Identify the 4ps for the totally different customers - Assignment Example

Bases for segmentation can be demographic, geographic, psychographic or behavioral. The way city residents will behave as concerned to the type of vehicle they would want to have is the not the same as the way farmers and landowners will behave concerning the same issue. Therefore the company must prepare a market mix that favors both segments by offering brands that are inline with their preferences. A market mix is formed based on the four Ps which are Product, Price, Promotion and Place. The pricing made to farmers and city residents must offer value to both the company and the buyers of the four-wheel vehicles.

The product that is the type of four-wheel vehicle preferred by city residents should be differentiated by the type preferred by farmers and landowners. Vehicles targeted for city residents will posses specifications that provide better conditions for human transport. Vehicles sold to the farmers and landowners will have characteristics that provide a favorable condition for farm activities. Promotion involves branding the products in a way that favors each particular segment. The four-wheel vehicles for farmers and land owners segment must be branded to favor farm activities while those for city residents are branded to favor the comforts of the city residents during human transportation.

A good marketing mix for the four-wheel company should conduct promotion in such a way that it creates public relations between the customers and the company hence establishing connections between the two parties. The promotion process must provide effective communication process through identifying the target audience i.e. farmers and city residents, Determine communication objectives i.e. marketing to achieve high sales where they are low, Design a message, Choose a Media and finally collect a feedback from the people.

The segmentation itself is defined by the place of use of the vehicle and in this case it is the farm and the city. A preferred marketing mix will have to target consumers in such a way that more sales are conducted (www.udel.edu, Focusing Marketing Strategy with Segmentation and Positioning). These can only be achieved through fulfilling both customer needs in terms of product preference, favorable market prices, better promotion strategies and selling products at best located selling points.

Consumer does love products that are likes of the majority and therefore a company must market its products to have high sales if they want to maintain the hold on their customers. The table below offers an example of a preferable market mix. Table 1: Marketing mixes for two different consumer segments (Segment A: Farmers) (Segment B: City residents) PRODUCT Four Wheel drive features are of high standard compared to the ones for consumers. The features they have make them high standard due to the tasks the vehicle is meant to perform.

The capacity of sitting will be less but with high speed and acceleration. The standards of consumer four Wheel drive are lower as compared to those of farmers since they are only meant for passenger transport. Huge capacity but low speed is just an example of the features. PRICE High price since farmers and landowners are wealthy to spend huge amount of money to spend on a good Vehicle. The value is comparable to the benefits it offers the