Mkt 500 Market Segmentation and Positioning

1053 Words Jul 1st, 2011 5 Pages
mkt 500 market segmention and positioning

Market Segmentation and Product Positioning
Kourtney Turner
Dr. Harrychand Kalicharan
Marketing Management
October 24, 2010

Identify the marketing segment for the product and explain why this segment was selected.
According to Advertising Age (September, 2009), premium ice cream and frozen yogurt products are losing market share to mid-priced and other frozen dessert products. Information Resources reported that frozen ice products comprised a third of the $2.4 billion ice cream category for the year ending May 21, 2007, generating $717.7 million, up 9.3% from the previous year.
Based on this information, it is anticipated that the frozen dessert market can be divided into two customer
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These weaknesses include but are not limited too: lower price sno-cones and icees that are located at Gas stations and different grocery stores. Other weaknesses include brand visibility, limited amount of high quality syrup, and also the struggle with taking care of everything with low labor overhead.
Opportunities: To ensure many customers return, Colder than Ice Shave Ice Parlor will produce and sell shave ice with 20 different flavored syrups. Soft drinks and ice cream will also be some refreshing treats available for purchase to consumers who may not want a shaved ice but just would like a cold treat. Customers of all income brackets will be able to enjoy shave ice, and will range in age from children to adults.
Threats: Stores such as Walmart and Winn Dixie are a big threat to my product shave ice. Walmart has everything you may want or need when you’re shopping from food to electronic items although they don’t sell shave ice they do sell similar cheap sno-cones. Customers that are in a hurry may get everything thing they want or need in one store. So competition with sno-cones at stores such as Walmart and Winn dixie would be a great threat to the product.
Describe the market position for your product and service.
The shave ice business will be new to Prichard. Competitors in this type of business primarily sell sno-cones and do not focus on the shave ice market. One major competitor is the "Snow Shack" located on State Street. Snow Shack
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