Target Market

THEME 4: SEGMENTATION CRITERIA FOR A SUCCESSFUL

The difference in demand preferences is only one criterion that should be analyzed when deciding whether or not to divide markets in one or more segments:

• Must Be Heterogeneous: it is necessary to have clear differences in consumer preferences for a product.

• Must Be Measurable: different preferences for a product must be identifiable and offer the possibility to relate them to measurable variables, such as age, gender, lifestyle, products use it etc.

• Must Be Substantial: the proposed market segment must be of sufficient size and purchasing power to be profitable

• Must Be Prone to Action: organizations must be able to respond to the various references to meet the different preferences with a mixture of appropriate and cost-effective marketing

• Must Be Accessible: proposed segment marking should allow easy access and programs for the goal to reach them. Segmentation Strategies an organization should consider the most appropriate strategy of segmentation and feasible to reach market segments. Companies could develop a strategy for appropriate marketing mix for entire market members called undifferentiated strategy goal. A focused strategy is defined as one in which the company prepares a single marketing mix and directs it to a few profitable market segments, or maybe just one, moreover, a different strategy is one in which the company makes various mixtures marketing, each specially created for two or more segments of the market.

THEME 5: MARKET POSITIONING

DEFINITION OF POSITIONING

The market positioning of a product or service is the way in which consumers define a product from its important attributes, i.e., the place the product in the minds of customers in relation to products competition

Consumers are saturated with information on products and services. They cannot reevaluate products every time you make a decision to buy. To simplify the purchase decision consumers organize products into categories; ie "positioned" products, services and companies in a place in your mind. The position of a product depends on the complex set of perceptions, impressions and feelings with buyers regarding the product and comparison of competing products.

Positioning can be defined as the image of a product in relation to products that compete directly with him and with respect to other products sold by the same company.

PROCESS OF POSITIONING

To position a product, follow these steps:

Market segmentation.

Evaluation of the interest of each segment

Selecting a segment (or more) target.

Identification of the various possibilities of positioning for each segment chosen

Selection and development of a concept of positioning.

POSITIONING STRATEGIES

Marketers can follow several positioning strategies. You can position your product based on:

The specific product attributes, such as Ford Festivals ads speak of its low price. Others however speak of performance, or size. Or as in the case of Gillette Prestobarba moving head, which refers to the attributes of the same highlighting in the commercial "if you want them (women) move your head, use a rake to move also.

Meeting the needs or the benefits they offer, Example: Crest reduces cavities, in contrast to Colgate Triple Action (cleanliness, freshness and protection) provides

Chances of use, ie the time of year when demand is greatest; eg Gatorade, summer can be positioned as a drink that replaces fluids the athlete's body, but in the winter can be positioned as the ideal drink when the doctor recommends drinking plenty of fluids.

The user classes often this strategy is used when the company manages a diversified same product, for example, Johnson & Johnson increased its market share of baby shampoo, from 3 to 14%, returning to present the product as one for adults hair washed frequently and require a mild shampoo.

Comparing it to the competition, for example: Compaq and Tandy in their advertising of personal computers have directly compared their products with IBM personal computers. In his famous campaign "We are the second, so we try harder" or in the case of Avis which was placed very well competing with Hertz, much bigger than her.

Separating it from the competition, this can be achieved, highlighting a particular aspect that makes it different from the competition, eg 7-Up became the third drink when placed as "soda tailless" as a fresh alternative to the thirsty, to Coke and Pepsi.

Different kinds of products: This product is mainly applied in fighting other proxy records, for example, many margarines compared to butter, other edible oils. Or as in the case of Camay standing in the market comparing with bath oils and soaps not against others of its kind.

Marketers often use a combination of these positioning strategies. The Affinity of Johnson & Johnson shampoo is positioned as a hair conditioner for women who have more than 40 years

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