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STD (TARGETING (SELECTING MARKET SEGMENT (micromarketing (local marketing,…
STD
TARGETING
DEFINITION
the process evaluating each market segment’s attractiveness and selecting one or more segments to enter
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SEGMENTATION
DEFINITION
The process of dividing a market into distinct groups of buyers who have different needs,
characteristics, or behavior and who might require separate products or marketing programs.
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EXAMPLE
COCA COLA focuses on hot climate areas with the middle level customers market aged between 18 - 35 with all gender; who have busy lifestyle and positive attitude toward soft drinks
COCA COLA IMAGE is classy, iconic, competitive and different with the aim of distinctive non alcoholic drink, bring back optimistic view of life.
COCA COLA differentiates its products to different market segments:
- Diet Coke: for health conscious woman
- Coke Zero: for health conscious man
- Caffeine free Coke: for children
- Flavour Coke: attract new and loyal customers
POSITIONING
DEFINITION
the process of portraying a picture of company's product and its customer relation in the mind of customers
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