Cricket Flour and Cricket Energy Bars Focus on Product Target Market - Essay Example

In the discussion henceforth, emphasis will be delivered on specifying the target group for the chosen products along with a succinct rationale to the same.
TARGET GROUP AND RATIONALE
Cricket flour, which is composed of high protein and high nutritional benefits, is considered as a key to a sustainable future. As the product is manufactured from cricket bugs, it is necessary to educate people about the health benefits they will obtain from its consumption, which is also necessary to avoid any negative response from the customers. As the product is quite likely to be beneficial for young individuals suffering from malnutrition and for bodybuilders as well, being in need of high protein consumption, its marketing approach will be targeting this particular group of consumers. However, as the product is manufactured from cricket bugs, the targeted consumer group will be limited to non-vegetarian food consumers. To be mentioned in this context, young generation consumers are currently observed as highly quality conscious, having lesser significance for price related concerns. This particular group of consumers also deciphers high enthusiastic behavior towards a new product, which can be highly beneficial for the cricket flour and energy bars intended to be offered. As these people believe in fast lifestyle choices, they are always in need of food products with high nutritional value to keep their body fit and strong. So the products may target this particular section of people, based on their high nutritional value, which will be of considerable advantage to the marketer. Moreover, bodybuilders and people having a special interest in sports may also be willing to consume these products, as it is deemed as beneficial for their health. As both Cricket flours and Cricket energy bars have high protein contents, they may certainly be a good choice for bodybuilders (Arla Food Ingredients, “2014 Protein Trends & Technologies Seminar”).
CONCLUSION
Conclusively, it can be asserted that cricket flour and cricket energy bars can serve as a high protein supplement for those who are highly conscious about their health and thus, these people will be the main targeted consumers for the products. Although the majority of the people are not accustomed to eating food prepared with insects if they are properly educated regarding the nutritional values and benefits of the same, a larger segment of people can be targeted for these products. It is in this same context that companies can also adopt some promotional activities that may help in the overall expansion of the customer segment. Besides, companies should also focus on extending their market in different countries of the world, through which, their product can gain maximum popularity.