Use of STPs Market Segmentation Virgin group used segmentation where leadership

Use of stps market segmentation virgin group used

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Use of STPsMarket SegmentationVirgin group used segmentation where leadership in the market was still in thedevelopment stages. It refers to the location area where products and services can easily meet theconsumer. The company had a tendency of establishing itself perfectly in their best areas such asVirgin Atlantic. Progressive distribution network and airline business was the aspect that Virgingroup used towards meeting consumer satisfaction (Boje & Smith 2010, 221). Thus, the companywas able to deliver services and products to the consumers at variant positions in the globe in ashort time through online marketing and manual delivery through cargo planes.TargetingTargeting is you identify the areas you want to focus full potential andresources. Virgin group uses differentiated strategies to meet multiple services and brands such as
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Richard Branson and the Virgin Group 9flight services and mail order records. The Virgin brand was not specifically associated with anyservice or product but was flexible and would fit into any product. This helped to cross productwith the general brand name. Richard Branson associated the brand’s name to the perfectness of theproducts and their value. This was a way of targeting consumers who have a high taste of qualityproducts regardless of their price. PositioningPositioning refers to how you present your products or services with respect to otherproducts and categories. Virgin group utilizes this tool whereby it uses its brand name Virgin torelate to its products hence curves out a space in the minds of their consumers about the ultimateimage of the brand and a clear message about the products (Aaker and Joachimsthaler 2012, 97).The group also provides first class customer services so that to deviate the minds of the consumersfrom weighing the price of the commodities to having the actual feeling of the quality and value ofthe customer services provided. Virgin group also tries to be the first brand to occupy customersmind and were not possible it tries to change the consumer's mind, for instance, the Virgin Cola thatcompetes with Coca Cola company.Marketing Function RelationMarketing relationship with HRA company requires to gain more profitable customers to meet high sales thus getting theperfect human skills is very crucial for long-term success (Hartline and Bejou 2012, 13). Virgingroup branding includes marketing research, product positioning, and company logos. Peoplewanted to work with Virgin because it has a status, good reputation and has strong objectives andmissions. On the other hand, Richard Branson needed to attract the right talent so that his businesswould maintain its good reputation for good customer service and high-quality products and
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Richard Branson and the Virgin Group10services. The Virgin provided a conducive work environment that boosted employee morale henceattracting employees’ commitment which meant success for the company. To keep up with change
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