Assignment no. 8 - Segmentation and Positioning Research
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Entrepreneurial Marketing Strategies (ENTR20053)
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Polytechnic University Of The Philippines
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Marketing Strategy and Competitive Positioning PDF eBook
Answers to the following questions are available in this document:
1. Differentiate qualitative to quantitative approaches to positioning research.
2. Among the many techniques of qualitative research, which for you is the most effective to use for a laundry detergent brand? Explain your ans...
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Assignment no. 8 - Segmentation and Positioning Research
1. Differentiate qualitative to quantitative approaches to positioning research.
Approaches to positioning research
Qualitative approach- aimed at gaining a more in-depth understanding of how of
markets. It includes focus groups and depth interviews. It is focused on how the
brand product of the company is positioned in the mind of the respondent and his
perception of it.
It uses techniques such as Likening the brand/company to an animal or person, Role-
Play, etc. to uncover the image the reponsdent have in relation to the product,
brand or compant.
Quantitative approach-typically considers the positioning of competitors and
relative to the desires, wants and needs of a targer customers segments.
This approach is aimed at comparing direct competitors and uses Atribute profiling
methods.
2. Among the many techniques of qualitative research, which for you is the most
effective to use for a laundry detergent brand? Explain your answer.
In my view, using "The brand as an animal or person" be the most effective
qualitative research technique for a laundry detergent brand, with the help of
Association Techinique. Laundry detergent is a saturated market with very few
dinticntion between brands. It is worth noting that it is a home product, therefore
target markets would include housewives and industries. I goes without saying that
the marketing efforts should reflect a brand persona that target these matkets. The
two mentioned techniques would definitely help uncover the image they have of the
the particular laundry detergent brand and how that perception correlates with
product sales.
3. How do you think Starbucks segmented the coffee market?
As far as I know, owing to the fact that Starbucks has worldwide presence, they
most probably segment the coffee market by pimarily by region and population
density. (Geographic segmentation)
Second, through whether Middle class and upper class (Pyschographic segmentation).
Third, by age, gender, occupation (Demographic segmentation) And finally, by
personality, benefits sought, etc. (Behavioral segmentation).
4. Do you think segmenting and positioning research can successfully be done
online? Defend your answer.
Perhaps. As far I'm concerned, some parts of segmenting and positioning research
can be done online, but not all. For instance, interviews and surveys online are
challenging to do, owing to the fact that respondents may not be available or
inclined to give inaccurate information for there's no interview present.
Furthermore, there are consumers who are internet-savvy wouldn't be part of the
research. The importance of in-person interviews can not be stressed enough in this
scenario.
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