Segmentation, Targeting, and Positioning of Whey Protein - A Case Study of Woolworths

This presentation discusses the concept of segmentation, targeting, and positioning in the context of Woolworths and its whey protein product. It explores how Woolworths divides the market, targets specific segments, and positions its whey protein based on health benefits. Recommendations for clear communication and the growth of Woolworths in the Australian and New Zealand markets are also provided.

Introduction
Woolworths is the one of the growing
supermarket of Australia.
It has around 995 stores across all over
Australia.
The entire team members tends to provide
the value, and wide range of services to
customers.

Concept of Segmentation
Segmentation refers to the division of market
into different segments.
It is segmented on the basis of :
1. Demographics
2. Lifestyle
3. Psychographics
4. Behaviour
5. Geography

Segmentation of Whey Protein
It relates to dividing the whole market into
different sections.
It is basically divided on the basis of
demographics, socio economic and
characteristics of product (Venter, Wright &
Dibb, 2015).

Targeting
Targeting is done on the basis of following
elements:
1. Difference
2. Criteria size
3. Money
4. Emphasis on
different benefits
5. Accessible

Targeting of Whey protein
Targeting means evaluating the commercial
and potential attractiveness of each segment.
It caters to the particular market segment in
order to achieving its objectives.

Positioning
It is the last element in the process of STP.
It is the perception of the target market
related to the key features and benefits as
compare to the offering of the other
competitive products.

Positioning of Whey protein
Whey protein has been positioned in the
market due to its health benefits.
The increasing demand of health conscious
product also led to the increase in the
demand of Whey protein.

Recommendations
In recent time, it is also essential to covey the
message clearly.
 without the clear understanding regarding
the product, customers tends to reject the
product and opt for some other brand.

Conclusion
The above analysis states that Woolworths is
growing well in the market.
The products of Woolworths including Whey
protein is growing in the market of Australia
and New Zealand.

References
Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation
Analysis. In Market Segmentation Analysis (pp. 11-22). Springer,
Singapore.
Venter, P., Wright, A., & Dibb, S. (2015). Performing market
segmentation: a performative perspective. Journal of Marketing
Management, 31(1-2), 62-83.
MacKenzie-Shalders, K. L., Byrne, N. M., Slater, G. J., & King, N. A.
(2015). The effect of a whey protein supplement dose on satiety and
food intake in resistance training athletes. Appetite, 92, 178-184.
Gans, J. S., & King, S. P. (2014). Supermarkets and shopper dockets:
The Australian experience. The Australian Economic Review, 37(3),
311-316.
Govender, S. (2017). How social media can be used to engage and
interact with consumers in the retail industry: an analysis on
Woolworths' online strategies (Doctoral dissertation, The IIE).