Marketing expert Philip Kotler says once the target and position are identified, all other aspects of a marketing campaign fall into place. What do you think he means by that? Pick a marketing campaign that has caught your attention. Who are the marketers targeting? What is their position? Think of a product, service, or issue where you might launch a marketing campaign. Who will you target? What will your position be?
He means once targeting one or more segments, our choices are important depending on several factors for example how well existing segments are served by others. Its difficult to appeal to well served segments than those that whose needs are not currently being served well. How large is the segment and how we expect it to grow is very important while targeting. Thirdly our strength as a company to help us appeal to particularly to one group of customers for example firms may already have established reputation like McDonald has a great reputation for fast foods, consistent quality, family friendly food. It would be difficult to convince consumers that McDonald now offers gourmet food. Thus McDonald would probably better off targeting families in search of consistent quality food in a nice clean restaurants.
Positioning involves implementing our targeting for example apple computer has chosen to position itself as maker of user friendly computers. Thus apple has done a lot through its advertising to promote itself through its un intimidating icons as a computer for "non geeks". The visual C soft ware programming language
The company i would think of launching a campaign is Ugo Uganda , that is Uganda goes online. My target would be the school students, working class and elites, business people, public services, local communities through news events . Their position is people in Uganda to use online services but there is a lot of need to advertise, training courses offered so as people know how to use online services and also by merging with big companies which have exposure like air tel Uganda, Uganda telecom and Gaming International etc.