Abstract
This report identifies a marketing action plan for Blue Diamond Growers to capture sales
in the Snack and Confection category from the Eco Liberal teenager consumer segment by
repositioning the Blue Diamond Oven Roasted Almonds product line. Secondary data
including the Jansport Backpack Segmentation Study and VALS™ was used to identify
consumer groups and differentiate the demographic, psychographic, and behavioral
attributes for each. Journals, books, and articles from the Campbell Library Catalog were
used to confirm the opportunity to acquire sales from Eco Liberals in the Snack and
Confection category. Additional secondary data aided in identifying marketing tactics and
media that is most relevant to Eco Liberals.
Major findings were: Eco Liberals represent a significant portion of the total teenage
consumer segment, and this representation will continue to grow. Functionality and taste
are the most important factors to Eco Liberals when choosing a snack, and they are willing
to pay more for eco-friendly products. Eco Liberals are intelligent and creative, and
commonly surf the internet and social media sites on their mobile phone. Based on these
findings, it was determined that Blue Diamond Growers will capture sales from the Eco
Liberal consumer segment by repositioning the Blue Diamond Oven Roasted Almonds
product line to become the healthy snack that helps active, intelligent young adults satisfy
their craving while supporting the environment. Strategies and tactics are identified to
support the new position and objective.
Market Segmentation of the Healthy Snack Category
To identify the appropriate consumer segment toward which Blue Diamond Oven Roasted
Almonds should be targeted, Blue Diamond Growers will examine a large consumer group
within the Salty Snack category: teenagers. The teenager consumer segment can be broken
down into multiple groups, each identifying with different attitudes and beliefs influencing
their consumption behaviors. To represent today’s teenage marketplace, the JanSport
Segmentation study was adapted to encompass current attitudes, beliefs, and behaviors.
Demographic, psychographic, and behavioral variables were used (Appendix A) to identify
6 teenage consumer segments.
Segmentation Profile
1. Pop Girl: This segment is largely female and is motivated by the desire to be fashionable
and impress her peers. She spends money on her appearance – hair, nails, makeup, and
clothing, with brand being very important. Image means everything to her, and she’s
willing to pay more for name brands and style. As a snacking consumer, the Pop Girl will
purchase items that support her trendy image; she will order a like Pumpkin Spice Latte
from Starbucks or the newest Popchip flavor endorsed by Katy Perry.
