MKT500 market segmentation and positioning

Market Segmentation and Product Positioning

Marketing Management

Identify the marketing segment for the product and explain why this segment was selected.

According to Advertising Age (September, 2009), premium ice cream and frozen yogurt products are losing market share to mid-priced and other frozen dessert products. Information Resources reported that frozen ice products comprised a third of the 2.4 billion ice cream category for the year ending May 21, 2007, generating 717.7 million, up 9.3% from the previous year.

Based on this information, it is anticipated that the frozen dessert market can be divided into two customer segments. The first segment prefers premium ice cream and frozen yogurt products. The other segment obviously...