target their market to this demographic.
Females have a tendency to like gathering and socializing. Not only is the facility of support this tendency important but also to keep in mind that the “word of mouth” is a critical factor between these groups which can affect the purchase decision.
As analyzed previously in the environmental scanning, women between 20 and 30 prefe
strategy.
It`s one of generic pricing strategies.
it uses high intial prices first entering, then reduce the price later to attract new buyers.
as priority, product`s quality and image must support its higher price and enough, and competitor should not be able to enter the market easily and undercut the high price.
for example, Johnson & Johnson used it before arrival of rival company(P&G)
support of its mother company Toyota. Although it is a owners car, Lexus positions itself for customers who are intelligent, open minded, progressive and energetic. Thus, other than the fact that its an owners car, positioning is similar with the BMW and Audi.
3.3. Customers
Because Audi and BMW are targeting the premium automobile market segment, their target customers are generally of hig
2) Targeting
JIN Air’s targeted consumers are young people between 20 and 30. They show tendency to enjoying their life. This segment shows high growth rate and JIN Air concluded that it can secure the longer customer life value by capturing this segment.
3) Positioning
JIN Air tried to position its product as ‘new airline service pursuing premium and practicality at the same time’ in i
3.2. Targeting and Positioning
As mentioned above, this ‘Old Money’ segment can be reached by executing unique marketing strategies. One good example is the strategy mainly using only magazines to advertise their brand. If luxury brands use all other marketing communication tools as well, the image of luxury will definitely be blurred. So, to be consistent with this concept, there should be