Impact Roasters Case Study
When all segments have been identified, Impact Roasters needs to choose which segment to target the communication and marketing campaigns. This is what we consider as step two of the segmentation, targeting and positioning model. Instead of focusing the marketing activities to try to cover all the coffee consumers, it is more advantageous for Impact Roasters to focus on one or two groups the most.
The analyses and evaluation of the nine different segments have shown that the Community Oriented is the most attractive for Impact Roasters as they share similar ideologies and values. Furthermore, it is important for the reader to know that there are 36 individual subgroups that have their specific characteristics and patterns. So, when it comes to selecting these subgroups we need to
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The group E3 (Represents 15% of the Danish population) is the one that we have the most surrounding the coffee shop area and the group F (Represents 6% of the Danish population) would be our ideal target group because of their awareness of social causes, food quality and environmental friendliness. These two groups assimilate when it comes to the age group, the biggest part being from 30 to 49 years old, they have a similar preference for public transportation rather than using the car and constantly stream music and films. The two targets have good disposable income and are willing to pay more for a high-quality product, specially the F group that is wealthier and higher educated.
Now we dig deeper and start to be more specific with the group that encounters itself within the coffee shop’s area, the group E3, consists mainly of people from 40 years and above, three quarters have nonliving home children. There is a great diversity amongst this group and some are immigrants. When it comes to education it is very mixed, with some still studying while others are retired. While the income levels are not high, the majority remain employed, and have a considerable purchasing
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