Marketing Strategies for Kanti's Fruits & Vegetables: Understanding Current and New Customers

Running head: MARKETING
Marketing

MARKETING 1
Table of Contents
Introduction................................................................................................................................3
Part 1 Understanding Current Customers..................................................................................3
A. Current Targeting and Segmentation................................................................................3
The current target market of Kanti’s Fruits & Vegetables.....................................................4
Fresh Food seekers.............................................................................................................4
Consumers and Businesses................................................................................................4
Vegetarians and Vegans.....................................................................................................4
Econ-Conscious Individuals...............................................................................................4
Current Segmentation of Kanti’s Vegetables and fruits........................................................5
Demographic Segmentation...............................................................................................5
Geographic Segmentation..................................................................................................5
B. Current Positioning of Kanti’s Vegetables and Fruit Store...............................................5
Part 2 Understanding Current Marketing Mix...........................................................................6
Product...................................................................................................................................6
Price........................................................................................................................................6
Place.......................................................................................................................................6
Promotion...............................................................................................................................7
Part 3 Understanding New Customers.......................................................................................7
New Customer Targeting.......................................................................................................7
Businesses and Customers.................................................................................................7
Vegetarian and Non-Vegetarian.........................................................................................8
New Segmentation of Kanti’s Vegetable and Fruit Store......................................................8
Geographic Segmentation..................................................................................................8
Psychographic Segmentation.............................................................................................8
Demographic Segmentation...............................................................................................8
New Positioning.................................................................................................................9
Part 4 Understanding New Marketing Mix................................................................................9
Product...................................................................................................................................9
Price........................................................................................................................................9
Place.......................................................................................................................................9
Promotion.............................................................................................................................10

MARKETING 2
Conclusion................................................................................................................................10
References................................................................................................................................11

MARKETING 3
Introduction
Marketing is one of the essential aspects of every business. It is the key procedure for
investigating, endorsing, and selling services or products to the target audience. Profit is the
bottom line of all the businesses. Profit is majorly the outcome of successful sales. Marketing
is the essential process of the business where are informed, convinced to purchase products or
services. Deprived of marketing, numerous companies can fail to survive in the market
(Ferrell & Hartline, 2013). The aim of this report is to develop an understanding of different
marketing strategies used by the business in order to target and attract customers in the
existing and potential market. It will highlight the targeting, segmenting, and position of
Kanti's Fruits & Vegetable business in the retail market.
Part 1 Understanding Current Customers
A. Current Targeting and Segmentation
The selected potential consumers are aimed to market the product and service by the
business. The strategy of targeting comprises segmenting the market, selecting the
appropriate segment, and defining the goods that will be provided in every segment
(Klobnak, 2011).
Segmentation talks about dividing the market into segments or parts that are reachable,
profitable, definable, and actionable and possess the potential for growth. Similarly, a
company will consider it an impossible task to target the whole market, due to cost, effort,
and time constraints. It requires having a determined segment with a mass of people that can
be targeted and recognized with rational effort, time, and cost (Dolnicar, Grün & Leisch,
2018).