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Selective distribution, however, should never be abandoned because that is what keeps the price of their product from falling below a set value.

Dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behavior and who might require separate products or marketing program.

Marketing is a discipline that attempts to identify and serve the unique needs of separate segments. Through research, marketers divide potential customers into groups based on common sets of characteristics. These traits pinpoint similar professions, income levels, geographic groups, lifestyles, aspirations and perceptions. When companies target more than one segment, they practice multi-segment marketing. Some firms sell the same product to more than one segment due to its mass appeal, while others manufacture several product lines that appeal to distinctive groups.

In this understanding of the positioning statement, an important focus falls on the product and customer segment choice in promoting the positioning statement. More precisely, economic agents are presented with the possibility of creating and forwarding a positioning statement focused on one product addressing one specific customer segment. On the other hand however, they could also devise and promote positioning statements that address more products or more customer markets. Each of these approaches is characterized by advantages and disadvantages, as would be revealed below:

Study Foods will provide a wide array of competitively priced nutritional snack packs for the target market consisting of people aged 18-25. We are fully aware of the vast amount of retailers which sell similar products and we have specific plans to be the leader in the market. Our intent is to provide the community with unique nutritional study snack packs that they would

How do you reach prospective buyers when trying to attract them to a new product or service? Convince them that it is useful, rare, and exclusive, makes life easier or more convenience—that they need whatever product or service you are selling. Sounds easy enough, but it is not—so much so that people devote careers and lifetimes to studying consumer behavior, psychology, and reactions. Assembling potential consumers into smaller groups—segments—allows companies to perceive and address the needs of different categories of consumers and predict how

A company may have identified its target market, but selling its product may entail identifying even smaller, better defined target groups.

In the fifth year, the company will focus on growing sales on a global level. The company expects sales volumes to reach or exceed 338,000 units by year five. The following chart shows the project unit

According to Cao et al. (2011), Tesco’s Singapore Noodle had been the oldest product in the Singapore market. Currently the product had ranges up to $ 1.76. The brand had been persistent i n attaining the consumer affirmative reaction in the specific segment.

Marketing strategies developed for initial product introduction almost certainly need to be revised as the product settles into the market. While commercialization may be the last step in the new product development process it is just the beginning of managing the product. Adjusting the product’s marketing strategy is required for many reasons including:

For any product to be sold to target customers, the customers’ awareness of this product must be raised first. After being aware of a certain product, the customer would try it; thus generating sales for the company. If the customer’s experience with the product was positive, he will buy the product again and he will begin to be loyal to the company and may try the other products of the company as well.

Several segments may be identified but a company may not serve all of them. Some may be unattractive or out of line with the company’s business strengths. A company may target just one segment with a single marketing mix. It understands the needs, and motives of the segment’s customers and designs a specialized marketing mix.

We will be targeting several different markets that we feel have potential either due to great need for the product or available disposable income and status.

[pic][pic][pic][pic]After choosing a position, the company must take effective measures to deliver and communicate the chosen position to target consumers. Marketing mix efforts should be synchronized to back the positioning strategy. If the company wants to build a position on better quality and service, it must first take necessary action to deliver that position. Tactical details of the positioning strategy must be worked out to guide the designing of marketing mix-product, price, place and promotion. A company that chooses a “high-quality position” must produce high quality products, charges a high price, distribute through high-quality middlemen, and use high-quality media for

There are different types of customers in the market, part of the business plan is to divide and concentrate on market strategies, which can be achieved by Segmentation, targeting and positioning (Chamber & Gray, 2010).