Capturing the Market: Bald Baker's Target Market Strategy
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Western University *
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Marketing
Date
Jun 11, 2024
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docx
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Target Market and Positioning
Bald Baker was established due to the realization that there are almost no options for diabetics to find a dessert that will fulfill their sweet tooth and contain low amounts of sugar. While working to develop their products, Bald Baker was able to create desserts that, in addition to being low sugar, were also vegan, and gluten, nut and dairy free. These products will appeal to a number of target markets. The first target market will be diabetic and pre-diabetic customers. They are a large portion of the population, one in three Canadians, and there is low competition in this market. The next target market will be health-conscious people. Vegans and
people with food allergies and sensitivities fall under this target market. It is consistently growing and health-conscious consumers are picky and not loyal to one specific brand. The last target market will be Ketogenic people. Bald Baker uses low-glycemic flours that fit the diet of Ketogenic people. My
recommendation is to focus on the pre-diabetic and diabetic target market and the health-conscious market. The biggest target market is people who are pre-diabetic or diabetic. A third of the Canadian population falls under this category, and the numbers keep growing. Despite this, the diabetic and pre-diabetic target market is largely being ignored. Almost none of Bald Baker’s competitors are targeting this population. The main reason is that it is being perceived by many in the industry as a low-income population that can’t afford it or is
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