A REPORT ON MARKET SEGMENTATION, TARGETING AND POSITIONING FOR HEALTHY SCHOOL LUNCH!

Prepared for: Healthy School Lunch!

Submitted: 03 May 2010

Prepared by:

CSU STUDENT 11355339

i

Executive Summary

Single line spacedthe purpose (objectives) and scope of the reportthe type of analysis conducted (and methods used)the most important and significant findings, in summary formthe most important and significant recommendations450-550 words

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Table of ContentsExecutive Summary..............................................................................................................................iIntroduction..........................................................................................................................................1

1.1 Authorisation..............................................................................................................................11.2 Limitations of pussy...................................................................................................................11.3 Scope of the Report....................................................................................................................1

Target Marketing..................................................................................................................................22.1 Target Marketing Defined..........................................................................................................22.2 Mass, One-To-One and Target Marketing.................................................................................3

2.2.1 mass marketing..................................................................................................................32.2.2 one-to-one marketing.........................................................................................................3

2.3 Market Segmentation.................................................................................................................42.3.1 geographic segmentation....................................................................................................52.3.2 demographic segmentation.................................................................................................52.3.3 psycho graphic segmentation.............................................................................................62.3.4 behavioural segmentation...................................................................................................6

2.4 Market Segments.......................................................................................................................72.4.1 look at me...........................................................................................................................72.4.2 conventional family............................................................................................................8

Market Targeting..................................................................................................................................93.1 Market Targeting Defined..........................................................................................................9

3.1.1 undifferentiated strategy.....................................................................................................93.1.2 concentrated strategy..........................................................................................................93.1.3 differentiated strategy.......................................................................................................10

3.2 Potential Segments...................................................................................................................103.3 Target Market Selection...........................................................................................................10

Positioning..........................................................................................................................................134.1 Positioning Defined.................................................................................................................134.2 Segment Positioning................................................................................................................134.3 Marketing Mix.........................................................................................................................14

Conclusions........................................................................................................................................15Recommendations..............................................................................................................................16List Of References..............................................................................................................................17Figures................................................................................................................................................19

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Introduction

1.1 Authorisation

And purpose of the report. Tell the reader who has commissioned the work and why the

report is being produced.

1.2 Limitations of pussy

Hindrances, any limitations encountered in the production of the report that may affect the

results, or the ability of the writer to complete the report.

1.3 Scope of the Report

Summarise what the report covers DEFINE TARGET MARKET

how information will be presented in the report

where the information in the report comes from and how it will be gathered

don't reproduce the TOC, make overview or summary of what will be done

not bit by bit reproduction, focus on the important elements

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Target Marketing

2.1 Target Marketing Defined

The process of developing a marketing strategy involves target marketing. This method

involves three key area's and usually 7 steps (Pride et al., 2008):

• Market Segmentation

◦ Identifying segmentation variables

◦ Developing market segment profiles

• Market Targeting

◦ Identifying an appropriate targeting strategy

◦ Evaluating relevant market segments

◦ Selecting specific target markets

• Market Positioning

◦ Determining the positioning of each target segment

◦ Developing a marketing mix for each target segment

Recently, during these financially turbulent times, companies are 'planning more targeted

[advertising] buys for late 2009' (Wicks, 2009). Target marketing is a crucial process

needed for HSL to define the consumer and business market for HSL products (Pride et

al., 2008), as having a more tailored marketing mix will produce a more profitable and

efficient result from the capitol invested. A recent study reveals that 'more than one in five

organisations spend more than 45% of their entire marketing budgets on “target

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marketing.”' (“More of Budget To Target-Marketing,” 2005), with the most funds going

towards 'aquiring new customers' (see fig. 1).

2.2 Mass, One-To-One and Target Marketing

There are two methods to consider when approaching target marketing for HSL. Mass

marketing to reach a broader audience, or narrow channels of one-to-one marketing with

market segmentation in consideration. If carefully implemented these can both be used to

compliment each other.

