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Introduction Buyers in any market differ in their wants, needs, locations, buying attitudes and tastes. It is impossible to satisfy all customers by treating them alike. The segmentation concerned with grouping customers in terms of their needs. The reason for segmentation is to identify a group of people who have a need which can be met by a single product, which concentrates the marketing firms efforts more effectively and economically. Segmentation is about dividing up the market, provides information which segment is more likely to be profitable to serve. Targeting is concerned with choosing which segment to aim for. Positioning is the way product is defined by customers. It is about the place the brand occupies in minds of the customers, relative to other brands. In this assignment accurate application of Segmentation, Targeting, Positioning and why it is important to use this method for successful Strategy, advantages and disadvantages will be discussed.
Market Segmentation Each consumer has an individual needs and tastes. But it is impossible to provide or customize each product to the requirements of each person. Therefore segmentation finds out how many people are going to buy the product, how much they will pay for it and where will they buy it from. The main purpose of segmenting is to concentrate the firms efforts on pleasing the group of people with similar needs, rather than trying hard to please everybody and maybe ending up with ineffective results. To be useful and successful, market segments must be measurable, accessible, substantial, differentiable and actionable. (Kotler, 1991, pp 224) Measurable. It is a way of identifying the members of the segment and knowing how many of them there are.
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Geographical segmentation divides market into geographical units, like nations, regions, provinces or neighborhood. There are can be many reasons why company carries out this segmentation. For example: - Some companies prefer to set up a shop in a small town, in order to have the least number of competitors compared to large cities. - The nature of the product can be suitable for a specific area, like if the clothing manufacturer is selling warm coats, they will definitely move to cold areas, rather than warm areas. - If the company is small enough and have limited resources, then it might prefer to start up in a smaller area. - If the product itself cannot travel or be shifted, like beauty salon businesses, wedding cakes shop.
Psychographic Segmentation divides buyers into groups based on lifestyle, class and personality.
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Demographic segmentation divides groups based on age, gender, income, religion, occupation, race and nationality. It is the most commonly used method. It revolves around age. For example, sports car manufacturer has to target the age group of 20 40 years; fashion magazine will focus on targeting on female gender. After dividing the market into segments, firms manager decides which segment will be the best to target. Normally they choose the most profitable segment, considering that competitors are less likely to enter the market. This process called Targeting. There are basic three options of targeting: (Jim Blythe, 2008, pp 82) 1) Concentrated marketing or niche marketing is that company will select a single tiny segment and be the best within that segment. For example, Toyota follows this approach, by having a selection of small cars, hybrids or SUVs. If customers want a reliable small or big size vehicle, many of them will think of Toyota. 2) Differentiated marketing concentrates on two or more segments and offers differentiated marketing for each. For example, Airline companies offering Economy, First Class and Business Class tickets to attract different group of people.
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Why Segmentation, Targeting and Positioning is important in Marketing Strategy? Buyers of a product or service are not same, therefore market segmentation is important. Every buyer has preferences, needs and resources. It is impossible to cater every customers individual characteristics. Marketers group the customers into segments by variables they have in common. And these individual characteristics help marketers to create a standardized marketing for all customers in this segment. Each customer has different income. By segmenting markets, business
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Advantages of Market Segmentation: 1) By segmenting, the firm can understand its customers better. By knowing its customers the firm knows what to provide and how many, on what price and by when, which leads to customer satisfaction and higher profits. For example, Dell offers the same product to every customer, but at the same time it is differentiated from customer to customer. Product designed exactly as buyer wants it to be. 2) While concentrating on small segment, it is easier to deal with competition. 3) The firm can concentrate effectively on few customers, rather than ineffectively on the masses. By concentrating on few customers, firm gives its 100 % to please them; it knows about its customers, their needs and provides particular product or service to match them, which can make the firm superior to its competitors. 4) Once the firm recognized its customers, it is always easier to plan its strategy. The firm knows exactly what product it has to offer and how many, on what price and size. 5) Good segmentation can expand the market by bringing potential customers in need of the same product, who was unaware of the product before. 6) It is beneficial to companies with less resource or newly started businesses.
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Bibliography
1. Engel, J.F., Blackwell, R.D., Miniard, P.W., Consumer Behavior, 8th Edition (Fort Worth, Tx, Dryden Press, 1995) 2. Hassan, S.S., Katsanis, L.P., Identification of global consumer segments: a behavioral framework, Journal of International Consumer Marketing, (1991), pp 11-28 3. Jamal Ahmed, Marketing in a multicultural world: the interplay of marketing, ethnicity and consumption, European Journal of Marketing, (2003), pp 1599-1620 4. Jim Blythe, Essentials of Marketing, 4th Edition, (2008), pp 73-92. 5. Michael J. Baker, Susan Hart, The Marketing Book, 6th Edition, (2008), pp 222-241 6. Paul Baunes, Chriss Fill, Kelly Page, Marketing, (2010), pp 216-259. 7. Paul Peter, Jerry C. Olson, Consumer Behavior and Marketing Strategy, 4th Edition, (Chicago, IL, Irwin, 1996), (Chapter 16) 8. Philip Kotler, Gary Armstrong, Principles of Marketing, 13th Edition, (2009), pp 216-242
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