French Mousse Segmentation Variables - Research Paper Example

?Report #2 Table of Contents Table of Contents 2 Target Market 3 Segmentation variables 3 Income 3 Age 4 Gender 5 Geography 5 Usage 6 Other 7 Direct Competition 8 Indirect competition 9 References 10 Target Market Segmentation variables Income France is considered to be a well developed economy in Europe. The living standard is high in France. It has a rich and diversified culture. Compared to other European countries, France was able to handle the economic recession much better in the year 2008. In the year 2009, its GDP was $2,675.92 billion. It is the 5th biggest economy internationally with a GDP (PPP) of 2.555 trillion USD in the year 2010 (Stanley St Labs, “France Economy”). The gross national income of France has been shown in Fig: 1 Fig: 1 Gross National Income (Constant LCU) of France from 2001 - 2008 Year Gross National Income (USD) 2001 1488158021381.53 2002 1501245372339.87 2003 1521878054445.64 2004 1559210096827.65 2005 1582130189782.76 2006 1619190188756.39 2007 1661405860136.66 2008 1656522089015.02 Source:(Trading Economics, “Gross national income (constant LCU) in France”) France has maintained immense growth in current years and its national income has increased since 2001. Therefore, majority of people in France has the ability to buy the product ‘French Mousse’ for their meal as the cost is affordable. Age In the year 2010, the population of France was 65,102,719, with a growth rate of 0.549%. In the year 2010, the proportion of 0–14 years, 15-64 years and 65 years and above was 18.6%, 65% and16.4% respectively (Stanley St Labs, “France Economy”). Year Total on 1 January Under 20 20 - 59 60-64 65 and over o/w 75 and more 2001 59 266 572 15 067 857 31 962 065 2 675 214 9 561 436 4 380 129 2002 59 685 899 15 091 374 32 288 026 2 610 227 9 696 272 4 517 471 2003 60 101 841 15 116 574 32 560 892 2 606 797 9 817 578 4 647 804 2004 60 505 421 15 183 494 32 760 470 2 640 164 9 921 293 4 770 015 2005 60 963 264 15 242 403 32 971 217 2 682 701 10 066 943 4 924 650 2006 61 399 733 15 280 401 33 193 638 2 762 859 10 162 835 5 085 994 2007 61 795 238 15 315 094 33 219 983 3 051 869 10 208 292 5 226 312 2008 62 134 963 15 337 589 33 170 859 3 325 598 10 300 917 5 361 480 Source: (INED, “Total Population”). The product ‘French Mousse’ is primarily targeted to children and young people whose age is below 20. Though this product can be enjoyed by every age group, children normally prefer mousse product for meal. From the above chart it is clear that the number of persons below age 20 has increased from 2001 to 2008. Therefore, there will be ample opportunity to sale French Mousse product successfully in France. Gender France focuses mainly on family rather than individuality. The strong religious roots of France contribute to gender inequality in family dynamics of the country. Like many other countries the priority of male is work and role of female is to stay at home and take care of family and children. The following table shows the demographic gender distribution of France in 2010.  Year 2010 Total Men Women Total Population 65,026,885 31,484,794 33,542,091 Under 20 15,984,060 8,175,810 7,808,250 20 – 64 years 38,146,128 18,794,075 19,352,053 65 and above 10,896,697 4,514,909 6,381,788 Source: (INED, “Total Population”). There is no specific gender segments that enjoy French Mousse, this product can be enjoyed by all. The French Mousse is delicious and can be made at home as well. Geography France is a beautiful land of Europe which is covered by rivers, mountains and forests. Metropolitan France covers almost 200,000 square miles of Europe. It is the biggest European country in west which covers almost 5% of the‘European continent’. The capital of France is Paris. There are 4.5 million foreigners in France. People from various nations come to France. Food plays an important role in the lifestyle of France. The national pride of France is Wine and Cheese which differentiate France from other countries. People of France prefer three main meals, i.e. breakfast, lunch and dinner. In breakfast, France people prefer to eat light food such as bread, coffee, hot chocolate, cornflakes and yogurt. The