We base our targeting on the criterias for effective segmentation to increase the chance for success. As a result we have decided to mainly target people between 16 to 39 years old. This segment is easy to measure, and consists of a substantial part of Shanghai. They are also fairly easy to target through specific marketing channels, and react differently than to, say, the older generations, which makes it easier to make actionable programs that attract their interests. Nevertheless, we still think the other segments will be important guidelines in our marketing efforts to reach a broader range of people.

 

In more detail, the middle class in Shanghai and China currently have the purchasing power, and this is increasing rapidly. Furthermore, this target market would be substantial enough considering the large population in Shanghai. We also see that the cocoa consumption in china is increasing and that our potential competitors have a growing demand. Our target also differs from older generations in how they react to our marketing efforts, especially the price and marketing channels.