International brand: Mitsubishi Motors.

About the brand:

Mitsubishi Motors Corporation is a Japanese multinational automobile manufacturer, and the

company was originally formed in 1970 from the automotive division of Mitsubishi Heavy
Industries.

In 2011, Mitsubishi Motors was the sixth-largest Japanese automaker and the 19th-largest
worldwide by production. Since October 2016, Mitsubishi has been one-third (34%) owned by
Nissan, thus a part of the Renault–Nissan–Mitsubishi Alliance.

Besides being part of the Renault–Nissan–Mitsubishi Alliance, it is also a part of Mitsubishi

keiretsu, formerly the biggest industrial group in Japan.

https://en.wikipedia.org/wiki/Mitsubishi_Motors#:~:text=Mitsubishi%20Motors%20Corporatio
n%20(Japanese%3A%20%E4%B8%89%E8%8F%B1,in%20Minato%2C%20Tokyo%2C%20Japan.

Country of origin: Japan, headquartered in Minato, Tokyo, Japan.

Logo:

Target market strategy:

After determining its initial target audience to be consumers under the age of 45, typically
married, and with an annual household income above $55,000, Mitsubishi strategized about
the best ways to reach this demographic group.
Positioning strategy:

Mitsubishi uses differentiated targeting strategy. User benefit-based positioning strategy is

used by Mitsubishi to position itself as a trustworthy and customer friendly conglomerate.
Because Mitsubishi has a strong presence in B2B more then B2C, it needs to showcase the
benefits of its products.

https://www.google.com/search?q=positioning+strategy+of+mitshubishi+motor&oq=positionin
g+strategy+of+mitshubishi+motor&aqs=chrome..69i57j33i10i160l3.22132j0j15&sourceid=chro
me&ie=UTF-8

Introduction

The purpose of this report is to demonstrate marketing strategies of Mitsubishi Motors. In this
improving technological environment, automobile industry has a clear focus on the hybrid cars.
The demand of hybrid car has increased over the past few years. Fuel efficiency has become the
USP (Unique Selling Proposition) for the automobile manufacturers. A Hybrid car consists of
two different engines for both electric and fuel. It helps to reduce fuel consumption at very low
cost and therefore, the demand is increasing rapidly. In this report, the chosen organization is
Mitsubishi Motors and I select a hybrid car is Outlander PHEV.
Product:

Outlander PHEV is a newly designed hybrid car of Mitsubishi Motors, which has a range of
features. The Plug-in Hybrid technology helps to switch between electric engine and fuel
engine. It makes the car most energy and fuel-efficient in the global market.
Target Market, Segment and Positioning of The Company:

Market Segmentation:
In order to segment the market for Outlander PHEV, Mitsubishi Motors has adopted three
different segmentation strategies. The segmentation strategies are Geographic Segmentation,
Demographic Segmentation and Psychological segmentation. Following are the discussion
regarding how the company has segmented the target market for the hybrid car.

Geographic Segmentation:

Here, the company has selected different countries like United States, Australia and Japan. In
these countries, the demand of hybrid car is rapidly increasing. People are searching for the
most fuel-efficient vehicle in order to reduce transportation cost. Moreover, the company has
adopted this segmentation strategy in order to fulfill needs and demands of the specific
countries.

Demographic Segmentation:

In order to segregate the consumers based on demographic segmentation, the company has
considered age, generation and income level of the consumers.

Psychological segmentation:

This segmentation strategy helps the company to segregate the consumers based on their
lifestyle. Here, the company has identified consumers’ perception regarding hybrid cars. Hybrid
cars like Outlander PHEV have a range of feature, which provides high comfort to the
consumers.
Target Market:
Mitsubishi Motors has implemented an efficient target market strategy for the newly designed
product called Outlander PHEV. The company has targeted the consumers based on the
segmentation strategies. Following are the target market of Outlander PHEV.

