Marketing segmentation

p Marketing Segmentation : Brand Loyalty

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Table of contents

Cover Page 1

Table of Contents 2

Objective 3

Brand Loyalty : Example 3

Market Segmentation and Promotion 3

Buyers ' Behavior 5

Conclusion 6

Reference 7 Objective

Brand loyalty , in marketing , consists of a consumer 's commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy . The objective of this discussion is to analyse

the reasons behind brand loyalty and to discuss market segmentation , target marketing and positioning of a branded product

Brand Loyalty : Example

Madhurima , a SAP-ABAP Consultant working for IBM , India , has been using Nokia as her mobile phone brand since her University days And today , after 8 years of uninterrupted relationship with Nokia starting from basic phone models to latest sensation N97 tube , she is a customer who is extremely loyal to Brand Nokia and would never look towards any other brand , even if they promise something bigger and better each time with a lower price-tag

Market Segmentation and Promotion

Market Segmentation and product promotion are two of the most eminent techniques that Nokia deploys in to win more loyal customers over the time . Market segmentation is the process that a company divides the market into distinct groups who have distinct needs wants , behaviour or who might want different products services Segmentation is commonly used by organizations to improve their customer retention programs and help ensure that...