company of your choice and discuss the market segmentation within that industry along with the target market for the company and the selection process for that target market. Required Elements: No more than 2100 words Include demographic‚ psychographic‚ geographic‚ and behavioral characteristics for the selected company. A positioning statement for the company with careful consideration of their brand and strategy Paper is consistent with APA guidelines. Introduction: The fundamental component
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Merchandiser and product managers search for market knowledge in order for their company to succeed. A lot of different factors contribute into making a company or product successful. In order to target the right market or person‚ a merchandiser needs to understand who is there customer. They need to understand who is buying and interested in their company. The market is always changing. A company needs to always be on their toes and to be looking for what’s next. Companies can never relax because
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and positioning. In this step‚ customers in the market are divided into distinct groups having similar requirements‚ characteristics and so on. Normally‚ a market is segmented on these bases: geographic segmentation‚ demographic segmentation‚ psychographic
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research agencies‚ rate cars and also advertisers information packs. As well as this I will also be explaining how the classification system are used with audience profiling this will be including; demographics‚ standard occupational classification‚ psychographics and also geo-demographics. Then finally I will be discussing how TV adverts are regulated throughout the television industry. Audience data Ratings Ratings are the number of people who watch a certain programme/television channel which are
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MBA FINAL YEAR RESEARCH PROJECT INTRODUCTION & BACKGROUND SUBMITTED TO: MA’AM DONIA WASEEM CREATED BY: KHADDAM AHMED KHAN D-2 Title of the Research: Consumer Psychographic Variables Influencing Affluent Purchase INTRODUCTION: AFFLUENT CONSUMERS: Affluent consumers / purchasers are highly targeted audience for marketers or companies because of their high / rich buying power and great level of disposable income. These factors can highlight the higher customer equity. Because products
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Methods for segmenting consumer markets Geographic segmentation (where) Marketers may segment according to geographic criteria—nations‚ states‚ regions‚ countries‚ cities‚ neighborhoods‚ or postal codes. or area. Psychographic segmentation (who) Psychographic segmentation divides consumers according to their lifestyles‚ personality‚ values and social class. Behavioral segmentation (how) Behavioral segmentation divides consumers into groups according to their knowledge of‚ attitude
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Question 1 Division of marketing for Kit Kat – chocolate bar‚ into geographic ‚ demographic‚ psychographic and behavioural segmentation. Geographic segmentation The market is broadly divided into Urban (cities and towns) and Rural (villages). Kit Kat caters the high urban need by making products available that too with a variety with the help of which the rural crowd can be kept attracted. Rural needs are also kept in mind and there is nothing even required for Kit Kat to make an effort to attract
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Health care practitioner or Self 3. Influencer: Friends‚ Family‚ Role model or Healthcare practitioner 4. Purchaser: Self or family 5. User: Self Answer 2 Segmentation scheme given in the case can be broadly classified into demographic and psychographic - Demographic(age‚ gender‚ family size‚ lifecycle‚ income‚ religion)- 1. BMI - Broadly over Answer 3 1st Basis of Segmentation is BMI 34% of people 2nd Basis of Segmentation - Gender As per exibit 1‚ 67% of Men and 62%
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Individual branding Each brand has a separate name (such as Seven-Up‚ Kool-Aid or Nivea Sun (Beiersdorf))‚ which may compete against other brands from the same company (for example‚ Persil‚ Omo‚ Surf and Lynx are all owned by Unilever). Attitude branding and iconic brands Attitude branding is the choice to represent a larger feeling‚ which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike‚ Starbucks
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BACKGROUND. UNILEVER KENYA LIMITED Introduction: Unilever Kenya Limited manufactures and markets food‚ home‚ and personal care products. It was registered in 1949 as East African Industries Limited and changed its name to Unilever Kenya Limited in the year 2000.Unilever Kenya Limited operates as a subsidiary of the Unilever Group and is headquartered in Nairobi‚ Kenya. http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=5644912 (Accessed on 8 September 2010) Customer
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