2.2.1 mass marketing.

2.2.1 mass marketing. Weinstein (2004), recommends mass marketing 'if the

objective is the get the product into as many [customers] hands as possible'. It is an

approach that is traditionally synergistic in the message across all mediums, from print, to

online. This can be a good strategy for HSL if the product is not widely known or the target

market is not well defined. James Cameron's 'Avatar' is a recent success story using mass

marketing. Informing everyone about his new movie with no previous franchise or customer

install base would be a difficult job, but it managed to become a box office phenomenon

through twitter trending topics, McDonald's, and Coca-Cola cross promotions (Hampp,

2010). As HSL is a relatively new company, mass marketing on a local scale can greatly

improve the customer awareness of HSL, and also help define a target market by

observing who responds to it. There are recent worries about the effectiveness of mass

marketing though, with fears that consumers have been desensitised from years of

television, radio, print, and online advertising (Bayham, 2008).

2.2.2 one-to-one marketing.

2.2.2 one-to-one marketing. One-to-one marketing is characterised by tailored

communication about a good or service, by using detailed data, personalised

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communications and customised products. It is about matching a customers needs to

company offerings (“One-To-One Marketing”, 2007). If this occurs, a sale is made, and there

is potential for long term relationships between customers (Weinstein, 2004). HSL would

not be alone if using one-to-one marketing, according to a recent study, '43% of

[companies] have a regular or constant program to support personalisation and one-to-one

marketing' (“More of Budget To Target-Marketing,” 2005). There is big motivation for this,

according to Bayham (2008), there are six reasons one-to-one marketing trumps mass

marketing by:

• Gaining the buyers attention by overcoming 'market noise'

• Tailoring product benfits to specific needs of the buyer

• Tailoring presentation to a specific buyer type

• Allowing the seller to read non-verbal communication from the buyer

• Providing instant answers to customer questions

• Closing the deal instead of waiting for the buyer to make the move

2.3 Market Segmentation

An initial process involved in target marketing, market segmentation is the process of

dividing the total market into groups, or segments, consisting of organisations or people

who share similar interests and needs. Different categories are used to segment groups,

called market variables. This has a purpose to help marketers more precisely design a

marketing mix to meet the needs of customers in the selected market segment (Pride et

al., 2008). Segmentation is important for HSL's marketing success as 'choosing the right

user segments, and designing unique positioning strategies, can carve a profitable niche in

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today's highly competitive marketplace' (Weinstein, 2004). There is no best way to segment

markets, different products require different segmentation as segmenting customers into

age would work for health insurance, but would be irrelevant for healthy food products.

According to Pride (2008), there are four major categories for segmentation, geographic,

demographic, psycho graphic, and behavioural.

2.3.1 geographic segmentation.

2.3.1 geographic segmentation. Companies use geographic segmentation to

target products to a specific region, segmenting their market into countries and states, or

regions of geographic interest (Pride et al., 2008). One electrical goods store may sell a lot

of heaters in the Alps, but having the same product range in the tropics is not going to

work. The geographic segmentation approach is normally used by retailers, as retailers

usually operate within a specific geographic region surrounding the store (Clow & Baack,

2004). Because HSL is a smaller business it should use this smaller area to cluster

segments out of smaller regions of interests like postcodes or towns into categories such

as housing type, suburb, ethnicity and others (Pride et al, 2008).

2.3.2 demographic segmentation.

2.3.2 demographic segmentation. This approach is used by companies to

segment or identify customers by demographic groups, such as location, ethnicity, religion,

social class, age, sex, occupation and education (Songini, 2001). This type of

segmentation is the most important for HSL as it is closely linked to buyers needs and

purchasing behaviour, and can be easily measured (Pride et al., 2008). As recently as the

mid-1990's companies would ship collected data to third party companies for analysis and

segmentation, now, with the popularity of the internet and computing power, companies

keep this data in house. This data can be merged and analysed with HSL's sales figures

and queries can be run cheaply on a desktop (Songini, 2001).

