Market Segmentation
2.1.2 Geographic
Basically
prime locations in Colombo and suburbs and selected outstation cities.
2.1.3 Demographic
§ Age: 18 and above
§ Gender: Both males and
females
§ Income: over 60,000+ per
month
§ Education: Professional
education, Master level
§ Family life cycle: Covers
entire family life cycle except solitary surviors
§ Social class: upper and
upper-middle
§ Nationality: both locals and
foreigners
§ Occupation: professionals, business
executives, senior and middle level managers
2.1.4 Behavioral
§ Occasions - business
meetings, educational matters to discuss by MBA and professional exam students,
to spend time by young couples and friends.
§ Benefits - atmosphere,
comfortable seating, decent environment, Wi-Fi, screen TV with international
channels, warm welcome, international magazines, superb customer care, table
setup (meeting type), Internet access point with web-kiosk, parking facilities.
§ Usage rate - morning and
evening high usage rate, when conducting business meetings in coffee shops by
top business executives their usage rate us high whilst students usage rate in
their educational discussions is low.
§ Loyalty status: Since a SCS
world wide recognized high end brand we expect start coffee lovers to visit our
shop.
2.1.5 Psychological
People who looks for prestige, willing to
be a part of a international brand as core value, mental relaxation.
2.2 Targeting
Adults aged 25-40 accounting high income
business people and professionals. The second target market is young adults
aged 18-24. SCS position itself as a college students can hang on, write term
papers and meet people. Kids and teens are also target audience for product
such as whip creamed top coffee contained more sugar and color. Also other
complimentary products such as cakes and cookies are available.
2.3
Positioning
§ World class brand.
§ Super luxurious couches and
interiors.
§ Wi-Fi facilities.
§ Environment friendly.
§ To get experience of global
culture.
§ Locations in high traffic
and high visibility areas (Ex: Airport, Luxury shopping complexes).
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