Identify the segmentation criteria that will impact your target market selection. Identify your target market.
The product is McDonald's "New Healthy Fish Sandwich".
Let us look at the product attributes for this sandwich:
- healthier, so people who are health conscious will be attracted to the product
- not a red-meat product or 'vegetarian', so people who do not eat meat, but eat fish will be satisfied
- less chance of e-coli or other food born illness in fish vs. meat, so people who might not eat at a fast food ...
This posting explains how we would segment the population to understand who would be interested in a new healthy fish sandwich from McDonalds.