Who are the customers?

As sweet or rather I would say we desserts are consumed by all the age groups, so we are targeting
the different age segments , for example – for children we have different desserts such as pastries,
etc., for adults we have traditional sweets as well as desserts such as hot fudge, hot chocolate, etc.,
and for elders we have sugar free desserts. And also as Kashmir is well known for tourists so we are
having one traditional sweets segments for tourists.

What is of value to the customer?

As I have mentioned we are targeting according to different age group and one other segment for
tourists. So accordingly, for different age groups value to customer is given below:

Children- As children are delighted by sweets of shapes and colour, so we will be preparing sweets
accordingly. Also many children like cotton candy or lollypops. So that packaged category will also be
there in our shop.

Adults/ family – We are planning to not only sell sweets or desserts but to sell experience. So for
this segment we are focussing on variety of sweets as well as ambience and service quality provided
by us.

Old age people - For this segment we have thought of one section which have sugar free and
cholesterol free sweets which can also target diabetic patient group.

Tourists- For this segment we are offering them traditional Sweets and experience via our quality
service, so that word of mouth advertisement could be done via them and hence add value to our
business.

What will our business be?

As far as I understand, this section comes under “WANT”. So, I want that my business should fulfil
basic needs and then provide added value to customer. By added value I mean that apart from
sweets additional things like quality service but to for an extra mile as in like engaging customers
through methods such as providing them historic details about the place, etc. Also the customers
can customize the sweets variety like it is not necessary that he/she should buy one only type of
sweets they can take a combination too.

What should our business be?

This comes under " NEED" segment. I believe we should fulfil basic needs such as maintaining
Hygiene, variety and quality of sweets and desserts, high quality service, and most importantly good
ambience. I believe these things are a must for our business to run successfully. And the most
important unique value which we are proposing is that differentiated sweets for different segments.