To be able to make effective marketing strategy, and to know potential consumers of Sein-Talone, the author conducted market segmentation, targeting and positioning on Japan market.
In Demographic factors Income level, age, and population are considered,
⇨ Medium to high-income customers
⇨ Working adults to retiree
⇨ Highly populated urban area ⇨ High priced produce.
⇨ They have the stable source of income.
⇨ To get desirable customer traffic.
In Psychographic factors, values and beliefs are considered,
⇨ Quality driven
⇨ Health conscious ⇨ Sein Talone is the premium priced quality product.
In Geographic factors accessibility, customer traffic, and population density are considered
⇨ Tokyo, Shinjuku. ⇨ Easy access to distribution channel
⇨ One hour drive from airport
⇨ Accessible to national highway
⇨ Economic hub of Tokyo
⇨ Rail traffic hub commuting 3.64 million people per day. (railway-technology, 2010)
Source: Google Map. Source: Google Map.
Three major types of customers are targeted,
1. Middle income to high-income businessmen and women, who will buy Sein Talone for the purpose of gifting.
2. Affluent housewives.
3. B-to-B customers: Gourmet restaurants, hotels, and patisseries.
⇨ Luxury food for gifting
⇨ Sell highest quality top notch fruit.
⇨ Premium pricing
⇨ High quality, high price combination. Will be positioned at the same place with Sembikiya and
Ja Fukuoka Ooki. (j-fruits, 2016)