Segmentation, Targeting, and Positioning in Marketing

REPORT

Table of Contents
INTRODUCTION...........................................................................................................................1
Concepts of segmentation, targeting and positioning specific to a product or service..........1
Create a rationale for innovation in a new product and/or service design for chosen
product/service in meeting the needs of customers................................................................4
Target group within the framework of chosen business and create viable solutions that would
appropriately that specific target customers’ needs................................................................5
Role of data in improving relationship marketing..................................................................6
CONCLUSION................................................................................................................................9

INTRODUCTION
Sales and marketing both are the main functions of business. These both impact the lead
generation as well as revenue. Sales is related to the operations and activities consist in
promoting or selling services or products. It prospects directly to be reinforce value of
company’s solution in order to convert the prospects into consumers. Marketing consists
technique or process of promoting and distributing the products or services. This encompasses all
the activities which assist to spark interest in business. Mainly marketers use the market research
to understand interests of existing customers (Chernev, 2018). Marks & Spencer is British
multinational retailer with headquarters is in London. This company is specialising in setting
food items, clothing and home products. There is going to discussing about create rationale for
innovation in new product and/or service design for chosen product/service of an organisation in
order to meeting the requirements of consumers in line with organisation’s strategy. Role of data
in order to improving relationship marketing within business will be discussed in detailed
manner.
Concepts of segmentation, targeting and positioning specific to a product or service
Market segmentation refers to the group of people who share the common characteristics
and have same features and grouped together for the marketing purposes. The market
segmentation is unique and set a particular target market for their product and services. This
approach helps in understanding the needs, lifestyles and demographic of the target customer.
Market segmentation target the people and make them satisfied customers of the company. For
segmentation the market is split into the groups that have common characteristics or have same
qualities. It helps in identifying the right market for the product and help them in targeting
efficiently (Claro and Ramos, 2018).
Clothing sector in market segmentation helps in identifying the small clothing of the
retailers, whole sellers, manufacturers. This help in reaching the non-buying customers through
advertising and marketing.
Demographic Segments- It refers to the division of markets in to the small segments on the
basis of different demographic factors like their age, gender and income they do not focus on the
whole market they focus only on the specific factor and achieve them. This also help the
company to use their time and the resources efficiently.

Segments related to gender- Small clothing retailers make use of the gender segment for
example like small and independent department stores sell clothing for both men and women and
the children, the customer do not have to visit to other shops for the products on one shop all the
products are available (Datta, Ailawadi and Van Heerde, 2017).
Segment related to age- It helps in determining the buying audience by targeting teenage
girl with their trendy new fashion lines and the old age group young age group clothing is to be
available according to the fashion and the trend on the one single store only which help them not
to switch to other company.
Geographic segments- Clothing preference are different in regions and geographical
areas this can also be determine by changing in the weather like in summer the people prefer
short clothes and in winters the warmer clothes are preferred by the people. The geographic
segment can be divided on the basis of the geographic area where they live in on the basis of that
area the clothing is decided and wear by the people according to their cultures they purchase the
product from the market.
Behaviour related segments- Behaviour is also an important aspect as some people prefer
to buy from the small shops and some need the clothes of good quality which are important for
them. Quality is one of the important factor which keeps in mind mostly by the people living in
the Urban areas and the people also switched to the other if they find the price is different
because quality and price are the factors kept in mind before purchasing the products (Dent and
White, 2018).
Lifestyle segmentation- In this, the small clothing retailers and manufacturer base the
product selection. Clothing material is to be manufactured according to the needs and the
opinions of the people what they actually want to wear according to the party, profession clothes
are designed.
Market targeting
After selecting the segments company should be aware about the needs and wants of the
target market. It is very important to identified the most the most profitable and the most served
segments. In this three market are covered and can be applied which are undifferentiated
marketing, differentiated marketing and concentrated marketing. Once the market create
different segments then various market strategies can be used according to the taste and
preference of the individual of particular segment. It helps in planning the advertising media for