1.

0 SEGMENTATION, TARGETING & POSITIONING

1.1 Segmentation

Segmentation is one the major part of e-BREAKCUBE since the product is focused on a
niche market. Basically, people who consume cereals are divided into different profiles after
carefully evaluating their characteristics under demographic, geographic, psychographic and
behavioural.

Profile 01 Profile 02 Profile 03

Geographic Urban area Urban area Urban area
Demographic
Age 20-24 25-50 25-50
Income Level Less than 25,000.00 Family income less than 100,000.00 Family income more than 100,000.00

The students who

engaged with higher
education. Some can The women who works in
Though the husband is doing a job,
be does internship government and private sector and
Occupation mother plays a housewife role to
while they are doing engage with the jobs which are higher
take care of children.
studies and followers than the Executive positions.
are not doing a job at
all.
These people
migrated to urban
areas due to their Mother wakes up early in the
The women who has busy life styles
higher education or morning and cook for her husband
due to daily working routine.
to find a job while and children. No stress on her.
doing the higher
education.
Psychographic Therefor they are fully stress since
they don’t have much time to take
No addiction to junk food since
care of their family. Get used to eat
mother is cooking delicious food for
Living in a boarding junk foods though they are seeking
the family. Mother is playing a
place health conscious products. Give high
responsible role towards maintaining
attention to healthiness of the body
the health of the family.
while maintaining the shape of the
figure.

1
 Highly emotional sensitive about the
separately from the These people moderately emotional
advertisement and all the elements in
family and home sensitive for advertisements
the 360 camping of the brand

Would like to eat

Highly price sensitive and quickly
instant food items
attract for the low price along with
Psychographic though they have a
the considerable amount of quality
busy schedule
They try to maintain
the figure
Highly emotional
sensitiveness for
advertisements
Doesn’t care about
the brand loyalty and
The people who belong to this profile
they are early Cereals are used in breakfast
is very brand loyal
adopters of any new
product
Benefits of the product is highly Most of the time do shopping even
Use occasionally
Behavioral concerned twice a month
Not give high
cereals are used in weekends
attention to the
breakfast base for maintain
benefits and features
healthiness
of the product.
Benefits of the product is highly
concerned

1.2 Targeting

• Marketing coverage part is covered through the targeting section of the product after
carefully defined the profiles under segmentation.

• We have targeted as

• Woman – because Foods purchase decision makers

• Age limit – 20 – 50

• Occupied

• With families

• Mid-high Income

2
 1.3 Positioning

The positioning is very important and it is how to defining the product by customers. Here
the important attributes of the product in customers mind are used relative to the competing
available products in the market. Hence, this gives a greatest advantage in the selected
market.

• Time consuming

• Nutritious

• Cheap

• Easy to make