QUESTION 3 Salmon is consumed almost equally by males and females, and the under

Question

QUESTION 3 Salmon is consumed almost equally by males and females, and the underlying driver of seafood (and salmon) consumption is taste. Despite this, a campaign for Tasmanian Salmon used the slogan 'Beauty Food'. This concept was developed in response to insights into a particular segment, generated from focus group discussions. The target consumer was a single female aged between twenty and twenty-five. This represents less than 10 per cent of the potential market for salmon. The campaign media strategy was strongly weighted towards select women's fashion and beauty magazines. i. Outline the criteria that segmentation of the market needs to meet in order i Compare and contrast a targeted versus a sophisticated mass marketing iii. Explain the difference between market segmentation and market iv. Evaluate the campaign approach taken by Tasmanian Salmon. Is this a to be useful to marketers. strategic approach. partitioning good campaign? Why or why not?

Explanation / Answer

i) The criteria that is required for market segmentation needs to be across the age groups. As it is mentioned that Salmon is equally liked and famous among the male and female sections of the target segment. Therefore, both the young (children) and the adult need to be taken into reckoning / consideration to ensure a fair, proper segmentation. This parameter could be further broad based / refined by understanding the behavioural, demographic, psychographic and geographic aspects and criteria. This would give an insight into the related trends / patterns which are necessary to enhance the popularity of Salmon and leverage its value proposition among the target group.

ii) In context of the sophisticated mass marketing approach and targeted marketing one the similarity is that though the target group is same, however within that a certain sub section of consumers is addressed by the former. The approach is different as it is upscale marketing to a niche segment (narrow section of people and the classification done as per the behavioural, demographic parameters) with customisation provided in terms of features and benefits of the offered products/ services. This is specifically done to suit / meet the particular group requirement as per their preferences. On the other hand, the targeted marketing addresses a set of people on a broader basis, taking into consideration the segmentation criteria overall.

iii) The market positioning comprises of the methods and the initiatives which the company undertakes to create awareness about it products to the target segment. Whereas the market segmentation enables the positioning to be more specific as the consumers are classified based on the above-mentioned aspects of behaviour (traits), geography, demographics. The target segment is further segregated for better market reach and facilitate coverage in a wholesome manner.

iv) The campaign developed by ' Tasmanian Salmon’ was done focussing on a particular segment as highlighted i.e. young female as the target consumer. It had a singular / individual approach in terms of the adopted strategy as the focus was on primarily pitching to woman beauty and fashion magazines. It cannot be adjudged as a good campaign because it didn’t take into consideration all the relevant section of consumers (both male and female) towards campaign formulation. This is contradictory, as it is mentioned that salmon is equally popular among men and women. Hence to ensure total success of the campaign, a holistic approach needs to be undertaken in terms of the brand positioning and to ensure its absolute success across the relevant target group.

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