Marketing Report: Target Market Analysis and Positioning - JM Smucker

This report provides a comprehensive target market analysis and positioning strategy for JM Smucker, a well-established American food manufacturing company. The analysis segments the target market based on demographic, psychographic, geographic, and behavioral characteristics. The report identifies key demographic factors such as family size, occupation, and health consciousness, targeting educated, health-conscious consumers with healthy income levels. Psychographically, the focus is on individuals seeking a healthy lifestyle and interested in a wide array of Smucker's products. Geographically, the report targets urban and semi-urban areas, with plans to adapt strategies for rural areas. Behaviorally, the report leverages the company's brand loyalty among consumers seeking healthy diets. The report also includes a competitive analysis, identifying key competitors like ConAgra, Danone, Kellogg, and Nestle. The positioning strategy recommends a price-quality approach to maintain product quality while penetrating the market. The report is supported by references to relevant academic literature.

Running head: TARGET MARKET ANALYSIS AND POSITIONING
TARGET MARKET ANALYSIS AND POSITIONING
Name of the Student
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Author Note

1TARGET MARKET ANALYSIS AND POSITIONING
TARGET MARKET ANALYSIS
The target market analysis will be done on the organization of JM Smucker, which is an
American company engaged in manufacturing of peanut butter, shortening, jam, beverages, ice
cream toppings, oils and other related products in the region of North America (The J.M.
Smucker Company, 2020). The segmentation of the target market will be based on demographic,
psychographic, geographic and behavioral characteristics. The organization is 123 years old,
which was founded in the year of 1897. It can be stated in this context that the management of
this business house is engaged in manufacturing as well as marketing of fruit spreads, sweetened
condensed milk and other products that are stated above along with natural and healthy foods
and beverages.
Demographic Characteristics
The products of JM Smucker will be marketed according to the family size and the
occupation of the people. It can be stated that people are becoming more health conscious
worldwide, along with facing more work pressure in the workplaces (Sair & Shoaib, 2014).
Hence, the management can target the segment who are busy in their life along with a desire of
having a healthy life. The educated people of North America will be the major targeted segment,
who will also possess a healthy income which will help to procure the healthy foods that are
manufactured by JM Smucker.
Psychographic Characteristics
People who are looking for healthy lifestyle will be the major targeted segment here.
People who possess a high interest level towards availing the wide array of products that are
manufactured by the organization of JM Smucker. This will be a major targeted segment for this

2TARGET MARKET ANALYSIS AND POSITIONING
organization, as nature of health-consciousness within the people are gradually increasing, so this
will be a great opportunity for the management to attract this segment.
Geographic Characteristics
Mainly the urban and semi-urban areas will be targeted under this segment. It has been
found that more number of health conscious people live in these areas. According to the
acceptance of the products, the management will target the rural areas with separate pricing
strategies for the people living in these areas (Dibb & Simkin, 2013).
Behavioral characteristics
As this business house is already 123 years old, it has possessed the power to gain loyalty
towards the products that are manufactured and sold to their customers. People who are looking
for healthy diets can be targeted under this segment. Decisions taken by the persons who
regularly visit the website of JM Smucker and search for their desired products.

3TARGET MARKET ANALYSIS AND POSITIONING
Positioning of the Organization
The major competitors of JM Smucker are ConAgra, Danone, Kellogg and Nestle,
though there are other rival institutions as well. Below is the positioning map of the organization
of JM Smucker in the context of the rival business houses.
All these business entities provide fierce competition to the products which are
manufactured and marketed by JM Smucker. Positioning by Price-Quality or Quality Approach
need to be followed by the management of this company. This will help to penetrate the market
place by maintaining the quality of the manufactured products along with the prices of the
products (Khan, 2013).

4TARGET MARKET ANALYSIS AND POSITIONING
References
Dibb, S., & Simkin, L. (2013). Market segmentation success: making it happen!. Routledge.
Home | The J.M. Smucker Company. (2020). Retrieved 10 February 2020, from
https://www.jmsmucker.com/
Khan, T. (2013). STP strategy for new product launch-a work in progress. International Journal
of Business and Management Invention, 2(3), 56-65.
Sair, S. A., & Shoaib, M. (2014). Measuring the effectiveness of brand positioning strategies
perceived by consumers. Science International-(Lahore), 26(1), 353-361.