The company has targeted people aged between 25 and 60

The company has targeted people from middle (AU $499) and high-income (AU $1098)
background

The company has targeted tech savvy people of the target market

The company has targeted people who lead luxury lifestyle

Positioning:

The positioning map of Mitsubishi Motors has been provided in relation with three major
competitors of the company such as Nissan Motor Co, Ltd, Honda Motor Company Limited and
Toyota Motor Corporation. The positioning map shows that Mitsubishi manufactures high
quality products at lowest cost in the market (Chatterjee 2015). Therefore, the company has
influenced product value and consumers’ perception successfully. The hybrid cars of Mitsubishi
Motors are specially designed to reduce energy consumption. Apart from that, the company
has incorporated a set of features in order to make the product innovative. Therefore, the
product is not only increasing consumers’ value by cost and quality. It also has innovative
features, which helps the company to attract consumers in competitive Market.
references:
Fujita, M., Takeshima, Y. and Yamada, M., Mitsubishi Electic Corporation, 2015. ELECTRIC
MOTOR DRIVING DEVICE. U.S. Patent 20,150,333,667

Gaubinger, K., Rabl, M., Swan, S. and Werani, T., 2015. Product Concept. InInnovation and
Product Management (pp. 135-173). Springer Berlin He

Kitanaka, H., Takeoka, T. and Hatanaka, K., Mitsubishi Electric Corporation, 2015. Propulsion
control apparatus for electric motor car. U.S. Patent 9,221,346idelberg
International Brand of SEPHORA:
Introduction:
Sephora is a French multinational retailer of personal care and beauty products. Featuring
nearly 340 brands along with its own private label, Sephora Collection, Sephora offers beauty
products including cosmetics, skincare, body, fragrance, nail colour, beauty tools, body
lotions and hair care.

The company was founded in Limoges in 1970 and is currently based in Paris. Sephora is
owned by luxury conglomerate LVMH as of 1997. The name comes from the Greek spelling
of Zipporah (Greek: Σεπφώρα, Sepphōra), wife of Mose.

It’s a luxurious store and is also known for its uniqueness featuring emerging favourites,
trusted classics, and Sephora’s line, Sephora Collection. Sephora remains curated by
innovative brands including a robust clean beauty assortment and exclusive brands like Rare
Beauty by Selena Gomez and FENTY BEAUTY by Rihanna brought to market first by
Sephora.
Demographic Segmentation:
Sephora targets mainly women as their primary target audience. Most of its products are
designed for female customers, which can even be traced on the company’s official website,
where items for men are placed in a separate menu link among dozens of options for women.
Sephora divides its main audience into four categories based on their age, making it 18-24,
25-34, 35-49, and 50 plus years correspondingly. The first two age groups form a population
of Millennials. According to the research, which was conducted a few years ago, this group
represents the company’s primary interest as its members tend to buy products both online
and in stores. However, Sephora does not limit its marketing attention to Millennials and
works towards satisfying the needs of all its customer groups.

Figure: Demographic Segmentation

Psychographic Segmentation:
Sephora is an innovative skincare, beauty and fragrance retailer catering to customers who
want quality, freedom, and a positive shopping experience.

Psychographic segmentation of the Sephora's customers is younger urban people, who is in to

fashion, likes to take care themselves and to stand out.
Behavioural Segmentation:
Sephora uses behavioral segmentation to create a pool of tailored audiences and increases
conversions at various stages in the customer journey. Leveraging customer data on how consumers
interact with products, Sephora can create unique customer segments and use this data to tailor
future messaging.

Shoppers who browsed a product that has dropped in price: Sephora sends price drop alerts to
inform shoppers when their favourite product has been discounted. This provides extra
encouragement for price-conscious shoppers and increases brand loyalty.

Customers Who Browsed an out-of-stock product: Sephora segments customers who browse an out-
of-stock item and sends them notifications once the product is back in stock. The back in stock
emails encourages customers to purchase restocked items by warning them that the product might
sell out again.

