Segmentation, Targeting and positioning of Agora :
Market Targeting: Service targeted at selected customer Strategy: 1. concentrated marketing strategy to serve a single market ; Segmentation: Apporx. 20,000 target customers represents this market with geographic, demographic and psychographic correspondence 1. Geographic: Urban dealers staying at Dhaka and more specifically in Dhanmondi, Gulshan, Uttara, Malibag and Mirpur area; 2. Demographic segmentation: SEC A or Upper class with at least a monthly household income of 35000+ and Married people of age 25 and above with a family of 3 to more members 3. Psychographic segmentation: Actualizer, achiever and experiencer who are not more than 13% of SEC A+ population Habituated in modern lifestyle.
Looking for convenience in every means e.g. Cooking, hence preferred frozen food as well as during shopping, Quality of service and product is non-negotiable and ready to expense more to meet the need. Willing to improve their quality of life with lifestyle choice 4. Product related segmentation:
Every day user of at least one product or service provided by the company Positioning: Agora promises a valuable shopping experience that provides frozen foods to meet the convenient need of its customers. It aims to consistently provide a remarkably satisfying and valuable shopping experience through a business that provides quality product for customers and team members. With a brand core essence:
Opportunity Analysis for MEENA BAZAAR:
Opportunity Identification: with Buyers type: Socio Economic & Psychographic type: (Ref. BBS 2010 HH penetration data) Global -1.4 mio of total HH with an average monthly income of 35000+ , mostly achievers and experiencer who are enjoying their life at fullest.; AGORA Reached only 0.14% of total population (Ref, Aagora web page) Seeking & Striving – 2.9 mio of total HH with an average monthly income of 20000.
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