...correct positioning of real estate project development Abstract: China's real estate industry after nearly 20 years of development as a pillar industry, the status of the national economy has been established, market and industry standards have been gradually moving towards maturity and began moving to the era of brand competition. As competition intensifies and the market's immaturity, the positioning of real estate projects, there are still identical product design, concept over the transmission of a single theme, and many other issues. In this paper, the real estate market positioning based on the analysis, discusses the real estate market positioning of the specific strategies and elements, combined with practical analysis of the project xx how to conduct effective market positioning. Keywords: real estate market positioning 1, the real estate market positioning analysis (A) positioning the real estate market value analysis Accurate market positioning, and thus lock on its target customers, is a prerequisite for selling real estate. Selling point and positioning are two different things, a clear positioning and selling points can not be called a real selling point. Firstly, accurate market positioning is a prerequisite for selling real estate. Accurate market positioning to identify the target customer is a prerequisite for selling real estate. With accurate market positioning, can be targeted to promote the latter part of real estate, we can target customer...
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...BRAND POSITIONING EVOLUTION—Positioning is the last step in the marketing strategy formulation. Marketing strategy begins with identification of market segmentation and later choosing a target for marketing activity. The term ‘position’ in a physical sense is used to refer to or specify the place or location of an object. The marketing battle is not fought for acquiring a geographical unit but to win customers or market share. Retailers or the end users are usually the targets of the marketing battles. In marketing, the soldiers are typically the sales people, and other value creating tools like advertising, sales promotions, demonstrations, product, after sales care, price, reputation etc, are the tools used to fight the marketing battles. Brands are the ultimate fighters used to fight marketing battles. Marketing battles are fought with competitors in the industry who stake claim to or chase the same customers or markets. A marketing battle is fought in the minds of prospects for their purchase preference. When a brand is sold in the mind of the customer, the marketing battle is won. In the marketing context, victory is dictated by superior value delivery. Brands that deliver better value than rivals usually win the customer’s purchase vote. ADVERTISING PERSUASION— In the early years, marketers relied upon the powers of communication tools like advertising to win customers. The belief that dominated this era was that customers could be sold anything on the basis of persuasive...
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...Summary of Key Points for Chapter 7 This chapter looks further into key customer-driven marketing strategy decisions—how to divide up markets into meaningful customer groups (segmentation), choose which customer groups to serve (targeting), create market offerings that best serve targeted customers (differentiation), and positioning the offerings in the minds of consumers (positioning). Chapter Objectives: 1. Define the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning 2. List and discuss the major bases for segmenting consumer and business markets 3. Explain how companies identify attractive market segments and choose a market targeting strategy 4. Discuss how companies differentiate and position their products for maximum competitive advantage in the marketplace. Most companies have moved away from mass marketing and toward target marketing—identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Figure 7.1 (pg.216) shows the four major steps in designing a customer-driven marketing strategy. Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more...
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...Segmentation, Targeting and Positioning Objectives: 1. To identify and define the three steps in target marketing: segmentation, targeting, and positioning. 2. Understand bases for segmenting consumer markets. 3. To know how to identify attractive market segments. 4. To understand how to position products to gain competitive advantage. Topics for Discussion: 1. Steps in market segmentation, targeting and positioning 2. Bases for segmenting consumer markets 3. Evaluating and selecting market segments 4. Choosing a positioning strategy 5. Developing a positioning statement 6. Communicating and Delivering the Chosen Position Introduction Companies are recognizing that they cannot serve all buyers in the marketplace. There are various types of customers with different needs and buying behavior. Rather than competing in the entire market (mass marketing) companies identify parts of the market that they can serve well and profitably (market segmentation and targeting). Let’s Define the Terms Market Segmentation – dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes Target Marketing – the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter Market Positioning – arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. ...
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...analyzing the external environment (threats and opportunities), and your internal environment (weaknesses and strengths), you can use these techniques to think about the strategy of your whole organization, a department or a team. You can also use them to think about a process, a marketing campaign, or even your own skills and experience. Our article on SWOT Analysis helps you perform a thorough SWOT/TOWS Analysis. At a practical level, the only difference between TOWS and SWOT is that TOWS emphasizes the external environment whilst SWOT emphasizes the internal environment. In both cases, this analysis results in a SWOT (or TOWS) Matrix like the one shown below: Strengths | Weaknesses | Opportunities | Threats | In this article, we look at how you can extend your use of SWOT and TOWS to think in detail about the strategic options open to you. While this approach can be used just as well with SWOT as TOWS, it's most often associated with TOWS. Identifying Strategic Options Mind Tools on Strategy: SWOT Analysis TOWS Analysis PEST Analysis Core Competence Analysis Value Chain Analysis Porter's Five Forces Porter's Generic Strategies Bowman's Strategy Clock Scenario Analysis SWOT or TOWS analysis helps you get a better understanding of the strategic choices that you face. (Remember that "strategy" is the art of determining how you'll "win" in business and life.) It helps you ask, and answer, the following questions: How do you: Make the most of your strengths...
