Segmentation - variety. Positioning Strategy Product...

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1) brand conscious, style and functions, willing to pay premium price, high usage-rate, heavy user, 2) Price conscious, low usage rate, less demanding on function and design, Segmentation (Source 2) Digital Product Geographic Base: China or foreign tourist vs local consumers Demographic Base: (Age, 18-35) (35or above) Psychographic: 1) brand conscious, style and functions, willing to pay premium price, high usage-rate, heavy user, 2) Price conscious, low usage rate, less demanding on function and design, Electrical Appliances Household Income: low middle high Family size 1-2 3-5 >5 highly price conscious not price conscious Psychographic: lifestyle Benefit Segmentation safety, design, convenience, (vanity),functions Targeting: all 1) brand conscious, style and functions, willing to pay premium price, high usage-rate, heavy user,
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2) Price conscious, low usage rate, less demanding on function and design Positioning Statement Positioning Statement: Fortress’s product is of better quality and stylish products with great
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Unformatted text preview: variety. Positioning Strategy Product Differentiation Customer service Differentiation -excellent after-sale service e.g. warranty, free removal the old items for customers Discount and Benefit differentiation - associated with credit card (extra cash dollars) (installment) Variety Differentiation-width and depth Promotion channel -not only TV but also other channels and media Marketing Strategy (4P) f F2 p P P p Price (Discount and benefit, gifts and free after-sale services) 1) Online Sale : Selected Items per month, festival cutthroat price Money-back used widely discount and exchange for coupons to be used in Fortress Place 1) Develop a distinct fortress brand/shop selling the most iconic and trendy digital products. he new shop shall adopt different design with the origin color (distinguish Tfrom the original orange shop and layout) 2) Fortress Outlet Promotion Product...
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This note was uploaded on 06/23/2010 for the course NKT FB2601 taught by Professor Gordon during the Spring '10 term at Howard College.

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Segmentation - variety. Positioning Strategy Product...

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