Visit Harry and David Gourmet Gifts to examine how that company ...

[Caiter2013]

Visit Harry and David Gourmet Gifts to examine how that company implements occasion segmentation with its individual products and its monthly club services. Write a report in which you describe two clear examples of occasion segmentation on the site. Also identify two examples of product segmentation on the site and explain how the company uses its Web site design to channel customers into the segmentation path that is most appropriate for them. Your report should be about 300 words

Question 2

Assume you are the marketing director for PerfectSeasons, a new line of cookware designed by a famous celebrity chef. In about 200 words, describe how you would use the chefs reputation to accomplish the differentiation elements of this new product lines brand.

[SomethingSomething]

Answer to Question 1

In general, the creation of separate experiences for customers based on their behavior is called behavioral segmentation. When based on things that happen at a specific time or occasion, behavioral segmentation is sometimes called occasion segmentation.

Examples of occasion segmentation at http://www.harryanddavid.com/ include:

• Easter Gifts: A wide assortment of gifts are available for Easter, including:


• Easter Treats


• Easter baskets


• Spring Flowers and Plants


• Easter Entertaining


• The Perfect Picnic


• Mothers Day Gifts: Categories include:


• Baskets and Gift Boxes


• Bakery and Confections


• Mothers Day Brunch


• Mothers Day Flowers


• Tea Time

Once you enter the Home Page, you are directed (via the menu) to choose from the following product segments:

• Holidays and Occasion


• Gift Baskets and Towers


• Pears and Fruit


• Monthly Clubs


• Chocolates and Sweets


• Food and Wine


• Flowers and Plants

The site also uses bold graphics and enticing photos of fruits, flowers, cakes, chocolates, and cookies to help its audience to decide which group it belongs.

Answer to Question 2

Product differentiation is the first condition that must be met to create a product or service brand. The company must clearly distinguish its product from all others in the market.

The chefs reputation can be leveraged to:

• Build brand equity


• Build brand awareness


• Help people remember ads (celebrity endorsements improve ad recall)


• Make people believe the product contributes to superstar status


• Inspire, delight, and entertain the consumer


• Cut through the advertising clutter


• Create a brand narrative


• Speak to the quality of the products being offered


• Craft an exciting story about the brand

[Caiter2013]

Excellent

[xiazhe]

Wow, this really help