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Marketing Eco-Shack

In: Business and Management

Submitted By Epti
Words 3896
Pages 16
Report Title: Marketing the Eco-shack

Prepared For: Ms Puan Haslinda Mohd Yunus & Ms Rachael Louis Vincent Victoria University
Prepared By: Vivek Satish Chohan (4101946)
Pranav Satish Davda (4100233)

Date of Submission: 16th May 2013

Tutorial Group: 8

Table of Contents Executive Summary 2 1.0 Introduction 3 2.0 Analysis 4
2.1 Consumer Segmentation 4
2.2 Business Segments 5
2.3 Cost Pricing Approach 7 3.0 Recommendations 8
3.1 BRANDING AND POSITIONING 8
3.2 Alternative Pricing Approach 10 4.0 Conclusion 11 List of reference. 13

Executive Summary
The objective of this report is to identify the target market and position the product well in consumers mind so as to increase the sales and market share. For a product to be accepted in the market by consumers, an effective marketing strategy must be implemented. This report is divided into five parts which are introduction of the scenario, followed by identifying the consumer segment, business segment, merits and demerits of cost oriented pricing, branding and positioning and an alternative pricing approach for the eco shack.
Behaviour segmentation variable for consumer market is an appropriate way to identify the consumer segment for the Urban- Eco Shack. This process of segmenting the market involves analyzing the behavior of consumers in terms of usage, price sensitivity and the response towards brands. The features of the Urban – Eco-shack can influence the behaviour of the customers like the size of the accommodation makes it suitable for city dwellers as it is highly occupied with buildings and houses, therefore, the volume usage in urban areas will high and this is an appropriate consumer segment for the Urban Eco-shack.
On the other hand, retailers who are close to the market in the supply chain are the profitable business segment for Doug and Pauls Urban and…...

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