BENEFIT AND LIFESTYLE STUDY

Benefit and Lifestyle Study

EXECUTIVE SUMMARY

When the organization adopts the strategy of unification of the market, is the total market as a unit, whose parts are considered similar in their main features. Management seeks to satisfy as many customers as possible. Developing a product for the whole group, establishing a pricing structure and a distribution system for its product aimed at the entire market. To communicate effectively with receptor is necessary to know their codes. And to do so, it is necessary to cut society defined and manageable portions, which can be identified with precision to allow effective communication. The phenomenon of segmentation is a fact that the marketing was developed from the second half of the twentieth century, relying on the growth of science social sciences and new technologies which enable faster in the tabulation of data. The total market for most consumer products is not very diverse, very diverse. This lack of uniformity may be indicative of differences in shopping habits, in how a product is, in the grounds of purchase or other factors. Market segmentation takes into account these differences. Today, it is possible that each of the zappers (and what constitutes a market segment), the trans- micro segments formed in a market. The objective of this paper is to address the inductively role of new technologies to identify consumers, how micro segments are transformed into market, what are the tools used das for this purpose and how they work (Abratt, 2008, 79).

Company profile

At Cadbury Beverages, the Stamford, Conn-based maker of Canada Dry and Hires carbonated beverages as well as Mott's applesauce, IS works closely with market researchers to filter actionable information from massive data flows. Support from IS for the market research group, however, is limited by design. We provide hardware support and communications support, but we're not involved in software and database maintenance. We do provide shipment information to the syndicated services, complement each other. Two of the primary tools used to filter data are the same ones now in use at Ocean Spray. Most of the data at Cadbury Beverages comes from Universal Product Code, or scanner, data gleaned at grocery stores and sold by syndicated services. "Data sets at the UPC level are huge. Without an electronic interface, this data is almost impossible to use, vice-president of marketing coordination and research. Cadbury obtains scanner data from Ire's Info scan service and from A. C. Nielsen Co.'s Scan track. Both syndicated services sell data by categories as well as summary-level information covering sales trends, pricing and approximate market shares for all product categories(Abratt 2008).

In the quest for opportunities to extend product lines or launch new products, combs through this scanner data, using Data server for a first-cut examination and then cover story for more refined analysis. The search process typically starts in familiar territory. First, we look for opportunities in our own product categories. Sometimes, however, interesting outcroppings appear in unexplored areas. When that happens, the next step is usually to ...