Essay Available:
Pages:
6 pages/≈1650 words
Sources:
10
Style:
Harvard
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.K.)
Document:
MS Word
Date:
Total cost:
$ 25.92
Topic:
Manga Manicures Nail art inspired
Essay Instructions:
This essay should completed in the form of a report and also there is a file have an information that provide for this report in the attachments.
Please following the tasks to complete this report.
Task 1:Segment the market using a variety of demographic, geographic, psychographic and behavioural variables and provide a detailed consumer profile of a suitable UK target market for Manga Manicures.
Task 2:Discuss what consumer behaviour factors would influence the decision of your target market to purchase the new Manga Manicures.
Task 3:Devise a positioning strategy for Manga Manicures' identified UK target market.
There are some points are required to note:
1. You are to write a report and include a contents page and references.
2. You must use of variety of segmentation techniques to segment the market.
3. You must ensure you include a copy of the customer profile with your report.
4. When discussing consumer behaviour factors ensure you do not only just consider price.
5. When positioning the product you must do this in relation to your chosen target market.
Essay Sample Content Preview:
Running head: Manga Manicures Marketing report
Name
Institution
Table of Contents
1.0. Introduction………………………………………………………………………………..3
2.0. Target Market Segmentation……………………………………………………………...3
2.1. Demographic segmentation…………………………………………………………….3-4
2.2. Geographic segmentation……………………………………………………………….4-5
2.3. Psychographic segmentation……………………………………………………………..5
2.4. Behavioral segmentation……………………………………………………………….5-6
3.0. Customer`s Profile………………………………………………………………………...6-7
4.0. Factors anticipated to influence the target market consumer`s purchasing decisions…7 4.1.Prices……………………………………………………………………………………….7
4.2. Customer relations……………………………………………………………………..7-8
4.3. Quality of services and products being offered…………………………………………8
4.4. Cultural factors…………………………………………………………………………...9
4.5. Social factors……………………………………………………………………………….9
4.6. Personal Factors…………………………………………………………………………...9
4.7. Psychological Factors ……………………………………………………………………..9
5.0. Positioning strategy for the business……………………………………………………9-10
6.0. Conclusion………………………………………………………………………………10-11
References……………………………………………………………………………………….12
1.0. Introduction
Nail art inspired by the Japanese manga and anime has over the years become increasingly popular among Japanese young ladies as well as some men. Using Manga and Anime various Japanese artists are able to produce creative nail art. Nail art therefore has gained popularity all over the world as in Japan. The Japanese nail artwork is known for its creativity and precision hence in the recent years nail designers are coming up with vibrant pre-fabricated upon order which can later on be glued ideally by a nail technician. With the recent popularity of the Japanese nail art all over the world, there is an intention of expanding this market in the United Kingdom. This marketing report will present an overview on the introduction of Japanese manga manicures in the United Kingdom market. The report therefore will cover the following concepts; market segment, consumer behaviors as well as it will devise a positioning strategy for Manga Manicures' identified in UK target market.
2.0. Target Market Segmentation
Market segmentation is defined as the function of dividing the market into different groups according to customer`s specific needs as well as product and service requirements. Market segmentation therefore can be described as the division of the market into identifiable and distinct groups or segments with each of them having common characteristics and needs (Smith & Albaum,2005). The UK market for Manga Manicures will be segmented basing on the following factors; demographic, geographic, psychological and behavioral factors.
2.1. Demographic segmentation
In marketing demographic segmentation usually divides customers into various segments basing on demographic variables hence our market will be segmented basing on four demographic variables thus age, income, occupation and social class (Armstrong and Kotler, 2005).Understanding of who consumers are will help in the identification of various consumer needs and wants. The figure below therefore shows the demographic segmentation which will be used to segment UK market for Manga Manicures.
Demographic UK market for Manga Manicures Segmentation
Age sexoccupationIncomeSocialClass 6-11,12-19, 29-34, 35-49,50-64, 65+Does not matterDoes not matter Upper, upper Upper lower middle classWorking class (skilled workers) upper lowers Lower, lower
2.2. Geographic segmentation
This type of target market segmentation, divides the consumers into various segments of the market basing on the geographic regions (Graham, John & Nigel, Nicoulaud, 2008). London and England are the most industrial states in UK hence we intend to establish our business in these two states. Additionally, the demand for nail art is more in these states compared to other states in UK. Additionally, the population of people living in these states over the years has been increasing tremendously hence putting up a business in these states will ensure the success and growth of the business despite the stiff competition from nail artists who have already established their individual business.
