Section 2 – Segmentation, Targeting & Positioning
a) Explain how the overall market could / should be segmented for ONE of the
Tourists coming to the UK looking to book a vineyard tour
UK based customers looking to buy Hills wine online
b) Identify your B2C target market as to who you would primarily target with the
tour in terms of characteristics including demographics, behavioural,
benefits sought and lifestyle.
c) Explain what is meant by the term ‘positioning’ and suggest how the vineyard tour
would be positioned in the consumer market.