INDIVIDUAL PROJECT UNIT ONE MARKETING ELIZABETH WILLIAMS

ABTSRACT

Have you ever set and wondered how some companies come up with some of the different ad campaigns you see and hear? Have you ever set and watched an ad and wondered why certain things were targeted at certain age groups? There are a lot of different things that play a role in this but overall we can say it is a marketing strategy. If it is cleverly done it will appeal to the right group of people which is what every business hope for.

Marketing, 2010) Segmentation is critical for businesses because it helps them identify segments of the population that buy their products. Typically, these segments are relatively homogenous groups of people. Identifiers may include geographic location. For self-defense classes, this might be important because these classes are taken all around the world. Therefore, (Marketing, 2010) regional segments and their characteristics would include the climate, population density and growth rate. If the owner of the self-defense class chooses demographic segments for analysis, groups would have similar education, ethnicity, income, gender and/or family status. Psychographic segments are comprised of people with the same sets of values, attitudes, and lifestyles (2010). Behavioral segmentation focuses on consumption patterns, brand or customer loyalty, price sensitivity and the motivation for consumption and benefits sought (2010).

According to a tutor on www.justanswer.com Through positioning the product by appealing to the consumer sense that Silverado self-defense classes has a variation that can match the tastes and desires of diverse customer-base, Silverado self-defense classes can reach a wider audience. Its competitors, primarily Dexter Karate Academy who has been in business for fifteen years and Tracey Kenpo Karate and Reality Defense Systems are its main competitors. While Dexter Karate Academy benefits from the experienced instructor (Dexter, 2011), Silverado Karate-Japanese Martial Arts Academy offer a better variety of classes (Silverado, 2011), Reality defense system has a well know instructor that has been in business since the 1980s (Reality, 2011). Therefore, correct positioning for Silverado Karate-Japanese Martial Arts Academy could engender significant rewards

Nevertheless, Reality Defense systems promise its consumers fitness class, jiu jitsu, karate, and fight classes (Reality, 2011). Dexter Karate Academy appeals to its consumers through its Isshinryu classes (Dexter, 2011); Tracey Kenpo Karate offers private lessons for those who would like to learn one on one or with a group of friends. Given the positioning and the emotional appeals, Silverado Karate-Japanese Martial Arts Academy competitors make to cultivate demand and maintain customer loyalty. Reeses distinguishes itself by its unique combination of classes. It could build on that and reach even more marketing segments by appealing to the different cultural aspects and desires these untapped segments have. While the online promotion might well cultivate demand or pique curiosity, Silverado Karate-Japanese Martial Arts Academy could do more promoting and maybe come up with a way to incorporate the recent killings of women into their add as a reason for taking their class. However, this would most likely appeal to those well acquainted with the company. Nevertheless Silverado could have a model like Why not gain instead of go through pain something small and catchy to serve there segment needs. Obviously, using these identifiers and segmentations yields insight for marketing. The analysis of these segments and the characteristics of these populations help marketers realize who consumes their products, what their values and motivations are, and even more importantly, perhaps, market segments lost to competitors. For these reasons, the categories of segmentation explicated in the previous paragraph are important. However, those segments tend to be quite large. Marketers can also analyze these segments in other ways and determine more specific buyer characteristics including age groups, cultural taste or regional preference, etc. Based upon consumption patterns, most consumers are teenagers and young adults with disposable income (Story & French, 2004). Another customer type is those in the 35-45 years of

age group. Obviously the motivations for consumption might overlap based upon the psychological benefits of consumption but marketing cultivates more demand from its younger segment to build loyalty whereas is strives to maintain brand loyalty among its older consumers Story & French, 2004; Rohrlich, 2008).

REFERENCES

1.) Market Segmentation. (2011). QuickMBA.com Retrieved from http://www.quickmba.com/marketing/market-segmentation/ 2.) Rohrlich, J. (2008 Nov. 5). Obnoxious Product Placement: E.T. Goes To Pieces. Minyanville Media. Retrieved from http://www.minyanville.com/businessmarkets/articles/S-KO-O-m/11/5/2008/id/19764 3.) Story, M. & French, S. (2004). Food advertising and marketing directed at children and adolescents in the US. International Journal of Behavioural Nutrition and Physical Activity 2004. Retrieved from http://www.ijbnpa.org/content/1/1/3

4.) D.X.J Writer. (2012), http://www.justanswer.com/writing/55fze-define-explainsegmentation-is-discuss-different.html 5.) Japanese Martial Arts. (2011). Silverado Karate-Japanese Martial Arts Academy, retrieved from, http://www.selfdefensedetroit.com/index.html 6.) Dexter Karate Academy. (2011). Dexter Karate Academy School, retrieved from http://www.dexter-martialarts.com/index.php 7.) Traceys Kenpo Karate. (2011). Self-defense and MMA training, retrieved from http://kenpo-michigan.com/KB/ 8.) Reality Defense Systems. (2011). Ashihara Karate/Jujitsu/self-defense club, retrieved from http://www.realitydefensekarate.com/services