CAM MARKETING & CONSUMER BEHAVIOUR ASSIGNMENT

CAM Marketing & Consumer Behaviour Assignment

[Date of Submission]

CAM Marketing & Consumer Behaviour Assignment

Introduction

This research paper will address the concept of market segmentation, targeting and positioning g (STP), the importance of branding to customers and organisation with relevance to the State Swim organisation, claimin g safety, fun, and fitness. State SWim is an Australian company providing swimming services and training to people of different age groups. State Swim has 7 different swimming schools, Clovercrest, Golden Grive, Morphet Road, MT Barker, Norwood, Seaford, and Unley. State Wim has just introduced the use of iPads Clovercrest for enhancing the process of learning for children while swimming. State Swim is operationg in Austrailian maret with a mission of passionately delivering the best experience of quality swimming for the fitness, fun, and safety of all Australians.

Discussion

Task 1 - Explanation of the Concept of Market Segmentation, Targeting & Positioning (STP)

For product promotion amongst all individuals, similar strategies cannot be afforded by an organisation as same demand and requirement are not acquired by every individual. This results to the concept of market segmentation, targeting and positioning (STP) which was derived by the marketers. In understanding the strategies and marketing of firms, the STP process is a fundamental concept.

In the process of product promotion, the first step is segmentation. The market segmentation is division of a broad market into small segments that comprise of individuals with similar thinking and inclination towards similar brands and products (Dibb & Simkin, 2008, pp. 7). To bring together consumers who have similar interests, needs, and requirements within a large market, the process of creation of small groups is referred to as market segmentation. Identical products are required, and similar market fluctuations are responded by individuals in a particular segment, therefore, grouping is another word used for market segmentation. The segments must be distinct from one another, profitable, accessible and measurable in order to be useful.

In accordance to the need and demand of the individuals of different age groups, various promotional schemes and marketing strategies are devised by the marketer after he or she created different segments within the market and this process are known as targeting. The market segments are targeted by the organization after they have been created. Once the markets have been segmented, targeting is the second stage of the STP process.

In the segmentation targeting positioning cycle, is the last stage is positioning. To create an image of the product in the minds of the consumers, the organisation strives hard once it has decided its target market. Through positioning, in the minds of consumers, the first impression of the service is created by the marketer. In the minds of the target audience, the organisations are helped by positioning to create a perception of the swimming services.

The Three Key Theories within marketing - Segmentation, Targeting & Positioning (STP)

Based on customer needs and characteristics, the process of dividing the market into segments is known as segmenting. Selection of the attractive customer segments, analysing the intensity of competitors in ...