Food Service and Hospitality Strategic Marketing

Segmentation Assignment

This week’s readings and sources present some unique frameworks for segmenting your potential markets.

1. Eater Archetypes: Review the list of Eater Archetypes in the Technomic articles. Which one best describes you?  Are the preferences associated with your Eater Archetype the same as your preferences?

2. Psychographics: Click the link below or in this week’s ULearn folder to get to the VALS survey by Strategic Insights. Take the survey. What is your primary VALS type? Do you agree or disagree? Why or why not?

http://www.strategicbusinessinsights.com/vals/presurvey.shtml

3. Geographic Segments: Click the link below or in this week’s ULearn folder to get to Nielsen’s “My Best Segments” and go to “zip code lookup”. Use the zip code of your US home town or another US city where you live or have lived. Identify the segment at the top of the “most common segments” for that zip code. Click on the name of it and read the description.

https://segmentationsolutions.nielsen.com/mybestsegments/

Write the following:

• The city and state that you used for the zip code lookup.
• The name of the description and the short phrase that describes it. (Such as “Big fish, small pond,” which is upscale older without kids.”)
• Your opinion about how accurate (or not accurate it is) and why.

4. Your analysis: Which of these three tools do you think would be useful in identifying markets for a hospitality or food service business? Explain.