Geographic Segmentation:
Sephora uses geographic segmentation to offer personalized experiences to its customers,
increase sales, and build customer loyalty. Let’s take a look at Sephora’s International
websites. Sephora has websites covering countries in North America, Europe, Asia, South
America, and Australia.

Each country’s website is designed to appeal to the buying behavior of customers in different
geographical locations. For instance, as at the time of writing this article, the Sephora Brazil
website homepage features Black Friday Deals. In contrast, the Sephora Italy website has an
offer on Halloween makeup.

Socioeconomic Segmentation:
Sephora would greatly benefit from expanding into developing economies, where there is still
a need for internationally established luxury brand retailers.

Sephora earns the majority of its profit from retailing. In 2020 alone, the company accrued up
to 5.01 billion U.S. dollars in retail sales in the United States. Sephora’s strategy is that it
buys products wholesale directly from brands for about 50-65% less than the retail price, then
sell the product at the same price said brand sells it, keeping costs the same while earning.
Sephora constantly partners with smaller brands, celebrities, and influences to offer its
customers new products and attract new customers. Becoming the sole retailer of such
businesses is an investment that keeps Sephora’s revenue coming.

Aside from selling products from other companies and brands, Sephora carries its own home
brand; Sephora Collection. The Sephora collection is famous for offering a variety of beauty
products at affordable prices for loyal customers. Its most popular products include the 12-
Hour Contour Pencil Eyeliner, Cream Lip Stain Liquid Lipstick, and Face Mask. These
products range from prices $ 6-20 and come as a constant source of revenue for the brand.

Benefit Segmentation:
The benefits for the customer that the company stresses in its marketing and advertising
efforts can be of various types. emotional benefits, as the emergence of positive emotions
associated with purchasing products from particular brands. In the beauty industry that is
highly competitive, emotional connections, for instance, the sense of satisfaction with the
purchase and the service, heavily affect customer loyalty.

To make the target customer feel happy, interested, and satisfied when buying something,
Sephora offers the newest products in the beauty market, thus being ahead of its business
rivals. Apart from product selection, measures associated with positive emotions include the
use of innovative technology to minimize dissatisfaction and unrealistic expectations. The
company achieves this goal by offering a variety of online and offline opportunities to test
out goods prior to buying anything. Due to in-store makeup testers and online applications,
such as Sephora Visual artist, shopping experiences at Sephora are associated with
excitement and satisfaction.

Specialists at Sephora also attempt at connecting the brand to self-expressive benefits by

offering unlimited opportunities for experiments with appearance. This type of customer
benefit refers to the attributes that people believe to have when buying or using some
products.

Targeting:
Sephora’s general target market is higher-income women, but the stores are cleverly designed
to break down the target market into smaller segments. Sephora tries to appeal to women who
value quality and are willing to pay for it.

Sephora has positioned itself as a store that can provide an enormous variety of mainstream
and boutique skin care and beauty products. Certain sections of each store are decorated more
brightly to appeal to tweens and teenagers, while other areas are more sedately decorated to
appeal to men. Sephora’s products are in the medium to high price range, which limits their
target market, but it attracts consumers who do not want to waste their money on cheap
cosmetics.
 Figure: Target Market of Sephora

