Market Segmentation

Demographic Segmentation

Demographic segmentation is extremely important since the data is easily available and
does drastically affect buying patterns. Easy Sweet Jar purposely launch in the market to
fulfil the needs of the customer that age from 18 and above that are about to start to learn
baking but doesn’t have enough time to bake nor buying the ingredient. The customer are
too busy with the hectic life during the day but still make time for the family to have a sweet
moment together by spending time baking the cake. With a view to cater the needs of both
the genders, ESJ will be segmented to both female and male buyer. Now everyone can start
to bake and spread the love to each other. The Jar is not a gender-specific product, and
ethnicity will also not affect the overall plan.

The marketing team is very interested in the family life cycle sub-segments. Family life cycle
segmentation is a series of stages determined by a combination of age, marital status and
the number of children in a household. Obviously, ESJ very interested in the family life cycle
of young single, young married with kids, middle-aged married with kids, young divorced
with children and middle-aged divorced with kids who love to find a time together and sit
together to do something memorable. ESJ plan on advertising via website where easier for
the customers to reach with just a tips of the finger. Other than that, the website is the most
easies and user friendly medium for the customers to find information about the product
and also purchase the product directly to the website.

Psychographic segmentation

Market is divided into distinct segments based on customers’ personality or lifestyles.

Usually, customers will buy product that describe who they are based on their personality.
So Easy Sweet Jar is the best choice for a carrier busy people, people who love to bake or a
beginner in baking and a simple person. It will ease people in baking and spread happiness
to others.

People usually busy with their work and did not have time to spend with family. By using the
ingredients that provided in the jar, customer can bake a cake without wasting their time
and money. This is because Easy Sweet Jar already provide all the ingredients and recipe to
make a chocolate cake. For instance, a busy carrier mother who want to bake a cake for her
children in a weekend. So she can use Easy Sweet Jar to surprise her children by baking the
cake for them with the simplest way. It will help them to spend more time and happiness
together. Easy Sweet Jar is also suitable for a beginner to love baking. This is because Easy
Sweet Jar has already provided all the ingredients to bake a cake. Based on the recipe given,
a beginner just need to mix all the ingredients with water and bake it in an oven. It gives the
simplest and easy way for a beginner to bake a cake by their own. This Easy Sweet Jar will
help people who want to impress their beloved one by making a cake. For instances, a
husband who want to celebrate his anniversary with his wife to make a surprise by making a
cake that will impress his wife. A son who want to celebrate his mother birthday and also
suitable for single people who love eating cake to bake their own cake by using Easy Sweet
Jar. Thus, Easy Sweet Jar will ease people to make a cake and share their happiness
together.

Behavioral Segmentation

Dividing buyers into several segments based on their knowledge, attitudes, uses of the
product or response to a product. Buyers can be grouped based on occasion segmentation.
We will promoted Easy Sweet Jar heavily during big occasions such as Mothers’ Day,
Fathers’ Day and Christmas Day. During these big occasions, we will have a seasonal booth
that will offer the promotional price with special gifts that will encourage buyers to consume
Easy Sweet Jar. We also targeted the first time users in segmented our product. This is
because Easy Sweet Jar will ease the beginner who want to learn and expert in baking. We
also segmented the market based on the usage rate. Easy Sweet Jar is segmented for light
users who love eating and baking a cake when they have free time such as on weekend.