Segmentation facilitates consumer obsession because you can focus on the consumer you wish to target and create a more tailored market plan. This is critical because the smaller market is easier to focus on and you can predict your results based on your research and planning.
When a firm choses a particular segment to target, the primary consideration is whether this market has a need for your product and whether or not they will participate with your plan.
In marketing, positioning is the process by which marketers try to make an image or identity in the minds of their customers for its product, brand, or organization. This is why most companies have a hard time dealing with companies in their same market. They have to come up with clever marketing plans to position themselves to be the best in their market.
Some companies I say that compete with each other would be Apple and Amazon in their tablet market. Apple has the iPad and Amazon has the Kindle. They both have great products and are in the same market but both can be seen as different. Apple has the most popular product in the market, which is the iPad. People are familiar with the product and most buy it because it is popular. The Kindle is more affordable, and customers get what they need out of the product. At the end of the day both products are good but so it comes down to price and status with the customers. Amazon markets themselves as the affordable product while Apple is “cool.” This is a clear example of how positioning can affect the market place.
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