Segmentation and Target Market

In: Business and Management

Submitted By alexsbabygirl02
Words 1143
Pages 5
Segmentation and Target Market
MKT/571
January 26, 2015
Dawn Obermoeller

Segmentation and Target Market Understanding the current demands of consumers is key to determining new ideas, knowing how to present those ideas to the public, and ensuring a better chance at success. When first putting together the business plan for a new product, product suppliers need to evaluate and monitor their target market; after of course determining what the target market may be. Airguard has been in business since 1964 and has continuously tackled the competitive industry of air, oil, and water filtration. With their success since the beginning, they have successfully shown their understanding of how to target consumers and maintain them.
Positioning Statement For residential and commercial filter users, Airguard’s DP40 brand pleated filters rank amongst the highest in quality and durability for any user, as the newest technology in filter manufacturing is used to construct the most efficient filters. Airguard’s patented technology allows the product to be just as effective as their biggest competitors but at a lower price bracket. As these products are usable by both residential and business consumers, the DP40 filter can last up to three months which in turn saves the end user even more money.
Market Segmentation With Airguard being a major manufacturer in the filter industry, it is impossible for them to target all potential consumers. In order for Airguard to be successful at targeting all potential consumers, Airguard has to build relationships with filter distributors in targeted regions. Each distributor is authorized to distribute and market products within a certain territory. When consumers place an order with the distributor, the distributor then places the order with Airguard; essentially doing the leg work for Airguard in the smaller markets.…...

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