Segmenting Targeting and Positioning in Global Markets

Question: Discuss about the Segmenting Targeting and Positioning in Global Markets. Answer: Introduction: Segmentation, Targeting and Positioning refers to a strategic approach pertaining to modern methods of marketing. It is a marketing model that is made use of in order to assess the kinds of customers and business that the particular company can target and take the advantage of. Segmentation along with targeting can prove to be of increasing help in the creation of marketing communication plan that can help the marketers in prioritizing the propositions. It helps in developing along with delivering of the relevant messages that can help them in engaging with the different kinds of audiences. This approach lays more emphasis on the delivering of the appropriate messages as compared to that of product focused approach. The process of market segmentation helps in identifying the basis revolving around which the segmentation is done and it helps in determining of the important characteristics pertaining to that of the market segment (Schlegelmilch 2016). The market targeting on the other hand helps in the evaluation of the commercial attractiveness in relation to each segment. The product positioning helps in developing the detailed product positioning for serving the different segments. The business to business market is more complex as compared to business to customer unit. The business to business buyer is more rational as compared to that of consumer buyers and the B2B buyers have a tendency of purchasing things that they need. Consumers on the other hand have a tendency of buying things that they want. Segmentation involves the finding of different kinds of customers that have different kind of needs. Naturally Cheeky is the producer of an innovative health drink that is termed as Shrub. The owners of Naturally Cheeky are now exploring different kinds of partnering opportunities for the expansion of the company (Naturallycheeky.com.au 2018). This report focusses on the aspect of segmentation along with that of targeting of Naturally Cheeky. Around 88 % of the consumers believe that the nutritional drinks can help them in maintaining a healthy lifestyle. The consumers in the modern age tend to look for products that can contribute in a positive manner to their healthy lifestyle. The shrubs of Naturally Cheeky are unpasteurized and they contain the beneficial strands of that of proteins along with enzymes. Fresh ingredients are made use of for making the health drinks and spices along with herbs are used in the shrubs. Cold-press extraction is the process that is made use of for making the drinks that helps in preserving the minerals along with the vitamins. The niche customer segment that the marketing team of the company can focus on are the ones who are health-conscious and those who want to adopt a healthier way of life. The people who are involved in some kind of sports activity will be the ideal customers for this health drink as the natural ingredients made use of will help them in invigorating their body and their soul (Pearson 2016). Children also should indulge in health drinks if they are very physically active. Water can prove to be a good source of the liquid and it can help in supplying the fluid without any kind of calories. The dietary pattern of the children should have varieties and Shrub comprises of honey and apple cider vinegar that can provide a huge range of benefits for those who are young. Shrub has got a sweet along with sour flavor that will be able to quench the thirst of the children. The flavours pertaining to Shrub are influenced in a great manner by the ingredients of that of Mother nature. The organic spices are handpicked and it helps in providing one with an original natural touch (Kumar and Reinartz 2016). Stimuli can arise either internally or it may be evoke externally. The marketing stimulus primarily comprises of the four Ps: Product, promotion, price along with that of place. The decisions of the buyers are dependent to a great extent on that of social norms. The rural consumers are very conservative in nature and they would take a long amount of time in order to respond to the health drink (Magids, Zorfas and Leemon 2015). It is more of the urban educated class who are rich who will comprise a large section of the target market of the health Drink called Shrub. The personality of an individual will play a crucial role in defining the reasons of that of buyer behavior. Perception is indicative of the process with the help of which an individual interprets stimuli in order to make a complete picture. The primary motivations for having the health drink are that of comfort, social approval and to live a healthy life. The secondary motives comprise of style, beauty and that of curiosity. Comfort is provided to the sports person by the intake of Shrub who feels rejuvenated after having the health drink (Freeman et al. 2015). The individuals who go to the gym and are very much concerned about the fitness are also the ones who indulge themselves in the pleasure of having Shrub. The refreshing fusion of that of zesty orange, ginger and cinnamon will help in catering to the needs of the urban people who are interested in fitness and sports. The sweetness of honey will make it a favourite among the children and the sources are raw that makes it healt hy for them. The products are all 100 % Australian and they are unpasteurized along with being natural. The marketing team of Naturally Cheeky should focus on the different sports organizations within Australia as the niche target market. There are National Sports Organisations, State Sports Organizations along with that of sports schools where Naturally Cheeky can market their products. The main purpose of the sports organizations is to refrain the sportspersons from having junk foods so that it cannot deter their performance. The primary purpose of having sports drinks is to help the athletes of the high level to re-hydrate during the process of long work-out. The innovative health drink of Naturally Cheeky called Shrub