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The Market-Product Chart

The Market-Product Chart. (What can segmentation do for you?). St Paul Market Segments for a new pet store. Target Market Segments. Domestic Duos 55119 – Roseville 65+ Couples, no kids Middle class ($40k) Mixed, home owners Hobbies Gardening Travel Eating out

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The Market-Product Chart

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  1. The Market-Product Chart (What can segmentation do for you?)

  2. St Paul Market Segments for a new pet store

  3. Target Market Segments • Domestic Duos • 55119 – Roseville • 65+ • Couples, no kids • Middle class ($40k) • Mixed, home owners • Hobbies • Gardening • Travel • Eating out • Personality – consistency and order • VALS – “Believers” are conservative and traditional. They value established routines, familiar products and established brands. (VALS) • Gray Power • 55113 – Roseville • 65+ • Couples, no kids • Middle class ($54k) • Mostly home owners • Hobbies • Reading • Local culture • Exercise • Personality – nuturance • VALS – “Thinkers” are mature, well educated and conservative. They value order and responsibility. (VALS)

  4. Market-Product Grid

  5. Market-Product Grid • Relates market segments to the marketing plan (marketing mix factors) • Product – dog walkers, dog sitting, training services, grooming services, kennel & veterinary services, specialty supplies • Price – store credit card, discount program • Place – mobile grooming/training, on-call vet services, also on-site at Entrepreneur Bob’s store, kiosks at airport • Promotion – dog wash demonstrations at Bob’s store, dog activities at neighborhood events, dogs go to local hospitals or nursing homes, loyalty program

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