Positioning:
Sephora’s communication campaigns and store ambience, it is possible to affirm that the
Brand Positioning has been focused on the internal values that describe Sephora’s Personality
and Culture. Indeed, within all the elements of its Brand Identity, Sephora has highlighted its
“Bold, Fashion and Edgy” personality and its culture of “Where the Beauty beats”. Thus, its
communication campaigns and marketing elements have attempted to communicate
especially the boldness and fashionable side of Sephora, however, emphasizing these values
in excess. Same situation is observed in the design of the store ambience, where Sephora’s
Personality and Culture are also highlighted in an aim to differentiate the brand from
competitors. As such, the ideal of “Maison de la Beauté: Where the beauty beats”, is
constructed around the store layout and ambience, transforming it into an extremely young
and aggressive environment.
Reference:
https://ivypanda.com/essays/sephora-companys-marketing-strategy-
in-the-us/
https://businessmodelanalyst.com/sephora-business-model/
https://run.unl.pt/bitstream/10362/21476/1/C%C3%A2mara_2013.pdf
https://amplifyxl.com/target-market-examples-for-clothing/
https://graincreative.com/position-fashion-brand/
SEGMENTATION, TARGETING
AND POSITIONING STRATEGY
OF AKIJ GROUP LTD.
Introduction:
The legacy of AKIJ GROUP is over half a century old and over the years Akij Group has established itself as
the full of confidence and much revered industrial family of Bangladesh. The history of Akij Group
stretches back to later part of the forties. Established by SK. Akij Uddin in 1950, the Group started in
humble way with jute trading which was known as the golden fiber of the country, earning highest amount
of foreign exchange. Since then, it has been progressing with tremendous pace in the industrial area of
Bangladesh, becoming one of the biggest conglomerates in Bangladesh. Now Akij Group has a big list of
products for instance Akij Foods, Akij Plastics, Akij Cement creating a diverse marketplace for various
consumers. In this era of mass production, as it is very hard to stand out with one product, Akij Group
focuses on making the best in all sectors. The mission of Akij Group is to be the market leader through
their best effort, suitable and competitive marketing strategy, and the consumer’s support. Speaking of
marketing strategy, Akij Group follows the core concepts of segmentation, targeting and positioning to
understand the consumers and the marketplace environment and create value for target customers. This
exploration is particularly outstanding for the reader because it will analyze the STP strategy of this well-
known company that produces a variety of products.

Customer Driven Marketing Strategy:

A customer driven marketing strategy refers to meeting customers’ needs in a more personalized way and
helps companies to optimize marketing return on investment. By segmenting, targeting, and positioning
its product to the customers with a higher lifetime value, companies can strengthen their relationships by
creating solutions that match their desires. With a robust customer driven marketing strategy, a company
can reap the potential benefits of targeting and segmenting customers. It provides valuable data, which
provides a 360-degree view of customers.

Segmentation:
The first element of customer driven market strategy is segmentation. Segmentation is basically dividing
a market into smaller groups with distinct needs, characteristics, or behavior that might require separate
marketing strategies or mixes. Segmentation is divided into four base variables. Marketers use these
variables alone and in combination, to find the best way to view the market structure.
Akij Group precisely, segments their market and provides different types of products to different
segmented region. Now we will see how Akij Group segmented their market and what they offer to their
customer.

Geographic:
Bangladesh is divided into various sub-cultures. These sub-cultures are situated in different regions of
Bangladesh. For instance, Akij Group produces Black-Tea, from Sylhet. Though tea is consumed all over
Bangladesh, Sylhet has a big consumer base of tea. Akij Group produces a huge amount of jute products
for the northern part of Bangladesh. The company also produces canned mango for Rajshahi.

Demographic:
Demographic variable is the most frequently used variable in Akij Group. Because the characteristics are
easy to identify and measured, are available from many sources. The food products of Akij Group are
carefully segmented. For instance, Akij confectionery produces milk, chocolate, strawberry biscuits for
customers aging from 6-15 years old children. There are various cookies for older customers. Akij Food
beverage has a wide range of choice for their customer. For children they have Frutika, which is a
preferable mango juice. For older aged customers Akij Group offers Speed, Clear-Up beverages. They also
have Spa Dinking Mineral Water for everyone. They also segment their market following the occupation
of their customers. Akij Plastics has a wide range of household products for daily usage. People who work
in construction sites, Akij Group offers them quality cement, ceramic products, and rods for construction
purposes.
Psychographic:
Psychographic variable mainly works with people’s personality and lifestyle. Therefore, marketers look for
variation in people’s personality and lifestyle and based on that they create products to meet superior
value. Akij Group also gives attention to this sector of segmentation. Akij Group produces jute products,
specifically fashion products made out of jute for people having a rural classic personality. Akij Group has
a big contribution in the cigarette industry of Bangladesh. Akij Group produces “Akij Biri”, which is famous.
This cigarette costs 1.5 taka per piece, which is very convenient for low-lifestyle people.