will be able to replace water that is lost during the process of sweating heavily. Shrub contains herbals that can help the sportsmen in enhancing alertness and it helps in their relaxation. Shrub contains organic Ceylon cinnamon that has different kinds of medicinal properties. It also contains organic cloves that provide a sweet aromatic taste to that of the drink ( Spierer, Blanding and Santella 2014). It helps in evoking the essence of that of the sultry tropical climate. The organic mint present in Shrubs can aid in the process of indigestion. It will thus be of great help for the sports organizations to carry out business with that of Naturally Cheeky. Shrub has got a menthol aroma that will act as an appetizer for the people involved within the sports organizations (Kengpol and Wangkananon 2015). There are different organizations related to the beauty industry that can partner with that of Naturally Cheeky. These organizations provide the consumer with different kinds of products along with services that can keep them relaxed. The different spices and herbs that are present in that of Naturally Cheeky can help in keeping the people involved in the beauty industry fit and mentally healthy. A health revolution has started within the beauty industry and the cosmetic brands focus on the aspect of natural ingredients. The dietary regimen of an individual is also responsible for the clear skin and beauty of an individual. People in the present age want products that are non-toxic and are not detrimental for their health (Nielsen 2016). Shrub is composed of organic ginger that adds to the flavor of the shrubs and the medicinal property of ginger can come to be of great use for those who are in the beauty industry. Organic mint acts as a soothing herb that can help in dealing with in digestion. Mint comprises of a tangy fragrance and it has a strong menthol aroma that can act as a great appetizer. It also plays the role of a palate cleanser that can be very advantageous for that of the beauty industry (Ashurst 2016). It is of crucial importance that one stays hydrated when one is doing exercise. Ordinary water can act as a good choice as a drink but the energy drinks can help an individual in regaining energy. It has been seen that one can consume more of the drink if it is found to be flavoured (Pearson 2016). Naturally Cheeky can partner with the fitness organizations along with that of the gyms present within Australia in order to supply them with their natural drinks. The different kind of range of drinks that are offered by Naturally Cheeky like Cheeky Pair, Ginger Red, Minty Blonde, Troppo Blonde and seasonal range can help the ones doing exercise in staying hydrated and refreshed. Suncorp Bank Cost of Being Fit Report has shown that the Australians spend around $ billion within a year on that of gym membership along with sports equipment. The fitness organizations are growing in Australia at a steady pace and hence the partnership with Naturally Cheeky can provide the members of the fitnes s institutions with the energy drinks that they can have after the completion of exercise. The energy drinks can pave the way for certain risks like that of high blood pressure along with vomiting. The high sugar content of the energy drinks can prove to be injurious for the health of an individual. The spices along with herbs that are present in the Shrub will act as therapeutic food for the persons who are concerned about the fitness regimen (Wang, Soyama and Luo 2016). The delicious flavours along with aromas will help in enriching the taste of the drink and the health benefits of the drink will prove to be greatly useful for those who are concerned about their health. Australian honey is also made use of in the drink that is 100 % natural. The balance between sweet and sour that is provided by that of raw money will prove to be fruitful for the people who go into these fitness institutions (Azagba, Langille and Asbridge 2014). The honey that is consumed today is processed and fi ltered from that of the hive whereas raw honey preserves the bee pollen that has incredible nutritional values. The health powers of that of raw honey is immense and can benefit the people who are involved in the health and beauty industry. The motivation needs theory of Maslow mentions that people fulfil the needs on the basis of a five-part priority system. The different needs that compel an individual to try out a particular product or service is that of survival, love- self-actualization, esteem and safety. The consumers would feel motivated to try out a particular product because of their need for esteem along with self-actualization. Positioning and customer behavior Customer behaviour relates to how the people respond to that of products along with services. It is of extreme importance for the managers as focussing on the aspect of the consumers can prove to be effective in relation to the marketing of that of business practice. Understanding the customer behaviour can help the business in coming up with better products along with services and promoting them in an effective manner. Understanding the consumer behaviour is important for Naturally Cheeky as it helps them to focus on the particular target segments on which the company should focus on (Boban et al. 2016). Naturally Cheeky will be able to modify the products on the basis of the demand in the market. Segmentation, targeting and positioning approach can help in the building of a marketing plan that can lead to business profit of that of Naturally Cheeky. It can prove to be helpful in the creation of marketing communication plan that can help the marketers in prioritising propositions. I t can then help in the process of delivering the right messages to that of the audience. References: Ashurst, P.R., 2016.Chemistry and technology of soft drinks and fruit juices. John Wiley Sons. Azagba, S., Langille, D. and Asbridge, M., 2014. An emerging adolescent health risk: caffeinated energy drink consumption patterns among high school students.Preventive Medicine,62, pp.54-59. 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