Detailed Marketing Analysis of Arket: Segmentation and Mix Strategies

This report provides a comprehensive marketing analysis of Arket, a leading fashion brand. It begins with an introduction to marketing management principles, emphasizing the importance of understanding consumer needs and wants. The report identifies Arket's key market segments, including geographic, demographic, psychographic, and behavioral segmentation, highlighting the advantages of segmentation such as improved focus and increased competitiveness. The analysis justifies the targeting of demographic segmentation, specifically focusing on age, income level, and consumer interests to tailor product offerings effectively. The report then delves into Arket's marketing mix, examining the product, price, place, and promotion strategies. It discusses Arket's diverse product portfolio, pricing strategies, distribution channels, and promotional activities. The report emphasizes Arket's focus on eco-friendly products and its efforts to address environmental concerns. The conclusion summarizes the key findings and underscores the importance of a well-defined marketing strategy for Arket's continued success in the fashion industry.

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Marketing Management
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Marketing Management
Contents
Introduction.................................................................................................................................................3
Identification of the main segments of the market.......................................................................................3
Justification for targeting one segment........................................................................................................5
Marketing mix.............................................................................................................................................7
Conclusion...................................................................................................................................................8
References.................................................................................................................................................10

Marketing Management
Introduction
Management is concerned with organizing, planning, monitoring controlling, directing
motivating and coordinating of various business practices. Marketing is serving the consumers
with the desired level of satisfaction (Hollensen, 2015). And hence, the term marketing
management is the process of managing the marketing activities. On the basis of the research
executed by management Guru Philip Kotler, it has been analyzed that the marketing
management is the process or a program that is designed for the execution of desired exchanges
with the target audience with an objective of personal and organizational gain. This approach can
be adopted by the business entity for gaining a competitive advantage in the market, bringing a
decline in the distribution expenses by making use of improved methods etc. This process can
also be termed as a discipline which s made focused on the practical application of marketing
mechanisms and the management of the resources and activities of the organization is known as
marketing management. This approach focuses on the psychological and physical components of
marketing. The marketing managers are the authorities which are held responsible for
stimulating the level, timing, composition of customers demand accepted a definition of the term.
The psychological elements focus on the needs and want, the changing patterns of buying
behavior etc. whereas the physical factors include fulfillment of these needs by making use of
better products, mediums of distribution etc. The below-executed analysis has been made
focused on an investigation made on Arket, that is one of the leading fashion brands. The prime
objective of conducting the analysis is to identify the main segments of the market and also to
design a marketing mix.
Identification of the main segments of the market
On the basis of the executed research, it has been analyzed that the Arket is one of the leading
fashion brand name and hence enjoys a large market share. The business entity is having a
diverse range of marketing segments and the business entity is required to make identification of
them. The marketing segments are the groups of consumers for which the business corporation is
required to develop and design products and services for offering a high level of satisfaction
(Sheth and Sisodia, 2015). The further investigation of the targeted segments will enable the
company to understand the complexity of the behavior of the segment and how it operates.

Marketing Management
Target marketing is the approach which is gaining prominence where a firm is making
identification of the segments with similar needs and wants and then selects one market segment
and then focus is given on developing the products accordingly. In this process, the business
entity splits the total demand of the several segments and only a few segments are chosen those
are best equipped to handle. As Arket is a leading fashion brand the business firm has various
marketing segments. The prime marketing segments on which the business entity can develop
division are geographic, demographic, psychographic, and behavioral segmentation. These are
the basic elements on which Arket can develop marketing segmentation. Developing marketing
segmentation will aid the marketing team in various aspects. The below mentioned are some of
the advantages which of developing marketing segmentation by Arket:
 The segmentation approach will enable the business entity to provide focus on the
various market segments (Meffert, 2013). A better focus will bring advancements in the
business operations.
 The increase in the focus will bring a hike in the level of competitiveness in the
concerned market segment will also be observed. For instance, If Arket is focusing on the
youth segment then there will be a boost in the brand recall and also equity among this
group will be high. An increase in the market share will be experienced and which will
lead to the decline of the chances of entering new competitors in the market.
 If the business corporation is considering the geographic marketing segmentation then
there are chances of expansion of a business. If the business entity is making choice of
the geographic elements for segmentation then after catering a particular territory the
business entity can immediately expand the business to a nearby territory.
The below presented is the marketing segmentation of Arket which has been developed on the
basis of various consumer segments:
Geographic: Under this segment, Arket needs to analyze all the geographic conditions of the
regions of Singapore , This research will aid the business entity while developing and designing
the products. For instance, the climatic conditions of Singapore are classified as tropical rainfall
forest and uniform temperature, high humidity and abundant rainfall and due to which the
business entity is required to design the clothes and select the color themes as per the climate.

