Marketing Management: Segmentation, Targeting and Positioning

This report analyses the theoretical and conceptual perspective of segmentation, targeting and positioning of different products supplied by organizations. It includes an overview of Gabrielle by Chanel, Coca-Cola, iPhone, Kellogg’s Special K and Emirates Airlines. The report also discusses the concept of STP, models of STP, segmentation of Apple Inc., Chanel, Coca Cola, Kelloggs Special K and Emirates Airlines, targeting strategy of Apple Inc., Emirates Airlines, Coca Cola and Chanel, and positioning strategy of Apple, Coca Cola, Emirates Airlines and Kelloggs Special K.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction................................................................................................................................2
Overview of Gabrielle by Chanel..............................................................................................2
Overview of Coca-Cola..............................................................................................................2
Overview of iPhone....................................................................................................................2
Overview of Kellogg’s Special K..............................................................................................3
Overview of Emirates Airlines...................................................................................................3
Concept of Segmentation, Targeting and Positioning................................................................3
Models of Segmentation, Targeting and Positioning.................................................................4
Segmentation of Apple Inc.....................................................................................................6
Segmentation of Chanel.........................................................................................................7
Segmentation of Coca Cola....................................................................................................7
Segmentation of Kelloggs Special K.....................................................................................7
Segmentation of Emirates Airlines........................................................................................8
Targeting strategy of Apple Inc.................................................................................................8
Targeting by Emirates Airlines..............................................................................................8
Targeting by Coca Cola.........................................................................................................9
Targeting by Chanel...............................................................................................................9
Positioning strategy of Apple.................................................................................................9
Positioning strategy of Coca Cola........................................................................................10
Positioning strategy of Emirates Airlines............................................................................10
Positioning strategy of Kelloggs Special K.........................................................................11
References................................................................................................................................13

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Introduction
The report helps in analysing the different theoretical and conceptual perspective of
the segmentation, targeting and positioning of the different products which are being supplied
by different organizations. With the help of the respective organization, this will help in
analysing the critical kind of literature related to the same in an effective manner. The sound
examination of the STP has to be done along with the application of the same in the industry
as this helps in showing effective practical foundation of the same. Lastly, the generic
strategic recommendations are required to be done which will help in managing the
differences in an appropriate manner.
Overview of Gabrielle by Chanel
Gabrielle by Chanel is the French private organization which was founded in the year
1909. The headquarter of the company is situated at Paris, France and the areas served by the
company is the entire worldwide. Furthermore, the number of employees working in the
organization includes 1270 till the year 2010 (Vault, 2018).
Overview of Coca-Cola
Coca-Cola is the American Corporation along with manufacturer and retailer of non-
alcoholic beverage concentrates along with syrups. It was founded in the year 1982 and these
falls under the food and beverage industry. The number of employees working in the
organization are 61800 (Company et al., 2018).
Overview of iPhone
iPhone is a line of the different smartphones which are marketed and designed by
Apple Inc and this uses the iOS mobile operating software. The release date of iPhone was in
the year June 29 in the year 2007 and the number of employees working in the iPhone
company are more than 90,000 (Apple 2018).

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Overview of Kellogg’s Special K
Kellogg’s Company has been found in the year 1906 and it is the American
multinational manufacturing of food company which is headquartered in United States. The
number of employees working at Kellogg’s is 33577 and there are different brands and
products under the same as well (Kelloggs.com, 2018).
Overview of Emirates Airlines
Emirates is the airline which is based in Dubai, UAE and this is wholly owned under
the government of Dubai. The company was founded in the year 25th March and the number
of employees working in Emirates include more than 64523 (Emirates.com, 2018).
Concept of Segmentation, Targeting and Positioning
Segmentation is defined as the first step which is defined as the process in the
marketing that helps in entailing the division of the different customers in the market into
different groups with unique characteristics. Furthermore, segmentation will help in splitting
the market into various small groups who has the similar product needs or the characteristics
which are identifiable in nature as well (Andaleeb 2016).
Targeting is defined as the in which this helps in selecting the market segments
which will be the main focus of the marketing programs of the different customers. The entire
process of segmentation will help in resulting in identification of the numerous target markets
which is required to be analysed in an effective manner (Yeh, Jewell and Thomas 2017). The
proactive reaction of the company in selecting the suitable market with the actual intention of
focusing mainly on the marketing offers of the firm is essential in targeting.
Positioning is defined as the process in which the target market’s entire perception of
the products benefits along with the different features are being analysed in an effective

