W03 Reflection: Segmentation, Targeting, and Brand Positioning

The two brands that I´ve chosen for this assignment are IKEA and ARROW. I am
IKEA: I´ve chosen IKEA because I am pretty crazy about what they can offer: The
IKEA spirit is based on values of simplicity erected into my way of life. A conception
of life and an art of living that are the very essence of Scandinavian culture. Democratic
design is beautiful, simple and practical, accessible to my budget. Beautiful form,
practical function and an accessible price: the design-for-all winning trio aims to create
a warmer house.
Among the market segment characteristics, I´ve chosen:
1. Family life cycle: we all need changes, in case of decoration, this is exactly the
same: seasons and fashion are not eternal. Ikea offers those changes.
2. Behavioral: Ikea products offers not only a beautiful decoration but also
practical things that I can use in my daily life.
3. Psychographic segmentations: Ikea offers different styles that are in line with
my lifestyle as well as a match with my personality
ARROW: I´ve chosen ARROW, this clothes trend is one of the most classic and
interseason fashion clothes brand that I particularly appreciate. In addition to the fact
that this brand offers high quality clothing, it also offers a part of timeless fashion that
we can wear at any time: to go out shopping, for a family reunion or even a work
meeting.
Among the market segment characteristics, I´ve chosen:
1. Demographic: ARROW are clothes shops exclusively for men, its clothes are
design to be trendy without losing the man side.
2. Behavioral: Arrow products offers a wide line of clothes that can be used for
every occasions.
3. Psychographic: Arrow offers different styles that are in line with my way to live
as matching my man personality.
To position me against the competition I would look for the characteristics the
competition struggles with the most that the internship company is looking for. Two
attributes I would use to differentiate myself would be my level of dedication and my
willingness to try anything new. With my dedication to exploring the unknown, I will
happily devote myself to your customers showing them the advantages of the company,
why they should invest in patronizing the company’s product or services, and the
benefits of remaining a long-time customer because my dedication to success whether
my own or those I am around will innovate and inspire those you seek to target.