Introduction to MarketingMKT 200

Fall 2013

Assignment

“CUSTOMER-DRIVEN MARKETING STRATEGY”Prepared by

Amer Abdul Maati Hammad Al Mehari

DAM1209053

Innovative idea : Cool Suits For Hot Times

Not normal suit it is superior to a flat cotton fabric for hot weather because the

stripes in seersucker are raised. The space between each stripe allows for the

fabric to sit higher up on your skin, causing the air to circulate more freely

between you and your suit. It has many features such as Light weight,

Breathability, Sun protection and deliberate style. Also it has the advantages of

Smoothing and comfortable textures feel good on the bare skin.

Market segmentation technique

Geographic Segmentation

Hot Suit serves customers in a hot area It identify the preferences and needs of

customers in a particular region, as per the weather conditions, because a

company manufactures Suits for hot times. This is a suite that cannot be

afforded by people from everywhere. Only people in hot country are realistic

customers of this suit

Target marketing strategy

Mass market strategy

We use Mass market strategy to promote a single product or service to as many

people as possible without differentiating how various segments of the market

might respond. 

Because the purpose is to identify suit to people in hot countries without

segments

Competitors

All suit company

All air condition company

Differentiation and positioning strategy

Differentiation strategy: Price differentiation

Because we offer the suit that has the same characteristics or features of other

competing suits. However, when you buy suit, you get two for the Price of One.

Quality/Price positioning: Claim best value for price

Positioning statement

For Hot Times and people living in hot countries who want to do not want to

feel too hot in your life the cool suit is a suit that Make you more comfortable

and never feel too hot .unlike competitive cool suite is the cheapest