Food Delivery Marketing Strategies

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Questions and Answers

What is the primary focus of ichef.in in the food delivery market?

  • Bulk order management
  • Quality of product (correct)
  • Essential item sales
  • Timeliness of delivery

What is an example of micromarketing in food delivery?

  • Partnering with corporate clients
  • Differentiating pricing based on delivery settings (correct)
  • Offering discounts for bulk orders
  • Providing a variety of cuisines

Which of the following factors is NOT mentioned as influencing the choice of targeting strategy?

  • Market position
  • Product-market maturity
  • Customer loyalty programs (correct)
  • Extent of buyer differentiation

What does the term 'sub-segmentation' refer to in the context of food delivery services?

<p>Targeting niche markets with specific needs (D)</p> Signup and view all the answers

Which food delivery service is known for handling bulk orders?

<p>iTiffin.in (B)</p> Signup and view all the answers

According to the content, what is one of the forces that affects targeting strategy?

<p>Marketing trends (C)</p> Signup and view all the answers

Which of the following services specifically targets corporate clients?

<p>SpiceBox.in (A)</p> Signup and view all the answers

What model is suggested for determining the attractiveness of a market segment?

<p>Porter's Five-Forces Model (D)</p> Signup and view all the answers

What does positioning primarily focus on in the context of marketing?

<p>Developing a perception in a consumer's mind (D)</p> Signup and view all the answers

What is meant by a Unique Selling Proposition (USP) in positioning?

<p>A unique feature that appeals specifically to a target segment (C)</p> Signup and view all the answers

Who articulated the concept of positioning as it is understood today?

<p>Al Ries and Jack Trout (A)</p> Signup and view all the answers

In which period was the concept of positioning described by Ries and Trout?

<p>1970s (B)</p> Signup and view all the answers

What is a key outcome of effectively implementing a positioning strategy?

<p>A clear identity in the marketplace (A)</p> Signup and view all the answers

Why is it important to tailor propositions to the characteristics of targeted segments?

<p>To create direct relevance to their needs (C)</p> Signup and view all the answers

What has fundamentally changed in the concept of positioning over the past 40 years?

<p>The competitive landscape and the nature of consumer behavior have evolved (C)</p> Signup and view all the answers

What role does marketing communication play in positioning?

<p>It conveys the intended positioning to the market (C)</p> Signup and view all the answers

What is one of the main advantages of using geographic segmentation for a market?

<p>It allows marketers to target specific consumer needs based on their location. (C)</p> Signup and view all the answers

Which of the following is NOT a relevant factor under geographic segmentation in the text?

<p>Age (B)</p> Signup and view all the answers

How does the example of McDonald's in India illustrate the importance of considering cultural factors in market segmentation?

<p>McDonald's adapts its product offerings to align with local religious beliefs. (A)</p> Signup and view all the answers

Which of the following factors can influence a consumer's response to a product's packaging and advertising?

<p>Personality (A)</p> Signup and view all the answers

Which segmentation approach is considered the most recent and aims to understand consumers' individual characteristics?

<p>Psychographic Segmentation (D)</p> Signup and view all the answers

Which of the following examples best illustrates the application of socioeconomic segmentation?

<p>A company launching a new line of luxury cars targeted at high-income earners. (B)</p> Signup and view all the answers

Why is it essential for marketers to consider cultural and religious beliefs when segmenting a market?

<p>It avoids potential negative reactions and promotes responsible marketing practices. (B)</p> Signup and view all the answers

Which type of segmentation is based on dividing the market into groups based on their physical location?

<p>Geographic Segmentation (C)</p> Signup and view all the answers

Which of the following is NOT considered a consumer group based on their response to market offerings?

<p>Brand Preference Response (D)</p> Signup and view all the answers

What is one of the key differences between the 'Ford' and 'Chevrolet' consumer profiles as described in the text?

<p>Ford consumers are more likely to be masculine and independent, while Chevrolet consumers are more likely to be conservative and prestige conscious. (D)</p> Signup and view all the answers

Which of the following is NOT a benefit that consumers might seek in an automobile product, as mentioned in the text?

<p>Advanced technology features (C)</p> Signup and view all the answers

The 'Usage Response' approach to consumer segmentation primarily categorizes consumers based on:

<p>Their frequency of use or purchase of a product (A)</p> Signup and view all the answers

What is a significant advantage of segmenting consumers based on the 'Benefit Response' approach?

<p>It helps companies tailor product development and marketing efforts to specific consumer needs. (B)</p> Signup and view all the answers

Within the context of 'Usage Response', what are 'non-potential users'?

