莫纳什Monash代写assignment:市场细分

2020-01-10 13:04

市场细分是“将一个市场划分为具有不同需求、特征或行为的不同买家群体，这些买家可能需要单独的产品或营销组合”(Kotler et al 2005)。很明显，美体小铺目前的营销策略侧重于两种类型的细分。第一种方法是人口细分，美体小铺将产品提供给年龄在20-55岁之间的中上层阶级的男女顾客。其次，心理细分被组织用来衡量和理解人们的生活方式、价值观、个性和/或他们的心理特征。目标是“评估每个细分市场的吸引力并选择一个或多个细分市场进入的过程”(Kotler et al 2005)。一旦组织有了合适的细分战略，他们就可以决定目标细分市场。美体小铺可以遵循的一种方法是差异化营销，这意味着他们的产品针对不止一个目标细分市场。然而，由于他们保持他们的媒体和广告的最低限度，集中/利基营销方法的车身商店似乎更合适。该组织专门向那些想要天然健康美容产品的消费者推销他们的产品。此外，美体小铺利用环境和社会活动来推广品牌，影响和针对那些有健康和美丽意识的人。产品的位置是“产品在消费者心中占有的位置”(Kotler, 1986, p282)。这通常是目标决策的自然结果。在组织了解其选定的目标市场后，“需要确保充分了解客户/消费者对竞争品牌的看法”(R。第174页)。一个重要的技术和工具来说明一个组织的位置直观地对消费者是一个感知地图。知觉映射有助于对适当的竞争行为提供洞察(F。Brassington & S.Pettitt)。下面的感知图展示了当前顾客对美体小铺的看法以及与竞争者的关系。
莫纳什Monash代写assignment:市场细分
 Segmentation is “dividing a market into distinct groups of buyers with different needs, characteristics or behaviour, who might require separate products or marketing mixes” (Kotler et al 2005). It is clear The Body Shop’s current marketing strategy focuses on two types of segmentation. The first method is demographic segmentation where The Body Shop offers their products to customers who are both women and men at middle to upper-class level aged between 20-55.  Secondly, psychographic segmentation is used by the organisation which attempts to measure and understand peoples lifestyles, values, personalities and/or their psychological characteristics Targeting is “the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter” (Kotler et al 2005).  Once the organisation has a segmentation strategy in place, they are then able to decide on a segment to target.  An approach The Body Shop could follow would be differentiated marketing which would mean that they target their products towards more than one target segment. However, since they keep their media and advertising to a minimum a concentrated/niche marketing approach for The Body Shop seems more appropriate. The organisation specifically markets their products towards consumers who want natural and healthy beauty products. In addition, The Body Shop uses environmental and social campaigns to promote the brand which influences and targets those who are health and beauty conscious.A product’s position is the place “the product occupies in the consumers mind” (Kotler, 1986, p282).  This usually follows naturally from the targeting decision. After the organisation understands its selected target markets ‘it needs to ensure that it fully understands customer/consumer perceptions of competing brands’ (R.Masterson & D. Pickton p.174). An important technique and tool to illustrate the position of an organisation visually towards consumers is a perception map. Perceptual mapping helps to provide insights into appropriate competitive actions (F.Brassington & S.Pettitt). Below the perception maps demonstrate how The Body Shop is currently perceived by its customers and the relation towards its competitors. 

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