Market Segmentation

DETERMINING MARKET SEGMENTATION:

Market segmentation is when you divide marketing groups into sub groups who have similar needs, wants and demands. For example it could be divided into groups such as age, gender, income etc.

In the case of Mazda cars, the targeted age group would be 20-35 because this car has sporty features which are an eye catch for the youth in today's generation. The next segment would be the income level. This car is segmented more at people who belong to the high class society. The reason being for that is because imported cars have a high tax level. The next segmentation group would be gender. This car is focused mainly at males because the cars sporty nature.

SELECTING A MARKET TO TARGET:

As mentioned above the target market would be the age group of 20-35, with high income level and mostly males. This way it is much easier to develop strategies to attract this kind of consumers. The reason for selecting this target audience is because Mazda 6 has a sporty look to it which most of the youth in today's generation prefer another reason being is that a car doesn't only come with the look and power so it's perfectly suits to the selected target audience.

Mazda 6 Positioning:

Positioning defines as "the way the product is defined by consumers on important attributes_ the place the product occupies in consumers' mind relative to competing products (Philip Kotler, 12 Edition). According to one positioning expert" Products is created in the factory, but brands are created in minds of the consumer. Product positioning is the complicated set of views, opinions and emotions that customers have for one product as compared with competitive products. Product positioning can be done in so many ways. Companies always create the differentiation of their product with the competitors' products. Basically companies try to position their products to gain the competitive advantage in the market. Kotler, P. and Armstrong, G. (2008)

For the successful integrated marketing plan we have to do a successful positioning for Mazda 6 which can increase the car sales and help us in achieving the objective. For positioning Mazda 6 a proper positioning message should be delivered to the target audience which can change consumers mind and attitude towards Mazda 6.