Market Segmentation and Market Positioning

In: Business and Management

Submitted By atswaby
Words 981
Pages 4
|

Introduction
With the increase in globalization and travel, many family and friends not only in the United States but all over the world are separated by distances that are too vast to make face-to-face communication possible. Technology is a blessing to long-distance relationships. You can use computers, faxes, telephones and mobile phones to keep in meaningful touch with your loved ones. Cyber communication also makes it a lot easier to stay in touch.
Talking regularly on the telephone is a common and positive way of staying in touch. NetSpeak is an online telecommunication or VOIP phone distributor that provides friends and families in the US with an affordable call rate service that allows subscribers to choose from a wide range of service offerings. Additional product features are added for free to ensure customers high service satisfaction. Membership subscription is offered to customers in order to take advantage of the low rates. NetSpeak provides the lowest phone call rate for friends and families to stay in touch.

Marketing Objectives * Launch new product on January 1, 2012 to target market, achieving sales target of $250,000 by December 31, 2012. * Increase product awareness among the target audience by 35 percent in one year. * Inform target audience about features and benefits of our product and its competitive advantage, leading to a 15 percent increase in sales in one year.

1. Identify the marketing segment for the product and explain why this segment was selected;
The market segment selected for this product was young adults between the ages of 18 to 28. According to Zdnet Research in January 2006, the highest online activity by age group for instant messaging and text messaging were young adults between the ages of 18 to 28. It is believed that this age group spends the most amount of time communicating with each…...

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