STP Marketing,marketing ,브랜드,브랜드marketing ,기업,서비스marketing ,글로벌,경영,…
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STP Marketing,marketing ,브랜드,브랜드marketing ,기업,서비스marketing ,글로벌,경영,시장,사례
STP,Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례,경영경제,레포트
Download : STP Marketing,마케팅,브랜드,브랜드마케팅,기업,서비스마케팅,글로벌,경영,시장,사례.ppt( 38 )
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STP Marketing,marketing ,브랜드,브랜드marketing ,기업,서비스marketing ,글로벌,경영,시장,사례
STP Marketing
Type of Market
Coffee consumers have different kind of requirements for coffee taste
Heterogeneous market
Type of Market
Coffee consumers have different kind of requirements for coffee taste
Heterogeneous market
Market Segmentation
Coffee consumers usually consume coffee to release stress, keep themselves awake, as a dessert etc.
However, some coffee consumers have their own preferences for coffee and are very particular when choosing coffee.
Therefore, Maxim segmented the market into 4 segments :
Aroma
Strong
Mild
Strong
1
2
Weak
3
4
Taste
Targeting
Maxim is targeting mainly
- Office workers
Homemakers
Students
who are in their twenties to early fifties.
Recently, Maxim is paying close attention to women consumers because of the increasing demand of mild taste with strong aroma of coffee.
Maxim is reaching multiple segments with multiple products
Differentiated Strategy
Positioning
Typical image “Mild”
Maxim …(drop)
레포트/경영경제
다.