Why do you think this/these will be the most effective one(s) in persuading their target audience to buy their product?
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The world of entrepreneurship is full of innovative and exciting ideas that have the potential to revolutionize the way we live our lives. One such example is Subminimal, a manufacturer that has developed a unique product that could change the way people prepare milk-based drinks at home. The product in question is the Nanofoam PRO, a first-of-its-kind appliance that can create premium micro-foam milk in the same amount of time it takes to pull an espresso shot. The Nanofoamer PRO has already generated a lot of buzz on the crowdfunding platform Kickstarter, accumulating over €500,000 in pledges. With such an overwhelming response from consumers, it is no surprise that Subminimal plans to manufacture and launch the Nanofoamer PRO on a large scale.
As marketing managers, it is our responsibility to scrutinize Subminimal’s marketing efforts and provide recommendations to ensure the product’s success. This paper aims to develop a value proposition for Subminimal’s Nanofoamer PRO, identify and analyze its target market segment, describe the core, actual, and augmented product, create a positioning statement, establish communication objectives, and recommend promotional efforts for the launch of the product. We will also analyze which of Cialdini’s persuasion principles could be effective in persuading the target audience to buy the product.
The first step in developing a value proposition for Subminimal’s Nanofoamer PRO is to understand its features and benefits. The Nanofoamer PRO is an appliance that creates premium micro-foam milk, which is a vital ingredient in popular drinks such as cappuccinos, lattes, and flat whites. The product’s main benefit is that it can produce micro-foam milk in the same amount of time it takes to pull an espresso shot. Additionally, the Nanofoamer PRO is easy to use, clean, and maintain, making it an ideal appliance for home use. These features and benefits provide a unique value proposition that differentiates the product from other milk frothing devices available in the market.
The next step is to identify and analyze the target market segment for the Nanofoamer PRO. Two market segments were identified through market research, each with unique psychographics, demographics, geographic, and behavioral patterns. The first segment is coffee enthusiasts, who are passionate about coffee and consider it an essential part of their daily routine. The second segment is health-conscious consumers who prefer non-dairy milk alternatives such as almond, soy, and oat milk. Both segments were substantiated by qualitative and quantitative data.
After analyzing both segments, it was determined that Subminimal’s resources would be best spent targeting the health-conscious consumers segment. This decision was based on several factors, including the growing trend towards plant-based milk alternatives, the increasing number of health-conscious consumers, and the limited competition in the non-dairy milk frothing market. Additionally, the Nanofoamer PRO’s ability to froth non-dairy milk alternatives provides a unique selling point for the product, which can be leveraged to attract health-conscious consumers.
In conclusion, Subminimal’s Nanofoamer PRO is an innovative product that has the potential to disrupt the milk frothing market. By developing a value proposition, identifying and analyzing the target market segment, and establishing communication objectives, Subminimal can ensure the product’s success. The next section of the paper will describe the core, actual, and augmented product, followed by a positioning statement, communication objectives, and promotional efforts that can be deployed to persuade the target audience to buy the product.
Determining and developing the value proposition
1a. Market Segmentation
Subminimal’s Nanofoam PRO is likely to be of interest to two market segments: coffee enthusiasts and home baristas. Coffee enthusiasts are typically individuals who are passionate about coffee and are willing to invest in equipment to produce the best quality coffee at home. They are primarily motivated by the taste and quality of the coffee. Home baristas are individuals who have a keen interest in making coffee and have some experience in doing so. They are motivated by the desire to improve their coffee-making skills and to produce café-quality coffee at home.
Interviews with coffee enthusiasts and home baristas reveal that both groups are interested in a product that can produce premium textured foam milk easily and quickly.
According to a survey conducted by the National Coffee Association in 2020, 47% of respondents prepare their coffee at home daily, and 72% of respondents who prepare coffee at home use a coffee maker.
Segment 1: Coffee Enthusiasts
Psychographics: Coffee enthusiasts are primarily motivated by the taste and quality of coffee. They are willing to invest in equipment that can help them produce the best quality coffee at home. They are likely to be curious and experimental, always looking for new ways to improve their coffee-making skills.
Demographics: Coffee enthusiasts are likely to be middle-aged and above, have a higher income level, and be more educated.
Geographic: Coffee enthusiasts are likely to live in urban areas.
Behavioral patterns: Coffee enthusiasts are likely to have a consistent coffee-drinking habit and are willing to invest in premium coffee-making equipment.
