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Introduction Pick the Tick program was designed by National Heart Foundation of Australia as a food food products approval program It is supposed to help consumers in decision-making process of choosing the right food products It is considered that the consumers are not well versed with the encoded ingredient information on the product hence the NATIONAL HEART FOUNDATION tests the product and gives its approval for the nutritional contents of the product in form of a tick logo The manufacturers on the products and in their advertisements can then use this logo In return of this the companies manufacturing such products or requiring this logo on their products have to comply with the strict guidelines of NATIONAL HEART FOUNDATION and also pay a fees in form of 025 to 05 of the total expected sales revenue wwwnhforgnz The approval by NATIONAL HEART FOUNDATION is valid for 12 months this ensures constant quality maintenance by the manufacturer NATIONAL HEART FOUNDATION also promotes this program through advertising in form of pamphlets posters shelf wobblers ticket toppers newspaper advertisements etc This promotion helps in making the consumers aware of the tick logo and also its importance We are required to analyse the market segment which the products with the tick logo are targeting and also analyse how the consumers perceive the tick logo appearing on the products and in advertisements 1Segmentation Mass marketing or the Shot gun approach is very expensive wasteful of resources and also risky Kotler et al 1994 One cannot please everyone at a time Therefore marketers usually target a particular product to one or more particular groups The process of identifying groups of consumers who are similar to one another in one or more ways and then devising marketing strategies that appeal to one or more groups is known as Segmentation Soloman M 2002 pg-7 Segmentation of market is an important tool used by marketers which helps them in efficient use of organizational
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