Marketing Segmentation and Product Positioning

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Marketing Segmentation and Product Positioning
DimenXion View Company
Student: Rodrigo J. Goncalves
Instructor: Prof. Karen Mountain, Ph.D.
Strayer University
MKT500 – Marketing Management
October 24th, 2010.

DimenXion View Company DimenXion View Company is an US based company that focuses in manufacturing display devices for work out to end-user market. One of the most exciting products offered is called D-Glasses Work Out. Company expects to use state-of-the-art technology on behalf of the human society by bringing new alternatives to work out that make a person’s life healthier and more pleasant. The product described on this document intends to take exercising activities to an entirely different level.
IDENTIFY THE MARKETING SEGMENT FOR THE PRODUCT AND EXPLAIN WHY THIS SEGMENT WAS SELECTED
Nowadays, more and more people are not physically active enough; this can lead to a weight increase and/or a decrease in physical condition, which can result in health problems. In order to try to motivate people to become more active again and to reach their goals (e.g., lose weight or gain better condition) the use of D-Glasses Work Out may help. Virtual Reality environment can be very successful in raising motivation (Bonants, 2003).
According to the U.S Census Bureau (2009), the United States has approximately 301,237,703 people. Individuals that have yearly earnings of 75,000.00 or more represent 18.3% of the whole population. Inside this group, 23.2% are male and 11.4% are female (U.S. Census Bureau, 2006-2008 American Community Survey). In 2009, women earned 89% as much as men among workers 25 to 34 years old. In the age groupings of those 35 years and older, women had earnings that were roughly three-fourths as much as their male counterparts (BLS Report 1025, June 2010).
Among educational groups, those with a bachelor’s degree or higher were most likely to work at home. On the days they worked, 35 percent of individuals with a bachelor 's degree or



References: Bureau of Labor Statistics (July 2010). Earnings by Demographics Reports. Retrived October 23, 2010 from http://www.stats.bls.gov Haas, R.W. and Wotruba, T.R. (1983). Marketing Management: Concepts, Practice and Cases. Pleno, Texas: Business Publications, Inc. Kotler, P. (1976) Marketing Management (3rd. Ed.). New Jersey: Prentice Hall. Samsung. (n.d.). Viewing TV Using the 3D Function. Retrieved October 23, 2010 from http://www.samsung.com/au/tv/warning.html Soistmann, Billy. (February 11, 2010): 3D Technology Has Yet to Work Out All the Kinks. Retrieved October 22, 2010 from http://technorati.com/entertainment/film/article/3d-technology-has-yet-to-work/#ixzz13JYrg1km Sony. (n.d.). Discover 3D World Created by Sony. Retrieved October 22, 2010 from http://sony.com U.S Census Bureau. (2006-2008). 2009 Population Estimated Based on the American Community Survey. Retrieved October 23, 2010 from http://www.factfinders.census.gov

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