Marketing assignment

Topics: Marketing, Market segmentation, Product differentiation Pages: 16 (3303 words) Published: April 17, 2015
Executive Summary
Marketing segmentation is considered as one of the main elements of marketing, and one that is significant and appropriate to the Internet Technology and Glasses industries. Yet, with literature reviews, there are few studies of segmentation evident, and the segmentation of consumers markets for Google Glass is an issue to be addressed. Indeed, this has only becoming relevant lately with changes in the technology environment. This report is presenting the finding of a segmentation study into the market for Google Glass in Australia, the market that is still at a relatively stage in its development. The study utilise lifestyle group and occupations segmentations, which are often referred to the most significant form of segmentation, and identifies four different market segments. The recommendations for the Google Glass are as follows:

A website is a useful tool as it is a tool where consumers can easily access information about the products. For Google Glass, an excellent idea would be to hold a lucky draw or discount for the next purchase of the Google Glass. Virtual store is also convenient for buyers as well. Google Glass should have an online virtual store in order to increase sales. Google Glass should find a way to make the product look different among other products. For instance, Google Glass could sell with an engrave letter beside the glasses. It looks cool and buyers can have the glasses individually. This will not only attract buyers and also consumers feel that getting something extra. To make Google Glass attract the consumers, the display the Google Glass is on the shelf is important. It has to be appealing and able to catch buyers’ eyes. The colour of the Google Glass must be stand out and customers will look at it.

Table of Contents
Title Page
Executive Summary1
Table of Contents2
1.0 Introduction3
1.2 Aim3
1.3 Scope3
2.0Background Information3
3.0Literature Reviews4
3.1Segmenting cosmetic procedures markets using lifestyles segmentation by Jennifer Press (2010) 4 3.2 International Journal of Culture, Tourism and Hospitality Research by Ketler P, Boston S (2009)……………………………………………………………………….5 3.3 Market segmentation: A Tool for improving Customer Satisfaction and Retention in Insurance Delivery by Festus M Epetimehin 5 4.0Segmentation, Targeting and Positioning strategy (STP)……..6 4.2Targeting8

4.3Positioning8
5.0 Ranking Order9
6.0 Target Market One10
7.0 Target Market Two10
8.0Marketing strategy for Google Glass11
8.1 Conccentrate Marketing12
9.0Positioning13
9.1Positioning Statement14
10.0 Conclusion15
Appendix A16
References…………………………………………………………………………..16

1.0Introduction
To understand consumers’ preference, choice, and buying behaviour progress over the time is the kemel and heart of strategic marketing. Marketers are hardly to satisfy every consumer in a market as it needs pre-exists marketers. Through this report, the segmentation, targeting, positioning strategies for the Google Class to potential Google consumers. Also Google Glass is a new product categories entry as well. (See appendix A) The main segmentation might used in consumer market which are geographic, demographic, psychographic and behavioural variables. 1.2Aims

The objective is provided a marketing strategy framework that ties all this together with a powerful marketing logic. A marketing plan shows how the marketing elements fit together to provide direction and action for growing a business. 1.3Scope

This report will examine how to promote a new product in the market. In order to promote the product, a company should have a marketing plan which is called Segmentation, Targeting and Positioning plan. (STP) 2.0 Background of the product

Google Glass is a handy-computer with a head-mounted display (HMD) that is actually developed by Google. Google Glass is an attempt to free data from...

References: Frank M. Bass, Douglas J. Tigert, and Ronald T. Lonsdale (2007), “Market Segmentation: Group versus Individual Behaviour”
Festus M Epetimehin (2004), “Market Segmentation: A Tool Improving Customer Satisfaction and Retention in insurance Service Delivery”
L.Jean Harrison-Walker (2006), “Customer prioritization in higher education: targeting ‘right’ students for long-term profitability”
Paul E
Peter Doyle & john Saunders (2005), “Market Segmentation and Positioning in Specialized Industries Markets”
Ruta, Laimano (2008), Theoretical Aspects of Product Positioning in the Market”
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