Marketing Management
Demographic: This type of marketing segmentation is developed on the basis of the various
elements such as the age, income level, and standard of living and interest of the consumers.
These all the elements will aid the entity in designing better and improved range of products for
the consumers (Baker and Saren, 2016). While considering the age element is considered the
products will be designed as per the taste of the age groups, such as the taste and preference of
the age group between 18-28 will vary from that of the 30-45. Same is with the income level, the
products should be designed as per the income level of individuals. Affordable pricing strategy
should be adopted for lower and middle-level groups. Tastes and preferences of the consumers
should be considered as an empirical element of this segment as they are very much capable of
stimulating the demand for the products (Foxall, 2014).
Justification for targeting one segment
The above-executed analysis has been made focused on the marketing segmentation of Arket
which is one of the leading fashion brands and is also trying to establish its brand image as an
eco-friendly brand. Marketing segmentation is one of the crucial approach and which should be
adopted by the business entity for delivering better and effective outcomes (Baker, 2014). There
is number of advantages of executing marketing segmentation approach. As per the above
analysis, it has been concluded that the business entity should focus marketing segmentation for
developing the products and improving the quality. If the business entity will focus on a single
marketing segment then the efforts will be centralized and the outcomes will be more effective
(Bhasin 2018). The business firm will experience advancements in the performance and delivery
of services and which will enhance the satisfaction level of consumers. Market share and
customer base will be enhanced and this will also enable the entity to attain a leading position in
the competitive environment and thus maintaining a sustainable position. It will also bring a hike
in the competitiveness (Pasquier and Villeneuve, 2017). For attaining all of the above-mentioned
benefits the business entity should make efforts and focus towards demographic marketing
segmentation for designing and developing products.
Demographic segmentation is all about the age, income level, and standard of living and interest
buying patterns of the consumers (Solomon, 2014). By focusing on these elements the business
entity will be developing the products and services as per the requirements of the consumers

Marketing Management
which will attain maximum level of satisfaction. Focusing on these elements will provide Arket a
wide range of advantages and the same are described as follows
 The first element which can be considered by the business firm for developing and
designing the products is an age of the consumers (Wilkinson, 2013). Arket can develop
segmentation of various age groups such as from 4-14: this group includes children’s, 15-
28: this group consists of the teenagers who are considered as one of the biggest and
significant groups of consumers and the last group is of 28-45: is the group of senior aged
individuals. The business entity should focus on the age factor while designing the
clothes. For instance, the clothing designed for the teenager group will be more
fashionable and comparatively expensive, whereas the comfort level will be the major
element considered while designing the clothing for the senior age group. This will
enable the business corporation to deliver the desired products and which will bring a
high level of satisfaction and will be proven beneficial for the firm (Turnbull and Valla,
2013).
 The second factor which can be considered as significant and will also be proven
advantageous for the organization is income level of the population of the region in
which the business entity is operating the business. The income level of the consumers is
one of the empirical elements which should be considered significant by the business
corporation while developing the products and strategizing the price (Peñaloza, Toulouse
and Visconti, 2013). For instance, the business entity should develop an affordable
pricing range for the individuals that belong to the lower and middle-level income group.
Whereas the pricing strategy for the upper-level income group will be quite high and the
products will also be of high and premium quality. The quality of the products and the
design also vary due to the differences in the pricing range. Providing products as per the
income level also provides satisfaction to the consumers and will generate higher
revenues to the firm.
 The last element which can be considered as an integral part while developing the
demographic segmentation is the interest or the perceptions of the consumers (Peck et al.,
2013). There are vast differences observed in the perceptions and interest of the
consumers due to the differences in the age and income level. Age and income of an
individual stimulate the interest and perceptions of purchasing a product. For instance,

