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Essay on Davidoff cool water marketing assignment

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Table of Contents

1.0 Situation Analysis/Current Marketing Mix
1.1 Current Product……………………………………………………………….... 1
1.2 Current Pricing………………………………………………………………..... 2
1.3 Current Distribution…………………………………………………………..... 3
1.4 Current Promotion……………………………………………………………... 4
2.0 Brand Positioning Theory
2.1 Definition of brand positioning …………………………………………………5
2.2 Brand positioning in relation to the brand/product……………………………...5
3.0 Target Market Identification
3.1 Geographic Segmentation……………………………………………………… 6
3.2 Demographic Segmentation…………………………………………………..... 6
3.3 Psychographic Segmentation……………………………………………………7
3.4 Behavioral Segmentation……………………………………………………..... 7
4.0 Reference …show more content…

The current price is usually about the same as the competitors by setting the price not lower or higher than their opponents offer price so that the consumers would see the less difference in price and purchase from the shop that they would like it buy from.
Some consumers purchase the product based on the pricing and some based on the product image, features and quality. The behaviors of consumers are based on many different purposes such as individual, emotional, communal and situational and when they purchase more often they become loyal customers. Most of the female consumers do not really care about the price of the product but what they mainly focus on is the luxury brand that will offer more individuality, rank and hedonic value than non-luxury trademarks so those types of buyers are willing to pay at any amount to get the product that they want. On the other hand, there are some people who will only buy the creation if the product has high quality, unique features and presentable image because those types of consumers believe that the price that they pay should be worth giving for it.

1.3 Current Distribution

Shoppers cannot purchase the produce straightforwardly from the industry that create it because on their official website they do not sell products but they only distribute their products to stores located in many different countries and cities which allows the buyers to have more chances of buying their product from stores near their

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