The company will involve in a process of Identifying and profile distinct groups of buyers who differ in their needs and preference through market segmentation, then select one or more market segments to enter market. EIS has to create and promote for each segment of the market the distinguishing advantages of the market offerings to correctly position the product (Kotler & Keller 2006: 224).
ESI will target Middle Eastern executives and young professionals. The target is to establish a base of brand loyal customers who will serve to give Cig Smart an association and credibility. Cig-Smart will be positioned for young executives as an alternative to hazardous traditional cigarette brands. The market segmentation is proposed to be done on the demographic and psychographic basis. Kotler & Keller (2006) proposed a clustered preference as suitable segmentation strategy to target natural market segments positioning (226). The segments are accessible as they are heavy users of online resources, their responses can be measured with accuracy.
In our case of Cig-smart clusters of potential customers will be formed on their demographic factors like age group 18 years and above, middle and upper income groups of males (female smoking in Middle East is socially unfavorable) who need healthy alternative of hazardous traditional smoking.
In psychographic segmentation, high resources groups of VALS segmentation system will be preferred involving Innovators and Experiencers, as they have large opinion groups to influence upon and belongs to our selected demographic classes (Russo & Shoemaker 2001: 145).
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