Segmentation and positioning analysis of a new product

Essay by troyvanUniversity, Master'sA+, March 2003

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A gas grill from Honda, a well-respected car company, will have special appeal to the young professional market.


A generic gas grill manufacturer will partner with Honda Motors to design a gas grill with the Honda logo. The styling and features will capture the essence of a modern Honda vehicle.


*Automotive-quality paint on body and frame

*Rounded frame made from cast metal (no square steel tube)

*Robust tank support

*Good wheels with metal rims and rubber tires

*Control panel - digital or dashboard dial style

*"Turbo-Sear" button will fire an impressive flame at food

*Igniter with massive, visible arc

*Accurate thermometer, timer and fuel gauge

*Heavyweight, smooth operating controls

Target Market

Demographic Profile

Age: 25 - 45The target market will be young adults to early-middle age.

Generation: Generation X - Young Boomer

Gender: MaleMen are the primary buyers of gas grills (Meyers, 2002).

Family Size: 1 - 4Since the target market is young, they will tend to be single or with new families.

Family Life Cycle: Single to married with young children

Income: $40,000 - $100,000Young professionals will have the income that can be spent on luxury items such as this.

Social Class: Middle - Upper Middle

Education: Completed college

Occupation: Professional

Psychographic Profile

*Lifestyle: High-Tech Oriented

The target market will have high-tech oriented lifestyles. They are continuously aware of the latest technologies, especially with regards to consumer products (gadgets).

After a lifetime of slick advertising, they are extremely brand conscious, and sophisticated in product evaluation (Kotler, p.266). They are aware of a wide range of brand reputations.

*Values: Strivers

Strivers are focused on material and professional goals (Miller, 1998). Even though the low range of the targeted income cannot really afford this, there is a significant "show-off" factor among this personality type. When a new technology...