1) Read through the case, "Cow Wow Cereal Milk"
2) In a brief paragraph, identify the main issue/problem outlined within the case.
3) Identify the market segments/clusters presented and any other relevant segments not mentioned in the case.
4) Based on the issue presented, what type of market research methods would you choose to validate your position/decision? State your approach and complete the chart below to detailyour approach.
5) Using the table provided, fill-in the market variables (Psychographics & Behaviouristics) of the target market profiles based on the marketing segment/target market you've identified.
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Psychographics
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Personality Traits
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Lifestyle values and approaches
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Leisure activities, hobbies, and interests
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Media habits
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Technology usage
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Behaviouristics
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Main occasion for product use
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Main product benefit sought
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Primary and secondary product usage
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Frequency of use
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Frequency of purchase
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Product usage rate
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Product usage status
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Product loyalty status
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6) Based on the information presented in the case and your analysis, what would you do if you were Christopher Pouy? a) Stay the market segmentation course, b) change course, c) choose both segments to target (hybrid option) or d) go down a different path? If you choose to select a different path, what other market segment would be more appropriate to serve as Cow Wow's target market?