Global Segmentation Positioning Paper

687 Words Jan 19th, 2013 3 Pages
Segment criteria for a global market
There are four generic situations for segmenting a global market: “similar segments and similar positioning; similar segments but different positioning; different segments but similar positioning; and different segments and different positioning” (Johansson, 2009). In a micro-segmentation analysis, global marketers can compare similarities of consumer preferences in various countries by forming clusters. This process is critical to globalization of one product in its original form. For a known brand of bathroom tissue that is entering a market where consumers do not have a quality product that represents equal competition, the key element to penetration is changing consumer perception.
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Product space
Product space is defined as the brand’s position in a market and identifies consumer preferences. This means that the features and benefits of the product marketed is what creates the space in the market from consumer demand. In the UAE, there are many global brands of products that are similar but are defined by its selling price. A different approach to creating a product space in a market is to highlight the quality of the product and why the customer must purchase it. A call to action is one of the most important attention getters in any market, but the message must be based on true facts that can are noticeable by the consumer.
Constant product improvements and innovations often chage the product space to either elongate the market pie or compress it. The entrance of a new bathroom tissue would elongate the product space because the new product had better quality attrubutes than anything else currently in the market. Not only is the new product thicker and designed differently, but it last longer because less product is used each time. This means that in the long run the consumer saves money.
Keegan’s positioning strategies
The four basic positioning strategies that Keegan writes about are: “product -communications extension, product, product extension –communications adaptation, product adaptation-communications extension, and dual adaptation” (Johansson, 2009). Each of the strategies is a different approach

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