Sunday, March 31, 2019
Segmentation Targeting and Positioning Analysis Theory
Segmentation Targeting and Positioning Analysis schemeKotler (1994, p. 93) has pointed discover that the st prizegical selling planning process f embarrasseds from a kick mission and vision statement to the selection of target markets, and the formulation of item selling mix and arrangement objective for each product or service the organization will offer. Proceeds to fraction the market, select the steal market target, and develop the offers value positioning. The formula segmentation, targeting, positioning (STP) is the essence of strategic marketing Restrepo (2010, p1).Source Segmentation, Targeting, and Positioning (2010)http//www.consumerpsychologist.com/images/cb/STP.pnghttp//www.consumerpsychologist.com/cb_Segmentation.htmlToday, India is integrity of the worlds fastest growing economies. With having a wide geographical area of most 15,200Km and a coast rimers bill of 7,500 Km over a billion battalion . fit to Financial quantify (2004) the GDP growth rate w as little than 1% in 1991, however by 2003 the figure grew by 8.5%. Button et al (1999) argues that because of the growth of Indias IT industry, the digit of travelers has bad rapidly. Due to which Indias Travel and Tourism generated $38.8 billion in 2004 and it is judge to raise $ 90.4 billion by 2014. consort to the centre for Asia pacific melodic line (2005), Indian respiratory tracts cast off ordered a total of 490 aircraft over the abide few months. Which in turn it is expected a growth of 164% compared to a world average of only 2.7% Connell Williams (2006, p.358).Connell Williams (2006) states that Indias domestic air travel has grown rapidly due to the growing wealth of Indias population. At the beginning of 2005, at that place were only four domestic air duct services Indian flight paths, air world power Sahara and Jet airways and telephone line Deccan which was the low cost carrier.Compevery background circularize Deccan transfer Deccan (2009), Indias fir st low fare and fastest growing airline was formed in 2003 with the vision to empower every Indian to fly front by providing the lowest airfares and connectivity to uncommitted towns and cities. Deccan is a business unit of Deccan Aviation, Indias large-scalest esoteric eggwhisk charter authorityicipation, which pioneered chopper tourism in India. In 1997, a group of old army buddies led by Capt. Gopi decided to kitty in their vast experience and knowledge of aviation and geography to drive Indias first Private sector helicopter charter caller-up. Deccan Aviation was started in 1997 with one helicopter, it now has a fleet of 10 helicopters and 2 stock-still wing aircraft deployed across eight bases at Bangalore, Mumbai, Delhi, Ranchi, Hyderabad, Surat, Katra and Colombo (Sri Lanka). Deccan Aviation provides helicopter charter services for a range of aviation activities resembling helicopter tourism, aerial coverage of sports crimsonts, heli- skiing and rappelling, aerial reconnaissance and photography, and excessively undertakes logistical support for off shore oil explorations, geophysical mineral survey, power line survey, emergency medical evacuation, V.I.P. movement, film production etc.The military issue was Deccan, Indias first low cost, no frill airline, which was launched on the strength of a simple dream. A dream inspired by reasonable one statement. I want every Indian to fly at least once in his/ her life m. (Captain Gopinath, CEO, 1995)The first flight was launched on 23rd heroic 2003 from Bangalore to Hubli. Since then forward innovation and cost talent has been the primary(prenominal) cogitate of our business philosophy and strategy. The business model is robust, scalable and aligned to the dreams of country building by making air travel a trade commodity.We pride ourselves on our out of the box strategies which have created several firsts in Indian aviation and also made air travel affordable, easy and easily accessible to the popular man of India.Source Destinations of tune Deccan (2009) increase StoryIndia government is considering the growth of aviation sector especially of the hidden sector in aircraft manufacturing, operating and upgrading airports and by providing enhanced ground services. According to ICFDC (2004) The Indian aviation sector has four types of operators domestic airlines, operating within India and select International destinations, International airlines, chartered air operators and air burden service providers, whose services include air transportation of cargo and mail.According to the Director General of civil aviation (2006), when ship Deccan began its operation in August 2003, with a single aircraft from Bangalore to Hubli, demeanor Deccan has seen a phenomenal growth.Air Deccan now has an Aprx 266 flight which runs on a daily basis.As of present 2006, Air Deccans market share is at 19%, making it the third-largest airline in the country.Currently, the carrier emp loyees apprx 2,600 employees.As of Nov 30 2005, Air Deccan had flown apprx 2.7 million passengers.