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Description and evaluation on the market segmentation, targeting and positioning strategies
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Mô tả và đánh giá về chiến lược phân đoạn thị trường, nhắm mục tiêu và định vị.
Description and evaluation on the market segmentation, targeting and positioning strategies According to Kotler & Armstrong (2018), there are several steps in designing a customer-driven marketing strategy which are market segmentation, market targeting, and differentiation and positioning. Market segmentation strategy is defined as an action of dividing a market of potential customers into some smaller groups or some heterogeneous segments based on some common trails or characteristics. The marketers should different the needs and wants of different groups from each other. It is important for the company to target the market according to the segmented groups which can save their cost, time, and resources, rather than the companies target every potential customers individually.
The market can be divided into some smaller segments by geographic segmentation, demographic segmentation, psychographic segmentation, and behavioural segmentation (Caroline & Drayton, 1987). First of all, Aeon Company (Malaysia) Berhad segmented each potential customers based on the demographic segmentation. Their divided the potential customers to some smaller homogeneous groups according to their income, which are low income segment, middle income segment, and high income segment. With this, they can adjust the cost and price of their products based on the group of the customers they wished to target. Aeon Malaysia Berhad targeted the potential customers with luxury goods and convenience services according to the consumers’ income. Besides, Aeon Malaysia Berhad also divide their consumers based on their different life cycle or age groups because customers’ needs and wants always change according to their age. For example, babies and kids will need some milk powder, toys, baby accessories, and others whereas teenagers would like to have some soft drinks, snacks, and so on. Aeon also can form the segments based on the genders of their customers. Gender segmentation usually are used in cosmetics, clothing, magazines, skin care products, shampoo, life care, and others (Camilleri, 2018). Others than that, Aeon Malaysia Berhad can divide their consumers based on psychographic segmentation. Lifestyle segmentation has long been used in different drinks, foods, accessories, and others. For example, customers who have a healthy lifestyle maybe would like to buy some yogurt drinks, oat, vegetables, and others whereas consumers who have an enjoyable lifestyle would like to have some hot cup mi, snacks, biscuits, soft drink, and so on. Aeon also can form the groups based on social class. Consumers who have high salary will improve their life standard by purchasing the luxury brands which they can afford.
Luxury brand are produced to meet the preference of the consumers who are listed in that segment. However, for the middle class consumers, they will buy items which have higher quality that the value brands, but still at their affordable prices (Camilleri, 2018).
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Mô tả và đánh giá về chiến lược phân đoạn thị trường, nhắm mục tiêu và định vị.
Description and evaluation on the market segmentation, targeting and positioning strategies According to Kotler & Armstrong (2018), there are several steps in designing a customer-driven marketing strategy which are market segmentation, market targeting, and differentiation and positioning. Market segmentation strategy is defined as an action of dividing a market of potential customers into some smaller groups or some heterogeneous segments based on some common trails or characteristics. The marketers should different the needs and wants of different groups from each other. It is important for the company to target the market according to the segmented groups which can save their cost, time, and resources, rather than the companies target every potential customers individually.
The market can be divided into some smaller segments by geographic segmentation, demographic segmentation, psychographic segmentation, and behavioural segmentation (Caroline & Drayton, 1987). First of all, Aeon Company (Malaysia) Berhad segmented each potential customers based on the demographic segmentation. Their divided the potential customers to some smaller homogeneous groups according to their income, which are low income segment, middle income segment, and high income segment. With this, they can adjust the cost and price of their products based on the group of the customers they wished to target. Aeon Malaysia Berhad targeted the potential customers with luxury goods and convenience services according to the consumers’ income. Besides, Aeon Malaysia Berhad also divide their consumers based on their different life cycle or age groups because customers’ needs and wants always change according to their age. For example, babies and kids will need some milk powder, toys, baby accessories, and others whereas teenagers would like to have some soft drinks, snacks, and so on. Aeon also can form the segments based on the genders of their customers. Gender segmentation usually are used in cosmetics, clothing, magazines, skin care products, shampoo, life care, and others (Camilleri, 2018). Others than that, Aeon Malaysia Berhad can divide their consumers based on psychographic segmentation. Lifestyle segmentation has long been used in different drinks, foods, accessories, and others. For example, customers who have a healthy lifestyle maybe would like to buy some yogurt drinks, oat, vegetables, and others whereas consumers who have an enjoyable lifestyle would like to have some hot cup mi, snacks, biscuits, soft drink, and so on. Aeon also can form the groups based on social class. Consumers who have high salary will improve their life standard by purchasing the luxury brands which they can afford.
Luxury brand are produced to meet the preference of the consumers who are listed in that segment. However, for the middle class consumers, they will buy items which have higher quality that the value brands, but still at their affordable prices (Camilleri, 2018).
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