Positioning
Positioning is the place where someone or something is, especially in relation to other objects and places. In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.(Wikipedia,2012) However, it is important for the contemporary age, whichever aspect is in life. By looking at marketing segmentation, marketing targeting and marketing positioning from DOVE® Chocolate which is a product comes from the biggest snack food manufacturer, American transnational-product business, Mars, this case shows positioning is important section in marketing.
Segmenting market is not going through by looking at variety or series of product, but according to views of consumers and suppliers. Therefore is consumers’ demands, intentions and buying behaviors. Going through with marketing segmentation will promote on producing and marketing for organization. Markets consist of buyers, and buyers differ in one or some ways. Consumers may differ in their needs, wants and demands because they have different personalities, characteristics, buying behaviors and buying powers and so on. Each buyer is a separated potential market. Sellers will design a separate marketing program for each one. For DOVE® Chocolate case, company selects demographic variable, behavioral variable and psychographic variable from four bases for segmenting consumer markets, and in order to decide which main market that they want to target. For demographic variable, it selects areas such as age and income. Values, attitudes and life-style are selected from psychographic variable. As behavioral variable, creating benefits to consumer is most important. Market segmentation is “dividing a market into direct groups of buyers who might require separate products or marketing mixes.”(Kotler et al., (2010),P264) Market positioning is based on market segmentation. It is related to what kind of and which
Segmenting market is not going through by looking at variety or series of product, but according to views of consumers and suppliers. Therefore is consumers’ demands, intentions and buying behaviors. Going through with marketing segmentation will promote on producing and marketing for organization. Markets consist of buyers, and buyers differ in one or some ways. Consumers may differ in their needs, wants and demands because they have different personalities, characteristics, buying behaviors and buying powers and so on. Each buyer is a separated potential market. Sellers will design a separate marketing program for each one. For DOVE® Chocolate case, company selects demographic variable, behavioral variable and psychographic variable from four bases for segmenting consumer markets, and in order to decide which main market that they want to target. For demographic variable, it selects areas such as age and income. Values, attitudes and life-style are selected from psychographic variable. As behavioral variable, creating benefits to consumer is most important. Market segmentation is “dividing a market into direct groups of buyers who might require separate products or marketing mixes.”(Kotler et al., (2010),P264) Market positioning is based on market segmentation. It is related to what kind of and which