62.3.3 psycho graphic segmentation.

2.3.3 psychographic segmentation. Grouping customers into personality, motives,

lifestyle and resources, is a form of psychographic segmentation (Della, Dejoy & Lance,

2008). Marketers use psychographic segments to help work toward the goal of matching

what the company does best to the most likely customer (Clow & Baak, 2005).

Psychographic segmentation involving personality characteristics is good for HSL and any

other business that has a product that is similar to their competition. It is hard to measure

these personality traits easily and companies tend to guess what personality their target

market is or wants to be – usually a positive personality (Pride et al. 2008). This can be

eased with various visual methods of classifying customer profiles such the Roy Morgan

Value Segment (Pride et al., 2008), or as Barry & Weinstein have shown in a table (see fig.

2). Buyer motives are assumed to be influenced by their personal and cultural needs (Barry

& Weinstein, 2009), in HSL's case, health conscious buyers would be segmented into

motives for a healthier lifestyle.

2.3.4 behavioural segmentation

2.3.4 behavioural segmentation. Products can have different degree's of usage for

different customers (Pride et al., 2008). Behavioural segmentations in the marketplace

today can be likened to videogames, which usually have three segments (Wedbush, 2009):

▪ hardcore gamers (usually play a lot – heavy users)

▪ casual gamers (play every so often – light users)

▪ non gamers (do not play or have an interest – non users)

For HSL, these different product usage terms can be used to segment customers of the

healthy lunches. This will allow decisions to be made about the needs of the product

packaging or the shelf life of the food, depending on which product is used more often than

others. Benefit segmentation also comes into use within behavioural segmentation. This

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involves the benefit a customer can get from a product (Pride et al., 2008). HSL may use

different benefits of healthy foods to leverage whether something is good for a student

sitting an exam, as it may have vitamins for alertness, just like juice bars have various

'shots' for differing affects.

2.4 Market Segments

Using a psychographic analysis based on the Roy Morgan Value Segments model (see fig.

3) is a good way to segment the market for an Australian business, as this model is

supported by 15 years of research in choice and change in the Australian market. The

model is divided into four human social dimensions and two other dimensions, price

expectation and quality expectation, that ground the values into marketplace reality (Levine

& Benjamin, n.d.). Two psychographic segments that are best to profile for HSL are the

'Look at me' segment as the 'student consumers', and the 'Conventional Family' segment

as the 'parents with the money'.

2.4.1 look at me.

2.4.1 look at me. This segment are easily influenced by peer pressure, so they

conform to their peer group while at the same time try to not conform to their parents

generation. They are called 'look at me' for a reason, mostly applying to teenagers, sport,

leisure and fun are their main priorities (but this can apply to any age). Short term thinking

is a characteristic of this segment, not caring about consequences such as future health

issues, or getting a job. Money is important, but only seen as a means to an end, as family

support them, certainly earning it to live is not a priority. The 'Look At Me' segment are

attracted to media that reflect their peer group and generation, this is a key point when

creating advertising (Levine & Benjamin, n.d.).

82.4.2 conventional family.

2.4.2 conventional family. Representing the middle class of Australia, this psychographic

segment is focused on families who are struggling to improve their basic living standards

and are giving their children better opportunities than they had in their childhood (Levine &

Benjamin, n.d.). These will be the families of children in the schools that HSL cater for. This

is usually the segment that provides the money to the children.

This segment often have to make compromises in quality due to price, often owning a

mixture of branded, and generic products. The values of conventional families fall within the

average of the Australian middle class, and the readership of newspapers and lifestyle

magazines is high, which should be taken into account for the medium of HSL's

advertising. The Conventional family segment like to know what they are buying, so

mistakes cannot be made, and money wasted (Levine & Benjamin, n.d.). Because of this,

trust in HSL is important to the conventional family segment, and this fact should be

considered when advertising to this segment.

