Market Market Segmentation Segmentation
ADARSH RAJvisibility
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AI-generated Abstract
Market segmentation involves identifying and categorizing consumers based on their specific needs and characteristics to tailor marketing strategies that effectively target them. This process includes segmentation, targeting, and positioning (STP), where companies identify potential market segments, choose the most viable ones, and position their products to resonate with those segments. The paper highlights how Hindustan Unilever Ltd (HUL) utilizes market segmentation to maintain its leading position in India's fast-moving consumer goods (FMCG) sector, addressing competitive pressures and consumer demands through tailored product offerings and strategic marketing.
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Marketing Segmentation, Targeting and Positioning for Competitive Advantage, Related Cases
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Steps in Market Segmentation, Targeting and Positioning • Market Segmentation o Identify the bases for segmenting market o Develop Segment Profiles • Market Targeting o Develop measure of segment attractiveness/ Evaluate Market Segments o Select Target Segments • Market Positioning o Develop positioning for target segments o Develop a marketing mix for each segment
Marketing assignment
2023
There are many distinct marketing activities that serve a variety of organisational goals. The term "marketing" is often used to produce, market, and convey products and services to specific target audiences (Kotler, & Armstrong, 2017). The cornerstone of a marketing strategy is the marketing mix strategy or the marketing fundamentals which includes a combination of various techniques in order to achieve the organisational goal. The report below will explain the extended marketing mix and how they impact on a business, followed by a SWOT analysis of an organisation to identify the competitive positioning of the organisation. Ansoff Matrix will be briefly explored to learn how a business can get into a new market and how it can gain global reach with the help of various digital marketing tools.
Introduction to the Special Issue on Market Segmentation
International Journal of Research in Marketing, 2002
Market Segmentation
The business market consists of organizations or corporate bodies who engage in the acquisition of goods and services required for the production of other items which in turn be sold to others...
Developing and Implementing Marketing Strategies
Journal of Marketing, 1989
By Volney Stefflre (New York: Praeger Special Studies, 1986, 245 pp., $39.95)
Marketing Analysis
Vol. 19 No. 2 FEBRUARY 2021 International Journal of Computer Science and Information Security (IJCSIS), 2021
Data from the past contains information that will be useful in the future. It works because customer behaviors captured in corporate data are not random, but reflect the differing needs, preferences, propensities, and treatments of customers. The paper presents a study related to the 6 indicators (star, helpful votes, total votes, vine, verified, review) which can help a company to be more competitive in the market.
A Way to More Effective Marketing Strategies
SAGE Open, 2011
To create successful marketing strategies, it is essential to be familiar with consumers' cognitive structures. In this article, the qualitative method of concept mapping is applied in a consumer survey (N = 132) to elicit cognitive structures and dimensionality of cognitive structures. The authors present methods to analyze dimensionality of cognitive structures descriptively and microeconometrically. An indicator for measuring cognitive structure dimensionality including weighted links is applied. To test the methodology, effects of sociodemographics on dimensionality are analyzed regarding a chosen food product. Results show that consumers' age and education determine whether cognitive structures are more or less complex, whereas gender has no effect on the dimensionality of cognitive structures. To offer tailored marketing strategies based on dimensionality, emotional marketing strategies should be applied to reach customers with less complex cognitive structures. For consumers with more complex cognitive structures, marketers might focus on providing more detailed, information-based promotion.
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