Marketing Positioning

Topics: Marketing, Fashion Institute of Design & Merchandising, Product differentiation Pages: 4 (672 words) Published: August 25, 2013

FIDM President Tonian Hohberg first found Fashion Institute of Design & Merchandising (FIDM) in 1969. It is now one of the top 20 fashion schools in USA. FIDM’s mission is focused on curriculum that incorporates creative and leadership skills to produce graduates for the global industries of Fashion, Arts, Design and Entertainment. (FIDM, 2013) The essay below emphasizes on how FIDM positions itself in the education industry.

Market Segmentation

The strategy of dividing the market in homogenous group is known as segmentation. Without marketing segmentation, companies or education providers such as FIDM would not be able to devise a market strategy as they do not have a focus on who their target market would be (Bhasin, 2011).

FIDM’s market segments are as follows:
| |Segmentation Variables | |Personnel |Staff are knowledgeable and supportive | | |FIDM provides a staff member that is dedicated to assisting FIDM's International Students with their visa | | |needs | | |FIDM offers numerous support services including orientation, student activity meetings, and cultural | | |exchange events. | |Services |Provides financial aids or scholarships for those who needs finance assistance | | |Graduates may have an opportunity on joining ‘Project Runaway’ | |Image |One of the top 20 fashion schools in USA...

References: Bhasin, H. (2011, February 15). What is Positioning. Retrieved May 8th, 2013, from
Fashion Institude of Design and Merchandising
George, R. (2004). Marketing South African Tourism. Oxford University Press, 10(2),1-10.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G. (2013). Marketing (9th edition). New South Wales: Pearson Australia.
Kottak, C. (2004). Will Consumers be Willing to Pay More When Your Competitors Adopt Your Technology. Journal of Marketing, 75(9), 1-17.
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