It involves putting the brand above competitors, based on specific brand attributes and customer benefit. In the automobiles sector we can see many car manufacturer give emphasis on different technical aspects such as fuel efficiency, safety, engine performance, power windows etc.
Get Full Essay Get access to this section to get all help you need with your essay and educational issues.
Segmenting, Targeting and Positioning Essay Sample Segmenting Reebok has been a market leader for many years in the sports shoes. It has been able to achieve it through its efficient and effective marketing strategies.
Reebok used innovative strategies as per the consumer needs. Reebok segmented the market on the following parameters: Reebok chose to operate on Pan country basis.
The attribute requirement of the product in one region will be different from the other regions. Demographics Age — Reebok has segmented its product range as per the age of the consumers.
The requirements attributes like comfort level, design is different for different age groups. The primary focus is on the age group of years. Gender — Initially the Reebok product range was primarily for men. It was because when Reebok entered India, the culture of women fitness was not that prevalent.
But later it developed a variety of products as per the requirements of the women. Income — On the basis of Income, Reebok has divided the market into lower income level group, mid income level group and high income level group. As per one of the initial Income segmentation strategy of Reebok, it divided the consumers as car owners and non-car owners.
But this strategy also backfired because at that time many car users were not the car owners. Either they were using the company car or were using government car. So, it decided to segment the market on the basis of the earnings of the consumers.
Reebok has mainly focused on the lifestyle of the consumers. Reebok had collaborated with fashion designer to design very high range shoes keeping in mind the high lifestyle of high-income consumers.
Targeting Based on the segmentation, Reebok has targeted the market on the basis of age, gender and income. It has followed the following targeting strategies: Income — Reebok India has 10 million customers with annual household income level of Rs.
The products which Reebok India offers to these customers are mid-priced products. Reebok India has 2 million customers with annual household income of Rs.
Reebok India offers premium priced products to these customers. Gender — Reebok has wide variety of product range for both men and women. For women, Reebok has introduced products like Easytone and Runtone. Since its entry in India, Reebok has positioned itself as a brand associated with fitness.
It launched ad campaigns with various tag lines to show itself as a fitness brand. This campaign promoted the athlete in a person.
This campaign was aimed at positioning Reebok as the brand that celebrates individuality and supports those who choose to do things their way. The parent company Adidas, is positioning Reebok as a brand associated with making fitness fun and aspirational for everyone — by giving consumers products, experiences and inspiration to be fit for life.
Reebok has partnered with the program CrossFit to give customers a new sense of approaching fitness. This partnership will help Reebok to extend beyond its current product and program offering. Marketing Mix Elements Product: Reebok footwear offers shock absorption, ideal for those who run or walk a lot every day.Brand Positioning of BATA BATA (The World Moves On Your Feet) Bata was founded by three siblings with a small inheritance in the .
Identify and evaluate opportunities by creating a segmentation, targeting and positioning analysis. E.
Use the internet, catalogs and vendor information to draw up a list of new products. MARKET SEGMENTATION, TARGETING, AND POSITIONING. n Identify the essential components of a market n Outline the role of market segmentation in developing a marketing strategy n Describe the criteria necessary for effective segmentation n Explain each of the four basis for segmenting.
This market segmentation example for sports shoes identifies five market segments and how their needs and requirements for a sports shoe will differ, in order to better understand the target market.
The primary objective of this study is the Segmentation, Targeting and Positioning of the brand and to explore the determinants that helped ITC showcase their competencies in FMCG sector with the introduction of BINGO and compete with other established giants.
Reebok CrossFit Marketing Action Plan 1. ReeBok CrossFit Marketing Action Plan REEBOK CROSSFIT 2. agenda The Business issue Issue to opportunities opportunities to oBjectives OBJECTIVES TO STRATEGY STRATEGY TO EXECUTION MEASURING SUCCESS REEBOK CROSSFIT 3.