Product Attributes, Branding and Positioning

Question Description

I’m trying to study for my course and I need some help to understand this question.

             Please Get done Exercise 1, and ready (Marketing 2) to know how to start on it.


              1. To create an awareness of the nature of product offerings relative to customers' shopping behavior.

              2. To improve your understanding of the many attributes, including branding, that comprise a product offering           and the strategic importance of positioning.

            Not all of these sources may be available through the Cook Library Towson University, but may be available from other University System of Maryland libraries or other local sources.


  1. If your plan involves a consumer tangible good: Identify the product classification that your product concept would fall under and explain the implications for shopping behavior (i.e., whether your product would likely be viewed as a convenience, shopping, specialty or unsought good) and the entire marketing mix.

                                                                         (Marketing 2)

    There are many different variables to consider when defining our products market segment category. Fresh Pies organic menu offers a selection that will meet both current and future consumer wants with regards to healthy eating. The market of our service is focused on a younger population. Our targets are men and women aged 17-35. This age group is based off of our geographic location which is a college town. We appeal to all of the students at Towson University which consists of 18,779 undergraduate students and 3,720 graduate students (Towson at a Glance, 2014). Moreover, there are 12,150 females attending Towson University and 10,349 males attending Towson University (Towson at a Glance, 2014)).The city of Towson also provides 14,081 individuals aged 20-34 that fall within our targeted markets (United States Census Bureau, 2012).

    We understand that organic foods typically cost more because of the health standards but Fresh Pies actually makes its own ingredients in order to save money buying ingredients from expensive retailers (include NAICS code). Fresh Pies gives it target market the chance to remain healthy while eating delicious foods. Furthermore, Fresh Pies is hard set on meeting the needs and wants of the healthy eater’s lifestyle by building locations near local public gymnasiums (the number of locations will increase with time and success). This way, people who complete their exercise can quickly run into a Fresh Pies location and order food that satisfies their dietary needs. More specifically, Fresh Pies is only looking to open one location in front of the gym with the most membership sign ups (find a number) so our segmented population is larger by default. This also saves our company money on advertising.

    Target market

    The genuine requirement for segmenting a business and focusing on the clients is to allow your promoting or deals project to attention on the subset of expectations that are "in all likelihood" to buy what you're putting forth. In the event, that the organization fit to foresee it suitably this will help to protect the most astounding return for your promoting or deals uses for a more drawn out time of time. (Rowe, & Britz, J2009). The method of the Fresh Pies is to take each client as target and potential client who is parched, and ready to pay for their thirst. The method is proficient enough to satisfy the prerequisites of the brand in today's contending world in likewise in tomorrow. All kind and sort of age assemblies is constantly target however the most prospective is the age bunch from 18-25 that sanctuaries around 40% of aggregate age portions for pies in everywhere throughout the Towson.

    Age: The fundamental target business is dependent upon age. The checked onlookers of Fresh Pies are more youthful era or youth. This reach is much wide to target. This reach involves the age aggregation of 15-25 and likewise focuses on the more established individuals. There is no sex separation in their focusing on; however the outcomes additionally indicate that both gender’s like this item and utilization it.


    Surprisingly, this item utilized by both genders either male or female around the Towson.

    Life style

    All sort of life style focused for pies as it is a low esteem superb item.

    Family; both reliant on their families and individuals

    Occupation; understudies and family situated individuals

    Nature; fun and excitement adoring

    Socio economic status; high society, upper middle and lower middle class

    Population of Towson:

    Starting 2010, the aggregate populace of Towson is 55,197, which is 6.57% more than it was in 2000 (www.usa.com). The populace development rate is more level than the state normal rate of 9.01% and is easier than the national normal rate of 9.71%. The Towson populace thickness is 3,864.61 individuals for every square mile, which is much higher than the state normal thickness of 465.39 individuals for every square mile and is much higher than the national normal thickness of 81.32 individuals for every square mile (www.usa.com). The most predominant race in Towson is white, which speak to 80.61% of the aggregate populace (www.usa.com). The normal Towson instruction level is higher than the state normal and is higher than the national normal.




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