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Market Targeting

3.1 Market Targeting Defined

Market targeting uses various methods, undifferentiated, concentrated and differentiated

strategies for creating a marketing mix for the chosen segments. These different strategies

are necessary as the needs of the segments vary (Pride et al., 2008). The characteristics

of chosen segments can be taken into account and give the company a better idea of

segment needs when producing a marketing mix (“Market Targeting”, 2007).

3.1.1 undifferentiated strategy.

3.1.1 undifferentiated strategy. If a company has one type of product, one price

and one distribution program it could use an undifferentiated strategy, such as electricity or

water (Pride et al., 2008). This strategy assumes that all customers in the market have

similar needs and wants, therefore they would be satisfied with a single marketing mix

(Proctor, 2000). This cannot be used for HSL as all the products are different with different

prices, and the nutritional needs and wants are different per customer.

3.1.2 concentrated strategy.

3.1.2 concentrated strategy. This is put to use in a heterogeneous market, a market

with diverse product needs and wants (Pride et al., 2008). HSL has a heterogeneous

market, with various nutritional needs, different food trends within schools and different

socio economic statuses and values. A company will segment the market and concentrate

a marketing mix onto just one segment of a heterogeneous market if it employs a

concentrated strategy. This can make a company more specialised, which will give it more

selling potential for the chosen market segment(Pride et al., 2008). Tourism New Zealand

has had a very successful '100% Pure' marketing campaign using concentrated marketing

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(Heeringa & Cropp, 2009). Putting all the resources into one market though can be

dangerous, as it can solidify a company into one segment, which will make it hard to break

into others (Pride, et al. 2008).

3.1.3 differentiated strategy.

3.1.3 differentiated strategy. This strategy still applies to a heterogeneous market

but a key difference is the use of different marketing mix's to cater for a few select

segments. This strategy is more expensive because it 'often demands more production

processes, materials and people' (Pride et al. 2008, p. 129). HSL may be capable of two

marketing mix's if it has the resources and product variety to accomplish this. Because

HSL is in a unique situation, with the parents as customers paying for the product and the

children consuming it, the product doesn't necessarily have to be different, but the

advertising to the customer and consumer will need to be.

3.2 Potential Segments

Further analysis on the potential market segments is needed to better select the

appropriate market segments (Pride et al. 2008).

3.2.1 Sales Potential

3.2.1 Sales Potential. A Quantified Purchasing Capacity (QPC) can be used to

determine a monetary value after asking the question, “If this [customer] bought everything

they could from me in the next 12 months, how much would it be?” (Kahle, 2007). Having a

QPC is information to prioritise the highest value customers. A QPC cannot apply just to

the 'look at me' segment for HSL, as any student for year 9 and below we can assume

does not have a job, or a high paying one, as the legal age for work ranges between 14 to

16 years (“NSW Government”, 2008). Therefore these students will be acquiring money off

their parents for food purchases and a QPC should include the 'conventional family'

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segment. This segment according to the Roy Morgan Research (Levine & Benjamin, n.d.)

is comprised of middle income families. According to the Australian Bureau of Statistics

(2008) the average middle class Australian mean gross income per week is $1035, and the

mean weekly expenditure on food is 17.5%. This equates to $181.13 per week on food. The

average number of persons in the household is 2.8, so every customer in the conventional

family segment should have an average of $64.69 to spend on food per week. A student

goes to school 5 days a week, so the QPC on HSL food is an average of $12.94 per day.

Therefore HSL food should be priced accordingly with this sales potential in mind.

3.2.2 Competitive Situation

3.2.2 Competitive Situation The immediate competition for HSL products in the

'look at me' segment will be the food products that are sold along side HSL's products in

the school canteen, if HSL decide to distribute this way. Another competitive factor will be

the mothers themselves within the conventional family segment, packing ready made,

unhealthy snacks into the children's lunch boxes, which open up an array of companies

that can be competition. What sets HSL apart from others is the 'healthy' status of the food,

something that can't have a long shelf life on the supermarket though. A successful

marketing mix can be created to combat the competition, but it will need to happen in the

canteen as well as in the homes, as the competition comes from both sides.

