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Background On Soup Bars Research has found soup to be nourishing and comforting a practical necessity nowadays with time at a premium and busy people increasingly forced to eat on the run The fact that soup is a very good traveller adds to its attractiveness as off-premise sales in America now account for 15 of total soup servings and 47 of the growth according to a 1997 NPD Crest Survey Basically a quick perfect grab and go item which is a must for the hungry consumer with limited time Moreover the traditional low price tag has made soup light on the budget enabling it to appeal to a variety of consumers Soup also tends to fit every trend from comfort to vegetarian regional and ethnic It is a classic which has satisfied the appetites of consumers for hundreds of years despite the reality that soup is largely water It is viewed by most to be healthy comforting and nourishing a complete meal in a bowl From an operators viewpoint the convenience of preparing various soups ahead of time can alleviate workloads during busy periods such as lunch intervals when demand is high The production costs entailed are extremely low as soup can be made in large volumes at a time with little expertise Target Markets Marketing to specific targets is a fundamental requirement for successful micro marketing Target Advertising recognises that consumers differ in their needs perceptions and buying behaviours and therefore whilst isolating broad segments that make up the market we will be adapting our promotional campaigns to match more closely the needs of a few specific segments that we feel Souper can most profitably meet the needs of Due to research undertaken within the following market segments Target Advertising has found it advantageous to focus its marketing on students office workers and shoppers These consumers are profiled with respect to relevant demographic characteristics and examined with regards
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