( Air Deccan,2009)Vision and MissionAccording to Air Deccan (2009), Captain Gopinaths vision has helped the lives of Indias multitude where they realized through Air Deccan, which is a pioneering low-cost business model. The airline has played a significant role in making the common mans dream to fly which has come true. However, the airline plans to fly a large number of destinations in India by connecting millions of people (Captain Gopinath, CEO, 2004).Basic Idea tardily the modeling approachSTRENGTHS Leader in LCC market Highest load efficiency Flies to destinations in the hinterlandWEAKNESS Focuses on South Indian market Image plagued by frequent breakdowns and near misses Very particular(a) advertising Reached at the threshold of cost efficiencyOPPORTUNITIES Extensive intercommunicate to ceilingize Air Cargo business Plenty of scope for intricacy of operations Strengthen it s position in Chartered flight segment could start Contractual EmploymentTHREAT High attrition rate the threat of new entrants into Low Price Segment especially Indigo, Go Air, Spice jet and Jetlite. High risk perception.As mentioned in Air Deccan (2009) Air Deccan has plenty of scope for expansion of operations also it has been in operation since last 5 historic period, so kingfisher with the merger could get the prospect to fly internationalistly and Air Deccan with facing constant threats from the ever appear low cost carriers, higher attrition rate and requirement for capital had no former(a) better option than to accept the offer of acquire merged with Kingfisher. market StrategiesSegmentationHigh aircraft utilization was the first of Air Deccans strategies as it would directly result in high revenue enhancement generation. The conquest of the Air Deccan is by its rise planned operational routes. The Air Deccan operates from half a dozen bases, which are located in the metropolitan cities of Mumbai, Delhi, Chennai, Kolkata, Bangalore and Hyderabad. Further these bases are connected to other regional locations through regional routes. The main strategy of Air Deccan is to pursue unexplored routes which would result -high yield and high load agentive role (Sampler, 2006).PositioningThe main success behind Air Deccan is because of its unique set model. In the pricing model seats which were booked well in advance had lower fares, whereas the seats booked closer to the travel realise had higher fare. However, this helped the airline to maximize its revenues from ticket gross revenue as well as maintain high seat occupancy.By commenting on surplus revenues, Captain Gopinath (CEO, 2005) states that With an average passenger spending INR 75 for a speedy meal or beverage, Air Deccan could have easily generated additional revenue worth INR 202.5 million from 2.7 passengers that had flown on the airline till November 2005.TargetingAir Deccan (2009) has achieved fearful growth due to their marketing and promotion strategies. The airline utilized its marketing and promotional programs effectively to highlight the competitive advantage with the result of its low fares.The target segment which is for the guests who are cost-conscious, Air Deccan choose cartoonist R K Laxmans famous mascot The common man as its brand ambassador. The airline advertising is generally through media like print, radio, and bill boards. The airline has entered into several(a) sales which have provided Deccan with additional advertising slots on television, newspapers and radio.Word Count 1,335.ReferencingAnonymous. (2010). Segmentation, Targeting, and positioning .Available http//www.consumerpsychologist.com/cb_Segmentation.html. Last accessed 11/12/2010.Annonymous. (2009). Deccan simply fly. Available http//www.deccanair.com/aboutus.html. Last accessed 12/12/2010.Annonymous. (2010). Centre for Asia Pacific Aviation. Available http//www.centreforaviatio n.com/. Last accessed 12/12/2010.Button, K.J., Lall, S., Stough, R., Trice, M., 1999. High-technology employment and hub airports. daybook of Air Transport Management 5, 53-59Financial Times, 2004. From Indias forget elds, a call for economical reform to lift the woeful.Kingfisher-Deccan Merger. 12 Dec. 2010 http//www.anties avows.com/free-essays/47835.htmlKotler, P. (1994), merchandising Management Analysis, planning, implementation, andControl, 8th edition, Prentice Hall, Inc., Englewood Cliff, New Jersey.OConnell.F.J, Williams.G.. (2006). Transformation of Indias Domestic Airlines A case study of Indian Airlines, Jet Airways, Air Sahara and Air Deccan. Journal of Air Transport Management. 