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STP Marketing
Type of Market
Coffee consumers have different kind of requirements for coffee taste
Heterogeneous market
Type of Market
Coffee consumers have different kind of requirements for coffee taste
Heterogeneous market
Market Segmentation
Coffee consumers usually consume coffee to release stress, keep themselves awake, as a dessert etc.
However, some coffee consumers have their own preferences for coffee and are very particular when choosing coffee.
Therefore, Maxim segmented the market into 4 segments :
Aroma
Strong
Mild
Strong
1
2
Weak
3
4
Taste
Targeting
Maxim is targeting mainly
- Office workers
Homemakers
Students
who are in their twenties to early fifties.
Recently, Maxim is paying close attention to women consumers because of the increasing demand of mild taste with strong aroma of coff…(생략)