Flip-Flops in the UAE: Segmentation, Targeting, and Positioning Coursework

Exclusively available on IvyPanda Available only on IvyPanda

Product market

The product market for the flip-flops product within the UAE exists under the generic market for footwear products. The estimated product market size is six million people since the total population in UAE is 8.4 million. Since the flip-flops product can be used by everyone, the product market is 70% of the total human population in the UAE.

We will write a custom essay on your topic a custom Coursework on Flip-Flops in the UAE: Segmentation, Targeting, and Positioning
808 writers online

Market segments

The product market for the flip-flops product within the UAE can be segmented into five sections as summarised in the table below.

Market segmentDescription
The young digeratiThis segment consists of the young people, especially from teenage to early thirties, who love trendy footwear. This segment has low expenses, but with discretionary income and are very much interested in fashionable footwear such as the flip-flops product. This group consists of 17% of the UAE population.
The celebrity segmentThis segment consists of celebrities from different fields such as sports, entertainment, and business. They have the ability to purchase customised footwear brands such as the proposed flip-flops. The group forms almost 6% of the UAE population.
The aged segmentThis segment consists of old people who are in need the comfortable flip-flops footwear because of weak foot muscles. The elderly population consists of 20% of the total population. However, this segment does not consider fashion trend as the main determinant factor when purchasing comfortable footwear.
The home user segmentThe home user segment consists of customers who use flip-flops footwear on a daily basis, especially in the evening in their houses. This segment requires comfortable footwear to use while they are indoors. This segment forms the majority of potential customers in the UAE.

(Source: Lambert, 2010)

Target markets, objectives, and strategy

From the above segmentation analysis, the flip-flops product will target the young digerati and home user customers since they are the majority. The objective of the business will be to penetrate the flip-flops market in the UAE through provision of fashionable, comfortable, affordable, and quality footwear. The business will accentuate on customer satisfaction and affordability as a strategy for upholding its position as the preferred supplier of the flip-flops product (Lambert, 2010).

Positioning strategy

In the overcrowded market for footwear in the UAE, product positioning is directly linked to the success in the short and long term, especially for a new product such as the flip-flops. This product will be positioned as the first of its kind in the UAE market. As the first player for this kind of flip-flops footwear, it is easy to project a steady market share gain within six months for the proposed business. As a result, a permanent and positive image of the company will be glued in the minds of the clients. In addition, series of market research on customer demands will be carried periodically to improve on satisfaction, desires, and expansion to new market territories (Lambert, 2010).

Perceptual map

The current perceptual map is to make sales across the major towns in the UAE. Specifically, the targeted sale will be informed by research and thorough review of the existing footwear products offered by competitors. The long term perceptual map will be to roll out the flip-flops product to other regions and make sales to a tune of six times the current sales projection. Since the product is self selling and self explanatory, there will be no need of employing many sales persons (Lambert, 2010).

Reference

Lambert, D. (2010). Customer relationship management as a business process. The Journal of Business & Industrial Marketing, 25 (1), 4-28.

1 hour!
The minimum time our certified writers need to deliver a 100% original paper
Print
Need an custom research paper on Flip-Flops in the UAE: Segmentation, Targeting, and Positioning written from scratch by a professional specifically for you?
808 writers online
Cite This paper
Select a referencing style:

Reference

IvyPanda. (2022, May 30). Flip-Flops in the UAE: Segmentation, Targeting, and Positioning. https://ivypanda.com/essays/flip-flops-in-the-uae-segmentation-targeting-and-positioning/

Work Cited

"Flip-Flops in the UAE: Segmentation, Targeting, and Positioning." IvyPanda, 30 May 2022, ivypanda.com/essays/flip-flops-in-the-uae-segmentation-targeting-and-positioning/.

References

IvyPanda. (2022) 'Flip-Flops in the UAE: Segmentation, Targeting, and Positioning'. 30 May.

References

IvyPanda. 2022. "Flip-Flops in the UAE: Segmentation, Targeting, and Positioning." May 30, 2022. https://ivypanda.com/essays/flip-flops-in-the-uae-segmentation-targeting-and-positioning/.

1. IvyPanda. "Flip-Flops in the UAE: Segmentation, Targeting, and Positioning." May 30, 2022. https://ivypanda.com/essays/flip-flops-in-the-uae-segmentation-targeting-and-positioning/.


Bibliography


IvyPanda. "Flip-Flops in the UAE: Segmentation, Targeting, and Positioning." May 30, 2022. https://ivypanda.com/essays/flip-flops-in-the-uae-segmentation-targeting-and-positioning/.

Powered by CiteTotal, automatic reference generator
If you are the copyright owner of this paper and no longer wish to have your work published on IvyPanda. Request the removal
More related papers
Cite
Print
1 / 1