Segmentation, Targeting

and Positioning

Mashed Potato
Lumpia
By
Eunice Dimple Caliwag
 Segmentation
BEHAVIORIAL DEMOGRAPHIC

(Usage Rate) • For all kind of people

• Usage rates varies with each type
of user. Example, health conscious
people having the mashed potato
lumpia can have more than one and
people having it in canteens may
opt for just one.
• Age: For all ages
• Gender: Open for both gender
Male: Healthy mashed potato
lumpia would help build muscles and give
them benefit of good taste as well.
Female: Healthy mashed potato
lumpia will fit in their diet and provide
many vitamins and minerals.

GEOGRAPHIC PSYCHOGRAPHIC
(Values)
• I would concentrate on the • Health, Wellness and Nutrition: The
healthy conscious people in consumers who are conscious about
provinces within Luzon. the food they eat.
• All over the Philippines including (Lifestyle)
Rural Areas. • My mashed potato lumpia can act as a
• Natural food stores. stress reliever which they can have
anytime without thinking twice.
• Can change people’s perception about
lumpia which are considered as
fattening.
 Targeting
1 Health conscious customers.

2 Shop in upscale health or natural food stores.

3 As the lower class will not care about being fit or

staying healthy, my product can influence
educated middle and upper class people. There is
a growing trend amongst them towards healthy
and nutritious food.
4 My business will also serve all its customers by
providing its product with affordable price and
healthier lumpia that will satisfy them and put a
smile on their faces.
 Positionin More Taste

g
Kuya’s
Lumpia Lei’s
Mashed
Potato
Lumpia

Lumpia
Aboy’s
Lumpia Lady
Boss
Lumpia

More Healthy
Less Healthy

Taste vs.
Health Value
Freshy Noel’s
Lumpia Lumpia

Dang’s
Lumpia

Less Taste
 Positioning
Combination of Taste and Nutrition

Bases of Positioning

 Attribute: Mashed Potato Lumpia has a unique combination of health, nutrition and taste at the same time.

 Price: The price is very affordable and I am using natural and organic inputs with superior quality. The other
advantage is its benefits and the values that it returns to the customers because of the richness of the
nutrients that the ingredients contain. 

 Use: Serving as mid-day snack which will satisfy hunger and nutrition needs.

 Product user: For people who like health but tasty food.

 Product class: Nutrition based.

 Competitor: No one in nutrition mashed potato lumpia line. Hence, I have first mover advantage. But with other
nutritious based food the product will benefit as it is more tasty and healthier. I also searched on social media
people who are selling ordinary lumpia online and make them as my competitors to make this positioning map.