A.

Segmentation:
DEMOGRAPHICS
Variables Target Customers Reasons
Age Major focus group 6 Because our organic
40, Max Age 50 years cookie includes
chocolate chip which is
more loved and
preferred by the first
age group, however,
moving forward once
we have more variant
(different
flavours/sugar free) we
will likely be able to
capture larger
customer segment
Income Above $20,000 Because its a premium
cookie and might not
be in the must have
list of the customer
group below a
particular income
Generation Generation X Because they are also
likely to spread a
positive Word of
Mouth due to their
larger social network
Family Size/ Any
Occupation/
Nationality/ Gender

PCYCHOGRAPHIC
Variables Target Customers Reasons
Social class From Upper Lower and Because its a premium
above cookie and might not
be in the must have
list of the customer
group below a
particular income
Lifestyle Achievers Because its organic and
people who are health
and quality conscious
Personality Ambitious
 will get a cookie to
cater to there taste
buds and the notorious
value to fulfill their
good health desire

BEHAVIOURAL
Variables Selection Reasons
Occasion Regular because as the product
is a cookie which can
be consumed at any
time, moment and
place as required by
the customer
Benefits Quality and as we shall be
Convenience positioning our product
in brick and mortar
store and online which
make its easier for the
customer to buy
User Status All except Nonusers
Loyalty Status Medium and Strong We only have one
variant at present
customers are likely to
consider other
competing options,
however, moving
forward once we add
more variants to our
product line, additional
flavour, sugar free
Readiness Stage All Depends on how we
promote/brand the
product
Attitude Towards Enthusiastic and The customer segment
Product Positive shall be enthusiastic
and consider our
product in a positive
manner because of its
delicious taste
accompanied by a
healthy, notorious
value
B. Positioning Statement:

New Brand Name:

C. Product Strategy:

Pricing Strategy:

Distribution Strategy:

Promotion Strategy: