Examples on segmentation targeting and positioning

Examples on segmentation targeting and positioning

This switching segment were responsive to sales promotions consisting of point-of-purchase displays, discounts, general advertising, as well as personal factors such as mood, social situation, taste preference, and so on. This model is useful because it helps you identify your most valuable types of customer, and then develop products and marketing messages that ideally suit them. Step 1: Segment Your Market Your organization, product or brand can't be all things to all people. However, the second TV commercial shows an older demographic of very traditional and loyal Coke drinkers. You can view both of the Pepsi TV commercials at the bottom of this page. Step 2: Target your best customers. Geographic — By country, region, state, city, or neighborhood. So, she brainstorms several ideas with her team, and they come up with an exciting new product which has the potential to be a real success for the company. Examples of Targeting in Marketing The STP Model consists of three steps that help you analyze your offering and the way you communicate its benefits and value to specific groups. As a result of this shift in target market selection, Pepsi positioned their product as the main reason that Coca-Cola replaced their classic Coca-Cola with New Coke. Psychographic — By personality, risk aversion, values, or lifestyle.

As a result of this shift in target market selection, Pepsi positioned their product as the main reason that Coca-Cola replaced their classic Coca-Cola with New Coke.

This positioning change is demonstrated in the following two TV commercials that Pepsi ran at the time.

market segmentation targeting and positioning examples pdf

It is tapping in nicely into the dissatisfaction among Coke drinkers. This allows you to engage with each group better, personalize your messages, and sell much more of your product. Step 1: Segment Your Market Your organization, product or brand can't be all things to all people. Geographic — By country, region, state, city, or neighborhood.

market segmentation targeting and positioning of coca cola pdf

How can her team members develop a perfect product for these people? Psychographic — By personality, risk aversion, values, or lifestyle. So, she brainstorms several ideas with her team, and they come up with an exciting new product which has the potential to be a real success for the company.

what is targeting

Each hotel is designed and positioned to appeal to the unique wants and needs of a specific group. Examples of Targeting in Marketing The STP Model consists of three steps that help you analyze your offering and the way you communicate its benefits and value to specific groups.

This is why you need to use market segmentation to divide your customers into groups of people with common characteristics and needs.

Targeting in marketing management

This positioning change is demonstrated in the following two TV commercials that Pepsi ran at the time. STP stands for: Step 1: Segment your market. By a change in the segmentation view, and the selection of a new target market, the company is enabled to construct a modified market positioning, which should have the effect of increasing market share. The first shows a teenage girl who is virtually discussing a breakup scenario and is emotionally upset that Coca-Cola has changed. So, she brainstorms several ideas with her team, and they come up with an exciting new product which has the potential to be a real success for the company. Sofia has identified a profitable segment of the market, but how has she done it? She conducts a careful analysis of sales data within the first few weeks, and quickly identifies a profitable opportunity with a particular group of high-value customers. As a result of this shift in target market selection, Pepsi positioned their product as the main reason that Coca-Cola replaced their classic Coca-Cola with New Coke.
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An Example of the Segmentation, Targeting and Positioning Process