Market segmentation

Market segmentation

1. Market segmentation is one of the keys to growth in sales of Noel cookies, the company that has 58% of its market

2. The National Chocolates Group, to which Noel belongs, developed a segmentation scheme based on knowing the needs of consumers.

3. They start by establishing the basic needs of the consumer with the Maslow Pyramid a classic classification in the social sciences, which the company considers to maintain all the necessary validity to guide a brand strategy.

4. One of the groups is the one of the 'Mom hens'

   • "They are people who do everything for their family and for their children," In the specific case of needs, their world goes around food and nutrition.
   • They are consumers who appreciate the "funny indulgence,"
     • The segment Juanito or Juanita.
     • are teenagers. "They need emotional feeding. They are hungry at all times. His world is around snacks and indulgence
       • 'Bottomless Barrel'
       • “the jack of all trades”
         • 'Balance'
           • The latter is a rational buyer, this one is conscious that he has to eat well, that he is increasingly oriented towards self-care and that he incorporates habits and healthy lifestyles.
           • Ducales, with which they mix food and indulgence. "It's a brand in which we do everything to generate enjoyment." Festival, a cookie for children who consider it by definition, that of amusing indulgence. Tosh, which is the precursor of the vector of self-care needs. Dux, which works for starvation between meals. Finally, Toy is the new brand that responds to the need for self-care of children, by supplementing the nutrition of children.
   • "They are the first prospect we talked to about the Toy brand."

5. Then, with detailed studies typified seven types of consumers in Colombia. These are groups that do not take into account the gender or place where the customers live, but their needs

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