Marketing plan: My Biological Business

In this stage we are going to evaluate the various segments identified above and we decide how many and which segments we can serve best. In choosing the best strategy, we will try to serve not just the interests of our company but also the interests of our segments targeted. So, for select our target market segments we'll use a niche marketing strategy, or better: a "multiple niching strategy".

Regarding Geographic variable, we're serving the area of the north and central Italy because there is a greater culture of organic food. In this way we can market more effectively by fine-tuning our products, price, and programs to the needs of carefully defined segments. We can also market more efficiently, targeting our products, channels, and communications programs toward only consumers that we can serve best and most profitably.

Regarding demographic variable we're concentrate on the married with family, but we don't neglect singles people. For the education item we're serving the "graduate and the advance graduate"

Regarding behavioural variable we're serving people that want to eat healthy, natural and quality food. We are serving those people who are becoming aware that for a better life must eat organic food! So, we're focusing on the quality of our biological food!
We're also focusing on the "potential users": as multi niche company (after the launch of our biological products) we're launching (in the growth period) an organic product's line for celiacs.

So our target is composed from: educated customers who live in the center or north Italy. They are people who follow a healthy lifestyle, are worried about the foods they eat and are environmentally friendly.