principles of marketing project
Woodstock Furnishers
Simply Phenominal
Product
Brand Name/Mark Woodstock Furnishers
Our VISION SIMPLY Phenominal
Target Market
The need of buying furniture is realized by the spouse of the head of the family, and in most cases, she is the one to decide what, when and where to purchase. Hence the spouse of the head of the family is usually the Initiator and Decider, apart from being the buyer and user.
Since we are dealing in Islamabad region only and in two categories of furniture i-e Home Furniture and Kid’s Furniture we have outlets in Blue Area and F-10 Markaz, so we are targeting the following social classes:
Upper Class
Upper Middle class
Lower Uppers
Segmentation
As Woodstock would primarily focus on the consumers’ requirement of style and comfort, when we applied the variables to define our segment, we obtained the following results:
Home Furniture
Keeping in view that a home furniture purchase is a high involvement process and occurs a maximum of 3-4 times in a lifetime of an individual, two of which are
1. As dowry
2. After the completion of a new home
We, as a company have applied the following variables and yielded the target segment for our product as follows
Geographic Segmentation:
Region: Islamabad
Density: Blue Area and F-10 Markaz
Demographic Segmentation:
Age: 30+
Gender: Female
Income: Rs: 60000-100000/month
Family Life Cycle: Married, with children
Social Class: Upper Middles, Lower Uppers and Upper classes
Psychographic Segmentation:
Personality: Decent, Tasteful, and Ambitious
Behavioral Segmentation:
Occasions: Marriages, Newly Constructed Houses
Benefits: Comfort and Style
Attitudes: EnthusiasticKids’ Furniture
The arrival of a child in a family creates a need for special furniture designed for the safety and comfort of the child. The segmentation for kids’ furniture is as follows:
Geographic Segmentation:
Region: Islamabad
Density: Blue Area and F-10 Markaz
Demographic
Simply Phenominal
Product
Brand Name/Mark Woodstock Furnishers
Our VISION SIMPLY Phenominal
Target Market
The need of buying furniture is realized by the spouse of the head of the family, and in most cases, she is the one to decide what, when and where to purchase. Hence the spouse of the head of the family is usually the Initiator and Decider, apart from being the buyer and user.
Since we are dealing in Islamabad region only and in two categories of furniture i-e Home Furniture and Kid’s Furniture we have outlets in Blue Area and F-10 Markaz, so we are targeting the following social classes:
Upper Class
Upper Middle class
Lower Uppers
Segmentation
As Woodstock would primarily focus on the consumers’ requirement of style and comfort, when we applied the variables to define our segment, we obtained the following results:
Home Furniture
Keeping in view that a home furniture purchase is a high involvement process and occurs a maximum of 3-4 times in a lifetime of an individual, two of which are
1. As dowry
2. After the completion of a new home
We, as a company have applied the following variables and yielded the target segment for our product as follows
Geographic Segmentation:
Region: Islamabad
Density: Blue Area and F-10 Markaz
Demographic Segmentation:
Age: 30+
Gender: Female
Income: Rs: 60000-100000/month
Family Life Cycle: Married, with children
Social Class: Upper Middles, Lower Uppers and Upper classes
Psychographic Segmentation:
Personality: Decent, Tasteful, and Ambitious
Behavioral Segmentation:
Occasions: Marriages, Newly Constructed Houses
Benefits: Comfort and Style
Attitudes: EnthusiasticKids’ Furniture
The arrival of a child in a family creates a need for special furniture designed for the safety and comfort of the child. The segmentation for kids’ furniture is as follows:
Geographic Segmentation:
Region: Islamabad
Density: Blue Area and F-10 Markaz
Demographic