3.2.3 Cost Structure

3.2.3 Cost Structure Thankfully, only a few types of packaging need to be created

to supply to both segments. Because the food is healthy and fresh, the packaging can be

clear and simple, to show the product within. Cheap (but stylish), custom branded,

disposable sandwich and baguette containers can be purchased from whole sale food

packaging retailers such as 'The Packaging Place' (n.d.), which sell 500 for $137.84.

Promotion and advertising within school newspapers is usually FREE, which will give the

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message to the parents quite efficiently. Advertising in local newspapers for the area's of

the schools can cost around $50 to $200, depending on the size and placement, a colour

advert in 'The Land' (n.d.) would cost $104.06. One of the best and most cost effective

ways to target specific people in this modern society are geo-targeted online adverts (“Ikea

unveils local geo-targeted ads.”, 2006). A good start is to use Facebook ads, HSL can target

only the 'look at me's' on Facebook attending selected schools, and the pricing for adverts

are only 1 cent per click up to a designated budget (Facebook, n.d.). If 500 food packages

last for a fortnight, a reasonable yearly budge for packaging would be $3588 per school. A

reasonable yearly advertising budget for HSL for both segments would be $2800 per

school including newspaper and social networking adverts.

3.3 Target Market Selection

From research earlier in this report, it can be concluded that both segments have an

impact on sales, even though only one segment will be 'paying for' and consuming the

products. The 'look at me' segment are essentially the customers, but not all attention will

need to be placed on them. This is a unique situation in the marketing industry and needs

a careful marketing mix to succeed. A mix between a concentrated and differentiated

marketing mix will work best for this because:

• There is one product packaging

• The product is sold at canteens where the adults in the 'conventional family

segment' cannot purchase for themselves

• The customers come from one segment but the money from another

• A maximum sales potential has been established for the segment the money comes

from

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• Competitive evaluation assumes competition from outside companies influencing

both segments.

• One segment influences the other and vice versa

As there are different needs and wants per segment, a concentrated marketing mix on the

'look at me' generation with offshoot, 'more informative' awareness advertisements for the

'conventional family' segment can work. As recent research suggests, 'kids are becoming

older younger, and parents are remaining younger older...we have a situation where kids

and parents actually like some of the same forms of content and the same products'

(Johnson, 2009, p. 59).

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Positioning

4.1 Positioning Defined

Positioning can be characterised as the product-market positions established by a

company to give it a competitive advantage in the marketplace (Morgan, Strong &

McGuinness, 2003). Research on the existing Market, Company, Brand & Competitive

positioning are essential as they all intertwine to create an advantageous distinction

between HSL's own products and competitors in the eyes of the customer (Pride et al.

2008).

4.2 Segment Positioning

Analysis on current and future positioning strategies are essential to create a successful

marketing mix.

4.2.1 market position.

4.2.1 market position. The look at me segment, according to Levine & Benjamin

(n.d.), tend to appeal to products that are 'in' or 'popular' within their own peer groups. If

HSL's products are not perceived as this, then a marketing mix will need to change the

perception of the company for the 'Look at me' segment. This is possible, as a recent

quantitative research study supported 'positive attitudinal changes towards healthy foods

seen in response to exposure to healthy food advertisements' (Chapman, Kelly & King,

2009).

A different view of healthy food will come from adults in the conventional family segment.

According to Levine & Benjamin (n.d.), these adults care about what is best for their

children, as health is a main issue in the types of health and well-being magazines that

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they read. Because of this, informational adverts targeted at these adults explaining the

healthy options available for the benefit of their child with nutritional value with supported

comments from real life nutritionists will be well received.

4.2.2 company position.

4.2.2 company position. The look at me generation care less about politics and

bigger issues, so the company as a whole will not affect the decisions in buying HSL

products as much as it will on the conventional family (Levine & Benjamin, n.d.). Therefore

focus for company image should be targeted at the conventional family through community

and school newsletters and emails, along side the newspaper adverts.