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...MC53: Positioning & Creative Strategy Exam project spring 2012 CPR. Nr. 280880-3030 Table of content Part one: Category Background .............................................................................................................. 2 Presentation of chosen product............................................................................................................ 2 Market background information´s ....................................................................................................... 2 Part two: Analysis of Competitive Advertising ........................................................................................ 4 General characteristics of the car industry .......................................................................................... 4 Skoda Citigo advertising analysis ....................................................................................................... 4 Seat Mii advertising analysis ............................................................................................................... 6 Part Three: Brand Advertising Strategy ................................................................................................... 9 VW Up advertising analysis ................................................................................................................ 9 Potential new advertising for VW Up ............................................................................................... 10...
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...Chapter Review: Basically this chapter consists of the major elements of a customer driven marketing strategy: segmentation, targeting, differentiation, and positioning. Marketers know that they cannot appeal to all buyers in their numerous, too widely scattered, and varied in their needs and buying practices. Therefore, most companies today practice target marketing- identifying market segments, selecting one or more of them, and developing products and marketing mixes tailored to each. Customer driven marketing strategy begins with selecting which customers to serve and deciding on a value proposition that best serves the targeted customers. It consists of four steps. Market segmentation is the act of dividing marketing into distinct groups of buyers with different, characteristics, or behaviors who might require separate products or marketing mixes. Once the groups identified market targeting evaluates each marketing segments attractiveness and selects one or more segments to serve. Market targeting consists of designing strategies to build the right relationships with the right customers. Differentiation involves actually differentiating the market offering to create superiors customer value. Positioning consist of positioning the market offering in the minds of target customers. Market Segmentation: Market consists of buyers, and buyers differ in one or more ways. They may differ in their wants, resources, locations, buying attitudes, and buying practices. Through...
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...MARKET SEGMENTATION, TARGETING AND POSITIONING MARKET SEGMENTATION INTRODUCTION: - The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics user and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this heterogeneous market for any product, marketers usually divide or disintegrate the market into a number of sub-markets/segments and the process is known as market segmentation. segmentation Thus we can say that market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in that way that difference between buyers within each segment is as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix. The importance of market segmentation results from the fact that the buyers of a product or a service are no homogenous group. Actually, every buyer has individual needs, preferences, resources and behaviors. Since it is virtually impossible to cater for every customer’s individual characteristics, marketers group customers to market segments by variables they have in common. These...
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...DETERMINING TARGET AUDIENCE After the opportunity analysis and competitive analysis the next step is to determine the target audience. Target markets are groups of individuals separated by distinguishable and noticeable characteristics . A company may have identified its target market, but selling its product may entail identifying even smaller, better defined target groups.A target audience and a target market can be formed of people of a certain age group, gender, or marital status. Target audience is specific group of people at which product is aimed at. Target audience determination is important part of the marketing strategy and has a direct impact on the advertising efforts . Examples * CVS Caremark's target market is women since they make up 80 percent of the pharmacy chain’s customers. CVS has marketed its stores to aid women who are constantly multitasking. They recently redesigned 1,200 of its 6,200 stores to appeal to women, including shorter wait times for prescriptions, wider and better-lit shopping aisles, and more beauty products. * If a company wants to sell a diet program for men with heart disease problem the communication may be aimed at the spouse who takes care of the nutrition plan of her husband and child. The companies often develop different marketing strategies for different consumer needs . the process by which they do this is known as target marketing . and it involve four basic steps . THE TARGET MARKETING PROCESS 1) IDENTIFYING MARKETS...
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...MKW1120 Marketing Theory and Practice Lecture 7A: Market Targeting and Positioning Objectives ▪Objective 3: Explain how companies identify attractive market segments and choose a markettargeting strategy. ▪Objective 4: Discuss how companies differentiate and position their products for maximum competitive advantage. Market Targeting © Commonwealth of Australia, reproduced by permission Evaluating Market Segments Three factors to be looked at: Market Targeting Selecting Target Market Segments A target market is a set of buyers who share common needs or characteristics that the company decides to serve. Four Basic Market Targeting Strategies Undifferentiated Marketing Differentiated Marketing Concentrated Marketing Micromarketing Market Targeting Strategies Market Targeting Strategy Undifferentiated • Undifferentiated marketing targets the whole market with one offer. • Mass marketing • Focuses on common needs rather than what’s different Differentiated • Differentiated marketing targets several different market segments and designs separate offers for each. • Goal is to achieve higher sales and stronger position • More expensive than undifferentiated marketing Concentrated • • • • Micro-Marketing Targets a large of a smaller market. Limited company resources Knowledge of the market More effective and efficient • Practice of tailoring products and marketing programs to suit the...
