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Gift givers are consumers that identify the brand, appreciate the quality and the satisfaction of the chocolate meaning. They thought in giving gifts to the ones they love, family and friends enjoying the quality of the product. This consumption is very seasonal (e.g.: Christmas, Valentine’s Day) (Berthiaume et al., 2009).
Rogers’ Chocolates–A Marketing Research and Analysis 8 Business givers are consumers that are part of the corporate world. They have reached high managers level positions in its companies. This sub-segment is seasonal considering social and company events (e.g.: celebration, holiday bonuses) (Berthiaume et al., 2009). Demographic segmentation Rogers’has sub-segmented the demographic segmentation. The focus of the segment is males and females aged between 25 and 54 years, mid to high household incomes, collar workers and professionals, and urban dwellers. This demographic segment is related with the belief that the brand creates an experience for them (Berthiaume et al., 2009; Parkhill, 2010). Although the focus on the segment is equal for males and females, the objective of the choice is different. According to Wasink (2003), personal indulgers females tend to prefer snack-related comfort foods such as chocolates more than males (p.743). Nevertheless, this difference is diluted when both personal indulgers and the gift-givers sub-segments are included. Psychographics segmentation Rogers’works for a consumer segment that wants luxury products and they are willing to pay more for them. This segment is characterized by a high standard of life, belonging to the upper middle class and higher; people that they like to be compensated for the high quality of products and associated with the prestige of the brand. This represents achievers lifestyle with strong personalities that they like to enjoy the taste of a quality product (Berthiaume et al., 2009). Rogers’has developed a sub-segment answering the growing interest in healthy products and healthy lifestyle. This niche is covered by Rogers’with special products based on organic products and healthier version products with natural ingredients and no trans fats (Berthiaume et al., 2009; Parkhill, 2010; Thompson et al., 2008). Geographic segmentation Rogers’has developed a geographic segmentation to better serve its customers; this
Rogers’ Chocolates–A Marketing Research and Analysis 9 segmentation is currently in expansion under the new designed market strategy (Parkhill, 2010). Rogers’brand was established around Rogers’ long history, which has been developed in the area of Victoria, BC. Rogers’ retail stores are located in a tourist area, such as downtown Victoria, Granville Island, and Gastown (Rogers’ Chocolates, 2010; Thompson et al., 2008). Learning from the BC experience and pursuing an expansion strategy, Rogers’ has identified a geographic segmentation where to serve customers in the bigger Canadian cities.