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manner. The positioning is the main process of tailoring the offer as this will help in standing
out from the different competitors (Schlegelmilch 2016).
Models of Segmentation, Targeting and Positioning
There are different models of segmentation, targeting and positioning which is
required to be analysed by the companies in an effective manner. The proper development of
the segmentation along with targeting the customers in an effective manner. The introductory
model of the STP will help in highlighting the core competencies of the process such as
namely segmentation, targeting and positioning which will help in managing the product in
an effective manner and appropriate manner that will further assist the companies in gaining
competitive advantage (Venter, Wright and Dibb 2015).
The model of segmentation, targeting and positioning has become quite popular in the
modern marketing environment. This is a strategic approach that is implemented by the
modern organizations. The previous approach of organizations was more focussed towards
the products that they intend to offer instead of the customers. However, in the modern
business environment the focus of organizations has totally been towards the customers. The
STP based model is used for the purpose of creating the marketing level communications as
this is helpful for the marketers so that they are able to prioritise the propositions and then
develop the personalised messages according to the choice of the customers (Barton 2015).
This model is totally focussed on the customers or the target audience rather than the
products that are offered by the organization. The model also focusses on the commercial
effectiveness and the selection of some of most valuable areas for the business and further the
successful development of the marketing mix of the organization (Bickhoff, Hollensen and
Opresnik 2014).

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As discussed by, Chaney, Touzani and Ben Slimane (2017), the segmentation
process is helpful for the identification of niches which have specific needs and the mature
markets where the organization can find new customers. The needs of the segments that are
divided by the organization are similar in nature. This helps the organization to decide the
products and services that it wishes to offer the customers belonging to each segment. The
major ways by which the organizations try to segment the customers are based on the factors
which are discussed further. The demographics of the people which is based on their age,
income, gender, ethnicity, marital status, household and education are helpful in deciding the
customer segments.
The psychographics of the customers is another major part of the segmentation
process which is based on the emotions and personality of the customers. The values and
beliefs of the different groups of customers can also affect the ways by which they behave
towards a particular product or service. The life stages of customers are also based on the
ways by which they segmented into different groups. The areas or regions where the
customers belong are also based on the ways by which they are divided. The nature of
purchase of the customers, their levels of usage and brand loyalty is helpful in the division of
segments or target markets (Choi and Kim 2015).
As argued by, Cruceru and Moise (2017), the targeting process is based on the
segments that have been divided by the marketers in the first step itself. The different factors
that are able to affect the market targeting process include, the criteria size which needs to be
large so that the segmentation can be justified. The differences need to exist between
different segments which are noticeable as well. The profits that are anticipated is also an
important part of the marketing plans that have been made. The accessibility of each segment
is important for receiving the different marketing messages. The different segments need to

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be totally focussed on the different benefits that are provided by the organizations or the
products.
Product positioning is the last and important element of the STP process. Two
variables are mainly required for the purpose of illustrating the overview of the market.
Positioning helps in the creation of perception of the products in the minds of the target
audience. The positioning of the product is important for the creation of the brand or the
image of the products that are to be offered by the organizations. The perceptions and the
positions of the competition of the organizations are also important factors that are a part of
the positioning process. The repositioning process is thereby a part of the changes that the
organization wishes to bring in the perceptions of the consumers (French 2017).
The STP model is thereby based on the ways by which the target market of the
organization is segmented in the modern business environment. The perceptions that are
created by the organizations in the minds of the consumers is also an important part of the
STP model. The model is thereby most useful for deciding the ways by which the customer
focussed organizations are able to create a perfect customer base for the products that they
wish to offer. The organization that has been considered an example of the application of the
STP model is Apple Inc. The product that has been considered for explaining the STP
application in an effective manner is the Apple iPhone (Gambetti and Schultz 2015).
Segmentation of Apple Inc.
Apple has always given utmost importance to the issues related to market
segmentation and analysis. The organization operates in a highly competitive technology
industry which requires thorough study of the environment and the customers so that
appropriate services can be provided to them. The company builds the products and services
with respect to the experience and desires of the customers. The two major types of market