dinner and lunch involve first course and central dish such as cheese or dessert foods. Children in France prefer to enjoy munchies, cookies, bread with chocolate or jam and a drink after school. Wine is common in French culture. After finishing meal people of France drink wine and even children in their teens drink wine that is diluted with water during their family dinners. French people organize large dinner parties and family gatherings. These parties require elaborate food preparations than usual daily meals which include drinks, cocktails, snacks, pasties, coffee and others (Advameg, “France”). People of France enjoy their holidays with special foods. This custom and culture of people of France has been into effect since generations. During Charismas Eve, people attend midnight mass. In wedding ceremonies people enjoy mixture food; in New Year too the people of France celebrate the occasion with special meal. Thus, in every occasion people seem to enjoy with good meals. There are many occasions and festivals in France throughout the year and in every occasion food is common to enjoy the event. Therefore, it is a big opportunity for French Mousse to launch the product in France (Easy French Food, “Customs, Culture, and History of France”). Usage French Mousse can be used in several occasions such as evening meals, birthdays, celebrations, festivals and others. The segmentation can be done according to usage, i.e. reason for taking French Mousse as meal. Three types of variables can be used in this type of segmentation, which are: French Mousse is generally consumed by white collar people who at times miss their homemade food which they had enjoyed in their childhood. They might prefer to eat French Mousse as their meal. French Mousse can also be enjoyed as celebration purposes such as anniversary, birthday, promotion, graduation, Valentines Day or any other special occasions and festivals. Since French Mousse is a type of cake, parents will prefer to eat it with their children after school time as relaxation or to pamper their children. Many professional people can prefer to have French Mousse when they meet up with their friends. Other Besides these variables, the market for French Mousse can be segmented by other variables which include different thoughts towards the product. Three type of variable can be used in this type of segmentation: frequency of eating mousse foods, preference of eating mousse, i.e. either customer want to eat mousse for evening snacks or after dinner and the dietary attitude or lifestyle habits of people. Mousse will be a good option for those people who want to maintain diet. Competition Direct Competition There are various competitive products of French Mousse. The French Mousse costs 2.16 USD of 2.7 OZ. The competitive products of French Mousse are shown in the table below: Mousse Cost (USD) Weight (OZ) Classic Creme Brulee 2.2 3.7 Creme Royale 1.94 3.2 Flan Creme Caramel 2.16 3.7 Chocolate Light 2.16 1.3 Pistachio 2.16 3.2 Dark Chocolate Truffle 2.2 3.1 Double Chocolate 2.16 2.4 Milk Chocolate 2.16 3.1 Mocha Chocolate 2.16 2.4 White Chocolate 2.16 2.5 Source: (OnlinefoodGrocery, “Search Result For: "Mousse"”) These products are the direct competitors of French Mousse. From the above figure, it is clear that cost of French Mousse is average than other mousse products. Thus, it might be difficult for French Mousse to compete with the other products. Indirect competition Besides mousse products, there are other competitive products of French Mousse such as various sweet and snack items, desserts, candy, chocolate, cake, drinks and pastries. French Mousse can face strong competition from these products. References Advameg. “France”. March 29, 2011. Countries and Their Cultures, 2011 Easy French Food. “Customs, Culture, and History of France”. March 29, 2011. French Traditions, 2010. INED. “Total Population”. March 28, 2011. Institute National d’etudes Demographiques, 2011. OnlinefoodGrocery. “Search Result For: "Mousse"”. March 29, 2011. Categories, 2011. Stanley St Labs. “France Economy”. March 28, 2011. Economy Watch, 2010. Trading Economics. “Gross National Income (Constant LCU) In France”. March 28, 2011. France, 2010. Read More