Market Segmentation:

Target Market and Consumer Profile:

Age : 14 – 25, 25 – 35, 35 +

Gender : Male & Female

Family Life Cycle : Young, single, married, married with children, older, under18.

Occupation : Professional and technical, managers, officials and proprietors,

clerical, sales, craftspeople, supervisor, Operatives, retired, students, homemakers, unemployed.

Social Class : working class, middle class, upper middles, upper uppers

Monthly income : Over10,000 Taka

Size of potential market : Total population of Bangladesh.

Geographical Location : Rural, Semi-Urban, Urban

Life Style : Achievers, strivers, survivors , Simple & fashionable as well.

User status : Potential user, first time users & regular users

Usage rate : Light user, medium user & heavy user.

Readiness stage : Aware, informed, interested, desirous and intending to buy

Marketing Strategy

AIRRYS’s highlighted marketing strategies are:

Positioning

Using product diversification, we are positioning the AIRRYS Easy Mobile Phone Tracker as the
most versatile, convenient, value-added model for personal and professional use. The marketing
strategy will focus on the security with voice-recognition system as the main feature
diversification the AIRRYS Easy Mobile Phone Tracker.

Product Strategy

As we already know our product name is AIRRYS Easy Mobile Phone Tracker. The AIRRYS
Easy Mobile Phone Tracker, including all the features described in the earlier Product Review
section, will be sold with one-year warranty. We will introduce a more compact, powerful high-
end model (the AIRRYS Easy Mobile Phone tracker 2) during the following year, with GPS
functionally and other features. Building the AIRRYS brand is an integral part of our product
strategy. The brand and logo will be displayed on the product and its packaging and reinforced
by its prominence in the introductory marketing campaign.

Pricing strategy

The AIRRYS Easy Mobile Phone Tracker will be introducing at TK 500 estimated retail price
per unit. We expect to lower the price of this first model when we expand the product line by
lunching the AIRRYS Easy Mobile phone Tracker 2, to be priced at TK 850 wholesale per unit.
These prices reflect a strategy of (1) attracting desirable channel partners and (2) taking the most
of market share as a leader.

Distribution Strategy

Our channel strategy is to selective distribution to have AIRRYS Easy Mobile Phone Trackers
sold through well-known stores and online retailers. During the first-year, we will add channel
partners until we have coverage in all major Bangladesh market and the product is included in
the major electronics catalogs and web sites. We will also investigate distribution through cell
phone outlets maintained by major carriers such as Nokia. In support of our channel partners,
AIRRYS will provide demonstration products, detailed specification handouts, and full-color
photos and displays featuring the product. We will specific trade terms for retailers that place
volume orders.

Marketing Communication Strategy

By integrating all massages in all media, we will reinforce the brand name and the main points of
product diversification, especially our exclusive voice-recognition feature. Research about media
consumption patterns will help our advertising agency choose appropriate media and timing to
reach prospects before and during product introduction.

TV Advertisement:

Television is the most effective to create brand assurance. BTV, NTV, ATN, CHANNEL- I are
the most popular TV Channel in Bangladesh and all kind of audiences are watched TV once in a
day and all the premium brands of mobile set accessories are presently focusing through
electronic media campaign. So, to choose the TV advertisement as the prime options according
to the budget and the promotional expenditure available for the quarter is obvious for us.
AIRRYS media planning will also include the selection of right program, at the right time for the
right group of viewers and we are preparing through this way.

Radio Advertisement:

A huge number of our targeted consumers are rural based where radio coverage and listeners are
large in number. Some of the special sponsored programs will be developed focusing the stories
of our brand. Recently some new radio station is introduced and getting much popularity
especially from younger. So, we should use this media for our campaign.

Outdoor Advertisement
We plan to have an exciting, informative, and actively managed outdoor advertisement. We will
campaign via outdoor events like concert, theater etc. There will be wall painting all around the
country.

