Marketing Management | Unique Selling Proposition and Target Market

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Introduction
The main aim of this paper will be target and position the product that was invented earlier. The
unique selling position will be discussed first, after which the market segmentation will be
performed that will help to explain the target consumers and position the invented product to
taste the success from the market place. The details of the target market will be performed so that
the strategies can be set accordingly by the management of the identified business company,
which is OrCam MyEye 2, invented by OrCam. The rationale for selecting the target markets
will be discussed in this paper along with the describing the market in terms of anticipated
growth, revenue opportunities, past performances and other factors. Suggestion in context of the
market needs to be identifiable, measurable, sustainable, accessible, and reachable will also be
demonstrated from the perspective of the target market.
Unique Selling Proposition
It can be noted in this context that the invented product of OrCam MyEye 2 is mainly for the
visual impairments, which was invented with focus to help the people who are visually impaired,
and described as the talking glass (OrCam MyEye 2, 2019). The unique selling proposition of
this product is the artificial-intelligence device that helps to attach to the frame of any kind of
glasses along with identification of faces as well as currency. This will help to read the text and
information from the help of the bar codes. It can be stated in this context that OrCam is founded
in the year 2010 in Jerusalem (orcam.com, 2020). It comes from the health and assistive
technology. Another unique selling proposition of this particular product is to help the people
who are suffering from dyslexia. Another version is going to be launched in the coming year, and

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this will help to more specifically, where only the selected readings will be read ignoring the rest
(Ran, 2014).
Segmentation of the Market
The identified device is available in 48 nations. The segmentation of the market place will be
done according to the segmentation variables, which are demographic, psychographic,
geographic and behavioural, which are discussed as follows:
Demographic
The newly invented product will be sold to the people who need to be identified according to the
education and income level of the people, as the users should possess a minimum level of
education to dictate the frame to read the specified part of the reading. People who possess a
basic educational level along with maintaining an average income level on order to afford and
use the product efficiently and effectively. It can be sold mainly to those people who have to deal
with readings in their professional field. People who are suffering from dyslexia can also be a
good identified market segment for this particular product.
Psychographic
People who possess a healthy lifestyle will be the major targeted segment under this variable. It
has been already discussed that this is an expensive product and cannot be afforded by all types
of people. Apart from them, the segment that will get proper value from using the product will be
the major targeted segment under this variable. Positive attitude minded people will also be a
major target segment under this variable.
Geographic
People who are living mainly on the urban and semi-urban will be the primary targeted segment
for this product, as it can be stated in this context that this is an expensive product and cannot be