11

Identifying a target group by understanding the ‘MIND’ of the potential prospect

Srinivasan Raman
Geeta Pisupati

Introduction:
One of the challenges of marketers could be that a marketer has to market a product that is
versatile enough to carry a label of more than one product category and appeal to more than one
consumer segment.
In this case, how does the marketer define a product and its target segment?

To do this one has to take a little deeper look into the consumers "view of the world", in as much
as it relates to the product category.
Researchers felt that Snack foods, Soft drinks and Skin care cosmetics are the products that fall
into the confusing and very broad product categories.

Thus a research was conducted by constructing four target groups to understand their "universe
of snacks". With this exercise the researchers got a fair idea of the kind of competition the new
product (being researched) would have to face.

Some of the factors kept in mind while selecting the targets groups were:
Consumers who consume “snacks” at some given time, their expectations of the three product
categories that were researched, and also the pre- and post-tasting perceptions of the products.

The four groups were (A, B, C and D).

A & B- Consumed snacks at the spontaneous level, mainly conventional Indian snack foods.
C-Consumed more "varied" western fast food, quasi meals and high preference for
confectionaries.
D-Consumed not only western fast food and expensive confectioneries, but also included the
most recent launches in snack foods.

Results indicated that the snacking pattern is skewed towards western snack foods and new
and latest "foods". To a large extent, people assess a product depending upon the category they
perceive it to be in. If something is perceived to be a 'health' drink/ vis-à-vis a 'soft' vis-à-vis an
energy drink, expectations on taste, consumption occasions, and perceptions on "it is for people
like me", differ.

Overview:

In crowded markets, where traditional boundaries defined by product category, are breaking
down and the consumer base in very heterogeneous, marketers sometimes find themselves in a
dilemma. They have a product ready, which is versatile enough to carry off the label of more than
one product category and appeal to more than one consumer segment.

How to define such a product and who it is targeted at, is the question that they grapple with.
Snack foods is one such confusing category, soft drinks is another, and skin care cosmetics is a
third.

Normally, this question is sought to be answered using quantitative research (in the hope that
the presence of numbers will bring clarity and safety in decision making).
A concept product test is conducted among each potential consumer group and users of the
potential product categories that the product fits into. The responses in each cell are used as a
basis for targeting.

However, new products in categories such as food and drink do elicit positive responses from
several target groups, and determining which the best slot for the brand is difficult especially
since the responses are based on initial enthusiasm ("I like the taste") and do not perhaps reflect
steady volumes due to repeat purchase.

This paper presents one such study, undertaken to identify the target group for a new snack food.
The new product was versatile, and within the broad category of snack food, the specific product
category to which the product belonged could not be specified by the client. It was felt that the
product could attach itself to any one of two to three product categories, and consumer feedback
was sought before slotting the product. Through an earlier quantitative research, the researcher
had a list of housewives, young adults and teenagers as potential segments to whom the new
product appealed. However, a sharper definition of the target group was desired, than
quantitative research could provide, and within that target group, they wanted to know what label
this product carries.

The researchers, therefore, suggested that a qualitative research should be conducted.

It was felt that the usual stimulus response assessment, even if done using qualitative research,
would be too simplistic. While covering the emotional and attitudinal responses to the new
product, it still is ultimately limiting its view to immediate consumer responses to the product.

Decisions to adopt a product or not are sometimes not limited to whether or not the product is
liked. For impulse driven categories like snack foods, clothing, soft drinks what a product
“symbolizes” or “stands for”, is sometimes more important than what the product is, or what it
does. While in categories like snack food, one would say that “like the taste” is at least a "
necessary ” if not sufficient reason for acceptance, in categories like clothing fashions, liking may
not even be the necessary condition for choice; in fact, it most often follows adoption.

For categories such as this, one requires a more complete view of the relationship of the
consumer to the product or product category. A little wider and deeper look is to be given into the
consumers "view of the world" (or phenomenal field), in as much as it relates to the product
category. It is only through an empathetic understanding of this, can we approximate 'how' a
product will fit in with the "world view" of the consumer, and hence ensure its stable acceptance.

