Segmentation targeting and positioning

         Segmentation

The main variables that we take into account while trying to segment our market are:

-Nature of the industry we serve: food and hotel industry

-Company size: small and medium companies

-Location: Balearic islands , Valencia and Alicante.

-Technology: we are focused on the advantages that internet offers as well as the old school communication ways such as telephones, fax, and the most important a personal distributing channel with a sales people team.

-Stressing the service point: we want to be chosen by our customers because we can deliver our products in a shorter time than the others in the area in which we operate. We will serve orders of any size no matter how little or how big they are  and we want to provide of the easier payment means to our customers, etc

We will not be the cheapest but the most reliable.

-We want to build a relationship between our customers and us. We don't want to be mere suppliers of exotic meats but be able to be the emergency stock of our customers as well.

  

Targeting

  

            The market we serve is a niche market so it wouldn't be very clever to make an undifferentiated value proposition. On the other hand our product is on an introductory stage therefore segmenting too much might be a mistake. Since our customers are quite alike between them and obviously segregated from other customers, do only one  proposition thinking just on them make sense. Also concentrating in just one segment is the best way to optimize resources especially when those  are scarce.

            There are other companies that provide exotic meats as the ones we want to sell. We want to make the point not in the product we serve but in the way we do so. This means provide to our users , better services than our competitors and look after each of our customers.

Even if we will launch just one proposition for all our potential customers we want to tailor it as much as possible to the needs of every single consumer we could possibly have.

            The customer that we want to find is not the one who is looking for the lower price, and changes of supplier every now and then. Our aim is to target that customer that is willing to pay an extra price just to keep regular headaches derived from the “order and deliver process” well away.

Differentiation and positioning

            We want to be perceived by our customers as  their exotic meat supplier. The one in which they can always rely. It have to seem that we are working exclusively for them.

Our proposal is to offer  the same quality products as our competitors do but adding value in the service, the channel, and especially the people. We want to offer the best overall value  products to our customers.

            Since our product is not that conventional, we want to have the best sales team possible.

This doesn't mean just sell our products as much as possible, but at the same time sellers do their best in selling, they must give the best advise feasible about each of our products and services.

They have to be knowledgeable not only about the specifications of our products but also how a restaurant is usually run. This way they can predict and foreseen the movements of our customers and we are able to anticipate our moves to their demands. 

             We believe that electronic channels are powerful and it is obvious that they are gaining more and more adopters every time. It is because of  that that we want to have an online ordering website, were our registered users can always buy or re buy at a given conditions.

Each customer would have its own “skill” so they already will find in the website the especial offers and prices that are available to them.

            But this is just one side of the token. We want to put more efforts than any other competing company  in our sales team and in the end in our people. We truly believe that a great deal of  buyer-seller relation is lost while using electronic channels. This is because it is very hard to be loyal to someone when all you have to communicate each other is a filling shed. For instance ,sometimes, it is necessary  to do a complain.  When the only way to do so is through a e-mail it can be very frustrating. Especially when it is not answered or when the answer is not satisfying. 

The way we understand our company,situations like those are unacceptable.

We are aware of the power of internet, and the advantages it brings  but we are also aware that many people is feed up of wasting time in sending and receiving e-mails while many things could be better solved with a simple phone call.

At the same time we thing that going to the place were our customers are instead of waiting for them to come to us (or our website in this case) is a simple but effective way to make grown relationships with our customers.   

       

            It is not because the price or ought to the quality of our meats that they will choose us upon our competitors,it is because the easy going policy of  our company which aims to be as much adjustable as possible to the specific wants of each of our customers.

We will supply our customers with excellency but we will charge them more than our competitors.

Our positioning statement is:

         “To those small and medium restaurants and hotels that want to surprise their customers with the most exotic and quality meats and expect from their suppliers the same excellency which they provide to their consumers,The Meat Love supplies of thees products in the easiest  and most reliable way possible and always focusing in your own necessities.”