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Identification of a Target Consumer in Process Of Positioning - Theoretical and Practical Aspects

Author

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  • Markéta Lhotáková
  • Anna Klosová

Abstract

Positioning is an important tool of marketing strategic planning and of a brand building process. Brand positioning development incorporates analyses and definition of four major elements - target consumer (target group), consumer benefit, brand image and competitive frame of reference. All elements of positioning are interconnected and all of them are influenced by selection of target consumer. The article is concentrated on major steps of identification of the target consumer as a part of brand positioning strategy development. It demonstrates application of the theoretical attitude of segmentation on practical example of Bosch home appliances brand. Summary contains comparison of theory and practical case of segmentation and targeting process as a part of brand positioning development.

Suggested Citation

  • Markéta Lhotáková & Anna Klosová, 2009. "Identification of a Target Consumer in Process Of Positioning - Theoretical and Practical Aspects," Acta Oeconomica Pragensia, Prague University of Economics and Business, vol. 2009(3), pages 3-24.
    • Handle: RePEc:prg:jnlaop:v:2009:y:2009:i:3:id:270:p:3-24
    DOI: 10.18267/j.aop.270
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    More about this item

    Keywords

    positioning; segmentation; target group;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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