The Holy Pickle Jar Kickstarter Group HW

Cole Berry, Ashley Erickson, Addie Muth, Danny Pizza, Diamond Sinkler

1. Discuss potential segmentation criteria that may be beneficial to use for

customer segmentation.
2. Ideate on 2+ customer “types” that could be beneficial for customer
segment groups (note that you will need to do more research for the final
project). Feel free to come up with clever names to describe them (often
easier at the end of the activity).
a. Pickle lovers
b. Game lovers
3. Develop a table to describe and compare these customer segments based
on the key segmentation criteria (see the modules’ customer cluster video for
an example).

Kickstarter: Holy Pickle Pickle lovers Game lovers

Jar

Demographic (age, gender, 86% of people in america Ages 5-15, middle to upper
income, social class) enjoy pickles class, males

Geographic (climate, Germany, Netherlands, America, China, Japan,

population density, region) India- pickles are a larger and Russia-games are at
part of their diet. higher technological
advancements

Behavioral (benefits (price), Eats pickles daily, and has Plays games daily at-home
occasion, user) a jar in their fridge. Prefers or at-school
one brand over another.

Psychographic (consumer Enjoys foods with acidity. Invested in learning, has

attitudes, personality, large amounts of free-time
lifestyle)

4. For the 1 segment that seems more promising, consider 2+ environmental

factors and 2+ psychological or cultural factors that might impact their
consumption of your client’s product.
- Game Lovers
- Environmental factor:
- Technological- The competition of more entertaining and
animated mainstream games.
- Social factor-The game is a multi player game and calls for
team work with other counterparts.
 - Psychological/cultural:
- Learning-
- Strategy-based gaming, easy-instructional game,
building a sense of
responsibility/understanding/teamwork
- Perception-
- Nice packaging/logo/branding/idea, catering to a
younger-game-loving audience with a strong sense of
development
5. List 2+ questions (things you would like to know) you would like to investigate
with marketing research based on this activity.
1). I would like to investigate the demographics of age for pickle
consumers.
2). What area in the world grows and distributes the most pickles?
*Include your Kickstarter Name and those that participated in the group.