Section 1: Segmentation and brand strategy
1.1 Consumer Segmentation Construct a segmentation model and show no less than 6 consumer segments for the category. The model must show your ability to understand the theory of segmentation (meeting all five criteria of segmentation). Whilst the segmentation will largely be founded on information sourced from secondary data, there may be a need to conduct some primary research. All primary research should be contained in the appendix. Refer to the handout on Canvas for layout.
1.2 Primary and secondary target market After identifying the 6 consumer segments, select two segments that will represent the primary and secondary target market. Develop a persona and consumer journey map for each segments (primary and secondary target market). Refer to the materials on Canvas
My question is: what could be the 6 consumer segments for cheese product?