The Market-Product Chart (What can segmentation do for you?)

St Paul Market Segments for a new pet store

Target Market Segments Domestic Duos ◦ – Roseville ◦ 65+ ◦ Couples, no kids ◦ Middle class ($40k) ◦ Mixed, home owners ◦ Hobbies  Gardening  Travel  Eating out ◦ Personality – consistency and order ◦ VALS – “Believers” are conservative and traditional. They value established routines, familiar products and established brands. (VALS) Gray Power ◦ – Roseville ◦ 65+ ◦ Couples, no kids ◦ Middle class ($54k) ◦ Mostly home owners ◦ Hobbies  Reading  Local culture  Exercise ◦ Personality – nuturance ◦ VALS – “Thinkers” are mature, well educated and conservative. They value order and responsibility. (VALS)

Market-Product Grid Segment #1 – Domestic Duos Segment #2 – Gray Power ProductSmall mixed breed Malti-Tzu, Shih Tzu Owners events All-in-one food supplements Medium size Rescued “mutt” Newsletter Branded line of food supplements Price$175 to $225 $50/mo food & care $125 to $150 $150/mo food & care Promotion (advertising, PR, sales) Local newspapers Direct mail Minnesota Monthly magazine Local newspapers Direct mail MPR Nonprofit events Place (distribution) Breeder’s network Veterinary network Local grocery store/specialty store Friends and family Shelter or rescue group Veterinary network Local grocery store/specialty store Local celebrities

Market-Product Grid Relates market segments to the marketing plan (marketing mix factors) ◦ Product – dog walkers, dog sitting, training services, grooming services, kennel & veterinary services, specialty supplies ◦ Price – store credit card, discount program ◦ Place – mobile grooming/training, on-call vet services, also on-site at Entrepreneur Bob’s store, kiosks at airport ◦ Promotion – dog wash demonstrations at Bob’s store, dog activities at neighborhood events, dogs go to local hospitals or nursing homes, loyalty program