Segmentation, Targeting and positioning of Agora :
Market Targeting: Service targeted at selected customer Strategy: 1. concentrated marketing strategy to serve a single market ; Segmentation: Apporx. 20,000 target customers represents this market with geographic, demographic and psychographic correspondence 1. Geographic: Urban dealers staying at Dhaka and more specifically in Dhanmondi, Gulshan, Uttara, Malibag and Mirpur area; 2. Demographic segmentation: SEC A or Upper class with at least a monthly household income of 35000+ and Married people of age 25 and above with a family of 3 to more members 3. Psychographic segmentation: Actualizer, achiever and experiencer who are not more than 13% of SEC A+ population Habituated in modern lifestyle.
Looking for convenience in every means e.g. Cooking, hence preferred frozen food as well as during shopping, Quality of service and product is non-negotiable and ready to expense more to meet the need. Willing to improve their quality of life with lifestyle choice 4. Product related segmentation:
Every day user of at least one product or service provided by the company Positioning: Agora promises a valuable shopping experience that provides frozen foods to meet the convenient need of its customers. It aims to consistently provide a remarkably satisfying and valuable shopping experience through a business that provides quality product for customers and team members. With a brand core essence:
The Business plan on Market Segmentation, and Product Positioning
For the purpose of this assignment, I am assuming myself as the owner of a plastic molded toy company in United States that manufacturers, and distributes plastic molded toys through retailers across the country and around the world. The company is capitalizing on the strong growth in the children’s toys segment and planning to expand in an aggressive manner throughout the nation. The company ...
Opportunity Analysis for MEENA BAZAAR:
Opportunity Identification: with Buyers type: Socio Economic & Psychographic type: (Ref. BBS 2010 HH penetration data) Global -1.4 mio of total HH with an average monthly income of 35000+ , mostly achievers and experiencer who are enjoying their life at fullest.; AGORA Reached only 0.14% of total population (Ref, Aagora web page) Seeking & Striving – 2.9 mio of total HH with an average monthly income of 20000.
