Answer: The main strategic plan in order to keep up the top position of Maggi are as follows:
2. Discuss the relationship between ‘Segmentation’ and ‘Positioning’. Explain the major criteria of Segmentation and Positioning. Quote sufficient examples to strengthen your answer.
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Market segmentation strategies may be used to identify the target customers, and provide supporting data for positioning to achieve a marketing plan objective. Businesses may develop product differentiation strategies, or an undifferentiated approach, involving specific products or product lines depending on the specific demand and attributes of the target segment.
An ideal market segment meets all of the following criteria:
It is possible to measure.
It must be large enough to earn profit.
It must be stable enough that it does not vanish after some time.
It is possible to reach potential customers via the organization's promotion and distribution channel.
It is internally homogeneous (potential customers in the same segment prefer the same product qualities).
It is externally heterogeneous(potential customers from different segments have different quality preferences).
It responds consistently to a given market stimulus.
It can be reached by market intervention in a cost-effective manner.
It is useful in deciding on the marketing mix.
It identifies the target customer(s) (surrogate(s))
It provides supporting data for a market positioning or sales approach.
Methods for segmenting consumer