14
Behavioral Segmentation:
Needs and benefits:
They want a convenient coffee product, simple to prepare, but must have a strong taste, which
is difficult to find in instant coffee products and has a reasonable price.
5.2
Target Market
Customers are between the ages of 26 and 40, those who have worked with a decent and stable
income.
Live and work in big cities. Tend to drink coffee during working
hours or breaks in the
company or go to the cafe to discuss business.
Insight: These people care about health and
want to ensure product quality, prefer luxury.
Love the fragrant and flavorful coffee.
5.3
Positioning
Because filter coffee powder products in general have not been widely consumed in Korea because
of the sophisticated and relatively
complicated preparation stage, the
enterprise will also create
differentiations for its products by making its filter coffee powder product becomes more convenient
and
easy to use, which will be described in more detail in the product strategy section.
Therefore, with Trung Nguyen “Sáng tạo” filter coffee powder, the business will position its product
as a coffee product with a rich, delicious, and diverse flavor for customers to choose and accompany.
With
that is an affordable price, suitable
for the majority of customers,
simple and convenient
preparation.
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