explain that an undifferentiated target marketing strategy:
Assumes that all members of a market have similar needs that can be met with a single marketing mix. A concentrated targeting strategy focuses all marketing efforts on a single market segment. Multi-segment targeting is a strategy that uses two or more marketing mixes to target two or more market segments. (pp. 131–135)
To demonstrate your understanding of segmentation, target marketing, and positioning, watch the video case study on Numi Organic Tea and answer the related questions by following the instructions.
References
Lamb, C. W., Hair, J. F., & McDaniel, C. (2014). MKTG7. Mason, OH: Cengage.
View the grading rubric below to see the full instructions and grading rubric for this Assignment.
Rubric
Review the assignment instructions and grading rubric.
Video
Watch the required unit videos
Resources
Explanation & Answer
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Running Head: SEGMENTATION, TARGET MARKETING, AND POSITIONING
The Numi Tea Experience
Students Name
Institutional Affiliation
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SEGMENTATION, TARGET MARKETING, AND POSITIONING
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Antecedents of Target Marketing
Short Essay: Write a 250 (or more) word discussion using research from your textbook to help
substantiate your understanding of segmentation, target marketing, and positioning. Apply APA
style referencing in your writing.
1. In the first part of the video, Jen Mullin, the Vice President of Marketing for Numi Organic
Tea, clearly describes their typical customer. Using the information on segmentation you learned
from reading Chapter 8 in Lamb, et al. (2014), discuss who the customer is and how the Numi
marketing team figured that out?
ANSWER: Jen Mullin identified ideal customers by adopting demographic segmentation. She
found that most of her customers would be youth (college students or eco-moms). Jen noted
down customers who frequently came to purchase tea and used the information to identify the
typical clients and customers. Understanding your products demographics aids in marketing
strategies to be employed, being able to identify typical demographic and reaching out to all
potential customers.
They were able to determine their potential customers who could be interested on their products
by offering free tea samples to local businesses as well as other customers. They extended their
customer base through offering tea in luxury restaurants hotels, spas, and luxury businesses
(Target or Costco). Through this, they were able to recognize the taste and preferences of
different customers on their product and supply the products according to the demand (Lamb,
2014).
SEGMENTATION, TARGET MARKETING, AND POSITIONING
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2. What is Numi's principle marketing plan? In what way does Numi's marketing team use what
they know about their target demographic to implement their marketing plan?
ANSWER:
Numi employed four P’s (Product, Price, Place, and Promotion) as their principle
marketing strategy. Numi provide specific marketing materials informing people about their raw
materials, produ...
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