Segmentation , Targeting And Positioning Research Articles

Should “Tbgo” be dropped from UCF's product portfolio?

Subject area Business administration, brand management, marketing management, international marketing, strategic marketing. Study level/applicability This case is suitable for MBA students with exposure to marketing strategy and basic marketing. It may also be useful for junior and middle level marketing professionals during their training programs. This case-study may find its application while teaching strategic marketing, marketing management, international marketing and pharmaceutical management. Case overview Unicare Formulations was a reputable pharmaceutical company in India. It started small and with the growth of the industry it could capture significant market share in it chosen segments. It introduced brands in small and niche areas with low innovation and where bigger companies showed little interest. It also infused new blood through outside talent. It brought newer brands to its brand portfolio. A relatively new but promising brand – Tbgo – was struggling. Its marketing head was confused whether to continue with the brand. He needs advice based on management principles. Expected learning outcomes After covering this case study, a student should be able to: use SWOT and environmental analyses to solve complex business problems; explain segmentation, targeting and positioning (STP) and shall be able to use those for preparing marketing strategy; use 4Ps in different combinations in planning brand strategies; use Ansoff's model (product-market grid); use Porter's generic strategy to analyze brand performance and to take appropriate action for brand revival; and internalize the intricacies of brand-building and their impacts on the business performance of a firm. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Arts tourism in Seoul: tourist-orientated performing arts as a sustainable niche market

This paper explores the complex relationships between inbound tourist markets, tourist-orientated local performing arts productions and ways to counter the corrosive effects of global cultural brands on local cultures. In Seoul, a survey analysed arts tourist types, travel patterns, product recognition, decision-making, satisfaction and loyalty of Chinese, Japanese, South-East Asian and western audience members at seven tourist-orientated performing arts productions. Segmentation, targeting and positioning (STP) analysis identified market segments aligned to audience nationality. Multiple regression analysis and an analysis of moment structures (AMOS) examined the relationship between performance, service and satisfaction levels with the productions. Travel patterns indicated arts-core tourists were more frequent among Chinese, Japanese and westerners; arts-peripheral tourists were more frequent among South-East Asians. Production recognition showed that Japanese most often choose Seoul as a destination for watching performing arts. Satisfaction with productions was highest among westerners; the quality of on-stage performance was most important for the audience loyalty overall. The STP process identifies four market segments and niche marketing strategies for each; sustainability guidelines are provided for the productions. This study demonstrates a link between the sustainability of local culture and strategic market segmentation targeting those specific niche markets which can support local products in cultural tourism's arts sector.

An Exploration of Emotional Intelligence and Market Segmentation, Targeting and Positioning in Selected CentralBusiness Districts in Nigeria

Organizational politics, consumers’ behaviors and buying process coupled with utter ignorance of the benefits derivable from the profound insight and knowledge of emotional intelligence to market segmentation, targeting, and positioning triggered this investigation. 1,500 questionnaires were administered and nine hundred (900) retrieved, representing 60%. Psychometric properties were tested and improved upon using exploratory, descriptive, confirmatory factor analysis, analysis of internal consistency and reliability. Three models and hypotheses were developed and tested at p< 0.05, and regression analysis used to determine the coefficient of r2 ×1ji, r2 x2ji and R2 respectively. The streams of hypotheses tested buoyed credence to the empirical consequences of the correlationship with emotional intelligence predisposing an effective mechanism for market segmentation, targeting and positioning in the Nigerian four geo-political regions.Nonetheless, the low values of 47%, 49% and 26% regression is a corollary for the impecunious applications of the skills and competencies embedded in emotional intelligence prepared for marketers to launch segmentation, targeting and positioning (STP) as marketing strategies.

GAP 인증 수삼의 표적시장 연구

This study was carried out to suggest producers' marketing direction for GAP certified rawginseng using STP(segmentation, targeting and positioning). In order to fulfill this object, conjoint analysis and cluster analysis were used. The main results are as follows. Based on the results of part worth for attributes such as safety, size, and price, GAP certified raw-ginseng, large size, and low price were preferred to conventional ginseng, small size, and high price respectively. In the relative importance for each attributes, safety was 47.2%, size was 30.0%, and price was 17.8%. As a result of market segmentation, 3 consumer groups(large size preferred, safety preferred, lower price preferred) were classified. Among those groups, the safety preferred group was selected as a target market for GAP certified raw-ginseng and its market size was estimated approximately 2,968 tons which is 26.8% of total raw ginseng market.