Académique Documents
Professionnel Documents
Culture Documents
2
requirements and thus the longevity factor is solved. Now, the socioeconomic background of
the population is also not very bad so a high end marketing plan wouldn’t be an issue for the
café.
Accessible: the native population around VIT café is very much attached and dependable
over the fooding requirements related to it and thus accessibility of customers can be properly
justified for this café (Brito et al. 2015). The marketing plan must reflect a huge impacted
customer service and interactive mapping.
Differentiable: the grouping of customers on the basis of their respective characteristics and
requirements at VIT café impacts the homogeneous considerations of market segment. The
differentiability of market segment is clearly defined through consideration of basic
differences that are related to planning.
Actionable: the actionability of market segment for VIT café is largely defined by the
association of easily quantified and ideally related development of marketing plans. These
aspects are developed and initiated with an overall sales approach and customer orientation.
The target market for VIT café is very diverse and a major reason for the availability of this
diversity is the regional diversity in social context of that particular area. It is an important
information that around 25% of the total population of the area surrounding this café are
overseas born residents. They experience and practice huge differences and thus in order to
cope with these factors a relative understanding of the required market diversity is very
important. In addition to this majority of the people in this area are old and thus the marketing
plan related to the café must include them as an important as well as potential customers of
the café. The behavioural segmentation used in initial sections of this assessment specify the
3
need and requirement of a population specific plan development and for that a relative
identification of potential customers like the available elder population is very important.
There are four major strategic marketing management factors (Santos et al. 2017). Product,
price, promotion and place relate with development of a perfect marketing perspective as they
cover almost every aspect that is related to café. The place factor of strategic marketing
management is one of the best constraints which specialises the marketing plan in relating it
with the available structure of social context. The place factor perfectly meets the
requirements and thus an availability of relatable approaches can be defined throughout the
process of development.
The local markets and business are in a constant developing state as the needs and
requirements of the customers are changing in a drastic manner. The consumer characteristics
in terms of their food habits change with their respective behaviours and thus development of
different trends provide a relative understanding that behavioural kind of strategic planning is
the best possible way for market orientation and developmental associations. The
demographic information of this area is very diverse. People have different opinions and
tastes based on their respective understanding and interests. The marketing plan must be
applied in such a. manner that, different aspects and interests of various segments of
population must be influenced by the application of this marketing concept. The application
of demographic segmentation is very helpful in providing customers with the products that
perfectly fit with their requirements (Kladou and Mavragani, 2015). A variable based division
of population is carried out and then applicable product or service is very influential. The
variables of demographic segmentation in context of the potential customers of VIT café are
grouped together on the basis of factors such as family, occupation, race, gender, age and
income. These factors play a major role in order to facilitate the overall development of a
relative marketing program. A major factor that describes the usability and consideration of
demographic segmentation for this marketing process is the price bucketing. Price bucketing
refers to defining of subsequent sections of customers that is wholly based over the pricing of
products that are used at a major scale. This process will help the café to maintain a price
limitation over its products based on different types of customers and their respective
requirements. As earning also comes under demography, this initiative helps in developing a
proper consideration that can be useful in obtaining relatively helpful results and
considerations that are a major source of development throughout the process associations.
4
Customer perceived attitudes are the basic individual beliefs that are summed together in
order to obtain a relative developmental implication throughout the marketing process
(Dolnicar and Leisch, 2014). The availability of positive customer perceived attitudes are a
real help for an organisation in order to facilitate its impact over customers through product
engagement and relative development of an understanding that there is a requirement of its
product and thus pricing and quality factors are maintained. In the current context of the VIT
café, since it is a popular place for having meal and spending time, pre-existing customers
have a positive perceived attitude towards the acceptance of the product and services
provided by the café (Lee et al. 2017). The company needs to develop a relative approach
that can build a similar behavioural perspective for its potential customers and thus relate
with an overall orientation perspective that is considered as customer perceived attitudes. The
three components of customer perceived attitudes that are affective, behavioural and
cognitive must be focused by the café in order to provide its marketing team a major
advantage to encourage people involvement and association with its basic operational
management (Wu et al. 2015). It will also help the café to build a new and diverse customer
base which can be very beneficial for the café from economic as well as social point of view.