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segmentation techniques that have been used by Apple for the purpose of selecting the
appropriate customers are, psychographic segmentation and behavioural segmentation
(Gengler and Mulvey 2017).
Segmentation of Chanel
Segmentation has played an important role for the operations of Chanel in the
industry. The lifestyle of the customers plays an important role in taking the decision related
to the products and services that will be purchased by them. The interests and the activities of
customers are important factors that help in deciding the ways by which the services and
products can be designed. The demographic factors of the environment are also considered by
Chanel to develop the products based on the age and occupation of the customers. The
different range of products of the organization are therefore targeted towards customers
belonging to various age groups (Kamal 2016).
Segmentation of Coca Cola
The geographical areas are taken into consideration by Coca Cola for attracting
customers towards the organization. The organization has been successful in establishing its
brand name all over the world in an effective manner. The products of Coca Cola company
are also purchased by the customers easily with the help of various retail stores. The growth
strategy that has been recently implemented by Coca Cola in the market is capable of
providing a competitive position (Kubacki, Dietrich and Rundle-Thiele 2017). This involves
increase of the distribution of the products to more and more retail stores all over the world.
The organization is thereby able to reach huge number of customers and further expand the
market in an effective manner. The behaviour of the customers towards the products that are
offered by Coca Cola company is also an important factor that influences the profitability of
the organization (Lopatovska 2015).

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Segmentation of Kelloggs Special K
The knowledge related to different products that are offered to the customers by
Kelloggs is an important factor that affects the revenues of the company. The different type
of market segment that is targeted by the organization is an important part of the
segmentation process. The company is able to innovate its products on a continuous basis
with the help of innovative ideas which can attract more customers. The response rate that is
received by the company from the market and the customers has been found to be quite high.
The customers are thereby looking for more and more innovative products that are based on
new designs (Makgosa and Sangodoyin 2018).
Segmentation of Emirates Airlines
The company has also integrated the different services with respect to the lifestyle of
the customers. The services that are provided by Emirates are mainly based on the needs of
the high profile customers who expect high quality services and not worried about the ways
by which they are charged for the same. The segmentation of the market that is done by
Emirates has thereby been helpful for the success of the operations of the organization in the
airlines industry. The marketing strategies that have been developed by Emirates have been
based on the segmentation based strategies (Milichovsky and Simberova 2015).
Targeting strategy of Apple Inc.
Apple has proved to become a unique organization which does not target its products
towards an existing segment of the market. The company mainly creates and further expands
the consumer market in an effective manner. The target market of the organization is not
based on a specific set of customers. The consumers of Apple Inc. are considered to be
unique in nature and they also love innovative solutions that are provided by the products and
services of the company. Apple has always been well known in the market for the
development of an effective brand name.

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Targeting by Emirates Airlines
The organization has always offered unique services to the customers in the industry
(Nair and Ndubisi 2015). The marketing strategy that has been designed by Emirates is also
quite unique in nature. The well-defined target market of the organization consists of unique
types of users who belong to a specific type of segment. The unique users who belong to the
target group of Emirates are loyal to the organization and the products that it offers.
Targeting by Coca Cola
The Coca Cola company has realized that it can maximize the profits with the help of
unique and innovative ways. This strategy has made Coca Cola successful in the industry
with the help of its different products. Coca Cola has always conducted thorough research on
different types of customers within the target market so that the appropriate products can be
offered to them (Schlegelmilch 2016).
Targeting by Chanel
The products that are brought by Chanel in the market are filled with unique attributes
that are able to attract the customers. The revenues of Chanel have increased with the help of
sustainability based efforts that have been undertaken by the organization for its target
market. The high quality and premium products of Chanel are targeted towards the high
income groups (Serrat 2017).
Positioning strategy of Apple
The positioning strategy of Apple Inc. has been implemented with respect to the core
competencies that have been created by the company. The distinct features that are provided
by the products of Apple have been able to affect the position of the organization in the
industry. The products that have been launched by the organization on a periodic basis are a
major part of the position that has been created in the market. The company has worked quite

