They are fashionable and trendy like Puma. Puma’s main intensive growth strategy is market penetration. Market segmentation is a process, in which groups of buyers within a market are divided and profiled according to a range of variables, which determine the market characteristics and tendencies. <> Though flooded and quite overwhelming, the internet can be a great place to learn about a product market and employ the right targeting practice. All Rights Reserved. wish to locate (or at least concentrate their marketing efforts) in retirement areas. It is done by offering products at different price levels or by only making expensive products available first. Market Segmentation, Market Target and Market Positioning of Nike Company. M���礇�A�|�G9^(�#�W���ls�'#�b���c9�f�v�\�B������1�U8g�7Y%\��>� ��H���K���>Ip����Q�)�^NX� Puma’s Intensive Growth Strategies (Igor Ansoff Matrix) Market Penetration (Primary). Puma has fought for and earned its reputation as a provider of quality athletic wear. Quality products hold a reputation in the consumer’s mind, and this takes specialized marketing and then, ultimately, a quality product to back it. <> This type of segmentation splits up the population according to age, stages in life, gender, income, religion, race, and nationality. How about a cheap and affordable computer? marketing strategy segmentation targeting positioning 3. � H�ap�O. Page 1 of 35 - About 350 essays. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model … The following point is also a great advantage for targeting the following segment of … ... (Nike)- unigue and luxurious, lifestyle design (Puma)-price range: $100-150 (Puma, Nike, Adidas) Cite this essay. Pricing strategy involves appealing to either price-sensitive or price-insensitive segments. *What positioning problems are apparent for the city? Puma Positioning. For example… POSITIONING STRATEGY ... 2.0 Segmentation, Targeting and Positioning The process of segmentation, targeting and positioning is shown figure 1 below. Puma targets this tension point of Carpe Diems. 1 0 obj To implement marketing strategy, PUMA must define its segmentation, targeting and Positioning. It currently operates on a multinational level. Each of these creates a niche group for targeting. Market Segmentation, Targeting and Positioning. Products aimed at young people might be heavily marketed in university towns, and so forth. Segmentation, targeting, positioning in the Marketing strategy of Puma-Puma uses a mix of demographic, geographic and psychographic segmentation strategies to understand the changing needs of the customers in the competitive market. Category: Business; ... Market positioning is how Nike position themselves in the market with other competitors like Adidas or Puma and ensures customers would buy from Nike instead of other brands. Segmentation, Targeting, Positioning in Financial Services Markets Athens University of Economics and Business Paulina Papastathopoulou, Ph.D. December 2017; DOI: 10.1007/978-3-319-49849-2_4. It reminds us how digital channels offer ne… Product strategy aims to extract the most value out of customers. Lecturer in Marketing Department of Marketing and Communications 2 Defining market segmentation Market segmentation is the process of viewing a heterogeneous market (i.e., a market 5 0 obj Market segmentation is the process of dividing the total market into relatively distinct homogeneous sub-groups of consumers with similar needs or characteristics that lead them to respond in similar ways to a particular marketing programme. Geographic Segmentation Geographic segmentation divides the market based on nations, states, country, and regions. Communication strategy advertises the appropriate ads using the right media to target the chosen consumer group. Huge assortment of examples to help you write an essay. Demographic: This type of segmentation splits up the population according to age, stages in life, gender, income, religion, race, and nationality. Cities etc. They can be achieved by any business. %���� Cobra Golf , Puma and Dobotex are the Categories under Brand Puma. .z�7�o4��#���h;��@��sC��F҅¨���� ������Y"�R��d�Č�C6�@�c��wq��ۮ��f�t%�+ HIRE verified writer $35.80 for a 2-page paper. Strategies are the process of creating product, pricing, communication, and customer management strategies. Get a verified writer to help you with Segmentation, Targeting and Positioning. Segmentation, targeting and positioning of Nike Woman Air Max 2012: Segmentation: Nowadays, when carrying out business plan or business activities, almost companies do segmentation for products before those products launch out market. Market Segmentation, Targeting & Positioning Market Segmentation, Targeting & Positioning. When you think of a quality computer, what brand comes to mind? 78 Chapter 4 • Segmentation, targeting and positioning. A good example of the STP process (segmentation, targeting, positioning) can be found during the Cola Wars in the 1980s between Coca-Cola and Pepsi-Cola. Xiaomi Inc. Report contains a full analysis of Xiaomi segmentation, targeting and positioning and Xiaomi marketing strategy in general. This form of segmentation takes into account lifestyle and activities, interests, and psychological aspects of the consumer and their purchasing habits and behaviors.Â. Puma is a German company, founded in 1948 by Rudolf Dassler. puma positioning essay; puma positioning essay. 01- making use of specific examples, outline the principles and processes of market segmentation, market targeting and market positioning. However. They like quality products and are loyal to their preferred brand. The logic of Segmentation. Once the organization decides on its target market, it strives hard to create an image of its product in the minds of the consumers. ��j��q�z�B�`P���sC?�*�l�E]�8�����SP �0{�;oԧ��� eZ�U,Ŧ�0YC�{��QK$k��*Mna^G�����f�nXW��M���lZ�S�Xa�t$Y��w�G�K�e�Kp�x�O4ŏ��磄��Q�g:���a��%N���һ��&2���u���z@䞶�%��ٳM�n)H�Tvp,�Sb�/C�{���^����}͉�\`��)�m6u�!L��xE,����T��Y�"^zFٕ�T�cN7�1t���B��r~�B��Q�(ͯ�F9Q5�(�R���&º]A�4�)���I��D�z��_��x���:��H��%S*�x9g{��rM�=ֈ��ĥ��'U_����J�R�r�t��P���.U��{��ռ�_�B~��' ��z���|���,7�A(Zo{"�v(m1�� \�;�Ὓ� �q%&�>���ʩ�S�@�]��6Mi� There are basic steps in the STP model which are very useful in analyzing the products or services being offered along with the way in which the value and benefits of the offering are conveyed to target groups. Puma as of 2014, is in third place for the sporting goods industry. These 5 elements set Puma apart from their slower-growing competitors. If you continue browsing the site, you agree to the use of cookies on this website. %PDF-1.7 endobj <> In Puma SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors. These strategies can also be applied to small business marketing schemes. Products of Puma are distributed among more than 120 countries also it provides Employment to more than 11,000 People. The concept of market segmentation has helped marketing decision making since the evolution of marketing. endobj How to Apply Segmentation Targeting Positioning “STP” to a Business. "Segmentation, Targeting and Positioning" - read this full essay for FREE. Regions covered by puma: EMEA (Europe, Middle East and Africa), Americas (North and Latin America) and Asia/Pacific. 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