12 (1), 358-374.Restrepo.A.J.. (2010). SEGMENTATION TARGETING POSITIONING.Available http//pdfcast.org/pdf/segmentation-targeting-positioning. Last accessed 11/12/2010.Sampler.L.J. (2006). Air Deccan. Available http//web.mit.edu/cisr/ on the job(p)%20papers/cisrwp365.pdf. Last accessed 11/ 12/2010.Marketing morality and fond trustyness an opportunity for competitive advantage or a constraint on marketing decisions? Discuss citing appropriate examples. insertionCarrigan Attalla (2001, p.560) states that Marketing ethics and tender obligation are inherently controversial, and geezerhood of research continue to present conflicts and challenges for marketers on the value of a socially responsible approach to marketing activities.According to Laczniak Murphy (1993) since few years thither are certain controversy revolving around marketing ethics and social responsibility, researchers and scholars are continuing to work on it. Smith Quelch (1996) states that nearly of the company would like to think that organism a good company will attract customers with their products, while it has seen that by the un estimable behavior customer would reject their offer/products.The basic idea behind focusing marketing is by its products and services with the environment, wher e customers play a very important part by representing (Vaaland et al, 2007).As mentioned by Vaaland et al (2007, p.929)Marketing is the process of planning and punish conception, pricing, promotion and distribution of goods, ideas and services to create exchanges that satisfy individual and organizational goals.According to Singhapakdi et al (1995), Social responsibility is been given so oft importance because, E.g., near public companies undergo social responsibility which capacity limit profits and disagreement of the social responsibility. However, he also argues that, the international researchers have not identified in detail to which marketers across the countries put on that ethics and social responsibility are important for their organization for their growth. And also argues that, first managers should be certain of the ethics and social responsibility to have the organization grow before their behavior become more ethical and reflects greater social responsibility .Social responsibility in marketingAs Laczniak Murphy (1993, p.5) states that, both ethics and social responsibility have to stick a positive impact towards the success of an organization, due to which customers make ethical judgments that are likely to influence their purchases. As he has told thatCustomers over time will normally recognize the organizations that attempt to be responsive to various ethical and social factors in the marketplace.The ethics eraHunt and Vitell ( 2006, p.3) pointed out that An individual perceives a situation as having ethical content, the next measuring is the perception of various possible alternatives or actions that might be taken to resolve the ethical problem.http//www.emeraldinsight.com/content_images/fig/2160040303002.pngAs Hoddow (2001) states that even though, the researchers are working on this field ETHICS since 30-40 years its still not possible to have achieved the answer of what exactly is the social responsibility of marketing. Ac cording to BBC (2001) there have been lot arguments which have been made by governments and organizations with regarding to the ethical issues. E.g., Companies like Oxfam and Medecin sans Frontieres on allowing cheaper access for consumers of drugs like AZT.Globally, there are many organizations and institutes which are established to do research and promote ethical business demeanour like for E.g., European Business Ethics network, Hong Kong Ethics Development Centre. on that point has been given a lot of importance to the field of marketing as it has grown rapidly and developing a strong ethical profile, academically and professionally, marketers are finding it difficult to ignore the gap of ethics of what the ordering is expecting and what marketing professionals are delivering (Carrigan Attalla, 2001).Ethical Consumer BehaviourAccording to Hunt and Vitell (1992) it has been seen that a lot of attention is given to marketing ethics in the modern years, irrespective of that i t is been unsuccessful to see the buyer side of the exchange process. However, it is a fact that the customers are more informed, more educated and are aware of their consumer rights and product requirements in closely of the western indian lodge.However, a study conducted by Boulstridge and Carrigan (2000) examined