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hard for the purpose of creating the position that it holds between the other technology based
organizations (Tanner and Raymond 2015). The creativity of Apple has been the most sought
after quality of the company in the technology industry. The different creative features that
are related to the branding strategy of Apple include the designs of the products and the
interface that has been designed as well. The Apple stores all over the world have also been a
major part of the brand position of the organization in the entire world (Venter, Wright and
Dibb 2015). The interior design of the stores and the levels of creative service have been able
to provide the organization with a unique position in the market in an effective manner.
Positioning strategy of Coca Cola
The branding strategy of Coca Cola company has been focussed on the emotions that
are held by the loyal customers. The company has always stressed more on the experience
that is provided to the customers rather than only the products. The personality of the brand
that is based on imagination, lifestyle, innovation, liberty regained and dreams have provided
the company the position that it holds presently. The experience that is provided by Coca
Cola to the customers is based on the highly innovative products of the organization (Thoeni,
Marshall and Campbell 2016).
The consumers are able to identify the products of an organization with the help of the
brand name that has been created in the market. The main factors that are related to the
successful brand name of Coca Cola company are based on the taste and market position.
Coca Cola has also taken care of the competition that exists in the market so that its position
can be created in an effective manner. The ways by which the consumers think about the
brand are also helpful in the positioning of its products. The positioning strategy that has been
implemented by Coca Cola is based on the usage of products by the customers and the
benefits that are provided to them.

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Positioning strategy of Emirates Airlines
The services that are offered by the company not only based on the promise of the
brand, it is also further related to the fundamental reason behind the delivering the promise.
The brand positioning strategy is mainly based on the ways by which the brand is able to
create its right place in the market. The high awareness related to the brand in the airlines
industry is an important factor that affects the position that can be created. The connection
that has been effectively established between the brand and the customers thereby leads to
loyalty and long term partnership as well (Venter, Wright and Dibb 2015). This helps
Emirates Airlines to differentiate itself and its services from the other players in the market in
an effective manner (Yeh, Jewell and Thomas 2017). The advertisements that are designed by
Emirates are also based on the different positioning strategies. The positioning based
activities have played an important role in the ways by which Emirates Airlines has created
an image in the minds of the consumers.
Positioning strategy of Kelloggs Special K
The creativity and innovation levels of the Kelloggs have been an important part of
the image that has been formed about the brand in the minds of the consumers (Zia and
Kumar 2016). The company has thereby been able to create a brand which is different from
the other organizations in the food industry. The customers have been an important part of the
making of the brand of Kelloggs in the highly competitive industry (Yeh, Jewell and Thomas
2017). The user base of Kelloggs Special K has been the health conscious group of people
who have been able to create an image of the company which is unique from the others in the
industry (Milichovsky and Simberova 2015).
The discussion can be concluded by stating that the segmentation, targeting and
positioning based strategy implemented by the organizations are able to provide a base for the
formation of marketing strategy. The segmentation of the market helps in the formation of

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groups of people. The particular groups of people are then targeted with the help of the
products of the organization. The companies are then able to position themselves in the
market with the help of different products and services that it offers to the customers all over
the world. Apple, Emirates, Coca Cola, Kelloggs and Chanel have been able to implement
these strategies in an effective manner for the purpose of creating a different position in the
market. The positions that have been created by brand in the industries have proved to be
different from the others in the market. The STP model has thereby an effective and efficient
strategy that has helped the companies to place their products and services in the industry.

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