Online collection of free sample essays, sample term papers, sample research papers, sample thesis papers and sample dissertations on popular topics. Wednesday, July 15, Segmentation, Targeting and Positioning Essay This essay will illustrate the extent to which effective marketing must incorporate Segmentation, Targeting and Positioning.
Please review this article for further information on the background factors that resulted in the development and launch of New Coke. Pepsi segmented the market into three consumer segments only, namely: 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.
There was less expenditure, because there was less marketing return on investment, on focusing on the brand loyal customers, as they were unlikely to switch their purchase preferences. 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. The first shows a teenage girl who is virtually discussing a breakup scenario and is emotionally upset that Coca-Cola has changed.
However, the second TV commercial shows an older demographic of very traditional and loyal Coke drinkers. It is tapping in nicely into the dissatisfaction among Coke drinkers. You can view both of the Pepsi TV commercials at the bottom of this page.
This change in marketing strategy by Pepsi in response to the competitive action by Coke, clearly highlights the three steps of segmentation — targeting — positioning.
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.Segmentation,Targeting and Positioning • Evaluation of Segments • Summary What is segmentation, anyone?
• What about targeting and positioning? • Segmentation is the process of grouping people or organizations within a market according to similar needs, characteristics, or behaviors Ambassador, Fiat, Maruti even be examples.
Today, Segmentation, Targeting and Positioning (STP) is a familiar strategic approach in Modern Marketing. It is one of the most commonly applied marketing models in practice.
In our poll asking about the most popular marketing model it is the second most popular, only beaten by the venerable SWOT.
Segmentation & Positioning for Strategic Marketing Decisions by James H. Myers Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation that most other marketing handbooks.
example, positioning, segmentation, targeting Feb 11 A good example of the STP process (segmentation, targeting, positioning) can be found during the Cola Wars in the s between Coca-Cola and Pepsi-Cola.
Market segmentation is an integral part of a company's marketing strategy. It is the process of breaking down a larger target market into smaller, more homogeneous groups of customers that you can.
Effective strategies of segmentation, targeting and positioning gives an extra advantage in changing and highly competitive environment.
To make this three marketing process effective a thorough SWOT analysis of the firm is very important.