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Using geographic, demographic, and psychographic profiles, MW has targeted three segments. Once the general research was completed, an unmet need in personal water purification systems was discovered. At the top level of segmentation, Alberta’s that desire cleaner water but do [text removed] to quench their thirst has been targeted. Because of the diversity of Alberta’s population, we believe that setting only one value proposition would lead us to understate this market’s potential economical benefits to our company.

Once the needs of the market/consumer were understood, a more intense level of segmentation was implemented. Geographically, Alberta is divided in to x states. After applying 14 health related criterion, eight political and economic factors, 18 psychographic profiles, a primary ethnographic study of lifestyle and behaviour, and in-depth personal interviews (see appendix 1), the following is the profile of the three targeted segments: Geographically, all segments reside in four of Alberta’s x states.

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