Sozeri's Positioning Strategy

TARGETING STRATEGY

After marketers identified possible consumers for their business through a process called segmentation, they need a strategy in order to target them. There are 3 types of targeting strategies that businesses follow: mass targeting, differentiated targeting and focus targeting. Mass targeting is basically defined as ignoring market segment differences and taking attention of the whole market with one product or service. In focus strategy, a company analyzes and understands the need and will choose segment and then focus all the effort on that segment. Differentiated targeting is used where a business introduces different marketing strategies in order to meet the unique needs of each customer segment. In other words, several

Especially from the cost perspective, using differentiated strategy is much costlier when it is compared to other strategies. Since differentiated strategy offers several products in order to meet unique customer needs from different segments, the store has to provide multiple versions of products which is going to require significant marketing research, design and development time so it costs much when compared to providing a single product. Another disadvantage that Sözeri faces is, dealing with the wrong customer profile. In other words, a well-defined target group does not mean it is the right group to aim for. Limiting the focus too far may cause missing potential customers in a group that the grocery has not thought of. Third disadvantage is the limited growth. Implementing this strategy to small groups of customers may have limits. Differentiated targeting strategy, is also used by supermarket chains in the market, but compared to Sözeri they are much bigger in size, customer base, and growth opportunities, so it is much easier for them to target different segments with differentiated products since their financial resources are better than small markets like Sözeri. Since Sözeri can only grow with a niche market, it will need to select new target markets in order to appeal in the broader

They already have the best selling spot for target markets so, they can concentrate on other placement methods like distribution. They may include a home-delivery service for customers with adding phone-order and online sales. Besides having healthy relationships with wholesalers can be also beneficial for Sözeri. With wholesalers’ help Sözeri can get new products into their retail chain with reduced service cost which can be really difficult for a small store in normal situations. Differentiated placement strategy also allows them to expand their sale potential by getting products in front of more potential customers. However, in online selling, Sözeri will have online order-processing and shipping costs. They may lose some control of their marketing when they use wholesalers, distributors and independent sales reps, which could damage their brand. Sözeri’s cost-of-sales also increases when they introduce middlemen as you add commissions, offer discounts and create new promotional materials and expand your customer