McCormick & Company is an American-based food company that specializes in spices and seasonings that caters to consumers and wholesalers alike across the world.

Segmentation: Use the VALS system to understand the eight segments of consumers

o NOTE: you do not have to make anything for this Segmentation section, this is just a prompt for you to research the segments prior to targeting decisions.

o Main VALS page: http://www.strategicbusinessinsights.com/vals/ustypes.shtml

o Additional characteristics of each segment:

http://www.strategicbusinessinsights.com/vals/demobehav.shtml

http://www.strategicbusinessinsights.com/vals/characteristics.shtml

o Research trends and other articles about these VALS segments as they pertain to your new product idea here:http://www.strategicbusinessinsights.com/vals/whyology/

Company name: McCormick & Company

Targeting: Decide which VALS segment(s) to target with your new product and justify

o Choose a targeting strategy (undifferentiated, concentrated, or multisegment)

o Explain why you chose the target segment(s) from VALS that you did

Why is this segment(s) more appropriate or promising than others?

Use your research from the Segmentation above to justify

Positioning: Summarize your new product's unique position (relative to competing products) and how that will appeal to your target segment(s)

o How do consumers in your target segment(s) currently feel about your company in general? What will your new product do to change or reinforce these perceptions?

o make a perceptual map that shows where your new product item or line will be positioned relative to major competitors, based on two dimensions of your choice.

How you will use the marketing mix (4 Ps) to establish this position?

Why this position is uniquely appealing to your targeted VALS segment(s)?

How did you determine where competing products fit on this perceptual map?

please cite sources