Marketing Management
the interest and perception of teenagers will more towards buying a designer, premium,
and bright colored clothing material whereas the senior age group will have a perception
of buying a comfortable one with light colors. Developing and designing the products as
per the interest and perceptions of the consumers will provide a boost to the sales and
profitability of the firm.
Marketing mix
The processor mechanism has been concerned with the set of actions or business practices that a
business corporation is utilizing for promoting the products and services in the market. The
marketing mix is a well-blended mixture of the four components that are product, price, place,
and promotion. These are also termed as the 4p’s of the marketing mix. By analyzing the above-
mentioned 4p's the business entity will enable development of products and services which will
deliver the high level of satisfaction to the consumers (economic times.indiatimes 2018). Arket is
a fashion leading brand and is now focusing to develop and design eco-friendly apparels so as to
tackle the issue of environmental degradation. The below mentioned is the marketing mix of
Arket:
Product: The products are the offerings for which the consumers pay an amount or a value. As
Arket is one of the leading fashion brands and deals in apparels for men, women, and children.
The business entity is having a diverse portfolio ranging from fashion products to household and
home décor etc. The business entity has maintained a sustained position and approach and is also
having a set of suppliers and vendors for a smooth flow of delivery of materials. Designing
products as per the perceptions and requirements of the various consumer segments will enable
the attainment of organizational goals. Moreover, the business entity is facing the challenge of
environmental degradation and therefore it is planning to develop and design eco-friendly
products. These products will be manufactured by making use of environment-friendly
ingredients which will have less impact on the environment. This will enhance the brand equity
of the firm as safeguarding environment is a social cause and which will aid the entity.
Price: Arket has a high level of diversity in the products portfolio as it is dealing with various
products categories such as fashion garments, household, and home décor. And due to this, the
business entity will also have to adopt various pricing strategies (Parente and Hutchinson, 2014).

Marketing Management
The pricing range of the products is developed on various elements such as the perceptions,
interest, buying patterns of consumers etc. For instance, an affordable pricing range has been
developed in the fashion products and garments for the consumers that belong to lower and
middle-level income group (Blakeman, 2018). The business entity is required to maintain a
balance between prices and the quality of the products.
Place: Distribution of products and services at the right place and on right time will enable the
entity to deliver benefits and attain consumers (Hunt, 2014). Arket is making use of various
contemporary and traditional mediums for distributing the products and services. For instance,
the business entity is having physical stores, outlets and online websites through which the
business entity is making the availability of the products. The outlets and stores are located in the
main cities of Singapore and offer a high quality of services to the customers. These stores are
easily accessible and this has also been proven as one f the biggest element in delivering the high
level of satisfaction to the consumers.
Promotion: Promotion means marketing and publicizing the products and services. This
approach generates awareness in the market and which further leads to an increase in the market
share and customer base (Sharma, 2013). Promotion brings a hike in sale and profitability which
is one of the prime objectives to be attained by the business corporation. Arket is making use of
various mediums and platforms for promoting the products and services in the markets of
Singapore. Contemporary platforms include online and offline modes that are the most effective
means of promotions. Online is one of the biggest platforms for promotion and social media is
one of the most effective tools from the online platform (Babin and Zikmund, 2015). The
business entity can make use of social media websites such as Facebook, Twitter for promoting
the products. Moreover, the business corporation can also sponsor various types of events and
hire celebrities as brand ambassadors for promoting the products and services.
Conclusion
In the limelight of the above-executed analysis, it has been inferred that Arlet is one of the
leading fashion brands that is facing issues due to environmental degradation. And hence the
business entity is planning to design eco-friendly products in the markets of Singapore by
making use of environmentally friendly ingredients. And for which segmentation has been

Marketing Management
executed, that has analyzed the various marketing aspects of Singapore. And after analyzing
these marketing aspects the establishment of marketing activities and operations will be properly
executed.

Marketing Management
References
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future. Routledge.

Marketing Management
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