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Read the requirement paper carefullyall of the requirements are in the documents - Essay Example

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Read the requirement paper carefullyall of the requirements are in the documents

Thus based on the product the segmentation is decided. Here segmentation will be done based on demographic, geographic, psychographic and behavioural variables. Demographic segmentation tends to divide the market in segments based on factors such as gender, age, income and others (Ferrell & Hartline, 2010, p.117). Based on demographic segmentation, Sleep Bug application will be made available to both the genders male and female as the application which is designed for windows phone 7 and iOS are used by both the segments and thus the segmentation are done keeping in mind the female market and the male market segment. The sound and the music along with feature installed in the application have also been developed according to the segments likes and dislikes. Age is the next factor in demographic segmentation, and the sleep bug pro will be segmented to the age group 16 years and above. The reason behind selecting the age bar to 16 years is that since everyone in today’s generation has an access to iPhone, iPad and iPod therefore the application is made available for all the people within the particular age group so that they can enjoy the application and have a sound and proper sleep. Based on the income level, the application are targeted to those having iPhones, iPod and iPads dividing the segment into middle to higher level of income group who has the capacity to afford an iPhone and related product. Geographic segmentation is the process of segmenting the market by region, market size, climate and also market density (Lamb, Hair & McDaniel, 2008, p. 234). Based on geographic segmentation, Sleep Bug will be segmented on population density to the urban people who have problem while sleeping due to heavy work pressure, and other related problems. Behavioural segmentation segments the market based on the usage of the product. Sleep Bug will segment it for those who are conscious about their health and improve memory as proper sleep will boost up health, people who are fascinated towards new applications , who would use it on regular basis and status conscious that is the segment who are not price sensitive. Based on the above segmentation a detailed customer profile has been developed, Sleep Bug is an application which can be used in Windows Phone 7 and iOS and focus mainly on the customer segment. The target market for Sleep Bug is those segments that suffers from poor sleep, secondly the working group who demands peaceful and sound sleep, thirdly for those who like handling new application and show it as a status symbol. The third target market also includes students apart from the college goers. Analysing the growth of mobile application which is expected to grow from $6.8billion to about $25billion in the next four years (App Muse, 2012), there seems to exists potential customer base helping Sleep Bug to generate revenue and profit in the long run. Task 2 Consumer Behaviour Factors Consumers are the centre for the marketers and without satisfying the customer the marketing manager cannot be termed to be successful in his given task. The behaviour of consumers tends to differ from person to person as each of them behaves in respect to their inner motives. As per the definitions given by Philip Kotler, “Consumer buying behaviour refers to the buying behaviour of final consumers who buy goods and services for personal ...Show more


Marketing Contents Task 1 3 Segmentation and Targeting 3 Task 2 5 Consumer Behaviour Factors 5 Task 3 8 Positioning Strategy 8 Reference 9 Task 1 Segmentation and Targeting Segmentation is a process of dividing a large segment into various small units as per similar need or even related characteristics…
Author : annabell99
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