Different factors that are responsible for influencing the positioning strategies are:
This segment of product positioning strategy is related to the use of physical, operational and
functional qualities of the product to showcase it in the marketing process.
5
The ability to offer more in terms of product and charge less in terms of expenses is the basic
concept behind this idea of positioning.
Some products and services are displayed on the basis of their respective usage and benefits.
This is one of the most effective methods of positioning.
This segment lets the user experience its product and then includes marketing in it. This
method is useful in obtaining the belief of potential customers (Wan, 2015).
Cultural symbol
In many cases products are related with cultures in order to attract a large section of specific
community related customers, this is known as culturally driven positioning.
Some products are positioned in a hierarchical manner just to provide a feeling of superiority
and this also works on majority of the customers.
In the case of VIT café, as the café is old and has been operating since a long duration of
time, a relative cultural connection can be developed between the customers and the café.
This relation can be used to provide a cultural positioning perspective associated with it
(Connelly et al. 2017). In addition to this, as the food served in this café is of superior quality,
the customer benefits and product classification perspective can also be developed in order to
position its product.
Position implementation plan for the marketing of the café can be carried out with a step by
step development in the promotional activities and product positioning steps. In addition to
this, different perspectives must be carried out in order to facilitate the plan to workout
(Solomon et al. 2014).
6
PRODU
CT
PROMO TARGET
PRIOCE
TION MARKET
PLACE
Following are some of the important activities that can be carried out in order to develop
position implementation plan:
7
References:
Bo Liu, H., McCarthy, B., Chen, T., Guo, S. and Song, X., (2014). The Chinese wine market:
a market segmentation study. Asia Pacific Journal of Marketing and Logistics, 26(3), pp.450-
471.
Brito, P.Q., Soares, C., Almeida, S., Monte, A. and Byvoet, M., (2015). Customer
segmentation in a large database of an online customized fashion business. Robotics and
Computer-Integrated Manufacturing, 36, pp.93-100.
Calvet, L., Ferrer, A., Gomes, M.I., Juan, A.A. and Masip, D., (2016). Combining statistical
learning with metaheuristics for the multi-depot vehicle routing problem with market
segmentation. Computers & Industrial Engineering, 94, pp.93-104.
Connelly, J.P., Wallace, E.L. and Dedhia, M., Oracle International Corp, (2017). Simulating
online user activity to generate an advertising campaign target audience list. U.S. Patent
9,805,392.
Dat, L.Q., Phuong, T.T., Kao, H.P., Chou, S.Y. and Van Nghia, P., (2015). A new integrated
fuzzy QFD approach for market segments evaluation and selection. Applied Mathematical
Modelling, 39(13), pp.3653-3665.
Dolnicar, S. and Leisch, F., (2014). Using graphical statistics to better understand market
segmentation solutions. International Journal of Market Research, 56(2), pp.207-230.
Dolnicar, S., Grün, B., Leisch, F. and Schmidt, K., (2014). Required sample sizes for data-
driven market segmentation analyses in tourism. Journal of Travel Research, 53(3), pp.296-
306.
Kladou, S. and Mavragani, E., (2015). Assessing destination image: An online marketing
approach and the case of TripAdvisor. Journal of Destination Marketing &
Management, 4(3), pp.187-193.
Lee, S.J., Lin, G.T. and Yu, W.H., (2017). The Strategic Analysis of Driving Forces
Determining Success for a Console Manufacturer in the Console Market–the Positioning
Strategy of Nintendo.
8
Santos, L.F.D.O.M., Osiro, L. and Lima, R.H.P., (2017). A model based on 2-tuple fuzzy
linguistic representation and Analytic Hierarchy Process for supplier segmentation using
qualitative and quantitative criteria. Expert Systems with Applications, 79, pp.53-64.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R.,
(2014). Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Wan, S., (2015). Chinese Herbal tea brand positioning Strategy: Case study: WONG LO
KAT Herbal Tea.
Wilson, J., Arshed, N., Shaw, E. and Pret, T., (2017). Expanding the domain of festival
research: A review and research agenda. International Journal of Management
Reviews, 19(2), pp.195-213.
Wu, G., Inderbitzin, A. and Bening, C., (2015). Total cost of ownership of electric vehicles
compared to conventional vehicles: A probabilistic analysis and projection across market
segments. Energy Policy, 80, pp.196-214.