Marketing of Naturally Cheeky

Running head: MARKETING OF NATURALLY CHEEKY
Marketing of Naturally Cheeky
Name of the student
Name of the University
Author note

Running head: MARKETING OF NATURALLY CHEEKY
Executive Summary
The primary purpose of this report is to discuss about the segmentation, targeting and positioning
pertaining to Naturally Cheeky. It elaborates on the segment evaluation- business-to-business
and business-to-consumer in relation to Naturally Cheeky that makes a health drink called Shrub.
It states why the positioning and customer behavior is important for a company.

Running head: MARKETING OF NATURALLY CHEEKY
Table of Contents
Segmentation and targeting.............................................................................................................3
Segment evaluation..........................................................................................................................4
B2C target....................................................................................................................................4
B2B target....................................................................................................................................5
Positioning and customer behavior..................................................................................................8
References:......................................................................................................................................9

Running head: MARKETING OF NATURALLY CHEEKY
Segmentation and targeting
Segmentation, Targeting and Positioning refers to a strategic approach pertaining to
modern methods of marketing. It is a marketing model that is made use of in order to assess the
kinds of customers and business that the particular company can target and take the advantage of.
Segmentation along with targeting can prove to be of increasing help in the creation of marketing
communication plan that can help the marketers in prioritizing the propositions. It helps in
developing along with delivering of the relevant messages that can help them in engaging with
the different kinds of audiences. This approach lays more emphasis on the delivering of the
appropriate messages as compared to that of product focused approach. The process of market
segmentation helps in identifying the basis revolving around which the segmentation is done and
it helps in determining of the important characteristics pertaining to that of the market segment
(Schlegelmilch 2016). The market targeting on the other hand helps in the evaluation of the
commercial attractiveness in relation to each segment. The product positioning helps in
developing the detailed product positioning for serving the different segments.
The business to business market is more complex as compared to business to customer
unit. The business to business buyer is more rational as compared to that of consumer buyers and
the B2B buyers have a tendency of purchasing things that they need. Consumers on the other
hand have a tendency of buying things that they want. Segmentation involves the finding of
different kinds of customers that have different kind of needs.
Naturally Cheeky is the producer of an innovative health drink that is termed as “Shrub”.
The owners of Naturally Cheeky are now exploring different kinds of partnering opportunities