Due South Segmentation and Positioning

Due South Segmentation and Positioning

        Segmentation refers to the identification of all possible groups of potential customers. This is done by dividing up the groups of customers based on demographics (age, sex, location, and income) and psychographics, or behaviors and lifestyle. Positioning is when a company asserts how it wants to be perceived by customers. Targeting is the follow up stage of segmentation. In targeting, a company chooses the specific segments it would like to target.

        Professionals make up one segment of beer drinkers in Palm beach County that is not currently being targeted by Due South. According to census data, 205,323 professionals reside in Palm Beach County. The number of these professionals is so high because Palm Beach County is a hub of business especially in agriculture, bio technology, and tourism. Moderate disposable income is enjoyed by the professional segment. These people work in business, arts, science, and management fields.  They enjoy going out in their free time and often go to places that other professionals visit. Because of that, many bars and restaurants will do in the biz nights attract professionals. While, Due South does have an in the biz night, it is restricted to the beer industries and other professionals are not included. Therefore, Due South is missing out on lawyers, doctors, scientists, executives, etc. that might be enticed to visit the industry if they were targeted.

         For Due South it is clear that two market segments are targeted. The first segment is a younger crowd. This segment consists of both males and females ages 21-35. The group enjoys moderate disposable income according to census data. 182,015 people in this segment reside in Palm Beach County. The other segment is an older crowd. This segment has families and also resides in Palm Beach County. Because of the nature of Due South’s business and that it sells alcohol, there are important implications regarding this segment.

        It is easy to reach the first segment because they do not have to worry about making special arrangements with children. They are younger and like to enjoy time being social. Therefore, Due South’s environment is perfect. The facility is big but the area where drinks are served is smaller. Further, tables are located throughout the tap room where it is very easy to meet new people. The games such as cornhole and Jenga also serve as another way Due South fills the social aspects of the younger segment’s needs.