Calgary Business Consulting, Research, Advice
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As can be readily observed in the geographic segmentation, the five selected states represent the most progressive regions in Alberta. Further segmentation variables were used to create specific value propositions and the subsequent tiered product offering. Since Alberta is still a very segregated society, we believe that each of these segments will routinely use different forms of media to obtain their daily information.
For example, the lower segments can be targeted through direct marketing and local events; where as the higher segments can be targeted through selected (exclusive) channel such as Pay Per View Television and financial talk shows. Due to Albertaâs [term removed], we believe that if we successfully integrate the proper media channels into our marketing campaign, the target segment will receive information about their segmented product with limited overlap about the other products being offered by our company. This technique will allow us to sell three different product tier, and avoid any possible brand confusing or miscommunication. Segment 1: The high-end of MWs product offering.
Targeted at the Alberta [term removed], (Approximate population 1,000,000) with an estimated income of over $94,000 US, the X1 will focus of lifestyle and usage patterns. It is not expected that our system will be used as a replacement for imported bottled water but will become a part of the daily cooking ritual. Product benefits will be stressed that place X1 at the centre of the cooking ritual. Considering that women in Alberta have purchasing and decision making power like never before, a marketing strategy will include the luxury and time saving features of our product. Prestige will be stressed as will convenience. This segment may assist in the trickle-down theory of product dispersion that would hit segment two.