FOCUSING MARKETING STRATEGY WITH SEGMENTATION AND POSITIONING Understanding Markets Strategy planning to narrow down the process - understand your customers Identify the market based on the marketing mix - 4 Ps Don’t just focus on the product‚ e.g.‚ Hallmark sells more than just greeting cards Generic markets: market with similar needs and sellers offering diverse to satisfy those needs Product market: market with very similar needs and sellers offering various close substitute ways of satisfying
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Target Marketing 1. State of Being (Demographics)- three main areas we want to address in this stage is geography‚ age and income. Geography: We want to target people throughout the entire world. In order to achieve our goal‚ we can set up online surveys questions regarding to our sneakers and reasons to support our product. Furthermore‚ we will also distribute product flyers and conduct on-the-spot surveys for people passing by the streets in order to gain more opinion and expectations regarding
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Emerging Markets Case Studies Collection Emerald Case Study: Giordano: positioning for international expansion Jochen Wirtz Article information: To cite this document: Jochen Wirtz‚ "Giordano: positioning for international expansion"‚ Emerald Emerging Markets Case Studies‚ 2011 Permanent link to this document: http://dx.doi.org/10.1108/20450621111110500 Downloaded on: 26-03-2012 To copy this document: permissions@emeraldinsight.com Access to this document was granted through an Emerald subscription
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Environmental Product Differentiation: IMPLICATIONS FOR CORPORATE STRATEGY Forest L. Reinhardt roducers of toilet tissue‚ outdoor wear‚ tuna‚ beef‚ investment services‚ trash bags‚ and herbicides have recently positioned their products as environmentally preferable‚ with the idea of capturing a price premium‚ winning new customers‚ or both. Managers are looking for ways to reconcile their need to deliver shareholder value with intensifying demands for improved envirofimental performance. Perhaps
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CASE 3 – SINGAPORE AIRLINES GROUP IDENTIFY ISSUES 1. Global financial crisis (mid 2007 onwards) - further burdened by the collapse of some of the largest financial institutions in the world. b. As demand for air travel is significantly impacted by income levels‚ customers tend to be more price sensitive during crisis time and will usually opt for budget travel or in some cases will not travel at all. c. Led to reduced demand for travel d. Airline reduced the passenger and cargo capacity
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lower-income groups followed by the middle income groups. It was meant to be a replacement for scooters and motorcycles in rural India. So Nano was positioned in the market as “the world’s cheapest car”. A lot went wrong with Nano. It started from the positioning of the car where it was hailed as the “world’s cheapest car” which was more of a headline creator and did not exactly appeal to the masses as no one wants to be associated with anything that is tagged as “the cheapest”‚ this caused a great harm
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------------------- Brand Positioning Case Study* | The choice of a university as a place to study is as much to do with emotion as it is to do with logic. Therefore the brand positioning of the University is a key driver in the choice. However‚ not many universities have actively managed their brands. Their brands have just grown rather than been shaped or managed.B2B International was commissioned by one of the UK’s largest universities to show how it could develop its brand to gain a sustainable
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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
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strategy tactics travel trends video viral website development & management young adults more tags Home » resources » brandeopedia - your virtual marketing encylopedia » marketing Positioning Statement View Email history Also referred to as a brand strategy‚ positioning strategy‚ or brand positioning
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Introduction: Product positioning is closely related to market segment focus (Berry‚ 2008). Product positioning involves creating a unique‚ consistent‚ and recognized customer perception about a firm’s offering and image. Products in the same category can be positioned in many different ways. Below are three examples of different positioning strategies for hair care products. Advertisement (1): ASIENCE Deep Nourish ASIENCE Shampoo Deep Nourish is specially formulated for Asian hair that is
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