Press Conference

We will undertake a considerable amount (based on promotional expenditure) of press

advertising in order to advertise our special promotion like consumer offer and to enhance our
brand image activity. More often our targeted potential consumers go through daily newspapers,
magazines so we decided to target this media. And we will advertise in this media until our brand
image will establish.
 Market Strategy:

Our brand wants to develop and introduce a new Product. So, we have gathered information
through in-depth interviews. We made a survey of the market to have a clear idea about our
market, our customer demand, needs and wants. This information helps us to know about the
current market and prospects of our new product. Now-a-days people are very much concerned
about the market and product conditions. So we have a growing prospect of customers of our
product “Custom Made Shoes”.

Market Segmentations:

We have observed and analyzed the market and based on the nature of the market we segmented
the market in the following sectors:

Geographic Segmentation: 1. Dhaka 2. Sylhet 3. Rajshahi 4. Khulna &Barishal 5. Chittagong

Demographics Segmentation: 1. Individuals 2. Family 3. Actress 4. Business buyer

Psychographics Segmentation: 1. working class, middle class, upper middles, upper class

Behavioral segmentation:

BEHAVIOURAL SEGMENTATION

Behavioral segmentation is a marketing strategy based on actual consumer buying behaviour. It

divides the market into groups of customers according to their knowledge of, attitude towards,
use of or response to a product. In order to divide customers into groups marketers look at their
patterns of buying and using, patterns of spending money and time, their lifestyle and other
factors. Benefits sought several products are targeted towards the benefits sought by the
customer. Like, there has been a market war between Bata and Apex to target the people who are
Diabetics patient launching by medicated shoes. Similarly, there are other brands which are
targeted towards comfort during wearing. Occasion Consumption patterns can be changed by
targeting `occasion`. Research shows that during festival seasons consumers became less-price
sensitive and purchase more premium priced products. Therefore, new design shoes for will sell
out on different occasions like Eid, Puza, etc. Usage rate Usage rate divides customers according
to the level of usage they make of the product. We can distinguish heavy, medium or light users.
Heavy users will use and buy formal shoes quite often while light users will buy them rarely. The
objective of an organization should be to attract heavy users who will make a greater
contribution to sales. Loyalty Status Customers can be grouped according to their level of loyalty
to the product. Consumers are loyal to brands at different levels. Some individuals will always
buy a particular brand, others will buy this brand occasionally and ‘switchers’ will switch
between brands. Many companies try to segment their markets into those where loyal customers
can be found and retained as it is much more profitable than acquiring new customers. The best
example of behavioral segmentation by loyalty can be seen in Comfit/HUSH PUPPIES are
designed in a way that these can retain their customer who seeks comfort & lucrative looks.
Buyer readiness stage another variable is a Buyer readiness stage where customers are
segmented according to their readiness to purchase the product. There are 6 stages of buyer
readiness (awareness, knowledge, liking, preference, conviction and purchase). Bata follows
Sales promotion discounts and personal selling through sales representatives to encourage
customer to purchase.
MARKET SEGMENTATION Market segmentation is the process of dividing a broad consumer
or business market, normally consisting of existing and potential customers, into sub-groups of
consumers based on some type of shared characteristics. BASIS OF SEGMENTING
CONSUMER MARKETS The four bases for segmenting consumer market are as follows: 
Demographic Segmentation  Geographic Segmentation  Psychographic Segmentation 
Behavioural Segmentation.

DEMOGRAPHICS SEGMENTATION

Demographics segmentation is a common strategy where it is possible to identify market

segments based on shared demographic or personality qualities. Specific characteristics often
used in demographics segmentation include age, gender, race, marital status, income, education,
family size, family life cycle, generation, social class, religion, nationality, culture, occupation
and sub-culture. Age Age plays an integral role in how companies promote their products online
and offline. Segmenting market by age often involves diversifying pricing and color options, and
adjusting features to fit the anticipated needs and expectations of each age group. Like Bata
released BUBBLEGUMMERS and BATA SCHOOL for kids (3-5) & teenagers (8-12). Gender
while the target market for a given product can include females and males, one gender may
represent a larger share of a company's target market. Businesses can segment their markets by
gender, and come up with variations of their products devoted to serving a specific gender or
alter their marketing campaigns to appeal to the male or female segment. Like, Bata Shoe
Company, that manufactures men and women's shoes, created a new segment MARIE CLAIRE
for the women customers and promote a new dress line, while WEINBRENNER promoting a
new style collections for the men.