Segmentation and advantages advantages advantages

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Segmentation and Advantages: Advantages: Advantages: Target Market 1. Segmentation 1. The 1. Specifically is comprehensive segmentation targeting at young for including all contains mostly buyers, Oroton is demographic, the current able to focus on geographic and customers of embodying the behavioral Oroton’s, who are spirit of youth factors. ready-made to the and freedom into 2. Target market brand. the product is expanded to 2. Keeping the design. male buyers in same target 2. Both male and greater market can save female customers proportion cost for Oroton as are covered in the compared with no additional segment. Oroton’s current advertising 3. The target targeting. expense for new market of 3. The tourism market is required. Oroton’s buyers are a sub-brand can specific group of Limitations: offset the missing target customers, 1. To mainly target market of which can allow compete with the parent brand Oroton to satisfy current rivals, in terms of the customers’ target customers age group of demands better. of Oroton are customers. 4. Tourism limited to female buyers are buyers. Limitations: considered as a 2. Oroton will be 1. Additional very valuable faced with expenditure on intensive group of competition within advertising is the target market.
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customers. required in the new target market. 2. The purchasing power of young buyers may subject to their limited income. 3. Oroton has to spend more in product updates and innovation to keep young buyers who are fashion conscious. Positioning Advantages: Advantages: Advantages: 1. To position 1. The positioning 1. The positioning Oroton as a is consistent and of the sub-brand national luxury will match the can help Oroton brand reflects the target market and separate the long-term vision the value accessibility from of the brand. proposition of the meaning of 2. The meaning Oroton. luxury, and of the therefore push up positioning is Limitations: the value of its more influential. 1. Remain using parent brand. the positioning of 2. To position the accessible luxury Limitations: can be risky, sub-brand with because the two 1. It is still a long youth and spirit terms can be journey for contradictory for can better meet Oroton to being achieved achieve the goal. target customers’ concurrently. Because needs. positioning is what customers think about the
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brand, not what Limitations: the brand says 1. However, how about itself. to successfully differ the positioning of sub-brand with parent brand in terms of product design and promotion activities is a problem that Oroton needs to consider. To sum up, Alternative 1 is selected as the optimal marketing strategy for Oroton among the three alternatives. The reasons are concluded as primarily, Alternative 1 can help Oroton achieve all short-term and long-term objectives; secondly, it is developed based on the most feasible high-level marketing strategy, which has more comprehensive advantages and the least limitations; thirdly, segmentation is the most comprehensive one and target market is specific and valuable, no critical limitation is identified in this part; lastly, the positioning is influential and reflects the long- term vision of the brand.
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5. Marketing Mix Strategy
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