Reference no: EM133032020

Mini case study: Marketing a new product: soymilk

George Martin, general manager of Soya-Foods, was excited about the prospects for a product he has been selling for the past 10 years. Soymilk is a healthy beverage made from soya beans rather than from dairy milk. The nutritional benefits of soya foods have long been largely sold in health food stores. The U.S. Food and Drug Administration had just issued a report indicating that soyfoods have value in preventing heart disease. George has been getting phone calls from grocers all day long asking him to supply their stores with soymilk to meet the sudden demand. Most of the distributors have asked him to put their retailer label on the product, instead of the Soya-Foods brand. He is not sure he wants to do that because it means lower profits for this soymilk. However, SoyaFoods doesn't have the brand recognition of most food companies, and they lack the funds for a massive advertising campaign. He is also certain that many major food companies will supply the store-branded product if he doesn't.

Q. Apply STP marketing model to Martin's soymilk. How would you segment the target consumer in this case? What is the criterion used for consumer segmentation? What is the pattern of target market segmentation? What kind of target market strategy would Mr Martin apply? Why? What is market position method would be suitable in this case? Why?