Mintiva is an Oklahoma City based corporation that manufactures specialized, pain-reducing topical creams comprised of analgesic and anti-inflammatory compounds. The products consist of unique, all-natural botanical ingredients and are odorless, water-based creams that do not leave an oily or greasy residue on the skin. Since the product is new to the market and has the potential to appeal to a wide range of customer segments, it necessary to pinpoint the range of customers and the best avenues to reach them. This will allow Mintiva to examine the market and determine what kind of customer they hope to capture.
Mintiva focuses on several customer and product-related market segments. The products are divided into three categories, each targeting a different customer segment. The “Specialty Pain” category includes creams for specific joint and muscle groups. These products target customers with specific disorders such as arthritis and temporomandibular joint disorder. This customer segment is reached through doctors, dentists, and pharmacists who interact with this target group on a daily basis. Their influence on patients makes physicians and pharmacists powerful marketing partners.
Mintiva also offers “Sport & Athletic Pain” products. These are targeted towards a younger, more active customer segment. This segment could be reached through gyms, health clinics, sports therapists, and physical therapy centers.
The third product category is “General Pain Relief”. This product line targets the customers who experience the occasional ache and pain or suffer from an injury such as in the knee or shoulder. This customer segment could be reached through day spas, massage therapists, health food grocers, and supplement stores. By placing the products in day spas and grocery stores, women are specifically targeted, especially pregnant women because the back and neck pain relief cream is able to relieve the discomfort caused by pregnancy.
A final major customer segment...