Marketing tools are used primarily to develop the most efficient strategies for the company and the brand to make the most profit from their actions. It might seem the more strata of the population a brad covers, the more valuable it is for its benefit, expansion, and development. However, without segmentation, targeting, and positioning, the company can fail in making interested all the groups of the population, providing one mutual product for everyone. That means no particularization might lead to no significant benefit. Highlighting layers of the population, figuring out the ways to target them, and developing a market positioning strategy are essential for a company’s profit and development.
Identifying the segments of the customers and uniting them into various groups can help find the major consumer needs and become more demand. The latter can enhance the approaches toward the brand’s clients and improve the product provided. Studying the clients’ major concerns, needs, and criteria for satisfaction (in other words, targeting) simplifies the creation of the goods people are searching for. Meeting the requirements of the customers in detail will lead to a higher popularization of the brand and more frequent use of the company’s products.
The development of the brand depends on a well-thought strategy and major standards. Positioning helps brands provide products of the expected amount, quality, and trust. For instance, the video “Gap Inc. Market segmentation, marketing, and positioning” shows various positioning strategies of three clothes brands: Old Navy, Gap, and the Banana Republic, that target different population segments and provide relevant to their level quality of goods, price, and materials clothes were made from. These brads broadcast their supply and popularity among the targeted layer of the population and receive subsequent feedback from them, becoming more well-known and demanding.