Grocery IndustryAnalysis of Target Groups and

Launch Strategy of New Product in Toronto

Group Effort

Target Groups

Target Group I – Online Shopping

Target Group : Online Shopping

• Age group :- 25 - 29 individuals and 30-34 individuals

• Women are more active for online shopping than men.

• Top Three Social Values

• Flexible Families

• Rejection of Authority

• Adaptability to Complexity

• What matters when they Shop ?

• They like to shop latest product before most people know.

Target Group II – Spend Avg (per week) $ 150

Target Group : Spend Avg (per week) $ 150• Age group :- 55 - 64 household maintainer

• Have 3 or more Children at age 20-24

• Annual income is $250,000 or more

• Top Three Social Values

• Rejection of Orderliness

• Legacy

• Ecological Concern

• What matters when they Shop ?

• They are brand loyal .

Target Group III Organic Meat

Target Group : Organic Meat

Financial Concern Regarding the Future

Fatalism

Ecological Lifestyle

Religiosity

50 100 150

128

116

115

78

Top Social Values Ranked by Index for "Organic Meat"

Percentage

Attrib

utes

• Majority of the population 12.69% in the age group 25 – 34 years.

• 32.21% of the households has one person living in them

• 52.88% of the population is not married

• Rental Dwellings – most preferred type of housing

• Average household Income - $71,924.72

• English is the most widely spoken mother tongue

What matters when they shop?

• Price conscious

• Spirituality

Target Group : Organic Meat

Product Strategy

Product

Features & Benefits

• Certified organic

• non-GMO feed

• Ethically raised cage-free

• Frozen

Packaging

• Vacuum sealed

• Maintaining a frozen state for quality is a priority

• Ground chicken & chicken wings (1lb)

• Chicken legs, thighs, & breasts (12 pack)

• Whole chicken (by weight)

Target Group : Organic Meat

Price Strategy

Price

• Average cost of organic meat = $12:30 per kg (Statistics Canada)

•  Target group 25-34 years old 12.69% (Index=112) shop predominantly at Walmart, Loblaws, and Costco

•  “Ecological Lifestyle”

•  Prestige pricing strategy; $0.50 markup

Target Group : Organic Meat

Distribution Strategy

Types of Distribution Channels

Physical

(16,609;6.11%) (15,837;5.82%) (13,275;4.88%)

WILLOW

DALE (O

N)

YORK (ON)

MARKHAM (ON)

SCARBOROUGH (ON)

ETOBICOKE (ON)

200400600800

1,0001,200

1,190969

749

384 318

Areas of interest - Organic Meat Target group

Index

Name of areas

Inde

xDistribution

Types of Distribution Channels

Online - South-Central Ontario

- Amount spent Online(Past Year) $251- $400(Index=125).

- Travel to work by Public transit (Index=137).

Distribution

Marketing Channel

Indirect strategy and Selective

Ecological Lifestyle Young population

Well educatedConscious

Religiosity

Distribution

Target Group : Organic Meat

Promotion Strategy

Promotion

Medium

Medium to Heavy

Heavy Users

0% 10% 20% 30% 40% 50% 60% 70%

0.03410.04890.0489

13% 15%

0.5852

Media Habits Of Target Group

Daily Newspaper Community Newspaper MagazineFlyers/ Inserts TV Stations Others

Percentage of target group

Usag

e Ca

tego

ries

Source : Opticks Vividata Media

As per PRIZM report,

• Tech-savvy

• Frequent stadium

• Nation Pride

• Attracted to Nature

• Commuting pattern

Media Habits and Buyers Behaviour

Tagline : Organic Chicken from Canadian Farms

PromotionMedia Vehicles:

• Flyers / Inserts

• Daily Newspaper • Accessed online = index = 123• Read online = index 119

• Online • Automotive : index = 128• Online Dating : index = 125• Real Estate : index = 123

• PR : Blogs • Laptop / PC used to read blogs : index = 141• Clip mobile coupons : index = 118• Read digital magazine : index = 117

Promotion strategies (Sports and Leisure Data):

• Partnership with Fitness clubs

• Sampling at grocery stores

• Presence at select stadiums

Source : Environics Media Highlights

Thank You