Proposal of Implementation of Segmentation, Targeting and Positioning for Dynamic-Balance Product Lines

Table of Contents

Executive Summary………………………………………………………………... 1

Proposal Cover Letter……………………………………………………………….2

Table of Contents…………………………………………………………………... 3

Introduction………………………………………………………………………… 5

1.0 Background of Company……………………………………………….……... 6

2.0 Product…………………………………………………………………….…… 7

3.0 Literature Review of Segmentation, Targeting and Positioning………………. 7

3.1 Segmentation……...……………………………………………………….. 8

3.1.1 Geographic Segmentation…………….………………….………… 8

3.1.2 Demographic Segmentation…………….……………….…………. 9

3.1.3 Psychographic Segmentation…………….……………….………... 9

3.1.4 Behavioural Segmentation…………………………………………. 9

3.2 Critiques of Segmentation………………………………..………………… 10

3.3 Targeting……...……………………………………………………………. 11

3.3.1 Differentiated Market…………………………………..………….. 12

3.3.2 Undifferentiated Market…………………………………………….12

3.3.3 Concentrated Market………………………………………………..13

3.4 Critiques of Targeting…………………………………………………….... 14

3.5 Positioning…………………………………………………………………..15

3.6 Critiques of Positioning……………………………………………………..16

4.0 Basis for Proposed Segmentation and Targeting for Dynamic-Balance products17

4.1 Benefit-Sought Segmentation………………….……….…………………. 18

4.2 Geographic Segmentation………………………………………………….. 19

5.0 Basis for Proposed Positioning for Dynamic-Balance products……………….. 20

5.1 Branding……………………………………………………………………. 20

5.2 Being First in Market………………………………………………………. 21

6.0 Annual Schedule for the Programme…………………………………………... 22

7.0 Conclusion……………………………………………………………………... 23

8.0 References……………………………………………………………………… 24

9.0 Appendix……………………………………………………………………….. 27

9.1 Appendix 1: Marketing Budget for year 2010 – 2011……………………... 27

1.0 Introduction

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (American Marketing Association, approved October 2007). The term "marketing" is derived...