Market Segmentation

6 Pages 1385 Words

INTRODUCTION

Je Voudrais will be the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment - the adult soft drink consumers. The Je Voudrais brand will quickly developed a loyal following. Its early success was created by word of mouth and praise. Without the benefit of advertising the story of an incredibly rich and healthy drink spread rapidly. At first, it was only available at gourmet shops but soon distribution expanded. Since then, it has become a global phenomenon. Soft Drink lovers the world over now recognize the unique Je Voudrais logo as synonymous with the ultimate super-premium soft drink. However, for the company to reach where it is today, a sincere marketing effort was undertaken from its early days to understand customers and their needs.

Since the beginning, Je Voudrais has kept a keen focus on developing an internal & external marketing orientation. They obtained their current competitive strengths to establish premium pricing from: ►Developing the brand with an attached history of perfection and luxury
►Using the finest ingredients to deliver product excellence
►Invested in consumer research to understand tastes and preferences of customers
►Used selective distribution and did not mass market until the minimum critical mass of opinion leaders were established
►Did not change their objectives in between
►Used creativity and innovativeness to support brand identity



FOCUS ON CUSTOMER NEEDS

Je Voudrais continuously researches its market because this is exactly what got them into the business in the first place. Effective marketing is based on three key elements, the marketing philosophy, market segmentation and consumer behaviour. Je Voudrais has been noted to practise the consumer-driven philosophy whereby they rely on research to discover consumer preferences, desires and needs before produc...