ccru

The third and final step in the segmentation process is the matter of positioning. Once the company has identified and evaluated the target customers it is then necessary to decide on what position the company wants to occupy in the chosen segments. In order for the company to achieve a successful positioning i.e. when the target customers find that the product satisfies their expectations and desires, there are steps the company must follow. These include amongst others; the company must understand what the target customers expect and believe to be most important when deciding on a purchase, the company must develop a product which caters specifically for the customers’ needs and expectations.
On the basis of the description of the market segmentation process, the next part of this thesis will be the matter of the choice of target group. The first analysis will be done according to the Minerva model on the basis of a questionnaire conducted. The Minerva model divides people into 5 different lifestyle segments based on their values and each of these segments is designated a colour; blue, green, rose, violet and the grey segment in the middle. Furthermore the model consists of a horizontal axis and a vertical axis. By using the Minerva model it will be established that it is difficult to place the target customers of respectively the landline telephone and the mobile telephone due to the fact that the model does not provide an opportunity to blend two or more of the coloured segments.
The Mosaic model will be used to provide another possibility to determine the target customers of respectively the landline telephone and the mobile telephone. It is based on geodemographic values i.e. it combines the study of people with where they live. In this thesis the results of the model will, as the Minerva model, be based on the questionnaire conducted. On the basis of the descriptions and the responses it will be concluded that the mobile telephone tends to be preferred by