Sara Lee Gourmet Cakes

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Phase 3 Individual Project Sara Lee Gourmet Cakes MKT210-1204B-05 Instructor: Richard Yngve Kelley Auxier December 10, 2012 Gourmet Cakes by Sara Lee: The customer segments I would use for targeting and marketing the Sara Lee Gourmet Cakes would be the families who have children, and usually love to just go out and buy the birthday cakes for the children, and also instead of making cakes for holidays they can get them premade. • Family Thrifts: who are families that are young and have many kids, these families work at entry level jobs and their lifestyles like to shop at Wal-Mart, and they often live in neighborhoods that have other families with children from toddlers up to teens. Their ages are 25-44 with an income of around 30,000. • Kid Country: scattered throughout the nation’s heartland, Kids Country is a segment that is dominated by large families that live in small towns, many shop online and buy lots of toys, watch nick at night. Their ages range from 25-44 and their income is around 44,000. • Big Sky Families: are middle age rural families who have educations and blue collar jobs, are very busy and live upper middle class lifestyles. Income is about 55,000 and they like to order off of eBay. They are also into their children’s high school sports, like to hunt, and fish, so this is telling me they probably also like to have picnics and BBQ get togethers with the neighbors. • The Unconnected: We have our seniors who are more than likely grandparents and love that holiday gatherings. These types of retirees have no interest in internet or cable and have trouble running DVD players or wireless computers. They enjoy watching the price as right and are very into soap operas and also sports for the man of the house. When having family get togethers, some folks do not feel like cooking from scratch so it could be just as quick

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