MKT 100 Lecture Notes - Lecture 7: Abercrombie & Fitch, Micromarketing, Mini Cd

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Introduced coke zero which is an alternative to diet coke. Benefit segmentation (what the are trying to achieve from your product) Everyone might be considered as a potential customers. Not a common strategy i. e neighborhood bakery or convenience shop. Target several markets, offering something for each market. Picking one market and just going after it i. e cora, abercrombie & fitch. Tailors product for individual customers i. e. built ur own nike shoes. Mcdonals segmentation is its core mcd instead of brand manager they have segmentation managers young people moms. Find information about how the should market a product. Creatses a postioniting profile and creastes ads based on that. African americans didn"t like salad so they pushed more towards the chicken withing. While the hispanic liked all the so they pushed the herbs and what not. Asians liked the variety and new experience so they pushed that aspect.