Targeting and Positioning Ice Cream for Consumers

Targeting and Positioning

While trying to classify our consumer market based on demographics as well as psychographic

characteristics, our segmentation indicates that people belonging to middle and upper strata of the

society who have higher disposable income and students and teenagers are more likely to indulge in

ice cream belonging to the premium category. Based on our analysis, we have identified two major

target consumer segments for London Dairy.

1. Principal Target Segment

Our principal target segment will consist of rich and upper middle class individuals who would

primarily be young urban professionals with small families and higher disposable income. These

individuals would want to spend time as well as money on their families and a lot of their purchases

would be focussed on their kids’ needs and upbringing. This consumer target segment is likely to

be brand conscious and hence would prefer having premium ice cream such as London Dairy which

would be a manifestation of its social class. An emotional appeal and attachment can be created

with the London Dairy brand and since people belonging to this customer segment are generally

social, they are likely to spread brand goodwill by word of mouth. They are also likely to pass on the

attachment to the London Dairy brand to their children.

2. Secondary Target Segment

Our secondary target consumer segment will consist of teenagers and college going students. These

will have people generally in the age group 18-25 and will be having a lifestyle where they have

time to engage in leisure activities such as entertainment and food as well as socializing. Consumers

in this segment are often brand conscious and enjoy the latest fads and trends. They...

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...high quality ingredient ,rich and creamy texture of the ice cream and

the exquisite flavour which sets it apart from other ice cream brands.

At malls, multiplexes and prime hot spots of the city, samples and brochures should be distributed

via promotional stalls and kiosks to create brand awareness and allow customers to first hand taste

the premium ice cream flavour of their liking.

London Dairy also needs to associate itself with other high social class pursuits by sponsoring golf

tournaments or fashion shows to create awareness keeping the image of exclusivity intact.

In order to cater to impulse customer, kiosks selling bars, cones and cups must be opened at prime

locations across cities.

Pamphlets for home delivery along with introductory offers with the daily newspaper can also be

distributed in select elite well-to- do neighbourhoods of cities.