principles of marketing project

Topics: Social class, Middle class, Working class Pages: 6 (773 words) Published: December 18, 2014
Woodstock Furnishers
Simply Phenominal
Product
Brand Name/Mark
Woodstock Furnishers

Our VISION SIMPLY Phenominal

Target Market
The need of buying furniture is realized by the spouse of the head of the family, and in most cases, she is the one to decide what, when and where to purchase. Hence the spouse of the head of the family is usually the Initiator and Decider, apart from being the buyer and user. Since we are dealing in Islamabad region only and in two categories of furniture i-e Home Furniture and Kid’s Furniture we have outlets in Blue Area and F-10 Markaz, so we are targeting the following social classes: Upper Class

Upper Middle class
Lower Uppers

Segmentation
As Woodstock would primarily focus on the consumers’ requirement of style and comfort, when we applied the variables to define our segment, we obtained the following results: Home Furniture
Keeping in view that a home furniture purchase is a high involvement process and occurs a maximum of 3-4 times in a lifetime of an individual, two of which are 1. As dowry
2. After the completion of a new home
We, as a company have applied the following variables and yielded the target segment for our product as follows Geographic Segmentation:
Region: Islamabad
Density: Blue Area and F-10 Markaz
Demographic Segmentation:
Age: 30+
Gender: Female
Income: Rs: 60000-100000/month
Family Life Cycle: Married, with children
Social Class: Upper Middles, Lower Uppers and Upper classes
Psychographic Segmentation:
Personality: Decent, Tasteful, and Ambitious
Behavioral Segmentation:
Occasions: Marriages, Newly Constructed Houses
Benefits: Comfort and Style
Attitudes: EnthusiasticKids’ Furniture
The arrival of a child in a family creates a need for special furniture designed for the safety and comfort of the child. The segmentation for kids’ furniture is as follows: Geographic Segmentation:

Region: Islamabad
Density: Blue Area and F-10 Markaz
Demographic Segmentation:
Age: 23+
Gender: Female
Income: Rs: 40000-60000/month
Family Life Cycle: Married, youngest child under 8 years old Social Class: Upper Middles, Lower Uppers and Upper classes
Psychographic Segmentation:
Personality: Decent, Tasteful, and Ambitious
Behavioral Segmentation:
Occasions: Birth of a baby.
Benefits: Safety and style
Attitudes: Enthusiastic
Classification
Furniture is classified as specialty good because it has high cost and high involvement of decision making process and is purchased maximum of 3-4 times in a lifetime of an individual. Features of Product

The furniture would be made by manufacturers under strict compliance of our set quality standards and would only be brought into the market after satisfying our Quality Assurance department in every aspect. Furniture is made up of wood specially brought from “Chiniot” we have a group of skillful labor who put their best effort in giving shapes. Woodstock furnishers would be a premier furniture brand offering high class exquisite furniture with style, elegance and comfort. When we talk about the product, we mean the total package: inclusive of the after sales service, warranty, quality, styling and so on. Our aim is to provide our consumers with utmost satisfaction and unsurpassed service which they can see, hear and feel Packaging

Since company is promising to deliver quality product so we will look at every aspect to make it special. Packaging is one of the important in our completion process because it will keep our product safe and secure. At Woodstock furnishers we are using “polyethylene foam” for packaging because this product can be easily customized into size variations of bags, sheets or rolls. It provides superior corner, edge, surface protection and superior tensile strength. Once packed, furniture is then sealed using a customized fully automatic carton sealer. Once sealed the case is ready for shipping Design & Color

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