Target Groups for Organic Hummus

Target Groups for Organic Hummus

Christine Squires

MKTG 310/ Consumer Behavior

Professor Kimberly Roberts

June 14th, 2015

To: Sales Director, Brand Manager, Marketing Director

From: Christine Squires

Date: June 14th 2015

Subject: Defining The Marketing Strategy Of Organic Hummus

The company has an excellent product and they are confident about their product attributes, its differentiation, and key qualities that will help to succeed in the competitive market. However, given that the product falls into the food category of hummus, it finds a wide range of targeted customer groups. For maximizing a return on marketing dollars, it must ensure that the product succeeds and establishes a powerful manner in the minds of the customer. This would be very important that the company is able to identify a core target group so that it is able to focus its marketing efforts. Described below is an analysis of the three recommended target markets along with a suggestion on which group should be targeted first by the company:

Parents of Minor Children – The point that the parents of minor children would want to provide the best quality products for their children is well-known, and also supporting this is the increasing numbers of families’ indications of numbers. On the other hand, it has to be established if Hummus is a product that is actually enjoyable by children or any age group such as young people or even professionals above 20 who are the main consumers of this product. As hummus is not primarily a children’s product, and is more of an accompaniment or a dip to be had with various foods, this may not be the group that should be selected for marketing this product.

People of Middle Eastern decent – The point supporting this suggestion is that people of Middle Eastern decent are the ones where the consumption of hummus would be ideal because it is their main food. By that being said, it has to be considered if this group would be able to add premium...