Segmenting, Targeting and Positioning of Asian Paints On the whole Asian Paints has segmented its market based on utility of the products, recognizing 3 major segments - (i) Decorative Coating, (ii) Industrial Coating and (iii) Automotive Paint. CONSUMER BEHAVIOUR IN DECORATIVE PAINTS SECTOR The foremost factors that consumers consider while purchasing paint are durability, price, health and environment, in that order. The quality of paints is a prime pre-purchase factor. Since years Asian
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and costs of a marketing orientation for BT. 5 Task 02 6 2.1 Show macro and micro environmental factors which influence marketing decisions of BT. 6 2.2 Propose segmentation criteria to be used for BT products in different markets. Chose one example for demographic and one for geographic segmentation. 8 2.3 Choose a targeting strategy for a selected product/service of BT 8 2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations for BT. 9 2.5 Propose
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improved performance. What should your assignment contain? ■ Title page ■ Table of contents ■ Summary ■ Introduction ■ Situational analysis (SWOT) (PESTLE) ■ Differential advantage/ Competitive edge (USP) ■ Segmentation Targeting & Positioning (STP) ■ Marketing objectives and goals (SMART) ■ Marketing strategies and programmes (4P’s) ■ Conclusion ■ Bibliography (with references) ■ A Turnitin receipt N.B. You need to provide information on
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PROJECT FOR THE SUBJECT, MARKETING APPLICATION AND PRACTICES PROJECT ON, “Amul Milk” FOR THE ACADEMIC YEAR 2014-15 [pic] | | | |LOGO | [pic] | |PARENT COMPANY
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1. Run Segmentation from the Segmentation and Classification tool in ME>XL (without Discrimination) on the data to try to identify the number of distinct segments present in this market. Consider both the distances separating the segments and the characteristics of the resulting segments. -Judging by the Dendogram, we should have 4 different clusters. 0 2. Identify and profile (name) the clusters that you select. Given the attributes of ConneCtor, which clusters would
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In Adyiat organization the marketing strategy is to target by raising awareness to those who are not familiar with our products as well as targeting consumers who are familiar with the products with the same campaign. The company marketing strategy as well to entering the market by creating many consumer groups due to the variety of their needs and wants, in addition, the company divide the total market into segments based on customer characteristic, and expansion products to meet their needs into
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* Chapter 2 * Nike’s customer-driven marketing * To build image and market share, Nike * Outspent competitors on big endorsements * Conducted splashy promotional events * Started big-budget ads * Sales slipped in the late 1990s * Turnaround- new product innovation and a focus on customer relationships * Mastered social networking, creating deep engagement and community among customers * * Strategic planning * Involves adapting the firm to take advantage
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doesn’t clarify it unambiguously, it is being assumed here that education refers to the utilization of the gaming software by the user in that may be educational or recreational. Case Analysis The data provides demographic and psychographic segmentation of people who have expressed interest in a gaming software. Attractive Segments The segments in the decreasing order of volume are: 1. Education 2. Males 13-21 3. Males 9-12 4. Males 22-35 5. Females 9-12
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can be identified with the overall business strategy of Trap-Ease America. First of all, the President of the company happens to be the only sales person as well for the product. Secondly, there seems to be a wrong selection in terms of market segmentation. Even though the product is a revolutionary one, however it is still only an improvement of an age-old device. Regardless of how much promotion the product has received from third party reviewers, the consumers still need to be educated on why
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However this also rapidly transformed the market and brands like Carnival Cruise lines emerged. Carnival cruises is the market leader in the low-price cruise market. They strategically achieved this position by emphasizing on-board activities, and targeting a relatively younger cruiser. However, after acquiring 24 percent of the berth space in North America, it has plateaued in being able to set itself apart from its competitors. The case in question outlines key attributes that assist in determining
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