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Mkt 571 Week 3 Segmentation and Target Market Paper

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Segmentation and Target Paper: Neese’s
Tia Crawford
Marketing 571
January 7, 2016
Dr. Catherine Burr

Segmentation and Target Paper: Neese’s
Neese’s Country Sausage was established by J.T. Neese. He began delivering and selling sausage in 1917, using a covered wagon (Sausage, 2016). The Neese’s Company is located in Greensboro, North Carolina in Guilford County (Sausage, 2016). The family makes various food products that include sausage, souse meat, c-loaf, liver pudding, liver mush, and bacon (Sausage N., Products, 2016).
The Neese’s Company has been able to identify itself as an independent market by determining the demands, needs, and wants of their customers (Dictionary, 2016). This process is called segmentation marketing (Dictionary, 2016). Neese's has been able to identify clearly the market and measure its effective size (Dictionary, 2016). The company has also established successful efforts of promotion and branding that have provided the ability to be a top competitor in the market.
Demographic
Company demographics provides knowledge and statistics of consumers and other clients (Suttle, 2016). Demographics is mostly used to point out differences in attributes among consumers (Suttle, 2016). The demographics for Neese’s consist of gender, race, location, and age. The company evaluates the trends of sales for customers in each area. Depending on the sales for the region, product trends are determined that can have an impact on sales. Future products are placed in markets and online for trial purposes. If these products prove to have success in the sales market, they are entered into the regular rotation for sale.
The company makes food products that are enjoyed by people of all ages. The special recipe sausages appeal to almost everyone that encounters them. According to the Neese’s website, they are a standing family tradition in the North and South Carolina and Virginia areas (Neese's, 2016). The locals for these areas have become accustomed to having these products available to them when ready for purchase.
Currently, Neese’s does not sell their products on an international level. The company has chosen to distribute in the United States only. If the business decided to sell products overseas, they would have to make provisions for international distribution. Even though these changes could prove to be lucrative for the company’s future, Neese’s has not included it in their strategic plan.
Psychographic
As previously stated, Neese’s is known for the variety of sausages and pork products that are made from successful family recipes (Sausage, 2016). The company has a list of competitors that include Smithfield’s, Hillshire Farms, Jimmy Dean, Johnsonville, and Hormel. These companies produce similar products and are sold alongside the Neese’s products in the grocery stores.
Neese's has established product differentiation by using quality products and family recipes. The company has developed a brand that customers can identify with. The company is known for being a small, locally owned establishment that caters to the community. Neese's makes appearances at county and state fairs (Sausage N. C., 2016). Product samples are provided to established and future customers so they can try products that they may not have tried before.
The Neese's family pride themselves on being a family-owned business that dates back 100 years (Neese's, 2016). Over the years, the family has focused on selling fresh, top-quality products to consumers (Neese's, 2016). The recipes are tried and true. They have proven to be successful for the growth and continuation of the company.
Geographic
The Neese’s Sausage Company is locally owned and operated in the Greensboro, North Carolina area (Sausage, 2016). The company distributes products in local grocery stores in North and South Carolina and Virginia (Sausage N., 2016). Products are also sold across the United States via online ordering that is available 24 hours and seven days a week (Sausage N., 2016). Neese’s ships all products to consumers on Monday-Wednesday to allow for pre-established United Parcel Services delivery times. (Sausage N., 2016).
The company also provides a variety of specialty products that are available for purchase by institutions (Sausage N., 2016). Neese’s offers specials for fundraisers, retirement homes, the hotel industry, and restaurants so that everyone has an opportunity to enjoy what Neese’s has to offer (Sausage N., 2016).
Behavioral Characteristics
Neese’s was established with a strong sense of family (Neese's, 2016). The family has worked hard to develop their recipes that have been passed down from generation to generation. Tom Neese Jr. has recorded prime costs of hogs for over 60 years (Neese's, 2016). These recordings have helped to guide him when he makes purchases for livestock (Neese's, 2016). The company has worked to establish a place in the hearts of its growing consumer base (Neese's, 2016).
The family believes that preserving family history instills a sense of service and quality (Neese's, 2016). The company has refurbished the original delivery cars and trucks to establish nostalgia and family history (Neese's, 2016). The family has completely restored the original covered wagon that was used in the first deliveries in the 1800's (Neese's, 2016). In addition to the covered wagon, there has been a Dodge truck that was bought in 1925 that had screened sides that have also been restored.
Mission and Branding
According to Neese’s; the mission and focus of the company are to provide fresh products to customers that depend on the company for satisfaction and quality (Neese's, 2016). The company prides itself on being invited in homes to be a part of breakfast and Christmas dinners (Sausage N., Part of Your Family for 100 Years, 2016). The company guarantees that customers will be satisfied with every package (Sausage N., Part of Your Family for 100 Years, 2016). This guarantee is marked with a freshness date on every package (Sausage N., Part of Your Family for 100 Years, 2016).
A company brand is established with the building of a marketing strategy (Kotler & Keller, 2012). The marketing strategy consists of positioning, segmentation, and targeting (Kotler & Keller, 2012). The Neese's brands of products are displayed in packages that show the company name and product type. Most are encased in transparent, paper packages that resemble deli paper. These products are delivered to supermarkets daily by company-owned vehicles. These vehicles are small green delivery trucks that have the company logo displayed on each side (Sausage N., Part of Your Family for 100 Years, 2016).
Conclusion
The Neese’s Sausage Company has been a part of family meals for many years. This company was chosen because of many meals that were shared at my family table. The liver mush, sausage, and c-loaf have been personal favorites in my family since childhood. There were not many mornings that we did not have fresh bacon and sausage available for breakfast.
The company has strived to be a top-seller of pork products in Southern states. Company management has built a successful business through innovative marketing and decision making. Neese’s is a family owned company that has been managed by four generations; with the fifth generation being groomed for continued business success.

References
Dictionary, B. (2016). Market Segmentation. Retrieved from businessdictionary.com: http://www.businessdictionary.com/definition/market-segmentation.html
Kotler, P., & Keller, K. L. (2012). Marketing Managment (14th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Neese's. (2016). About Us. Retrieved from www.neesesausage.com: http://www.neesesausage.com/about-us/
Sausage, N. (2016). Part of Your Family for 100 Years. Retrieved from neesesausage.com: http://www.neesesausage.com/
Sausage, N. (2016). Products. Retrieved from neesesausage.com: http://www.neesesausage.com/products/
Sausage, N. C. (2016). Family History. Retrieved from neesesausage.com: http://www.neesesausage.com/family-history/
Suttle, R. (2016). What is Demographics in Marketing? Retrieved from smallbusiness.chron.com: http://smallbusiness.chron.com/demographics-marketing-22008.html

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