Behavioral:
Akij Group produces Clear-up for occasional usage. People like to drink this beverage in special occasions.
Drinking juice Fruitka is also considered in behavioral region, because of loyalty status. The juice gathered
so much popularity that consumers like to come back and buy it again and again.

Targeting:
A company cannot concentrate on all the segments of the market. The company can satisfy only limited
segments. The segments the company intends to serve are called the target market, and the target market
selection process is called market targeting. As Akij Group is one of the biggest companies of Bangladesh,
it has the power to target almost every segment. Therefore, Akij Group tries to create and tailor products
to satisfy their targeted segments. Akij Group specifically follows microtargeting, which is basically
“tailoring products and marketing programs to the needs and wants of specific individuals and local
customer segments”. Akij Group evaluates its target market based on age, region, occupation, lifestyle,
personality, occasion, loyalty status, etc. They keep a constant supply chain to make the products
reachability to the targeted segments, which makes the company more identifiable.

Positioning:
In terms of positioning itself, Akij Group follows an Overall Positioning Strategy, which is commonly known
as value proposition. So, basically value proposition is “The full positioning of a brand—the full mix of
benefits on which it is positioned”. Akij Group offers a value proposition which is more for less to its
customers. Akij Group believes that they can provide quality product in a much less price in todays
overpriced market and they are continuing to do it resulting in customer attraction.

Reference:
https://www.revechat.com/blog/customer-driven-marketing/

https://www.akij.net/mission-and-vision

https://www.yourarticlelibrary.com/economics/market/market-targeting-introduction-definition-
procedure-and-methods/48609
 DUNDER MIFFLIN
Styling Through Perfection
Introduction:
Dunder Mifflin is a clothing company started its journey in 2022, taking inspiration from the
fashion industry of this era. Dunder Mifflin established by Michael Scott, the Group started in
humble way with fashion science and aims to reach to the top of fashion market. Already
Dunder Mifflin has created a big list of clothing product for their specially segmented market.
The mission of Dunder Mifflin is to be the market leader and serve quality goods to its
customers capturing superior value. The company follows the STP strategy to understand the
market closely.

Segmentation Strategy of Dunder Mifflin:

Dunder Mifflin precisely, segments their market and provides different types of clothing
products to different segmented region.

Demographic:
Dunder Mifflin follows demographic segmentation and creates product which varies in age,
gender, and income. The company has a wide range of kids clothing collection and has different
clothing section for kids under 10 years of age. Dunder Mifflin also divides its products gender
wise. They have a big collection of men’s and woman’s product. Dunder Mifflin has a special
sub-section for called “Vigor”, only for customers who believes in quality over price. Vigor only
is meant for customers who can spend any amount for superior quality.

Geographic:
Dunder Mifflin creates product keeping the geographic segment in mind. The company aims to
challenge international brands like Tom Ford, Gucci, Louis Vuitton, etc. and to surpass them as
soon as possible. Having that, Dunder Mifflin has created products for different nations as
fashion can vary from nations to nations. Bangladesh has different test of fashion region wise.
So, keeping that in mind, they have various products to meet the needs. Climate can be a big
factor while choosing the right clothing. That’s why Dunder Mifflin has a wide range of cloths
suitable for summer and winter.

