Sarafino - 7th feb

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School

George Brown College Canada *

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Course

1020

Subject

Marketing

Date

Feb 20, 2024

Type

pdf

Pages

Uploaded by PresidentIceOkapi33

1. Review the Sarafino's current their brief and take a look at their market segment. What kind of target market segmentation model is the client focused on? Is there another that would be better suited? The client appears to be focusing on a combination of firmographics, Psychographics, Behavioural, Geographical segmentation model for the Independently owned Retailer & High-End Grocery Retailers. Firmographic Segmentation: It involves categorising family owned , niche client and large scale operations extended to a number of different locations. Psychographics Segmentation: In this case they focus mostly on creating health awareness, concern for quality and price, preference for unique products to maintain a close-knit relationship. They prefer to be on trend to meet the needs of the customers. Behavioural segmentation: The key behaviour includes willingness to pay more for quality and clean ingredients while looking for unique products. Geographic Segmentation: They segment customers based on their Geographic location. The client target markets are Urban centres around GTA, Ontario, Quebec and the Maritime provinces. 2. Using HubSpot's Persona Generator Tool, create a persona reflecting your market segment. It is attached at the end. 3. Who are the client's current customers? How are they segmenting their customers? Which segmentation model should they be using? Sarafino ’ s Current clients include Fortinos, Loblaws, Nature's Emporium, Pusateris, etc. Sarafino doesn ’ t use any segmentation models, but existing clients fall under two categories as described below: Independently owned retailers Natures Emporium - For 30 remarkable years, Nature's Emporium has proudly served as the premier destination for health-conscious communities. It has been at the core of our family- owned and independent establishment since 1993. Natures Emporium is only located in Ontario. Size of the company: 200-500employees High-End Grocery Retailers:

Fortinos, Loblaws, Pusateris Fortinos is a Canadian supermarket chain that was founded in Hamilton, Ontario. It operates 24 stores across the western Greater Toronto and Hamilton Area. Fortinos is owned by Loblaw Companies Limited. Size of the Loblaws company: 2,20,000+ colleagues and employees. 4. Based on your analysis, what kind of strategically significant customers should they be focusing on? Based on our analysis, the strategically significant customers (SSC) Sarafino should be focusing on high lifetime value and high-volume customers. Given SSCs generate 80% of Sarafino’s revenue derived from 20% of their client base, these specific customers align with Sarafino’s SMART business goals - increasing their gross sales, current customers and acquiring new accounts. As Sarafino is focused on positioning themselves as trailblazers in the industry, high volume SSCs will provide the stability Sarafino needs for them to afford to experiment with innovating their brand. Furthermore, high value SSCs will provide the profits for Sarafino to afford allocating finances on elevating their positions as trailblazers and improving their business strategy.

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