customers response to ethical or unethical behaviour, where they found out that the most customers did not have more information weather a company did or did not behaved ethically. E.g., Nestle and Exxon. Even though many people believed that social responsibility is not important while considering in their acquire behaviour, even with knowledge about unethical activity, some customers still bought goods from the company. The main reason why consumers bought these products is because of price, value, and quality and brand familiarity rather than societal ones.Ulrich and Sarasin (1995) say that, one issue is clear, dont do any research. Dont ask the public any questio ns on this subject. The answers are never reliable. In instances where the head says one thing and the heart another. Studies are useless if not misleading (Carrigan and Attala, 2001, p.566).Performance exemplarFriedman (1962, p.133) argues that few trends could so thoroughly undermine the very insane asylums of our free society as the acceptance by corporate officials of a social responsibility other than to make as much money for their stockholders as possible.The modeling by Carroll (1995) gives us the idea and the present condition of what corporate social responsibility theory and their role within the corporate social surgical process framework.http//labspace.open.ac.uk/file.php/4778/via/oucontent/course/132/pyramid.gifFigure 2 Source Carroll (1995, p.49). The pyramid of corporate social responsibility.According to Windsor (2001), Carrolls four dimensional pyramid of responsibility structures the crude touch of various corporate social responsibilities into a construction of pyramid. And the pyramid consists of economic responsibilities which are the foundation and philanthropy is the apex. The construction of the pyramid is such that the other responsibilities will not be achieved in the absence of economic performance. sparing and legal responsibilities are socially required, ethical responsibilities are socially original and philanthropy is socially desired.Socially Responsible firmsWhen asked to identify the socially responsible firms, many would point out on Marks and Spencer, because as wholesaler (2010, p.182) mentioned that MS aims to go carbon neutral, send no waste to landfill, break sustainable sourcing, help improve the lives of people in its supply range of mountains and help customers and employees live a healthier lifestyle.According to Carrigan Attalla (2001) companies like JCB, Nissan and Co-operative bank followed ethical behaviour to an extent and when one trying to think of being a good citizen one respondent saidThere sin cerely arent that many .I am sure they are all unethical to some degree. (Anonymous, 2008).Companies like Microsoft, is well known as philanthropy. Bill gates, fights for many of the worlds diseases with his foundation with Melinda Gates. The foundation has given $ 20.1 billion since its first set up (Jobber, 2010).There are few well known companies which they have been registered as a sorry social responsibility for many reasons, E.g, LOreal for their animal testing, NatWest due to their financial investing with animal research centres and Shell and BP for their poor environmental pollution and poor employee relations (Carrigan Attalla (2001).As mentioned by Carrigan Attalla (2001, p.569) the attitudes of many consumers would include when you buy petrol, you do not think of those companies that are or not ethical, it does not even cross your mind. I would only fill up elsewhere if it caused no inconvenience to me.However, the behaviour of the ethics needs to be changed or it ha s to be convincing to the people in order to make them buy or have believe in the products. As we have discussed above about few companies and have seen the reaction of customers purchase behaviour as the just buy the products because of their convince and or are for the brand name. All these cross-file us that the customers are passive ethical shoppers other than the active consumer shoppers (Carrigan Attalla (2001). terminusIt has been seen from the study whether the customers care about the marketing ethics and social responsibility which would influence them on their buying behaviour. It has also seen that researchers have studied the consumers buying behaviour and they have to say that the many of them give very less attention to ethical considerations when it comes to their buying or decision making behaviour. Carrigan Attalla (2001) states that the contact lens between the social responsibility and marketing ethics and consumer purchase be unproven but also one should n ot conclude with the increment of ethical marketing policy and social responsibility.Word Count 1,376.