Learning unit summary (Segmentation, brand and positioning):
Without doubt it would be ideal for a export enterprise to offer a tailored
product or service to each of its clients
(importers). As this is impossible, the exporter need develop products or
services adapted for different segments of the market.
International market segmentation is the basis of other international marketing
plan. The International market segmentation will require a strong effort in
order to focus the strategy in each market niche. The main objective of the
international segmentation is to improve the position of the brand of the
product or service.
International Market segmentation allows the exporter:
- Product or service differentiation.
- Manage local, regional or international distribution.
- To improve communication and promotion policy for each segment.
International Targeting strategies:
- Concentrated strategy
- Differentiated strategy
- Product specialization
- Market specialization
- Full market coverage
Positioning is the process of designing a offer and image of the
that it occupies a distinct and valued place in the mind of the consumer.
The objective of positioning a product or a service, is to make sure that it occupies a
certain place in the mind of the consumer (importer), differentiating it from the competition.
Positioning a product or service consists gaining a benign meaning in the
mind of the customer as to where the product or service sits in the market segment to which it
belongs. This may be achieved by the own attributes of the product (or the
service) or through the international promotion policy.