As global marketers, we plan to bring the organic India in USA, because we identify that the customers of USA who share similar needs and desires as consumers of Organic India. However, the significant numbers of organic product’s consumers are found in USA. For example – organic tea, body and skin care items, ghee, mustard oil, fruits, vegetables, grains, dairy products and meat.
However, we divide the market into different segment for organic India.
- Demographic segmentation
As USA is not a densely populated country, we divided the market into various segments including- income population, age, gender, occupation and education. The present global demographic trends are fewer married couples, smaller family size, changing roles of women, higher incomes and living standards, for example—have contributed to the emergence of global market segments.
- Segmenting global market by Income and population:
Consumers are mostly influence by their income. As the making procedures of organic products are very costly, it can’t take lower price than its production cost. So, considerably, the price of organic products is high and all people can’t afford it. There are lots of people in USA who have needs for and can afford the organic products that’s why, we segment the market by income that really have needs of organic product and can ability to purchase.
- Segmenting global market by age:
Age is another useful demographics variable in global marketing. The organic India’s global market segment based on demographics is global teens, young people and adult. The young and adult people are more conscious about their health more than others. So, the adoption rates of organic food among them are high.
- Segmenting global market by gender:
Both male and female are conscious about the organic foods. The female prefer organic body and skin care product than male. Organic tea, a product of Organic India, is useful to lose weight which is preferable for both male and female.
- Segmenting global market by education:
The education level of USA is increasing. That’s why the Organic India agrees to enter this country. Besides, the educated people are more conscious about the usefulness of organic food than others. They don’t bother about the price at all. They only bother for the availability of organic foods.
- Psychographic segmentation
Psychographic segmentation is the process of categorizing people based on their attitudes, values, and lifestyles. An international marketer collected data from surveys asking people to rate how much they agree or disagree with a set of statements before importing organic India to the United States; When it comes to people who are looking for business names, we’ve segmented the market. Whether or not they are concerned about their health
- Behavioral segmentation
People’s buying, using, and consumption habits are taken into account while performing behavior segmentation. As a worldwide marketer, we can categorize customers based on how often they consume organic foods: heavily, moderately, lightly, or not at all. Additionally, as a worldwide marketer, customers can be categorized depending on their organic product usage status: prospective users, non-users, ex-users, regulars, first-timers, or consumers of competitors’ products.
- Benefit segmentation
The numerator of the value equation, the B in V = B/P, is the focus of global benefit segmentation. This strategy relies on marketers’ in-depth knowledge of the issue or benefits product addresses, regardless of where it is sold. Because our product is a brand of organic items, it can meet the needs of customers looking for foods that are fresh, healthful, and devoid of chemicals. Consumers can use it to quickly and easily prepare healthy meals for their families.
There are three basic categories of target marketing strategies may be followed by the Organic India including – standardized marketing, concentrated marketing, and differentiated marketing.
- Standardized global marketing
It is analogous to mass marketing in a particular country to use standardized worldwide marketing. Developing the same marketing plan for a broad group of potential customers is required. Homogenous target marketing, another name for standardized global marketing, is predicated on the premise that there is a global marketplace exists. Organic products from India may be imported to the United States, where they will be marketed with the same combination of standardized ingredients. They don’t have to change their products because the culture of the United States is very similar to that of India. However, they must make certain that the goods can be found in as many retail locations as possible. Consequently, they will be able to lower their overall product costs. Moreover, the cost of organic food is prohibitive for most individuals. Because of this lack of focus, the Organic India may not adopt this approach.
- Concentrated global marketing
Concentrated target marketing, the second global targeting strategy, comprises creating a marketing mix to target a specific market niche. A niche is nothing more than a segment of a larger market. Products from Organic India are chemical-free natural products aimed at those who value the benefits of eating foods that are as close to their original state as possible. India’s Organic India will focus on a certain market segment that has these demands in the first place. Organic items are also sought after by educated individuals since they know how beneficial they may be. To put it another way, because organic products are so pricey that most people can’t buy them, the profession and income of consumers are strongly linked to their purchases.
- Differentiated global marketing
This technique is bolder than concentrated target marketing, which focuses on a single market. Multiple market segments can be targeted with this strategy, which is also known as multisegment targeting. A corporation can reach a larger audience by implementing this method. Organic foods, organic body and skin care, detox, tulsi teas and infusions, herbal formulations, and packaged food are all part of the organic India market. They hope to reach a broader audience by utilizing this part.
There are some ways of positioning itself in the industry like –
- Attribute or benefit
The attribute or benefit of organic product whatever we say, is different from others. Because organic product has a unique attribute that creates it position in the target consumers minds. The main attribute of organic India is its organic product which is chemical free, natural and healthy.
- Quality and price
The quality of organic product is higher than the existing product. Because organic product is made without use of any kinds of chemical and preservatives that’s why the price of organic product is higher than others.
- Use or user
The use and user of organic product is increasing because people are now educated enough, they prefer best, useful, healthy items for them.
There is an increasing demand for organic products. For every year that passes, the overall food market’s growth rate is outpaced by double digit percentages. Consumer demand for natural products is growing at a double-digit rate, providing farmers with economic incentives for a wide range of agricultural items. Approximately 20,000 natural food outlets and nearly three out of every four conventional supermarket stores now carry organic food goods.