Marketing MKTG 1200 Assignment 5% Of Overall Grade

Marketing, MKTG 1200, Assignment # marks (5% of overall grade) “Cow Wowâ

In weeks 7 – 11, you are exposed to marketing topics: market research, consumer behaviour & segmentation and targeting. (Chapters 3, 4 & 6 in your textbook). This assignment will reflect your understanding of the reading and in-class lecture material. Group assignment: You will use this assignment to showcase your ability to problem solve and apply critical thinking. As a team, you will be given the case study, “Cow Wow†to analyze and answer questions. Detailed instructions and the case study can be found below. (Groups can be 3-4 people max).

Assignment Details: 1) Read through the case, “Cow Wow Cereal Milk†2) In a brief paragraph, identify the main issue/problem outlined within the case. 3) Identify the market segments/clusters presented and any other relevant segments not mentioned in the case. 4) Based on the issue presented, what type of market research methods would you choose to validate your position/decision? State your approach and complete the chart below to detail your approach. Textbook Example (Pg. 111): 5) Using the table provided, fill-in the market variables (Psychographics & Behaviouristics) of the target market profiles based on the marketing segment/target market you’ve identified. Psychographics Personality Traits Lifestyle values and approaches Leisure activities, hobbies, and interests Media habits Technology usage Behaviouristics Main occasion for product use Main product benefit sought Primary and secondary product usage Frequency of use Frequency of purchase Product usage rate Product usage status Product loyalty status Textbook Example (Pg. 152): 6) Based on the information presented in the case and your analysis, what would you do if you were Christopher Pouy? a) Stay the market segmentation course, b) change course, c) choose both segments to target (hybrid option) or d) go down a different path? If you choose to select a different path, what other market segment would be more appropriate to serve as Cow Wow’s target market?

Paper For Above instruction

In the case study of Cow Wow Cereal Milk, the primary issue revolves around market segmentation and targeted marketing strategies for the product, which has gained unexpected media attention but faces challenges in identifying its optimal consumer base. Founder Christopher Pouy struggled to determine whether to focus on children, high school students, college students, or to pursue a broader or different audience such as millennials. The challenge lies in aligning the marketing approach with the appropriate consumer segment to ensure sustained sales and brand growth.

Regarding market segmentation, Cow Wow initially targeted children aged 5 to 12, evident from packaging choices such as a child-friendly cow mascot and flavor names like Fruity Trudy and Chocolate Chip Cathy. This segment was logical, considering the product's appeal as a flavored milk designed for young children. The case also highlights media attention from outlets like The New York Times and BuzzFeed, which suggests a broader interest demographic, possibly including college students and young adults, especially after the product went viral. These groups, especially college students, could be approached as secondary or emerging target segments. Other relevant segments not explicitly mentioned include health-conscious consumers like parents seeking organic options for their children, as well as millennials interested in unique, nostalgic, or novelty foods. These segments could be identified through psychographic profiling—focusing on health values, lifestyle, and media preferences—and behavioral patterns such as frequency of consumption and loyalty.

To validate the target segment and decision-making, suitable market research methods should include both primary and secondary research. Secondary data sources could involve industry reports on flavored milk and beverage consumption trends, demographic data, and media analytics to gauge the popularity of food trends among different age groups. Primary research could include surveys and questionnaires directed at parents to understand purchasing behaviors for children's beverages, as well as focus groups with college students and young adults to explore their perceptions of the product. Observational research at points of sale, such as grocery stores and college campuses, would provide insights into actual consumer behavior and preferences.

In applying the market segmentation process, the psychographic and behavioristic variables for the target market need to be carefully detailed. Assuming the target is shifted or expanded to include college students or young adults, psychographics might include traits such as adventurousness, nostalgia-seeking behavior, and a preference for unique, fun products. Lifestyle values may emphasize convenience, health consciousness, or novelty. Hobbies could include social activities, attending festivals or campus events, or health-oriented pursuits. Media habits likely involve social media platforms, online videos, and trending food blogs, while technology usage extends to mobile devices and online shopping.

Behavioristically, the target segment's main occasion for product use might include breakfast or snack times, social gatherings, or as a nostalgic treat. The main benefit sought is a fun, flavorful experience that differentiates Cow Wow from regular milk, with secondary benefits including perceived healthiness due to organic ingredients and unique flavors. Usage frequency could range from occasional indulgence to regular consumption if well integrated into a lifestyle. Purchase frequency would depend on store placement and marketing efforts, but loyal customers might purchase weekly or bi-weekly. Product loyalty status would ideally develop if consumers associate Cow Wow with positive nostalgia, fun, and quality.

Given the analysis, if I were Christopher Pouy, I would consider adopting a hybrid strategy but refocus marketing efforts primarily on the millennial demographic. The case suggests that targeting children might limit growth potential, especially as media attention garners a wider, possibly older audience. Rebranding to appeal to young adults with more sophisticated packaging, resealable bottles, and emphasis on ingredients and nostalgia would align with current consumption trends. Marketing campaigns should leverage social media influencers, campus sampling, and experiential marketing to harness the viral buzz. Moreover, expanding distribution in convenience stores, college dining halls, and online platforms could facilitate reaching a broader, more engaged audience.

Overall, the optimal path is to more closely align Cow Wow’s branding and product positioning with the interests and lifestyles of millennials and young adults while maintaining relevance for parents seeking healthy options for their children. This approach leverages the viral momentum, taps into the nostalgia factor, and recognizes the changing landscape of beverage consumption among different demographic segments.

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