Question

Think of an organization of your choice, which involves in trading mobile phones. Explain the various approaches used in segmenting markets and also describe how the marketing mix is used to position your products in a market

Answer 1

Segmentation, Targeting and Positioning (STP) is one of the lead marketing strategic for success of product marketing , mainly into mobile business. The mobile market has factors of high level of competition . Such competitive structure create a big problem for the marketing manager in positioning of their product to target audience.

The STP model is useful to find proper segmentation and communication to the concern customers. Under the concept a marketing manager develop and deliver a customized promotion and appropriate communication for every segment, which increase the engagement of customer with product. Here , I am using the example of Microsoft mobile company as example to explain the concept in detail.

The company segment its target market on various parameters,
1. On the basis Demographics: the mobile market has been divided as per age, and preferences. Company has launched different featured mobile for different age groups

2. On the basis of Lifestyle: Company has mobile phone to attract more football fans by giving special football game facility.

3. Belief and Values: based on concept of religion and faith, product may vary , like company is offering devotional song package for Indian

4. Life Stages: Chronological benchmarking of people’s lives at different stages, mobile has been designed with the concept on such features and sold like that.

All the marketing Mix strategy: Product, Price, Place and promotion is designed and decided by the same mechanism based on the segment created. like special advertisement during football tournament to attract football lovers.