Mrs. Higgins cookies started with a target market and then moved onto other target markets. Research studies indicate that this form of moving from one market segment to another happens because of expanding business. True to that Mrs. Higgins is also seen to be expanding currently, from its point of sales outlet to more outlets. Currently the market for Mrs. Higgins as stated on their website is the school children to the elderly. Such a market exists for them because of the unique fresh and moist taste that they bring to the cookies. An expanded target base was also possible for Mrs. Higgins because of the different variety of products they sell, from chocolate Macadamia nut fudges to shortbread and more. Slabs and slices and other homemade products are also being developed here at Mrs. Higgins specifically catering to different market or consumer segments. Kotler (2013) argues that the reason for market segmentation exists because of the nature of buyers to be different. Their characteristics and behaviors would mean that one product or one marketing approach for the same product might not be taken up that well. The usual was for segmenting consumers in the market is by dividing them based on the variables of geography, psychographics, and other behavioral variables. Mrs. Higgins as of present does seem to take this market segmentation into account.
In terms of the market segmentation, it is seen that the sociographic segmentation indicates that people might like to have tea in more relaxed environments. Also the research shows that women buying large cookies to go have been decreasing. However, since the age group of 35 to 49 are seen to visit a café, this would be a good target group for Mrs. Higgins to focus on. It would be a niche segment for Mrs. Higgins. If Mrs. Higgins was to develop a marketing plan for this consumer segment that spends more leisure time in tea and coffee shops, then it would be easier for Mrs. Higgins to sell their product to. At one end the age group being identified are women in the age category of 35 to 49 and at another end the cookie market is also good for the age group of teenagers between the age of 14-25 and also in the case of young adults. The percentages as indicated in the Roy Morgan research was 4.6% and 5.1%. So Mrs Higgins should rely on teenager markets to design advertising campaign or promotion. These two market segments are hence critical market segments for the company. Mrs. Higgins has to ensure that these two market segments are tapped into and the marketing communication plan proposed for Mrs. Higgins will also argue the case for approaching these marketing segments. Studies indicate that when tapping into niche segments it is necessary for marketing to be specific to the segment. However, the purpose of this integrated marketing plan is to present the coffee/tea with cookie concept and messages in a more generalized way in order to check for appeal with male customers, customers bringing in their family and children etc.