Horticulturists are using conventional grafting techniques to grow different varieties of fruits on one rootstock. All these fruits retain their individual shape, color and taste, and the varieties ripen at different times. The Fruit Cocktail tree or Fruit Salad tree harvests seven different varieties of fruit on one tree. Tree can harvest three different varieties of peaches, two different varieties of pears, plum and apricot. This segmentation and positioning analysis will discuss Cocktail fruit tree's target market and consumer profiles.
Segmentation.
Segmentation is the means of categorizing potential customers into like groups based on common characteristics. Segmentation enables marketers to design a targeted sale and marketing strategy that best fits the segments" requirements. The key to segmentation is to let the marketplace segment itself. It's important to remember that:.
? Segments have needs and behaviors, which exist despite any company's products or services.
? Segments will not change their behavior to accommodate a product unless it is of extraordinary value. .
? The buying patterns, usage patterns and attitudes that cause segmentation are rational and provide insight into increasing market share within a segment.
? The attitudes that segment customers into groups of loyal buyers, price shoppers and customers who are loyal to competitors are logical and based on the knowledge and experience base of the customer.
Thus the best marketers refer to segmentation as an art because defining segments is like creating a mosaic - many different pieces are combined to create a logical, compelling market segment. Segment analysis plays a central role in a successful marketing strategy. .
Target Market.
Over the past few years, technology has made it possible to accumulate mass amounts of data like consumption as well as production of fruits, number of new homes build and number of first time home buyers.
