Question

Product: BIOLITE CAMP STOVE

d. Segmentation and Target market identification

• Identify the particular market segment that you will target and give reasons for your selection.
• Use the segmentation variables to describe the segment. Why did you select it? Quantify the size of the segment.
• Give a description of the target segment’s buying behaviour

• e. Positioning: Develop a positioning strategy for biolite

Using the following the components of strategic orientation, differentiation, dependability and brand personality.

Identify your product positioning strategy.

Answer 1

Answer 1) BIOLITE CAMP STOVE is a stove which combines the benefits of a very light weight and handy backpacking stove and battery power charger so you can cook a meal while outing. So let’s discuss what are the target segments and position strategies for the brand:

Segmentation

1) All those people who are more into travelling

2) People of all age group who like to cook on outing

3) People who live far from their home

4) People who shift home on regular basis as in people having transferable jobs

5) Students on College that are diet conscious and prepare home food

6) Small street side food stalls

Target market identification

1) Target market for the product will be people who are more into traveling and look to cook food when traveling as there are lot of people in this segment so the demand will also be higher and this is a perfect target market. Quantity size of such segment is very high approx 55% people travelling prefer cooking on a vacation and sitting on a beach or somewhere on hills

2) Small street food stalls are also the target for Stove Company because these people don’t have proper stove with them they prefer these kind of light weight and handy stove with them. Quantity size is huge for this target set as many street side food vendors use mobile stoves for cooking

Positioning Strategy

1) Position strategy will be like, the major 2 parameters of position will be light weight and handy backpack that can be carried away to any place with ease. Mobility is the problem that the product is solving the customers will not be having any kind of issue in trading/travelling with Biolite camp stove. Position will be done differently from customers where the major focus will be of benefit and quality of the product that is mobility and best in class quality and comes with a battery power charger that can be charge the stove very fast.