MARKETING STRATEGIES

The Process of analyzing marketing opportunities, selecting target markets, developing

the marketing mix and managing the marketing effort is called marketing process.
Marketing process involves three steps which are as follows
Market Segmentation
Target Marketing
Positioning
MARKET SEGMENTATION:
Market segmentation is process of dividing the market into distinct groups with distinct
needs, characteristics or behavior who might require separate products or marketing
mixes.
Following are the basis of segmentation.
1. Geographic:
Dividing the market into different geographical units such as nations, states, regions,
counties, cities or neighborhoods.
2. Demographic:
Dividing the market into groups based on demographic variables such as age, gender,
family size, family life cycles, income, occupation, education, religion, race, generation
and nationality.
3. Psychographic:
Dividing a market into different groups based on social class, life style or personality
characteristics.
4. Behavioral:
Dividing a market into groups based on consumer knowledge, attitude, use or response to
a product.
We have divided the market according to geographic segment. We are using the Unsegmented approach or Mass marketing approach to target the segment. We use this
approach because we are going to target market as a whole.
Geographic Segmentation
We have selected Country Pakistan and Punjab Province and its surrounding because
there is no such product available in the market in this context. Secondly this region has
both hilly and smooth tracks and having large numbers of transportation vehicles both
heavy and light transport vehicle.

TARGET MARKETING:
A target market consists of set of buyers sharing common needs or characteristics that the
company decides to serve Target marketing involves the following processes
Evaluating Market Segments
Evaluating Target Segments:
We have evaluated target market segments on the basis of following three factors

Segment Size and growth: In this section we collected and analyzed data on
current segment sales, growth rates and expected profitability.
Segment Structural Attractiveness: In this section we have analyzed the
level of competition, availability of substitute products, power of buyers and
suppliers. We have come to know that there is no such competition and
availability of substitute products is zero for our product. Bargaining power
of customer low and supplier is powerful.
Company objectives and Resources: In this section we have analyzed
whether company resources and objectives are in relation to the segment. We
have come to know that Flat Fit possess the strengths and skills to serve
target market effectively and efficiently.

PRODUCT POSITIONING:
SELECTING AN OVERALL POSITIONING STRATEGY:
Following are the positioning strategies that a company can chose to position its product.
More for more: Positioning involves providing the most upscale product or
service and charging higher price to cover the higher cost.
More for the same: Positioning by introducing a brand offering comparing
quality but at lower price.
The same for less: Positioning by offering equivalent product at a lower price.
Less for much less: Positioning by offering less for less price.
More for less: Positioning by offering more for less price.