In this business model, there will be discussion of the consumer segments and the unique values that the product will offer to the consumers. A more nuanced analysis is done in the following analysis.The average consumers are the young parents who are also environmentally conscious. This product line focuses on the sentiments of the people and is one of the agents that want to impact the society in meaningful positive ways. The segmentation, targeting and positioning of the company would refer to the ways by which the product and accessories impact the specific group of buyers.
The segmentation are the groups of people who are a subset of the population. They are the specific groups identified by the business plan. Positioning of the product is based on the marketing mix where the target customer segment would make the purchase. Green Baby Company will use the multi-segment strategy to position and make sales (Safko, 2010). There will be focus on the Australian casual style where the consumer segment will include the environmentally conscious adults. Added to this, the company will use imitative positioning style. There will also be a process where the luxury collection styles will be emulated in the design for the babies at a reasonable cost.
The income group of the consumers are the middle income and upper income group of parents. Behaviorally the young parents are driven by emotion to buy products for the children. These consumers also indulge in impulse buying pattern and are driven to buy more for their children. By having a children line focused on environment. They would have a dual purpose of teaching sustainability to the children as an inception stage and also can enjoy the premium quality of the products. The value proposition of the company has been detailed in the following.
Green Baby would leverage on the core competencies to achieve sustainable competitive advantage. In this the competitors will not be able to offer the same value to consumers that Green Baby Company offers to the consumers. The core competencies would offer a premium quality product whose image will be the image of quality and community to the consumers. The company would focus on the creation of the community among the consumers. It will not be a company that is sold merely for profits. There will be a developing of the reputation of the retailers as a reliable manufacturer. The product quality will be premium quality that is sustainable. This sustainable notion will not be a sales jargon. The genuine efforts taken by the company will be explained to the people. There will be forging of a relationship that is meaningful with all the stakeholders. The clothing company needs to tell its consumers that they have a notion of “Save Earth Save Future”. one of the fundamental tenets of a business is consumer relationship. These have been explored in the following.