Market Segmentation Examples -- the Crave It!™ Study
The segmentation found that "cravers" categorize into three major groups: Elaborates, Imaginers and Classics. Elaborates are defined as cravers who variety and quantity. They gravitate toward lots of choicesand mixtures. Elaborates prefer layers of food, with multiple flavors, and presumably, abundant portions. Pizza with all the toppings; nachos with cheese and salsa and meat and more; desserts with toppings ofwhipped cream, nuts, candies, and fudge. Imaginers want to be told how attractive food is. Words that evoke the sensory experience of what they crave increase their desire. Take, for example, these menu descriptions from the Outback Steakhouse® : Crab Stuffed Shrimp: tender golden shrimp stuffed with succulent lump crab meat and drizzled with a lightlemon butter sauce or the Outback Special®: Our signature sirloin with bold spices and seared just right.For an indulgent steak experience, add the Lobster & Mushroom Topping. Classics are attracted by authenticity. They prefer indulgent foods that are perceived as genuine and down to earth. They like real ingredients such as real ground beef, cheddar cheese, lettuce, tomatoes and onions and fresh-made salsa in tacos. The Crave It!™ market segmentation process allows food companies and restaurateurs to optimize their menus and their marketing to meet or exceed the needs and wants of their potentially most frequent diners. It is an excellent example for understanding market segmentation. Return from Market Segmentation Examples to the Home Page |