Therefore, with this perspective, a study was designed for each of the four potential target
groups, through several group discussions.

The dimensions looked at, in the attempt to take a more holistic view of the relationship between
the consumer and the test product were:

1. The snacking universe for each target group.

That is, at a spontaneous level what are the various kinds of food items, which could be had as a
"snack" or in-between "meals".

By constructing, for each target group, their "universe of snacks", we would get a fair idea of the
kind of competition the new product would have to face, in finding a place in their minds. "It is
easier to stand out in a group of ten than say, in a crowd of fifty."

Further, the variety and sophistication of the various products that go to constitute the universe
are an indication of how "evolved" that segment is with regard to the category. Depending on
how varied and sophisticated are the respective universes for each of the target groups,
accordingly the product is likely to have greater or lesser success.

2. The manner in which the broad product category of "snacks" is evaluated and
classified by the consumer in each target group.

This we felt would reveal how the category was approached and what needs it fulfilled in each
group.

It was important for us to know this, because it would provide us with the parameters against
which to evaluate the test product.

3. Consumer attitudes towards and expectations from the three possible products
categories, which it could fit.

Here, we are further narrowing the focus to specific snacking products. This would indicate the
motivations for consuming each of these categories and this would further add to the findings on
point 2 above.

To a large extent, people assess a product depending upon the category they perceive it to be in.
If something is perceived to be a 'health' drink/vis-a-vis a 'soft' vis-a-vis an energy drink,
expectations on taste, consumption occasions, and perceptions on "it is for people like me" will
differ.

4. Lastly, perceptions of the test product pre and post tasting: the product category it was
placed in, strengths and drawbacks vis-à-vis other brands in the product category it was
placed in, and reactions in the general area of when, how, by whom it would be consumed.

The rest of the paper presents the detailed findings and their implication for targeting the new
product.

FINDINGS

1.) The Snacking Universe

The target groups under study differed greatly in terms of the kind of items which constituted their
snacking universe, and which would, therefore, be likely to compete in their mind with the Client's
product. In target group A & B, the snacking universe, at the spontaneous level, spanned a
limited (10-12) set of snacks and that too, mainly somewhat conventional and traditional Indian
snack foods. In another target group (C), the universe was clearly a more "varied" one with
western fast food, quasi meals and confectionaries rubbing shoulders with some of the more
traditional foods. In another group D, the list covered not only western fast food and expensive
confectionaries but also included the most recent launches in snack foods.

We found that all the three possible peer group for the new product had a place in the snacking
universe of each of the target groups. However, the salient set of snacks is one target group was
much wider and varied, and the 'snacking' pattern skewed towards western snack foods and new
and latest "foods".

2. Dimensions on which snacks are classified

Target Group A Target Group B

Heavy Light Heavy Light
Prepared Ready made Prepared Ready made
Eaten at home Eaten outside Eaten at home Eaten outside
Specific time Any time Specific time Any time
Adults Children Adults Children
Fried Non fried Fried Non fried
Spicy Non spicy Spicy Non spicy
Family guests Family guests
Target Group C Target Group D
Heavy snacks Light snacks
These have to be These are ready to - -
prepared eat
Because are mood Mood spoilers Eaten at home Eaten outside
uplifters
Hunger appeaser Good for time pass Feel nice/changes the Boring dull
mood
Every day Special Eaten when hungry Eaten even when not
hungry
Eaten when alone Shared (in group) Alone In a group
With family With friends Eaten by young Eaten by old
By young By old Modern snacks Old fashioned snacks

Target Group A & B approached “snacks foods” in very practical and rational ways. For target
groups C & D, the act of snacking had greater emotional and social significance.

3. Consumer Descriptions of each of the three product categories researched.

The following sections summarise, for, each of the target groups, their attitudes towards and
expectations from the three products categories which this product would be slotted into. Target
groups differed strongly in their reactions to these categories in terms of classifying some as
"these are for people like us" vs "these are not for people like us "

Product Category 1

While Target Group A & B found it to be light, tasty snacks for everyone including serving to
guests, Groups C & D, clearly dissociated themselves from being decision makers when it came
to buying and consuming it.