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...Chapter 8: Segmentation, Targeting, and Positioning * Marketing is about satisfying customers’ wants and needs * Segmentation: dividing the market into groups of customers who have different needs, wants, characteristics, who would appreciate products/services specifically geared towards them The Segmentation-Targeting-Positioning (STP) process includes: * 1. Establish Overall Strategy or Objectives * 2. Profile Segments * 3. Evaluate Segment Attractiveness * 4. Select Target Market * 5. Identify and Develop Positioning Strategy Step 1: Establish Overall Strategy or Objectives * Planning process * Vision or objectives of the company’s marketing strategy * Segmentation strategy must be consistent with firm’s mission and objectives and with its SWOT Step 2: Profile Segments * Describe different segments with their needs, wants, and characteristics * Helps firms better understand the profile of the customers in each segment, customer similarities within a segment, customer dissimilarities across segments * Benefits consumers derive from the products, break down groups of consumers * Segmentation methods based on: * Geographic * Demographic * Psychographic * Behavioural * Composite 1. Geographic Segmentation * The grouping of consumers on the basis of where they live * Ex. by country, region, province, neighbourhoods, climate, urban, rural * Most useful...
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...Segmentation, Targeting, and Positioning Additional information Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Geographic segmentation calls for dividing the market into different geographical units such as nations, regions, states, counties, cities, or even neighborhoods. Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Demographic factors are the most popular bases for segmenting customer groups: Age and Life-Cycle Stage means offering different products or using different marketing approaches for different age and life-cycle groups. Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Income segmentation has long been used by the marketers of products and services such as automobiles, clothing, cosmetics, financial services, and travel. Psychographic segmentation divides buyers into different groups based on social class, lifestyle, or personality characteristics. Behavioral segmentation divides buyers into groups based on their knowledge,...
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...Dissertation „Brand Positioning Through the Consumers’ Lens“ Verfasserin / Verfasser Mag. rer. soc. oec. Christoph Fuchs Angestrebter akademischer Grad Ph. D. (Doctor of Philosophy) Wien, im April 2008 Studienkennzahl lt. Studienblatt: Dissertationsgebiet lt. Studienblatt: Betreuer / Betreuerin: A 094 146 Management Univ.-Prof. Dr. Adamantios Diamantopoulos ii ACKNOWLEDGMENTS I would like to thank Univ. Prof. Adamantios Diamantopoulos, Ph. D., for the supervision of this dissertation and for being my mentor over the last four years. I would also like to thank o. Univ. Prof. Dr. Dr. h.c. Udo Wagner, Associate Professor Kevin E. Voss, Ph. D., Professor William E. Baker, Ph. D., and o. Univ. Prof. Bodo B. Schlegelmilch, Ph. D., D. Litt, for their excellent comments on the issue of positioning effectiveness measurement. Furthermore, I am indebted to Dr. Daniel Hoppe, ao. Univ. Prof. Dr. Elfriede Penz, and Professor Rajan Varadarajan, Ph. D., for valuable comments on the qualitative study conducted in Chapter 3. Moreover, I would like to thank Florian Mailänder and Mag. Fritz Alexander from Research International Ltd. for their agreement to collaborate on the scale development project (Chapter 5) and for their valuable input from the practitioners’ side. iii iv ABSTRACT Brand positioning is a core concept in marketing. Despite the importance of the concept, however, there is limited research in the field of positioning clarifying to what extent...
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...Marketing Designing Customer Driven Strategies: Positioning Differentiation Targeting Segmentation Create Value for the Targeted Customers Decide on a Value Proposition Select Customers to Serve To Design a Customer Driven Strategy: * Select Customers to Serve: * Segmentation: Dividing the market into smaller groups with distinct needs, characteristics or behaviours who might require separate products or marketing mixes * Targeting: The process of evaluating the attractiveness of each segment and selecting one or more segments to enter * Decide on the Value Proposition: * Differentiation: Differentiating the firm’s offering to create a value for the target customers * Positioning: Arranging for a market offering to occupy a clear, distinctive and desirable place relative to competition in customers’ minds. Chapter One: Segmentation: Segmentation is dividing the market into smaller groups with distinct needs, characteristics or behaviours who might require separate products or marketing mixes Requirements for Effective Segmentation: * Accessible * Substantial * Differentiable * Actionable Types of Market Segmentation: * Segmenting Consumer Markets: * Geographic: Divides the market into different geographical units such as nations, regions, states, countries or cities * Demographic: Divides the market into groups based on variables such as age, gender...
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...Advertising positioning strategy in the competition between Coca-Cola and Pepsi Cola during 1960s in the USA. To what extent is this important to current marketing strategy? Given Name: LANGQIONG Family Name: ZHANG Tutor: Matthew Group 22 Index Page ntroduction Introduction ntroduction............................................................................................. 3 Section 1: Advertising positioning strategy in competition between Coca-Cola and Pepsi Cola in 1960s in the USA................................ 3 Section 2: Functions of advertising positioning strategy in current market........................................................................................................ 5 2.1 Importance of advertising positioning strategy.......................5 2.2 Evaluation..................................................................................... 6 Conclusion Conclusion...............................................................................................6 List of References.................................................................................... 7 Introduction: On account of dramastic development in economy, only the advertisements which exactly meet the demands of consumers can stimulate their interests, in other words, advertisements may contribute to increase in sales. Furthermore, by building up an unique association with a brand in consumers’ mind via analyzing tis own product as well as competitors’ product and...
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