<p>Consumers who have never used the product and are unlikely to in the future. (D)</p> Signup and view all the answers

The text describes 'Swingers' as consumers who:

<p>Are constantly seeking the latest and most innovative models of goods. (D)</p> Signup and view all the answers

Which of the following is NOT a characteristic of 'Status Seekers' as described in the text?

<p>They prefer products that are practical and functional over those that are stylish. (A)</p> Signup and view all the answers

Which of the following statements regarding market segmentation is correct?

<p>Segmentation allows a firm to focus its efforts on the most promising opportunities. (A)</p> Signup and view all the answers

Which pair of products would likely belong to different market segments?

<p>Hospital bed and tractor (C)</p> Signup and view all the answers

In which situation might a company consider consolidating multiple market segments into one larger segment?

<p>When economies of scale can be achieved through standardized production and marketing. (B)</p> Signup and view all the answers

Why is product or service positioning a crucial aspect of marketing?

<p>Because it determines how marketers make a product or service appear different from another. (D)</p> Signup and view all the answers

Which of the following statements is correct, based on the provided content?

<p>One product or service may be different even when they appear to be identical. (A)</p> Signup and view all the answers

Which of the following brands positions itself based on the concept of 'completeness'?

<p>Raymond's (D)</p> Signup and view all the answers

Which company focused on selling computers directly to businesses as a positioning strategy based on distribution?

<p>Dell (C)</p> Signup and view all the answers

What marketing strategy does Honda Motorcycle & Scooter India (HMSI) employ by focusing on the aspirations of everyday Indians?

<p>Dreams (A)</p> Signup and view all the answers

Which airline has differentiated itself by offering premium economy seating and a value-based frequent flyer program?

<p>Vistara Airlines (A)</p> Signup and view all the answers

Which of the following brands uses 'Waku Waku Doki Doki' to represent the anticipation and thrill associated with their vehicles?

<p>Toyota (A)</p> Signup and view all the answers

Which of the following strategies did Compaq utilize to position its brand in the PC market?

<p>First-mover (D)</p> Signup and view all the answers

Which brand uses the positioning method based on health by assuring their consumers can leave their health concerns to them?

<p>Dhara Oil (D)</p> Signup and view all the answers

Which brand positions itself around the phrase 'There's Only One'?

<p>Jeep (B)</p> Signup and view all the answers

Flashcards

Market Segmentation

The process of dividing a broad target market into subsets of consumers with common needs or characteristics.

Targeting Strategy

The method of selecting specific segments to concentrate marketing efforts on.

Product Differentiation

The creation of a product that stands out from competitors due to unique features or branding.

Consumer Behavior

The study of how individuals make decisions to spend their resources on consumption-related items.

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Interrelated Strategies

The concept that targeting and positioning must align to effectively reach a market segment.

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Demographic Segmentation

Dividing the market based on statistical characteristics like age, gender, income, and education.

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Family Size Segmentation

Segmenting the market based on the size of the family, which influences their needs and preferences.

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Business/Profession Segmentation

Dividing the market by occupation or business type, affecting preferences and attitudes.

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Geographic Segmentation

Segmenting the market based on physical locations such as regions, climates, and urban vs rural areas.

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Psychographic Segmentation

Dividing the market based on consumer lifestyles, attitudes, values, and personality traits.

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Behavioral Segmentation

Market division based on consumer behaviors, such as purchasing habits and brand loyalty.

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Cultural Segmentation

Dividing markets based on cultural factors including religion, ethnicity, and traditions.

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Consumer Segmentation

Dividing consumers into groups based on characteristics or behaviors.

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Swingers

Consumers who seek the latest models or trends in goods.

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Status Seekers

Consumers who buy goods to reflect high social status.

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Plain Joes

Consumers looking for ordinary goods that fulfill basic needs.

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Benefit Response

Segmentation based on the benefits consumers expect from products.

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Usage Response

Segmentation based on how much a product is used by consumers.

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Potential Users

Consumers who might use a product in the future, but currently do not.

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Non-Potential Users

Consumers who generally do not use certain products at all.

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iTiffin.in

An online food delivery service in Bangalore that takes bulk orders for a week or month.

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Micromarketing

A strategy that involves sub-segmentation to target specific customer needs within a larger segment.

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Sub-segmentation

Dividing a market segment into smaller, more defined categories to better meet customer needs.

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Porter’s Five-Forces Model

A framework for analyzing the competitive forces in a market to assess segment attractiveness.

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Market Share

The portion of a market controlled by a particular company or product.

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Segment Attractiveness

Assessment of a market segment's potential based on size, growth, and other factors.

