Marketing Segementation

The segmentation

ALNATURA is an organic super market, it can think of different ways to segment the market and develop profile of resulting market segment. Market segmentation divides a market into distinct groups with different needs, characteristics, or behaviours that require separate marketing strategies or mixes. (Armstrong, et al, 2010) While ALNATURA enters the Canadian market it should different segmentation strategies such as geographic, demographic, and psychographics segmentation.

Geographic Segmentation

The geographic segmentation strategy divides the market into different geographical units, such as, provinces, cites, and neighbourhoods (Armstrong, et al, 2010). ALNATURA is going to focus on big cities and higher populated areas of Canada in the first place like Toronto and Ottawa in Ontario, later on: moving further West, Vancouver and many more, as the market grows.

Demographic Segmentation

The company also uses demographic segmentation to divide the market into variables such as income, and age.

INCOME: People who are willing and able to spend more for high quality organic products

AGE: aging population (35-65)

Psychographics segmentation (attitudes/values/lifestyle) VALS

Psychographic: It involves the grouping of people in terms of their attitudes, values, and lifestyles.

Target Markets of Alnatura in Canada

According to the above-mentioned market segmentation Alnatura will serve a specific target group which is concerned about the environment, is more educated about the ecological benefits of organic products and has a higher income. However, the target group can be further divided into the following: LIFESTLES, FAMILIES, AND AGEING POPULATION (35-65)

Consumer Behavioural and Their Characteristics

LIFESTLES A way of living of individuals, families (households), and societies, which they manifest in coping with their physical, psychological, social, and economic environments on a day-to-day...