Reference no: EM133282160

Question

Proteco Oils Pressed Purity are a range of cold pressed oils ideal for cooking. The high quality oils are extracted from nuts, fruit and seeds. They are flavoursome and are naturally chemical and preservative free. Pressed Purity are one of the few oils on mainstream supermarket shelves which is 100% Australian. They offer a wider range variants than any other oil manufacturer in Australia. Proteco Oils' state of the art refinery in Kingaroy, South East Queensland is uniquely equipped. With highly specialized equipment for complete oil processing on a large scale. Now, exporting into China and throughout Asia Pacific, this family owned company has grown with the help of Evolve Brand Design. Market Mostly females, 25-60+ years, with a contemporary cooking attitude. These consumers are health conscious, seeking natural and chemical free options for themselves and their family. The secondary target audience are men and women of all ages. This group consider themselves to be gourmet home chefs and are open to new tastes. Communication of the product concept was critical with the initial brand name development. Evolve Brand Design presented a range of concepts and the brand name 'Pressed Purity' was chosen. This concept was the winner as it implied the chemical free processing of the raw crops into edible oils. Likewise, the design for the brand is an analogy for pressing the oil from the fruit, nut or seeds using a vice. The Pressed Purity distinctive edge is threefold. Chemical free, 100% natural ingredients and genuinely Australian. Export opportunities have risen due to the third, very important, unique selling point (USP). In addition, they have a wide range of flavours with applications tailored to a range of food preparation methods. From flavourful salad dressing oils to baking and high heat applications like stir-frying and barbeques, Pressed Purity has a solution

You will be awarded more marks for integrating the theory and application from the case study than if you discuss them separately.

Identify and explain the criteria Proteco Oil used for market segmentation.