Segmentation, Targeting and Positioning free essay sample

This enables firms to serve customers in the same group more efficiently and successfully (Armstrong Kotler, 2000 cited in Fang, 2012, p. 41). Furthermore, there are no predetermined rules to segment a market (Armstrong Kotler, 2000 cited in Fang, 2012, p. 141). There are four common ways to segment a market, and they are geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. Marketing targeting is the process of analysing dissimilar market segments and selecting the most attractive segments to enter based on the firm’s own capacity (Armstrong Kotler, 2000; Ennew 1993 cited in Fang, 2012, p. 42). There are four ways to target a market and they are mass-marketing, segmented marketing, focused marketing and customized marketing (Jobber, 2007 cited in Fang, 2012, p. 142). Market positioning is the process of designing and retaining a competitive place for a product or service in the targeted customers’ minds. A perceptual map helps firms to see how customers view their products and identifies gaps in the market (DAveni, 2007, p. We will write a custom essay sample on Segmentation Targeting and Positioning or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 112). The map also allows firms to predict and counter rival’s tactics (DAveni, 2007, p. 120). Moreover, it is crucial for the firm to identify a competitive advantage (Jobber, 2007 cited in Fang, 2012, p. 142). Certain aspects of the firm’s products or services that are regarded as superior compared to its rivals by consumers are known as competitive advantage (Ennew, 1993; Jobber, 2007 ited in Fang, 2012, p. 142). It is also important to have an effective marketing communication to be able to communicate with customers so as to better position their products or service. Segmentation, Targeting and Positioning free essay sample I -stability inside and outside shoes-flexibility in the sole beneath the ball of the foot for quick movements-neutral-cushioning shoes for shock absorption -softer soled shoes on soft court -lightweight shoes-price range: $40-80 (Wilson Pro StafO I The Pros I Professional male football players. I lightweight synthetic leather mixed with breathable mesh for cool yet supportive fit- eel inner sleeve offers an improved lockdown-exterior heel cup improves for fast motion -cleats incorporated medial and sideways wraps for better support I Lil Tackers I Male and female children who play sub-junior football. I -rubber outsole to deliver the traction on the field-synthetic upper with ankle strap for support-phylon midsole for lightweight cushioning-design with a secure midfoot strap and blade style cleats provide strong grip on the field I Fast Off the Blocks I Male and female professional sprinters. I -motion-control shoes -durable rubber outsole for great traction-cushioned insole and collar for a comfy fit-lightweight, stiff and durable-upper part is perforated for breathability I The Long DistanceRunner I Male and female marathon runners. We will write a custom essay sample on Segmentation, Targeting and Positioning or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page I -neutral-cushioning shoes to absorb impact-stability along the medial side of the shoes-lightweight cushioning and durability-maximum rearfoot shock attenuation in all levels of movement Groovy Grandparents I Over 60s retired couples interested in maintaining health nd fitmess. I -comfortability, stability and lightweight-preferable of traditional style shoes-reasonable price I Urban Fashionistas I Adult males who wear sports shoes as fashion. I -more preferable on fashionable sneakers (Nike High Dunk, Nike Air Force One)-sleek full grain leather, variety of colour scheme-modern skateboarding style, logo stitched outside heel for status, artistic design for self expression (Nike)- unigue and luxurious, lifestyle design (Puma)-price range: $100-150 (Puma, Nike, Adidas)