Describe the organizational buyers and consumers of Pilgrim's Cleaner
Not what you're looking for?
Describe the organizational buyers and consumers of Pilgrim's Cleaner (who will advertise delivery service) or service and the factors that influence their purchasing decisions.
Discuss how these factors will impact your marketing strategy.
------------------------------------
Pilgrim Cleaners is a very well known and respected dry cleaning service provider. Learning Team C will be assisting Pilgrim Cleaners in introducing a new delivery service available to customers. Our goal is to identify the segmentation criteria that will impact the target market selection as well as identify the target market for the delivery service.
Several questions came to mind when trying to decide who is the target market. Who already provides the bulk of sales, what stores generate the most revenue, as well as who will benefit the most for this service. We also looked at is there a need for the service. After careful examination the segmentation criteria for this new service was recognized as follows:
DEMOGRAHPIC
? Age - 36 - 55
? Gender - Males and females
? Occupation - Business professionals, technical, and students
PSYCHOGRAPHIC
? Social class - working class, middle class, and upper class.
? Lifestyle - achievers and strivers.
BEHAVIORAL
? Occasions - regular
? Benefits - convenience, quality, speed, and service.
? Loyalty - None, medium, user, and heavy user.
Pilgrim Cleaners plans to localize the new service to fit the needs of local business professionals, technicians, and students. The company plans on targeting males and females of all ages but more heavily those from the age of 36 to 55.
Purchase this Solution
Solution Summary
Response is 454 words to assist you.
Solution Preview
Here is the scoop - you want to promote this new delivery service - in other words, the company will deliver its goods to the household. This is a very interesting concept. I will come up with a synopsis of who would be interested in this service based on the segmentation information above...
Pilgrim cleaners is launching a service that is sure to revolutionize the way which consumers purchase cleaning products. Pilgrim has entered the market where they will deliver cleaning products directly to the consumer's home, thus improving the quality of life of the consumer. The service promises convenience, quality, speed and top notch service. These are qualities that are essential to attract new ...
Purchase this Solution
Free BrainMass Quizzes
SWOT
This quiz will test your understanding of the SWOT analysis, including terms, concepts, uses, advantages, and process.
Marketing Management Philosophies Quiz
A test on how well a student understands the basic assumptions of marketers on buyers that will form a basis of their marketing strategies.
IPOs
This Quiz is compiled of questions that pertain to IPOs (Initial Public Offerings)
Business Processes
This quiz is intended to help business students better understand business processes, including those related to manufacturing and marketing. The questions focus on terms used to describe business processes and marketing activities.
Organizational Behavior (OB)
The organizational behavior (OB) quiz will help you better understand organizational behavior through the lens of managers including workforce diversity.