Competency: Identify the characteristics of the target clientele -01BT

Elements of the competency

2. Select a target group.

Performance criteria

2.1 Precise measurement of the attractiveness of each of the groups

2.2 Detailed analysis of the demographic characteristics of different groups

2.3 Correct interpretation of statistical data

2.4 Precise identification of the market potential of the target group

Assignment details

M is a full product line of organic milk made in Canada. The products are sold in Quebec and Ontario and made according to a process centered on environmentally-friendly farming practices. A 250 ml serving of M biological milk provides between 27% and 29% of the recommended daily allowance (RDA) of calcium and 44% of the RDA of vitamin D.

M products are sold in all grocery stores, in the organic products section, or the dairy section. They come in carton format (1 or 2 litres), or in 4-litre bags: 1%, 2%, skim, 3.25% or 10% cream. M produces high-quality organic milk. Produced in the purest agricultural tradition, M preserves the nutritional quality of the product as well as the environment the product comes from. This line of products subscribes to a global ecological perspective, reflecting a constant concern for individuals' health and well being, without forgetting the soil, plants and animals.

Milk is made by Sunrich Valley, a company of biological certified food targeting organic dairy products. This company, in strong growth, is distinguished by highly developed ecological consciousness focused on the health and wellness of consumers.

Instructions

1. Describe the target customers of M products.
2. To find new products or new marketing strategies pay more to drive sales, give at least five new products M could create.