Reverse Vending Machines are mainly sold to customers in places where there is a large gathering of people. In this way, we have identified the following potential customers:
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Supermarkets chains.
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Shopping malls.
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Gas stations.
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Educational institutions = Schools & Universities.
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Sport centres.
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Events organisers.
After considering all these options, we have decided to initially approach supermarkets as our first client, focusing the marketing plan towards them.
Due to the fact that B2B buyers are more “rational", we think that the traditional / classical approach of segmenting is the most appropriate one to specify our target market:
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Geographic criteria: Supermarket chains with presence in Peru.
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Demographic criteria: We will start approaching all those chains with higher levels of revenues and geographical coverage. As we will explain later in the Targeting strategy (link), we will first go only to one of the leaders of the industry, making our product exclusive to them, at least for the first year. With this, our intention is to stimulate the demand from other supermarket chains and organisations that we will reach in the near future.
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Psychographic criteria: Companies that tend to promote green culture since they sell bottled products with plastic or glass and require a good image in society through the practice of CSR (Corporate Social Responsibility). At the same time, as a potential segment for the future, we will also include all those institutions / organisations related with health & wellness (gyms and sports clubs) as their values are in line with what Reverse Vending Machines stand for.
Segmentation