Segmentation, targeting and positioning Essay Example | Topics and Well Written Essays - 1750 words

Segmentation, targeting and positioning - Essay Example Changes in fashion and consumer behavior have also been influential (Key Note 2012). Such factors have influenced market trends and consumer behavior spectrum. These challenges are still prevailing in the market where brands are preparing to meet them in the coming years of time (Key Note 2012). In sports footwear, the market has remained stagnant as experts and trainers have preferred the same old trend of quality and functioning despite new fashion trend and labeled marketing. This has maintained the position of UK’s sports brands as they have been emphasizing on the old market trends and have remained stable on reliability and sustenance attributes. One of the reasons for holding strong market position in sportswear is that brands â€Å"Nike†, â€Å"Reebok†, and â€Å"Adidas† have been firm on understanding consumer satisfaction (Key Note 2012). They have understood what customers want and what their preferences are on premium shoe wear collections. Mea nwhile, the market is showing decent customer response in the recent time which means that it holds a great place for upcoming brands in the UK footwear segment (Key Note 2012). This report is going to analyze the position of UK footwear market, where the aim is to evaluate UK brands in terms of their marketing strategies. The first part (overview) will access UK footwear companies in terms of marketing tactics (segmentation and positioning), and second part (conclusion) will comprise a relationship between findings and evaluation (Vieceli and Valos 1998). Marketing Concepts Market Segmentation â€Å"Segmentation is a process of market dissection, which means dividing the market into segments and in positions where market holds the greatest opportunity for a respective brand, its products and services† (Vieceli and Valos 1998). The concept relates to division of market in respect of customer behaviors, perceptions and opinions. This is one promotional process that finds a sta rting way for a brand to generate its demand in terms of the values from the consumers (Vieceli and Valos, 1998, pp.137). Market Targeting and Positioning Targeting and positioning are further parts of market segmentation process. They are close to promotion of a brand and are leading processes to stabilize the position of the brand in a new market place. Targeting is the secondary process which is headed on once segmentation gets completed. The targeting process identifies the place of a brand within the pre-identified market segments and positioning is what grapples the place of a brand’s products within the preset target market. By completing segmentation and positioning, the company adjusts its place in a new target market and this is for the long term basis (Cant, Strydom and Jooste 2009). Overview of UK Footwear Market Here is the overview of UK footwear market, which is to analyze the position of the footwear industry in the UK market segment. The analyses will evaluat e the brands in terms of their marketing strategies (segmentation, targeting, positioning) in order to see how the brands place their products in terms of UK footwear customer (Vieceli and Valos 1998). UK is the place of diversity, a place where consumers are on changing market trends. Whether it is cloth wear or shoe wear, all segments are varying and with modifying market trends. In footwear, the loyalty stands for diversified shoe brands. The brands which are unique in designs