Reference no: EM13178413 , Length: 1 Page

Overview of GR Green

GR, green building product incl. is an eco-friendly organization focused in manufacturing of eco- roofs and other related elements. And their major market in North America, they are also providing most affordable green products to the customers. As per the Canadian construction material centre, it named as the first manufactured green products in Canada.

The main advantage of GR is that they are not having any wastage during the process of production. 100% components are recycled. It also help them to provide eco-friendly and economical products to the customers.

Compared to the competitors the GR roofing products have long life of fifty plus years and maintenance cost is zero. The company also provides fifty years of warranty to the product and it is a user friendly product. In the year of 2012 the company won the company won the green construction award, for the best eco-friendly manufacture and for the distribution eco-friendly products to the customers. The main raw material used for the production is recycled plastic and limestone. The team GR is led by Geoff Wensel, president who is expert in green manufacture and in the process of green certifications. And Geoff is supported and assisted by Robert Suggit vice president, who has experience in more than 25 years in research and development of innovative products. The marketing division is handled and controlled by Natalia, who is an expert in strategic planning.

Now the company are thinking of future expansion, with an eco- friendly and in expensive product, GR already captured the market share. The company is planning for future expansion and to increase the production capacity, GR also focused on the strategic move of manufacture under license, thinking about company owned plants and establishments. While the customers turned to the eoc- friendly products with less cost, the future and growth of GR is demanding

Do a target market segmentation (1 page) POSSIBLE FOCUS: middle upper class; rich cities; demographic; geographic; behavioural; 

Methods for segmenting consumer markets
Geographic SegmentationMarketers can segment according to geographic criteria-nations, states, regions, countries, languages, cities, neighborhoods, or postal codes. The geo-cluster approach combines demographic data with geographic data to create a more accurate or specific profile.[1] With respect to region, in rainy regions merchants can sell things like raincoats, umbrellas and gumboots. In hot regions, one can sell summer clothing. A small business commodity store may target only customers from the local neighborhood, while a larger department store can target its marketing towards several neighborhoods in a larger city or area, while ignoring customers in other continents. Geographic Segmentation is important and may be considered the first step to international marketing, followed by demographic and psychographic segmentation. The use of national boarders is the institutional use of geographic segmentation, although geographic segments may be classified by identified geological regions.
Demographic Segmentation[edit]Demographic segmentation is dividing markets into different groups according to their age, gender, the amount of income, the ethnicity or religion of the market and the family life cycle.[2] The U.S. Census uses demographic segmentation to document and segment the people living in the U.S.
Behavioral Segmentation[edit]Behavioral segmentation divides consumers into groups according to their knowledge of, attitude towards, usage rate or response to a product[3]
Psychographic Segmentation[edit]Psychographic segmentation, which is sometimes called Lifestyle. This is measured by studying the activities, interests, and opinions (AIOs) of customers. It considers how people spend their leisure,[4] and which external influences they are most responsive to and influenced by. Psychographic is highly important to segmentation, because it identifies the personal activities and targeted lifestyle the target subject endures, or the image they are attempting to project. Mass Media has a predominant influence and effect on Psychographic segmentation. Lifestyle products may pertain to high involvement products and purchase decisions, to speciality or luxury products and purchase decisions. Lifestyle segmentation reflects on how the target subject identifies themselves, or how they desire to identify themselves in society. By identifying and understanding consumer lifestyle, businesses can develop promotional mixes and product lines, which tailor to their needs.
Segmentation according to occasions relies on the special needs and desires of consumers on various occasions - for example, for products for use in relation with a certain holiday. Products such as decorations or lamps are marketed almost exclusively in the time leading up to the related event, and will not generally be available all year round. Another type of occasional market segments are people preparing for a wedding or a funeral, occasions which only occur a few times in a person's lifetime, but which happen so often in a large population that ongoing general demand makes for a worthwhile market segment.