4.2.3 brand position.

4.2.3 brand position. As HSL is a new company, re-positioning of the brand will

make it easier as there are no entrenched views from an already established customer

base. Branding on packaging, appealing to the 'look at me' segment is essential for HSL's

products to stand out if competing against canteen foods made in-house with generic

packaging, and to also look the part against more entrenched brands like Four-'n'-Twenty

pies.

4.2.4 competitive position.

4.2.4 competitive position. Based on a canteen menu by Karabar High (2010) (see

fig. 4), some key area's that make HSL's products stand out from the competition are :

▪ Better nutritional value

▪ Low GI and Gluten free options

▪ Fresher food

▪ More variety of sandwiches or baguettes to taste

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▪ Convenient packaging for easy consumption and for storage

How a 'turkey baguette & juice' combination (selling for $8) from HSL differs from the five

major sellers on the Karabar High canteen menu can be mapped to a perceptual map,

using key areas of high/low price and healthy/unhealthy, to give a visual idea of where the

products stand in relation to the competition (Pride et al., 2008).

Cheaper

More Expensive

HSL Turkey Baguette & Juice

Healthy Unhealthy

Chicken Burger & Nestea

Healthy Wrap& Water

Healthy Salad &Water

Egg & Bacon Burger & Juice

Beef Burger& Diet Coke

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4.3 Marketing Mix

Determine Marketing mix for positioning (7p's)

Then give a brief description of the marketing strategy you would use to attain this

positioning.

How is this known? Usually some sort of reference is needed

Why is this so? Cite research findings or results from investigations of data and

information. You need to justify your approach and recommendations using theory and

research results.

Why was this option selected? You need to justify your approach and recommendations

using theory and research results.

Why was this course of action or design selected? Here you may consider implementation

issues and reiterate research findings and theoretical support.

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Conclusions

Summarise the main points or findings of the assignment.

Based on the information presented in the body NO NEW information.

Avoid direct quotations.

It should answer the questions “What do the findings mean?”

Should be consistent with the outline given in the introduction. So introduction last.

Conclusion should answer these questions too “wast he purpose of the report fulfilled?”

“have the specified sources of information been used?” “have the area's stated been

adequately tackled?”

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List Of References

Pride, W., Elliot, G., Rundle-Thiele, S., Waller, D., Paladino, A., & Ferrell, D. (2008). Marketing: Core Concepts & Applications (2nd Asia-Pacific ed.). Milton, QLD: John Wiley & Sons Australia, Ltd.

Wicks, A. (2009). Brands Turn To Target Marketing. WWD: Women's Wear Daily, 197(64), 6b-1NULL. Retrieved from Business Source Complete database.

More of Budget To Target-Marketing. (2005). Credit Union Journal, 9(35), 18. Retrieved from Business Source Complete database.

Weinstein, A. (2004). Chapter 8: Strategic Target Marketing. (pp. 133-154). Haworth Press, Inc. Retrieved from Business Source Complete database.

Hampp, A. (2010). 'Avatar' soars on fat ad spending, mass marketing. Advertising Age, 81(1), 1-20. Retrieved from Business Source Complete database.

One-To-One Marketing. (2007). Bloomsbury Business Library - Business & Management Dictionary, 5267. Retrieved from Business Source Complete database.

Bayham, A. (2008). Six Reasons Why Face-to-Face Trumps Mass Marketing. American Salesman, 53(6), 22-25. Retrieved from Business Source Complete database.

Clow, K., & Baack, D. (2005). GEOGRAPHIC SEGMENTATION. Concise Encyclopedia of Advertising, 86. Retrieved from Business Source Complete database.

Songini, M. (2001). Demographic Segmentation. Computerworld, 35(31), 42. Retrieved from Business Source Complete database.