Segment 2: Home Baristas
Psychographics: Home baristas are motivated by the desire to improve their coffee-making skills and to produce café-quality coffee at home. They are likely to be passionate about coffee and enjoy experimenting with different brewing techniques.
Demographics: Home baristas are likely to be younger and have a lower income level compared to coffee enthusiasts.
Geographic: Home baristas are likely to live in suburban areas.
Behavioral patterns: Home baristas are likely to have a less consistent coffee-drinking habit compared to coffee enthusiasts but are willing to invest in equipment to improve their coffee-making skills.
1b. Target Segment
Subminimal should target the coffee enthusiast segment. This segment has a higher income level and is willing to invest in premium coffee-making equipment. They are also likely to have a consistent coffee-drinking habit, making them a more reliable market for Subminimal. Additionally, this segment is motivated primarily by the taste and quality of coffee, which aligns with the value proposition of the Nanofoam PRO.
The core product that Subminimal is offering is the Nanofoam PRO, which is designed to create premium textured foam for milk at home. The actual product is the physical product that customers receive, which includes the Nanofoam PRO device and the instruction manual. The augmented product includes customer support, warranty, and additional accessories.
To coffee enthusiasts who want to create café-quality textured foam milk at home, Subminimal’s Nanofoam PRO is the easiest and most satisfying way to create premium textured foam. Unlike other milk frothers on the market, the Nanofoam PRO creates micro-foam milk in the same amount of time it takes
After analyzing the market, we have identified two potential target segments that Subminimal could focus on when launching the NanoFoamer PRO. The first target segment is coffee enthusiasts, who are passionate about coffee and are willing to pay a premium price for high-quality coffee-related products. The second target segment is busy professionals who want to enjoy premium coffee at home but do not have the time or skill to prepare it.
Target Segment 1: Coffee Enthusiasts
The first target segment is coffee enthusiasts who are passionate about coffee and are willing to pay a premium price for high-quality coffee-related products. This segment is highly interested in the quality and taste of their coffee and is always looking for ways to improve their coffee experience. Coffee enthusiasts are typically highly educated and have a higher income than the average consumer. They are interested in the latest technology and are willing to pay a premium price for premium products.
Psychographics: Coffee enthusiasts are highly passionate about coffee and take great pleasure in preparing and drinking it. They are also highly knowledgeable about coffee and are interested in learning more about the coffee-making process. They appreciate high-quality products and are willing to pay a premium price for them.
Demographics: Coffee enthusiasts are typically highly educated and have a higher income than the average consumer. They are typically aged between 25 and 50, with a higher percentage being male than female. They tend to live in urban areas and have a busy lifestyle.
Geographic: Coffee enthusiasts are present in urban areas, where there are a high number of coffee shops and specialty stores. They are also present in regions with a high number of specialty coffee shops and cafes.
Behavioral Patterns: Coffee enthusiasts are highly interested in the quality and taste of their coffee and are always looking for ways to improve their coffee experience. They are willing to pay a premium price for high-quality coffee-related products and are interested in the latest technology.
Qualitative Data: According to a study by Coffee Masters, 82% of coffee enthusiasts prefer to drink specialty coffee, while 70% of them are interested in learning more about the coffee-making process.
Quantitative Data: According to a study by Mintel, the specialty coffee market in the US is expected to grow at a rate of 9.3% annually from 2021 to 2025.
Target Segment 2: Busy Professionals
The second target segment is busy professionals who want to enjoy premium coffee at home but do not have the time or skill to prepare it. This segment is interested in premium coffee but does not have the time or expertise to prepare it themselves. They are typically highly educated and have a higher income than the average consumer. They are interested in products that can save them time and make their life easier.
Psychographics: Busy professionals are highly interested in premium coffee but do not have the time or expertise to prepare it themselves. They appreciate products that can save them time and make their life easier.
Demographics: Busy professionals are typically highly educated and have a higher income than the average consumer. They are typically aged between 25 and 50, with a higher percentage being male than female. They tend to live in urban areas and have a busy lifestyle.
Geographic: Busy professionals are present in urban areas, where there are a high number of coffee shops and specialty stores. They are also present in regions with a high number of busy professionals.
Behavioral Patterns: Busy professionals are highly interested in products that can save them time and make their life easier. They are willing to pay a premium price for products that can provide convenience and save them time.
Qualitative Data: According to a study by Technomic, 60% of busy professionals drink coffee to increase their productivity, while 35% of them drink coffee to save time.