Macy’s and Dillard’s are both major department stores in the United States. How these companies position themselves to customer are similar yet different. The Segmentation groups, geographical, demographical, psychographic, and behavior aspects are relevant toward the targeting and positioning made by these companies. What kind of targeting these department stores use, and the value proposition the companies have. These factors determining their positioning. After an analysis of the department store I would recommend retargeting certain segmentations, to obtain new smart objectives and obtain them through marketing strategies. which influences the value positions and how they market to the customers.
Macy’s position strategy focusses on …show more content…
In 2010 Dillard’s came back to life. “To stand out from the competition, Dillard's simplified its purchasing strategy by looking into fewer, but higher quality brands that resonated with its customers.]”( DuBois) For Dillard’s to continue to gain control of the market it should continue it’s current marketing concepts and adapt over to more concentrated targeting system toward single women in aspect of beauty and fashion, shoes etc. and use this niche marketing to attract the new customers. They would need to reposition certain demographic and psychographic factors such as life cycle stage, social class and lifestyle. Social classes such as the lower upper class. This will help bring in a new customer bases, while still retaining the old …show more content…
• Use pricing strategy to show discounts to x and y generation
Dillard’s
Objective 1
• Use product strategy to capture quality, brand name, and design to influence the new targeted demographic single women.
• Use pricing strategy on social media platforms to attract the new targeted demographic.
Objective 2
• Use product and people strategies to display quality features and customer service to the lower upper class.
• Using a promotion strategy to advertise on social media.
After analyzing these department stores positioning, and finding that both companies target from an differentiated marketing concept. Meaning these firms target several market segments and designs separate offers for each. Both store focus on clothes for the family and similar demographic groups another segmentation. The value proposition of what the brands must offer to their consumer. How it relates to their competitive advantage and what distinction the choose to promote. From doing this we narrowed down who the companies are propositioning and how they are positioning themselves. Identified serval similarities and difference between the two. Recommendations were added to both companies. Macy’s focusing on lower social class, and using social media to increase sale to Generation X and millennials though online sales.
Macy’s position strategy focusses on …show more content…
In 2010 Dillard’s came back to life. “To stand out from the competition, Dillard's simplified its purchasing strategy by looking into fewer, but higher quality brands that resonated with its customers.]”( DuBois) For Dillard’s to continue to gain control of the market it should continue it’s current marketing concepts and adapt over to more concentrated targeting system toward single women in aspect of beauty and fashion, shoes etc. and use this niche marketing to attract the new customers. They would need to reposition certain demographic and psychographic factors such as life cycle stage, social class and lifestyle. Social classes such as the lower upper class. This will help bring in a new customer bases, while still retaining the old …show more content…
• Use pricing strategy to show discounts to x and y generation
Dillard’s
Objective 1
• Use product strategy to capture quality, brand name, and design to influence the new targeted demographic single women.
• Use pricing strategy on social media platforms to attract the new targeted demographic.
Objective 2
• Use product and people strategies to display quality features and customer service to the lower upper class.
• Using a promotion strategy to advertise on social media.
After analyzing these department stores positioning, and finding that both companies target from an differentiated marketing concept. Meaning these firms target several market segments and designs separate offers for each. Both store focus on clothes for the family and similar demographic groups another segmentation. The value proposition of what the brands must offer to their consumer. How it relates to their competitive advantage and what distinction the choose to promote. From doing this we narrowed down who the companies are propositioning and how they are positioning themselves. Identified serval similarities and difference between the two. Recommendations were added to both companies. Macy’s focusing on lower social class, and using social media to increase sale to Generation X and millennials though online sales.