The Product Of Product Positioning

What Is Market Segmentation? Market segmentation is a way of dividing the market into groups of consumers/customers which share similar features

According to Horner and Swarbrooke (2005: 39), Segmentation may be defined as the process of dividing a whole market into subgroups or segments for marketing management purposes. Market segmentation is the division of the overall market for a service into various categories with common characteristics. In response to different segments, organisations facilitate the available resources to achieve greater efficiency, in order to satisfy specific needs of customers.

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and applications

TIn recent years, countless Americans have stopped drinking milk since technology and innovations in the dairy industry have caused cow’s milk to become more unhealthy, less ethical, and has shown, that cow’s milk is unnatural for humans to consume. As countless Americans focus on their diets and healthy eating they have noticed and realized that milk isn’t as healthy as they were once told by Ads such as “Got milk?” which over 300 famous celebrities made ads for, because executives at MilkPEP told times magazine that they created these ads since milk was “boring”, they also stated that “Milk is not a very high-interest item in people’s lives. It’s a staple,” Jeff Goodby stated, who is the co-chairman of Goodby, Silverstein, and Partners (Tracy Miller).

Discussing the benefits and disadvantages gives the reader background knowledge so they can see for themselves the actual nutritional value of milk. In Knopf’s essay, he compares skim milk to whole milk. “One cup of whole milk, according to the Web site, contains 70 more calories than a cup of skim milk” (Knopf). In todays society, many people are concerned with health and weight gain. Seventy calories might seem like a large number to people who are trying to loose weight. By distinguishing between the two milks, Knopf suggests milk can be both healthy and unhealthy. Knopf also discusses how fat from whole milk is used to created other common dairy products. This fact might not be known to the reader which can be an advantage because it could potentially cause the reader to think about the dairy products they use and realize what they are made

What a strange word, “positioning.” Its origins are shrouded in the fog of history. The popular marketing writers, Jack Trout and Al Ries, started talking about position or positioning in 1972 or thereabouts, and took credit later for having invented positioning. However, I believe that positioning was an emerging concept and a term, in at least limited use, within the marketing and advertising community at the time that Trout and Ries first wrote about it. Certainly, the basic concepts of positioning were not new in 1972. The term “positioning” was described by Trout and Ries as the basic position in the consumer’s mind occupied by a brand. They saw positioning as an antidote to the “over-communicated” society, in which consumers were

product, accounting for 43.5 per cent of all sales in 1997. The share held by milk of total sales has been falling throughout the 1990s (Market Review, 1998, pp. 16567). The dairy market has been suffering over the last four years as falling prices has meant that farmers are receiving less than the cost of production for their milk at payments of around 16ppl (price per litre). Since 1995/1996 farmers prices have dropped by about 40 per cent from 26ppl peak (Crosskey, 2000, p. 4). The 1990s saw a shift away from whole milk towards semi-skimmed milk, in line with consumers concerns about health. This now accounts for more than a half of all fresh milk sales. Furthermore, the market has stabilised at this position, as whole milk continues to play an important role in the diet of young children and also in the prevention of osteoporosis among older women (Market Intelligence, 2000, p. 4). However some of the reasons for the overall decline in milk consumption have been due to the decrease of consumption of tea, coffee and cereals, which are normally added to these products. For future growth, the market

Promotions are very important in improving the image of the product up to create request in the market. Promotion is producing quality products, attractive prices can attract users through communication. By providing information to help the user guarantees customer satisfaction ... users can connect via private communication or not because it can build relationships the company users. Among the strategies used by Nespray milk products to attract customers are advertising strategy i.e. use hawkers to promote the product. The others are using television, radio and newspapers. In addition, the company is planning to use milk Nespray give free samples to consumers to try the product because it encourages consumers to use the product without any

Milk will segment the marketplace more towards achievers who are goal-oriented and focused on their careers, and those who're seeking variety within the milk sector.

Consideration: Its fresh vibes and strong associations with nutritional supplement with drinking a milk, make it relevant to consumers living in a society with the bad eating habit(for adults) or growth in health (for children)

Dairy companies persuade men to drink a glass of milk after a workout to strengthen their bones. Advertisements inform mothers to have their children drink it regularly to enhance their growth. The public has grown to accept these "facts" from the dairy industry without a second glance. As a child, milk was served in school lunches every day. It also became included in fast food kid's meals, so it was inevitable that people became accustomed to drinking cow milk. An American advertising campaign, called "Got Milk?" featured its logo on every medium from billboards to magazines. This is what could be called the McDonald’s effect. Where they make something very welcoming and important to everyone from a very young age. So for the majority of life, people who were not educated to know any better or conditioned to accept that their reality was a fabrication, will be consumers of the product being publicized.

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.

The last segment to see on the effectiveness of advertisement is whether it successful to counter advertising clutter, sensory overload, and whether it creates contrast. Nutrilon advertisement successful to counter the advertising clutter, sensory overload and it creates contrast. The advertising clutter can be avoided as Nutrilon advertisement is a TV advertisement and there are no others advertisements in the same time in which causes the advertising clutters. Sensory overload also does not exist in the Nutrilon advertisement in which it is shown through only two sensory which are sound and vision sensory. Nutrilon advertisement also creates contrast in which the advertisement is unique from its competitors. The usual milk advertisement will show on how they protect the children, contrast to the Nutrilon milk advertisement in which more focused on what the children might dream and how to achieve it. These are shown through the message which is “Living full life on the outside,

The process of creating an image for a product in the minds of targeted customers is known as product positioning. In the words of Kotler, “Positioning is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target consumers minds.”

The report outlines the new flavored milk called Milkateer. Milkateer flavored milks is introduced in the market to attract customers of age 8-20 years and 20 above and also those customers who dislike the taste of plain milk. The milk is target market is the elite class and the upper middle class, from here the product will be targeting children, and especially women who are conscious about their health and diet. The reason why we have launched these flavored milk it’s because of increase the consumption of milk by adding new flavor to attract more customers and to increase the sales. Strategies of promoting the product and reaching out to the consumers will be done through advertising in newspaper, radio, television, website etc. The product main objective is to deliver the healthier food to people, so they can live a healthy life. It also aims to create awareness and deliver knowledge about health problems through its clear and responsible advertisement, for example as we can see in different milk campaigns in which the company is trying to convey that females and children should consume more milk to protect their bones. Customers who are not fond of the taste of plain milk they will get the opportunity to try our product, which might convince them to consume milk as it important for their health especially their bones. Initially the company will promote the product through sampling in different supermarkets, universities and schools where consumers will try the products