Marketing- idea of market a new product Essays - Marketing

Segmentation and Targeting Overall market Everyone use cell phone, and a lot of people use cell phone case as well. However, cell phone case and cell phone can be home of bacteria, so this new produce- an anti-bacteria cell phone case is suitable and specially design for people who use cell phone and also care the hygiene of the cell phone and cell phone case. The basis or bases for segmenting the market. Basically, the anti-bacteria cell phone case is suitable for anyone who uses cell phone. So everyone who use cell phone can be include in our market segment. But for more specially, our product will be popular amount people who care hygiene and desire better quality of life. Since its not a normal cell phone case, it has the function of clean up the bacteria, its expensive than normal cell phone case. Our customer also will be the group who willing to spend more. Demographic segmentation, psychographic segmentation and benefit segmentation will be anti-bacteria cell phone case market segment. The specific descriptors or variables you will use to segment the market. Demographic segmentation: income, education, employment. Psychographic segmentation: Personality, life style, value. Benefit segmentation: any benefit that customer can gain from anti- bacteria cell phone case, e.g. cleaner cell. Profile of each market segment VariablesAnti-bacteria cell phone case Income range$50,000 or above EducationCollege grad and above Dominate employeeWhite collar, professional PersonalityOpenness to experience Life styleRead beauty/ health magazines, like to shop, desire better life style ValuesWilling to spend money for better health, better life Evaluate the segments A lot of customer use cell phone and cell phone case as well. But not everyone care about the hygiene of cell phone and cell phone case. Why would people spend more to buy an anti-bacteria cell phone case? Because it helps us to maintain a cleaner cell phone and cell phone case. Image, holding a cell which carries billion of bacteria or even virus, how gross is it. Still, not everyone care about it, so thats why we segment customer on their income, education, employee, personality and values. People with high education and income, have a better job tend to care more about hygiene and willing to spend on those products. Target market(s) Higher education and income people who use cell-phone cases and care about hygiene. Strategy for selecting target market segments Undifferentiated targeting strategy: Even the anti-bacteria cell phone cases market segments are higher income and education people who care hygiene. But since only one item ?V anti-bacteria cell phone case is produced. Assume majority of people who want and need this new product. undifferentiated targeting strategy will be fine. Positioning The competitive set Any cell phone cases Cell phone cleaning product The basis or bases for positioning Attribute: Anti-bacteria cell phone cases are positioned as a functional cell phone case for keeping customers cell phone clean. Price and quality: Anti-bacteria cell phone case base on price and quality. It is an upscale cell phone case offering higher quality and design than normal cell phone case. Product user: Can be anyone who uses cell phone and cell phone cases. But target on high income and education customer who care hygiene. Product class: Anti- bacteria cell phone cases as a functional upscale cell phone cases. Competitor: Anti- bacteria cell phone case positioning as Cell phone cases just keep your cell, dont keep any bacteria or virus. against normal cell phone case. Emotion: Using anti-bacteria cell phone case, no bacteria keep on your cell any more. Positioning statement For ones who care hygiene; Who wants/needs upscale product and desire better product; The anti- bacteria cell phone cases is a functional upscale cell phone case; That provides you a functional cell phone case that will clean up your cell every time you put it back in the case; Unlike the normal cell phone case or other cell phone cleaning product; The anti-bacteria cell phone case use high technology to maintain your cell phone clean, you dont need to do anything, just put it back your cell phone to the cases, and next time, when you take the cell out, its 100% bacteria free.