2.3. Psychographic segmentation
This kind of marketing segmentation attempts to answer the ‘why`s` concerning consumer`s purchasing behaviour (McDonald, 2007). Basing on these facts our market segmentation will be based on consumer`s personality, lifestyle and values variables. By segmenting our target market basing on the three mentioned variables it is anticipated that this kind of market segmentation will have a direct impact on the business products and services.
Psycho-demographic segmentation
LifestyleFun-SeekingConservativeDoes not matterYesDoes not matter
2.4. Behavioral segmentation
This will be done using various characteristics as outlined below
Reason/occasion for purchase?
Number of times they'll purchase?
Timetable of purchase, ...
Name
Institution
Table of Contents
1.0. Introduction………………………………………………………………………………..3
2.0. Target Market Segmentation……………………………………………………………...3
2.1. Demographic segmentation…………………………………………………………….3-4
2.2. Geographic segmentation……………………………………………………………….4-5
2.3. Psychographic segmentation……………………………………………………………..5
2.4. Behavioral segmentation……………………………………………………………….5-6
3.0. Customer`s Profile………………………………………………………………………...6-7
4.0. Factors anticipated to influence the target market consumer`s purchasing decisions…7 4.1.Prices……………………………………………………………………………………….7
4.2. Customer relations……………………………………………………………………..7-8
4.3. Quality of services and products being offered…………………………………………8
4.4. Cultural factors…………………………………………………………………………...9
4.5. Social factors……………………………………………………………………………….9
4.6. Personal Factors…………………………………………………………………………...9
4.7. Psychological Factors ……………………………………………………………………..9
5.0. Positioning strategy for the business……………………………………………………9-10
6.0. Conclusion………………………………………………………………………………10-11
References……………………………………………………………………………………….12
1.0. Introduction
Nail art inspired by the Japanese manga and anime has over the years become increasingly popular among Japanese young ladies as well as some men. Using Manga and Anime various Japanese artists are able to produce creative nail art. Nail art therefore has gained popularity all over the world as in Japan. The Japanese nail artwork is known for its creativity and precision hence in the recent years nail designers are coming up with vibrant pre-fabricated upon order which can later on be glued ideally by a nail technician. With the recent popularity of the Japanese nail art all over the world, there is an intention of expanding this market in the United Kingdom. This marketing report will present an overview on the introduction of Japanese manga manicures in the United Kingdom market. The report therefore will cover the following concepts; market segment, consumer behaviors as well as it will devise a positioning strategy for Manga Manicures' identified in UK target market.
2.0. Target Market Segmentation
Market segmentation is defined as the function of dividing the market into different groups according to customer`s specific needs as well as product and service requirements. Market segmentation therefore can be described as the division of the market into identifiable and distinct groups or segments with each of them having common characteristics and needs (Smith & Albaum,2005). The UK market for Manga Manicures will be segmented basing on the following factors; demographic, geographic, psychological and behavioral factors.
2.1. Demographic segmentation
In marketing demographic segmentation usually divides customers into various segments basing on demographic variables hence our market will be segmented basing on four demographic variables thus age, income, occupation and social class (Armstrong and Kotler, 2005).Understanding of who consumers are will help in the identification of various consumer needs and wants. The figure below therefore shows the demographic segmentation which will be used to segment UK market for Manga Manicures.
Demographic UK market for Manga Manicures Segmentation
Age sexoccupationIncomeSocialClass 6-11,12-19, 29-34, 35-49,50-64, 65+Does not matterDoes not matter Upper, upper Upper lower middle classWorking class (skilled workers) upper lowers Lower, lower
2.2. Geographic segmentation
This type of target market segmentation, divides the consumers into various segments of the market basing on the geographic regions (Graham, John & Nigel, Nicoulaud, 2008). London and England are the most industrial states in UK hence we intend to establish our business in these two states. Additionally, the demand for nail art is more in these states compared to other states in UK. Additionally, the population of people living in these states over the years has been increasing tremendously hence putting up a business in these states will ensure the success and growth of the business despite the stiff competition from nail artists who have already established their individual business.
2.3. Psychographic segmentation
This kind of marketing segmentation attempts to answer the ‘why`s` concerning consumer`s purchasing behaviour (McDonald, 2007). Basing on these facts our market segmentation will be based on consumer`s personality, lifestyle and values variables. By segmenting our target market basing on the three mentioned variables it is anticipated that this kind of market segmentation will have a direct impact on the business products and services.
Psycho-demographic segmentation
LifestyleFun-SeekingConservativeDoes not matterYesDoes not matter
2.4. Behavioral segmentation
This will be done using various characteristics as outlined below
Reason/occasion for purchase?
Number of times they'll purchase?
Timetable of purchase, ...
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