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Marketing Environment Forces

External factors that influence a company's ability to operate effectively in a market.

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Product User

Refers to the end consumer for whom a product is designed and marketed, exemplified by Crane's stationery.

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Product Class

A category of products that serve similar purposes; BMW is known as the 'ultimate driving machine.'

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Positioning

Creating a consumer perception about a company's products relative to competitors.

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Unique Selling Proposition (USP)

A distinct appeal that the firm presents to its target consumers.

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Target Market Strategy

A plan to reach specific segments of consumers effectively.

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Marketing Mix

Combination of product, price, place, and promotion strategies.

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Consumer Needs

Characteristics and requirements of the target audience.

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Segmentation

Dividing the market into distinct groups of buyers.

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Perception

How consumers view a brand or product.

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Marketing Communications

Messages and media used to convey the intended positioning.

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Dreams

Concept where Honda's marketing emphasizes aspirations, using two-wheelers to achieve personal dreams.

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Completeness

A positioning strategy epitomized by Raymond's branding of the 'complete man'.

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First-mover

Company that is the first to introduce a product; example: Compaq's portable PC.

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Distribution

Selling strategy focused on direct-to-business sales, notably by Dell.

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Exclusivity

Marketing approach where Toshiba specializes solely in laptop computers.

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Waku Waku Doki Doki

A Japanese term for excitement and thrill, utilized in marketing by Toyota.

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Health Positioning

Marketing strategy shifting focus to health benefits, like Dhara Oil's recent messaging.

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Personalisation

An approach by Ford India to offer custom features for vehicles, enhancing customer satisfaction.

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Study Notes

Segmentation, Targeting & Positioning

  • Marketing segmentation involves dividing a heterogeneous market into homogeneous sub-units, based on shared needs and characteristics.
  • Segmentation is about identifying portions of the market with different needs.
  • The process involves three stages—segmenting, targeting, and positioning (STP).
  • This facilitates effective marketing strategies by understanding diverse consumer needs.
  • Market segmentation is a crucial aspect of contemporary marketing strategy.
  • It allows businesses to cater to specific consumer groups and tailor their products and marketing efforts accordingly.

Meaning & Importance of Segmentation

  • Meaning: Segmentation is the process of dividing a heterogeneous market (aggregated) into homogeneous sub-units (segregated) based on shared needs, characteristics, or behaviors.
  • Importance: Segmentation creates meaningful segments, understands customer needs for meaningful segments, and helps allocate resources efficiently.

Learning Objectives

  • Understand the meaning and importance of segmentation.
  • Identify bases of segmentation.
  • Define types of segmentation.
  • Understand the meaning of targeting.
  • Identify types of targeting.
  • Define selection criteria for targeting.

Learning Outcomes

  • Define the meaning of positioning.
  • Describe the meaning of positioning.
  • Elucidate the meaning of word positioning.

Requirements of Effective Market Segments

  • Measurable: Segments must be quantifiable in terms of size and characteristics.
  • Substantial: Segments should be large enough to be profitable.
  • Distinctive: Segments must be clearly different from one another regarding their needs.
  • Accessible: Segments should be reachable with marketing efforts.

Bases for Market Segmentation

  • Demographic: Age, gender, family size, income, occupation, education, religion, etc.
  • Geographic: Location, region, climate, population density, etc.
  • Psychographic: Lifestyle, values, personality traits, interests, etc.
  • Behavioural: Usage rate, brand loyalty, benefits sought, occasions, etc.

Types of Targeting

  • Mass Marketing: Aim to reach all potential customers with a standardized marketing mix.
  • Single-segment Marketing: Focusing on a single market segment.
  • Large Segment Strategy: Focusing on a relatively large segment. Sub-segmentation can be considered for better results.
  • Differentiated Marketing: Targeting two or more segments with tailored marketing mixes.
  • Niche Segment Strategy: Targeting a narrowly defined market segment with distinct needs.

Positioning

  • Positioning involves creating a distinctive place for a product or brand in the minds of consumers relative to competitors.
  • Positioning is about communicating the value proposition of a product or brand.

Positioning Process

  • Describing positioning process; identification of bases for positioning; describing, or elaborating on bases of positioning

Meaning of Targeting

  • Targeting is the process of evaluating segments and selecting the most attractive segments.
  • It's matching marketing resources, needs, and capabilities.
  • It focuses on the best prospects among customers.

Selection Criteria for Targeting

  • Existing market share.
  • Existing product expertise.
  • Likelihood of production and marketing economies of scale.
  • Nature of competitive environment.

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