Marketing Assignment Help

Introduction

Marketing cannot be done effectively without segmentation, targeting and positioning. These aspects are integral part of marketing and delivers various benefits to the company. Segmentation can be defined as dividing whole market into smaller segments so that customers can be targeted easily and to target the customers various strategies can be used. To maintain position in the market is crucial as it deliver competitive advantage to the business organizations (Burrow, 2008).

1.     Please identify four (4) of these market segments and your target ADULTS 22-26 who lives in the Bay Area. Identify a brand for each of these segments. Create a detailed target profile, and write a positioning statement for this target. Please write no more than two (2) paragraphs for your reasoning for each of these segment analysis.

In this task, market segmentation is done and brand related to the shoes for each of the segment is identified, in addition to this target profile for each segment and a position statement is also written.

Brand	Segmentation	Target profile	Positioning statement
Nike	Focus on quality	Targeted customers would be individuals who are from age group of 22-26 and seeks for quality of products more rather than product`s price and other aspects(Njoku, 2015).	We focus on making quality product not only just a product.
Aldo	Attracted to strong brand	Targeted individuals would be only who get attracted towards strong brand and prefer to purchase high brand`s product in spite of local brand.	To provide a customized experience to the customer for their purchasing.
Reebok	Rational value for money	Individuals who seek for rational value for the money spend on a product would be targeted.	To provide a balanced experience to the customers and not make them feel that they have purchase something which do not offers value for their money(Njoku, 2015).
Adidas	Budget conscious shoppers	Individuals who make budget for their shopping and do not purchase any product or service beyond their budget would be targeted.	To provide the products to customers within their budgets.

In the above table, segmentation is done on the basis of some aspects i.e. - focus on quality, attracted to strong brand, rational value for money, budget conscious shoppers . This segmentation is done after considering the behavior of consumer`s as they show while purchasing the product. Individuals who seek for the quality of products are segmented on the basis of quality aspects; Nike is a renowned brand and famous for the quality of its product. Some individuals who live in the bay area get attracts towards strong brand and prefer to purchase high brand product rather than local brand and Aldo is a strong brand(Burrow, 2008).

Individuals who seeks for the shoes which gives rational value for the money they spend while purchasing it are targeted as the Reebok shoes provides rational value which consumer spend to purchase it. On the other hand some of the individuals are budget conscious and do not purchase products which goes beyond their budget therefore, the consumer`s profile for this segment are the individuals who make budget for their shopping and tries to purchase within their budget(Njoku, 2015).

2. Do a target and positioning analysis for Mercedes C Class or Jeep. You determine the target audience. Create your tag line in your positioning.

Target analysis for Mercedes C Class

Mercedes C Class`s main target market are from UK, Germany and Japan. This targeting is done by the company mainly on the basis of income level of individuals; Mercedes do not offers vehicles which are low price therefore the main targeted customers are the individual having high income because they can afford the cars at high price(Burrow, 2008). This brand is not popular among youths and the reason for this is- it is expensive. The target audience for this brand are both male and female as the company design and manufactures cars to fit both female and male specifications; targeted individuals are middle aged people (26-45 year old age) having high income. Therefore there is a specific single segment targeted by this brand and concentrated targeting strategy suits for marketing of this brand. Through concentrated targeting strategy, concentrate can be done on a specific segment and for this specific segment only promotional tactics are use to communicate the message or information about the product offer by this brand(Burrow, 2008).

Positioning analysis for Mercedes C Class

Mercedes C Class targets individuals who love to drive. This brand focuses on style and design more willingly than speed. Positioning strategy suitable for Mercedes C Class is as a manufacturer of automobiles which are safe and highly reliable, ensuing a premium price comparative to similar international competitors(Lovelock, 2011).

Tag line for Mercedes C Class- “Lead by technology”.

Target audience- Mercedes C Class do not use advertisement techniques as the brand name speak itself. But to interact with the customer social media and direct marketing is best for this brand. Creating page on Facebook for the Mercedes C Class is good option to interact with customers and to make them aware about car`s features, attributes and other specifications(Njoku, 2015).

3. Develop a persona for a FEMALE 25 years of age that lives in an urban center and has a digital shopping “disease”. Develop your target and write 7 words/phrases that effectively position her.

Persona-

In this task a persona is developed for female who lives in an urban center and are 25 year age. The targeted females would be middle level income and high level income as they could easily afford digital shopping (Njoku, 2015). Females would be targeted through social media and direct marketing, as on Facebook page targeted audience can be interacted. This would help to interact with the female as who like to shop online also remains in touch with social media as through this, they get information about the sale or new products which are available on online sites.

“Be part of digit world- Shop digitally”

Conclusion

Segmentation, targeting and positioning is an integral part of marketing. Through these aspects a business organization can attain its objectives and goals, such as- increase in sales, reach to ultimate customers, creating brand image etc. To segment a market there are different aspects which can be consider and to target the segmented market various strategies can be used such as- differentiated, concentrated and undifferentiated targeting strategy.