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    Segmentation, Targeting and Positioning

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    Once a marketer has a thorough understanding of customer needs and the marketing environment, s/he needs to develop a marketing strategy.

    It is time to put your research skills to good use using your textbook and articles from the library's full-text databases.

    Click here for the research requirements and guide for this assignment.

    Continue working with the product/service chosen in Unit 1. ((Local Computer Repair Business))

    Create your own marketing strategy for it.

    Define and explain what segmentation is, and discuss different segmentation bases you could use for your product/service.

    Based on your segmentation, describe each of the target markets that you would seek to reach. Explain why they will be the most profitable for your product/service.

    Develop a value proposition for your product/service through differentiation and positioning. Include the following:

    Introduce at least two (2) competitors and explain their current positioning in the market (what do they promise to deliver?)

    Discuss possible competitive advantages your product/service can use to differentiate itself from these competitors (product, services, channels, service, people or image) and select which one(s) to use to build your positioning.

    Based on this differentiation, explain your value proposition and develop a positioning statement.

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    Solution Preview

    Segmentation is a part of Strategic Marketing. It includes the following three:

    1) Segmentation
    2) Targeting and
    3) Positioning
    These STP (Segmentation, Targeting and Positioning) together are called Target Marketing.

    Wendell smith has defined Market Segmentation as "the process of identifying subgroups of present and potential customers that respond to or are expected to respond to different marketing variables such as product benefits, features, pricing, promotion, distribution etc. differently." This is one of the widely accepted definitions of Segmentation.

    Segmentation is dividing the market on the basis of homogeneity of their characteristics. If a company has to sell a product, it first needs to understand that who are the people to whom the product can be sold. For example, Johnson & Johnson had to identify the possible segments to which they could their soaps and shampoos. It could be Infants, Kids between 5-10 years age group, 10-15 years age group, teenagers, Adults, Old People. This is how segmentation is to be done.

    Some people confuse it with Targeting. Segmentation is only dividing the market on the basis of similarity of characteristics. Targeting is to select a particular market segment to pursue. In the above example, Johnson & Johnson decided to select the infant segment and therefore this selection is called Targeting.

    The segmentation can be broadly done on the bases of:

    1) Geographic Segmentation - Dividing the market on the basis of different regions such as North America, Asia, Europe etc.)

    2) Demographic Segmentation - Dividing the market on the basis of demographic characteristics such as age, occupation, income, education etc. It can be done on the basis of education such as Illiterate, Pass up to primary, secondary level, School, Graduate, Post Graduate, Post Graduate (Professional), Ph.D etc.

    3) Psychographic Segmentation - Dividing the market on the ...

    Solution Summary

    The solution contains the meaning of segmentation, bases of segmentation and segmentation of a local computer repair business