Della, L., DeJoy, D., & Lance, C. (2008). Using A Psychographic Consumer Audience Segmentation Tool to Explain Fruit and Vegetable Consumption Behavior. Conference Papers -- International Communication Association, 1-26. Retrieved from Communication & Mass Media Complete database.

Barry, J., & Weinstein, A. (2009). Business psychographics revisited: from segmentation theory to successful marketing practice. Journal of Marketing Management, 25(3/4), 315-340. Retrieved from Business Source Complete database.

WEDBUSH, M. (2009). An Uplifting Outlook for the Video Game Space. Wall Street Transcript, 183(28), 1-4. Retrieved from Business Source Complete database

Levine M., & Benjamin, C. (n.d.). Roy Morgan Research & The Horizon Network. Retrieved from http://www.roymorgan.com/products/values-segments/values-segments.cfm

Chapman, K., Kelly, B., & King, L. (2009). Using a research framework to identify knowledge gaps in research on food marketing to children in Australia. Australian & New Zealand Journal of Public Health, 33(3), 253-257. doi:10.1111/j.1753-6405.2009.00384.

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Market Targeting. (2007). Bloomsbury Business Library - Business & Management Dictionary, 4671. Retrieved from Business Source Complete database.

Proctor, T. (2000). chapter ten: SEGMENTATION, TARGETING AND POSITIONING. Strategic Marketing, 188-211. Retrieved from Business Source Complete database.

Heeringa, V., & Cropp, A. (2009). BRAND NEW ZEALAND. NZ Marketing Magazine, 18-21. Retrieved from Business Source Complete database.

Kahle, D. (2007). Measuring Sales Potential. American Salesman, 52(3), 15-19. Retrieved from Business Source Complete database.

NSW Government, (2008). Submission to the Australian Industrial Relations Commision. Retrieved from http://www.industrialrelations.nsw.gov.au/pdfs/retail_industry_submission.pdf

Australian Bereau of Statistics, (2008) 1301.0 - Year Book Australia, 2008. Retrieved from http://www.abs.gov.au/ausstats/abs@.nsf/7d12b0f6763c78caca257061001cc588/C5B82D434B4BB5F0CA2573D20010E735?opendocument

The Packaging Place (n.d.) Home Page. Retrieved From http://www.packagingplace.com.au/

Facebook (n.d.) Ads: Campaign Cost and Budgeting. Retrived from http://www.facebook.com/help/?page=864

Ikea unveils local geo-targeted ads. (2006). Marketing Week (01419285), 29(21), 19. Retrieved from Business Source Complete database.

The Land (n.d.) Viewed 30/04/2010. Retrieved from http://theland.farmonline.com.au/content/placeclassified/

Johnson, C., (2009). NOT CHILD'S PLAY. B&T Magazine, 59(2705), 22-24. Retrieved from Business Source Complete database.

Morgan, R., Strong, C. & McGuinness, T., (2003). Product-market positioning and prospector strategy: An analysis of strategic patterns from the resource-based perspective. European Journal of Marketing. 37(10), 1409-11439. Retrieve from Emerald Insight Database.

Canteen 2010 (2010), Karabar High. Retrieved from http://www.karabarhigh.com.au/img.ashx?f=f&p=canteen_menu/canteen2010.pdf

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Figures

Figure 1. More of Budget To Target-Marketing. (2005). Credit Union Journal, 9(35), 18. Retrieved from Business Source Complete database.

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Figure 2. Barry, J., & Weinstein, A. (2009). Business psychographics revisited: from segmentation theory to successful marketing practice. Journal of Marketing Management, 25(3/4), 315-340. Retrieved from Business Source Complete database.

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Figure 3. Levine M., & Benjamin, C. (n.d.). Roy Morgan Research & The Horizon Network. Retrieved from http://www.roymorgan.com/products/values-segments/values-segments.cfm

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Figure 4. Canteen 2010 (2010), Karabar High. Retrieved from http://www.karabarhigh.com.au/img.ashx?f=f&p=canteen_menu/canteen2010.pdf