Segmentation, targeting, and positioning
Marketing plan can be defined a strategy which can be developed by an organization for increasing awareness of the customers about the products and services of the firm. It focuses on three different tactics such as segmentation, targeting and positioning. So, marketing plan for the current research will include the following steps:
Influence on Consumers: In the list of the primary consumers, those companies are considered who likes work and dedicate in the non-profit areas. The work of our company will influence companies in using eco-friendly raw materials and developing environmentally friendly products. The act of cleaning the streets of San Francisco will affect other citizens and people to keep their living areas, roads, etc. clean by stop throwing garbage here and there. Along with this, the service of cleaning up the streets will also promote firms to do corporate social responsibility activities for keeping the environment and surrounding safe and clean. By providing different features like a call to clean, portable transportation, stationary disposal boxes, etc. will influence the companies who are interested in doing work and cooperating with the non-profit firms.
The target audience of our organization is those firms which like to work in the non-profit areas, for social and national development. Our quality work, strong relations with the consumers, adequate working conditions to the employees, promotional strategies for promoting cleanliness of the streets, etc. will lead to enhance the customer base and which will help us in strengthening our working area and developing a different range for cleaning the society and nation as well. The initiative for keeping the streets and areas of the country clean and safe will also help our firm in developing a positive image in front of the government and people of the San Francisco (Tanner 80).
Product Marketing: Marketing plays an essential role in informing people about the new product and services. In context to this, our organization will use advertisement, digital marketing and traditional marketing techniques for promoting its services among the customers. In the digital marketing, our company will use website, social networking sites and other methods for developing a relation with the customers and offering them high quality features for using the services of cleaning streets and other areas. On the other hand, in traditional marketing, we will use posters, pamphlets, etc. for informing people about our services of improving and cleaning the environment.
Along with this, we will promote our services by advertising them on television, radio and in newspapers. These techniques will help in reaching to all type of customers and influencing them for keeping their nation clean and safe. On the other hand, our services will pay attention to the homelessness from unemployment by hiring them for keeping the streets clean for protecting the environment. Digital marketing is one of the best methods which will help in marketing our service more effectively among the customers. This marketing technique will enhance the customer relation, satisfaction and support our company in developing trust and loyalty. Our website will provide all the information about the services, its features, how the customer can contact us, types of projects we are handling, achievements we will get, feedbacks of the customers, etc. which will help in informing individuals about the services more appropriately and accurately (Lin e63).
Buying Decision Behaviors: Customers possess buying behavior which helps them in making decisions while purchasing any product or service. It is essential for us to understand the buying behavior of the consumers for increasing their attention towards the services and making them purchase them for the development of the society and nation as well. In context to this, we will conduct marketing research and interact with the target audience for knowing their perception regarding the corporate social responsibility, social development, non-profit areas and many more. The surveys and analyses will help us in identifying the preferences, likes, and dislikes of the individuals.
The study will be also aware us about the ongoing projects, their success, customer interest in them, etc. which will help us in improving quality of our services for enhancing the attention of the audience. The collected information will assist us in knowing the buying decision behaviors of the customers. For example, in context of the street cleaning, people will prefer to remove garbage in front of their houses for avoiding any disease or health issue. Along with this, customers will like to call us, contact us via email or messages for removing wastage from the streets for better surrounding (Deal 5).
Primary Segmentation Variables: We will use demographic segmentation for targeting the customers by their occupation who likes to work in the non-profit areas. The companies which desire to cooperate with the non-profit regions and people who have profession in non-profit handling projects will be included in the demographic segmentation. Along with this, we will target the firms which produce cleaning products for cleaning the streets and other areas.
On the other hand, we will use geographic segmentation for cleaning the local and regional areas of the San Francisco. Individuals facing issues regarding improper waste management at the streets and in the surroundings will be targeted under the geographic segmentation. This will help us in keeping the localities clean and safe. In addition to it, we will also use psychographics segmentation for paying attention to those individuals who possess an interest in making the society safe and secure. The persons who like to live a healthy and quality life by keeping the surrounding clean will be targeted under the psychographics segmentation. All these types of segmentation will help us in meeting the needs and demands of the customers effectively and promoting our services properly across San Francisco (Choi 90).
Determining the Target Market: As we have several potential target segments which will help us in serving the profitability effectively, thus for this, multi-segment targeting is the most suitable for us. In this context, we will have to develop different marketing mix for each one of the segments for meeting the needs of all the sections and increasing their satisfaction level. This targeting strategy will help us in improving the sales volume, profit margin and market share within the non-profit sector.
Along with this, we will also use concentrated targeting for meeting the needs of the customers who like to keep their streets clean and possess an interest in development and enhancement of the society and environment. Both the targeting strategies will help in paying attention to each segment, i.e. companies and citizens. Practical approaches and concepts will help in the effective marketing of the services (Andaleeb 179).
Differentiation and Positioning Strategies: In the present time of tremendous competition, it is necessary to have some innovativeness and differentiation in the services and products for grabbing the attention of the people. Concerning this, we will use customer service differentiation strategy for keeping our services innovative and unique from the other non-profit firms. The features like a call to clean, contact the cleaning companies, etc. will help in keeping the street clean. These features will aid in grabbing the attention of the customers and making them use the services for environment safety and cleanliness.
Along with this, we will use price and quality differentiation for offering services at the affordable price and of high quality to the customers. This differentiation strategy will help in enhancing the number of consumers and brand recognition. Apart from this, by using the customer benefits as a positioning strategy, our organization will able to develop a unique image in front of the consumers. Under this positioning strategy, we will able to understand people about the importance of keeping the environment and surrounding clean and safe. This will also help in developing trust and loyalties among the audience which will lead to influence the customers for preserving the environment clean (Tanner 300).
Competitive Advantage: With reference to this, our company will use website and social networking sites like Facebook, Twitter, etc. for developing and maintaining relations with the customers. The digital marketing technique of our organization will help in gaining competitive advantages in the highly competitive environment of San Francisco.
Along with this, differentiation and positioning strategies will help our firm in keeping the service unique from the other companies which will lead to grab the attention of the audience and increase the customer base (Schlegelmilch 63).
Thus, from the above segmentation, targeting and positioning strategies, our company will able to promote the services of street cleaning effectively.
Work cited
Andaleeb, Syed Saad. "Market Segmentation, Targeting, and Positioning." Strategic Marketing Management in Asia: Case Studies and Lessons across Industries. Emerald Group Publishing Limited, 2016. 179-207.
Choi, Chang Suk, and Kyung Hoon Kim. "MARKETING MANAGEMENT IN SOCIAL NETWORK PLATFORMS: SEGMENTATION, TARGETING, AND POSITIONING." 2015 Global Fashion Management Conference at Florence. 2015.
Deal, Ken. "Segmenting patients and physicians using preferences from discrete choice experiments." The Patient-Patient-Centered Outcomes Research 7.1 (2014): 5-21.
Lin, Randall, et al. "Proceedings# 14. Positional accuracy of scalp electrodes mounted on a ready-made band targeting motor cortex." Brain Stimulation: Basic, Translational, and Clinical Research in Neuromodulation 10.4 (2017): e61-e63.
Schlegelmilch, Bodo B. "Segmenting Targeting and Positioning in Global Markets." Global Marketing Strategy. Springer, Cham, 2016. 63-82.
Tanner, Jeff, and Mary Raymond. Principles of marketing. University of Minnesota Libraries Publishing, 2015.
Tanner, Jeff, and Mary Raymond. Principles of marketing. University of Minnesota Libraries Publishing, 2015.