It also had a higher acceptance on image and taste (among A & B) being mostly perceived as
products for 'people like us' as also for children.

As a category it was perceived to be dull, unexciting by Target Group C & D. Apart from being low
on oral gratification and slated as having an 'old fashioned' image, it was confined to home
consumption by them and hence could not be extended to sharing with peer-group.

Product Category 2

One target group (A) slotted this snack to be 'for the young people’ a light, anytime snack, not
sometime they were themselves used to, when snacking.

Another (B) showed a more open approach. They averred that it was for children and adults.
Children could munch these, as they were light and chip-like, while adults could have them at tea-
time or as a cocktail accompaniment.

Target group C & D felt that this product category had more pep and fun. Most of them said that
they had eaten the product even when one was not hungry, due to its small size, and light nature.

Thus, this category evoked a ‘younger' and more 'with it' image. Moreover they appear to be
somewhat orally gratifying' ('anytime eaten'), than category 1.

Product Category 3

Target group A & B did not seem to identify very much with this snack item, especially for self-
consumption. They felt that this category (especially in unspecified quantity) was definitely not
'healthy' or 'good for my family'. They believed that it was very tasty; however, it was felt to be for
taste indulgence only. Therefore, its consumption was seen to be limited to specific situation viz.
cocktails or when guests came home.

Target groups C & D found the whole concept of munching this product fun and pleasurable,
leading to impulse consumption. This, they felt, could be eaten even when one was not hungry; it
was the best oral gratifier available. In fact, it was felt to be a 'mood-uplifter' and one that could be
purchased by self and had outdoors in the company of friends.
4. Perceptions of Test Product

Before Tasting

Across consumer segments, the physical appearance of the products strongly cued product
category 1.

However, even within this product category, it was seen to occupy a niche.

After Tasting

Product experience still did not change perceptions.

- the test product was slotted in the same product category, in the same niche, by all target
groups.

- However, the test product was perceived to be superior to other brands in that niche category by
all target groups studied.

5. Occasions of Consumption (who, when, how?)

The chart below summarises the occasions of consumption, as perceived by the different target
groups for the new product post tasting.

TARGET GROUP A TARGET GROUP B TARGET GROUP C TARGET GROUP D

Travelling Tiffin – children Not very often At home only (not like
wafers)
Picnic Like wafers “go on Once a week
eating”
Cinema Tea time/drinks Tea time with drinks For a change (not all
(children) the time)
Returning from office Watching TV While studying
Adults (like us)
Evening tea College students Travelling Tea time
Offer guests Kids/parents Studying
Reading Magazines Eat by handful Watching TV
Watching TV Chinese biscuits Family
Alone
Like cheeseling “go Kids/elders
on eating”

Clearly, among target groups C & D, the product experience while favourable, does not make the
test product very exciting (in the context of the earlier data we saw). In target groups A & B, the
product seems to find ready acceptance “serve it to guests” , “can put a number of these in the
child’s tiffin” etc.

6. HONING ON THE TARGET

Category Pre-disposition Who makes Where

Target Group A Category 1 Positive Sell Home
Target Group B Category 1 Positive Sell Home
Target Group C Category 1 Negative Other Home
Target Group D Category 1 Negative Other Home

Our conclusion was that the product found itself appealing to groups A & B. Both form and taste
slotted the product clearly into category 1 though it was perceived superior to others here, it was
seen to be in niche, and this did not really "raise the product cut of its category."

Unfortunately, target groups C & D did not have a very good impression of the product category
that they saw this new product as belonging to. Their more sophisticated palate, the greater
involvement with snacking, and their willingness to increasingly expand their universe made
them a very attractive and desirable target group specially for our Client whose other products
were confined to target group A & B.

In conclusion, the simplistic stimulus response approach would have pointed towards groups C
& D, merely because they liked the taste and were very involved with snacking. They were,
therefore, the most enthusiastic and vocal respondents on anything related to snacking thus
misleading the researcher into believing that "they really liked it, and are the natural target group
for us".