The Market-Product Chart
(What can segmentation do for you?)
St Paul Market Segments for a new pet store
Target Market Segments
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Domestic Duos
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55119 – Roseville
65+
Couples, no kids
Middle class ($40k)
Mixed, home owners
Hobbies
 Gardening
 Travel
 Eating out
◦ Personality – consistency and
order
◦ VALS – “Believers” are
conservative and traditional.
They value established routines,
familiar products and
established brands. (VALS)
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Gray Power
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55113 – Roseville
65+
Couples, no kids
Middle class ($54k)
Mostly home owners
Hobbies
 Reading
 Local culture
 Exercise
◦ Personality – nuturance
◦ VALS – “Thinkers” are mature,
well educated and conservative.
They value order and
responsibility. (VALS)
Market-Product Grid
Segment #1 –
Domestic Duos
Segment #2 –
Gray Power
Product
Small mixed breed
Malti-Tzu, Shih Tzu
Owners events
All-in-one food
supplements
Medium size
Rescued “mutt”
Newsletter
Branded line of
food supplements
Price
$175 to $225
$50/mo food & care
$125 to $150
$150/mo food & care
Promotion
(advertising,
PR, sales)
Local newspapers
Local newspapers
Direct mail
Direct mail
Minnesota Monthly magazine MPR
Nonprofit events
Place
(distribution)
Breeder’s network
Veterinary network
Local grocery store/specialty
store
Friends and family
Shelter or rescue group
Veterinary network
Local grocery store/specialty
store
Local celebrities
Market-Product Grid
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Relates market segments to the marketing
plan (marketing mix factors)
◦ Product – dog walkers, dog sitting, training services,
grooming services, kennel & veterinary services,
specialty supplies
◦ Price – store credit card, discount program
◦ Place – mobile grooming/training, on-call vet services,
also on-site at Entrepreneur Bob’s store, kiosks at
airport
◦ Promotion – dog wash demonstrations at Bob’s store,
dog activities at neighborhood events, dogs go to
local hospitals or nursing homes, loyalty program