is all different concepts. it’s more psychological than materialistic.
So far company have only seen customers as having a need. In line with their
needs, they also have priority. Likewise we have seen the market as a single
player that provides different products to people with different needs. In a competitive market, many players will operate and offer
different products in each segment are available. In their presentations, each of them must provide certain must-have
features to stay in segments and some unique features to differentiate them. It
is the process of putting an offer in the most favored position in the mind
Priority may be due to quality, user experience, brand image, price,
performance and anything else.
There are several reason
why market segmentation, targeting and positioning strategies become a very
important marketing plan. First, segmentation divides buyers into groups that
have the same needs and want to leverage limited of resource companies through
buyer-based marketing while attract the right customer to consume the company
product. The STP process will reduce the risk in determining where, when, how,
and to whom the product will be marketed. The efficiency of STP helps in the customer
retention and improve customer delight level. The importance for an
organization itself is reduce the cost of the company by not marketing the
product where its not required too much as usual. Every buyer or consumer
have their own unique needs and wants. Each of them is potentially a separate
market. Preferably, the seller may design a separate marketing program for each
buyer. However, while some companies try to serve individual buyers, many others
are face smaller buyers and cannot find a complete segmentation. Instead, they
seek a wider class of buyers that differ in their product requirements or buy a
company that practices a marketing segment segregates the broad segment that
forms the marketplace and adjusts its bids to be more closely with the needs of
one or more segments. The market segmentation can be done
at different levels such at Figure 3 below. The level of market
segmentation that Procter and Gamble can practice a no segmentation which is mass
marketing, the complete segmentation or micromarketing, or something in between
means the segment marketing or niche marketing.
Figure 3 : Level of Market
So, the important part in the steps
in market segmentation is identify bases for segmenting the market and develop
the segment profiles.
population of once company includes their quality and standard conscious of
consumers group which start from the middle until elite class. There are
different products that are introduced purposively to keeps the view of demands
of the company target market. Its target market is every household. The target
market of Procter and Gamble categories such are women between the ages of 11
to 49 which are experiencing their menstruation
to consume the product. Then, Procter and Gamble always target girls category
of customer who are just Stepping In, preteens around the 11 to 17 year olds.
It is point of market entry between ages of 11 to establish a long term
relationship with them. Furthermore, Procter and Gamble ensuring that their
company has always been their FemCare choice when they enter womanhood. This
means target marketing step is to develop the measure of segment attractiveness
and a way to company select the target market.
& Gamble is well known for its brands. A brand is an image or what’s on
customer mind about the name of product which is brand impressions as a major
influences for purchase decisions. Customers form product trails whenever they
come into contact with them. Once a product or company is in the market, it
already have a brand, whether customer want it or not. Public thoughts and
beliefs encourage their actions. The goal of interacting with customers is to
encourage them to create a brand of impression in their minds motivating them
to act in ways that help company product. The great brand understands that it
is not necessarily to please everyone, in every way, all the time. Instead they
rely on a clear segment market where they can serve basic customers more
meaningfully because of their unique attributes.
Positioning strategy is a plan or
intentional branding process that operates at the level of symbolic consumer
awareness. Its meaning and association even individual words that really hold
the weight. The market positioning strategies are built on the data of business.
This strategy purpose is to accurately compose words to offset the concept of the
product differences and similarities. It is a long-term
effort to strengthen the identity of a company and its products in a unique
space in the minds of the target market. It was a
trial order for brands to differentiate themselves from the public and affect
the way they see the target customer. Procter and Gamble uses completely
different advantages market to develop various brands to meet various market
needs segment based on their understanding and also understand the market and
users across the country. So, in the market positioning, the important part is
how company wants to develop the positioning for the target segments and find a
way to develop the marketing mix for each segment.
a marketing mix includes products, prices, places, and promotions-basically
involves tactical details of positioning strategies. Therefore, firms that
dominate the “for more” position know that it must produce high quality
products, charge high prices, distribute through high quality traders, and
advertise in high-quality media. It must hire and train
more service people, find a retailer that has a good reputation for service,
and expand sales and advertising messages to exhibit superior service. This is
the only way to build the consistent and believable.