April 23, 2010
April 22, 2010
Who's Your Segment?
Congratulations!
Your team has just been hired by a leading coffee manufacturer to help determine which market segments they should pursue for their new coffee line.
The beans used to make this coffee are different from other coffee beans in that the caffeine in the coffee does not cause insomnia hours later. A coffee drinker can enjoy the coffee at 10 pm and be sound asleep at midnight. Yet it has all the short-term characteristics of a regular cup of coffee, unlike decaf.
Using the bases of segmentation in Table 13.3 (page 421) list as many different segments for the new coffee as you can in fifteen minutes.
Your team has just been hired by a leading coffee manufacturer to help determine which market segments they should pursue for their new coffee line.
The beans used to make this coffee are different from other coffee beans in that the caffeine in the coffee does not cause insomnia hours later. A coffee drinker can enjoy the coffee at 10 pm and be sound asleep at midnight. Yet it has all the short-term characteristics of a regular cup of coffee, unlike decaf.
Using the bases of segmentation in Table 13.3 (page 421) list as many different segments for the new coffee as you can in fifteen minutes.
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