Psychographic:
Psychographic variable is the most frequently used variable in Dunder Mifflin. Customers
lifestyle heavily influences the company to innovate new designs. These new designs help the
company to attract new customers. Today’s trends are constantly changing based on customers
personality. Dunder Mifflin carefully observes the trend and according to it, the company
evolves its products.
Behavioral:
Dunder Mifflin also segments their product behaviorally such as occasions and user rate.
Dunder Mifflin has a special team working for bespoke clothing products for special occasions
like wedding, festival, or any types of special program. The company calculates the usage rate
of some certain products and produces certain amount of them for their customers.
Sometimes, depending on the usage rate, the company might bring some limited-edition cloths
which is really appealing to the youth of today.

Target Market:
In Dunder Mifflin, we have different types of clothes such as formal clothes, winter clothes,
ethnic wear, Clothes for a specific occasion or event (wedding, Halloween) and children’s
clothes. Target markets are essential for any business, especially a clothing business. With so
many different types of clothes out there, it’s important to target a specific group of people.
Dunder Mifflin follows micromarketing where it tries to bring products to almost every segment
to make the company as versatile as possible. Also, the company uses its sub-section “Vigor”, to
strengthen its product to a different level.

Positioning:
For our new company, an effective way of exploring brand positioning is to look at competitors
and chart them, together with our brand, along two axes: one can be price (less expensive to
more expensive) and the other could be fashion ability – classic versus fashion-forward. Or we
can place ethical or sustainable fashion on axis (more sustainable to less sustainable) and on
the other, small product range to large product range. For a sportswear brand one axis could be
technical focus versus fashion focus.
For this it can defines our brand relative to others: it could be more aspirational, more
accessible, more luxurious, more ethical, pay more attention to detail and so forth.

Factors that affect the buying decision of the target customers:

Consumers make many buying decisions every day, and the buying decision is the focal
point of the marketer’s effort. Most large companies research consumer buying decisions in
great detail to answer questions about what consumers buy, where they buy, how and how
much they buy, when they buy, and why they buy. Marketers can study actual consumer
purchases to find out what they buy, where, and how much. But learning about the whys
behind consumer buying behavior is not so easy the answers are often locked deep within
the consumer’s mind. Often, consumers themselves don’t know exactly what influences their
purchases.
Factors:
1. Cultural factors:
Cultural factors exert a broad and deep influence on consumer behavior. Marketers need to
understand the role played by the buyer’s culture.
Every group or society has a culture, and cultural influences on buying behavior may vary
greatly from both county to county and country to country.
Example: Bengali prefer Sharee-Panjabi; Western people wants T-shirts, tops-pant.

2. Social Factors:
A consumer’s behavior also is influenced by social factors, such as the consumer’s small
groups, social networks, family, and social roles and status.

Groups and social factor:

Aspirational group (friends, family, club, purs) can be inspired by social media, and people will
be influenced to buy our cloths products.
Example: Facebook live, promote by Instagram.

Reference group:
Family Orientation and procreation:
Family members can strongly influence buyer behavior. The family is the most important
consumer buying organization in society.
Example: Father-mother, brother-sister, husband-wife can influence each other to buy products
from same brand.

3. Personal factors:
A buyer’s decisions also are influenced by personal characteristics such as the buyer’s
occupation, age and stage, economic situation, lifestyle, and personality and self-concept.

Occupation: A person’s occupation affects the goods and services bought.

Example: Office going people will buy formal dress. students will buy uniform of their institute.

Age: People change the goods and services they buy over their lifetimes. Tastes in food, clothes,
furniture, and recreation are often age related.
Example: 3-10 years old kids need T-shirt, half pant, skirt; 15-25 years youth people would like
to buy trendy cloths; 40 and over aged people try to buy traditional dresses.
Lifestyle: personality and self-concept depend on buyers’ activity, interest and opinion.
Example: Hobby of shopping is a buyer’s activity, interest about fashion, opinions about
products influence buyers’ decision to buy products. Loyal customers will be shopping from our
Brand Dunder Mifflin

All these factors can affect the buying decision of the target customers of our brand Dunder
Mifflin.