Acta Oeconomica Pragensia 2009, 17(3):3-24 | DOI: 10.18267/j.aop.270

Identification of a Target Consumer in Process Of Positioning - Theoretical and Practical Aspects

Markéta Lhotáková, Anna Klosová
University of Economics, Prague, Faculty of International Relations (anna.klosova@vse.cz, mlhotakova@yahoo.com).

Positioning is an important tool of marketing strategic planning and of a brand building process. Brand positioning development incorporates analyses and definition of four major elements - target consumer (target group), consumer benefit, brand image and competitive frame of reference. All elements of positioning are interconnected and all of them are influenced by selection of target consumer. The article is concentrated on major steps of identification of the target consumer as a part of brand positioning strategy development. It demonstrates application of the theoretical attitude of segmentation on practical example of Bosch home appliances brand. Summary contains comparison of theory and practical case of segmentation and targeting process as a part of brand positioning development.

Keywords: positioning, segmentation, target group
JEL classification: M31

Published: June 1, 2009  Show citation

ACS AIP APA ASA Harvard Chicago Chicago Notes IEEE ISO690 MLA NLM Turabian Vancouver
Lhotáková, M., & Klosová, A. (2009). Identification of a Target Consumer in Process Of Positioning - Theoretical and Practical Aspects. Acta Oeconomica Pragensia, 17(3), 3-24. doi: 10.18267/j.aop.270
Download citation
  • BibTeX (.bib)
  • Bookends (.ris)
  • EasyBib (.ris)
  • EndNote (.enw)
  • EndNote 8 (.xml)
  • ISI WoS (.isi)
  • Medlars (.medlars)
  • Mendeley (.ris)
  • MODS (.xml)
  • Papers (.ris)
  • RefWorks (.txt)
  • RefManager (.ris)
  • RIS (.ris)
  • MS Word (.xml)
  • Zotero (.ris)
    • Open full article

    References

    1. AAKER, D. A. 1996. Building Strong Brands. The Free Press, 1996.
    2. AAKER, D. A.; JOACHIMSTHALER, E. 2000. Brand Leadership. The Free Press, 1996.
    3. BELCH, G. E.; BELCH M. A. 1995. Advertising and Promotion: an intergarated marketing communications. Irwin/Mcgraw-Hill, 1995.
    4. KELLER, L. K. 1998. Strategic Brand Management. Prentice hall, 1998.
    5. KOTLER, P. 1997. Marketing management, analýza, plánování, realizace a kontrola. Praha : Victoria Publishing, 1997.
    6. KREILKAMP, E.; NÖTHEL, T. 1996. Zielgruppenfragmentierung durch Szene-Positionierung, Positionierung, Kernentscheidung des Marketings. St. Gallen : THEXIS, 1996.
    7. KROEBER-RIEL, W.; ESCH, F. R. 2000. Strategie und Technik der Werbung. Stuttgart; Berlin; Köln : Kohlhammer, 2000.
    8. KUSS, A.; TOMCZAKT. 1998. Marketingplannung. Wiesbaden : Gabler, 1998.
    9. MACHKOVÁ, H. 2006. Mezinárodní marketing. Praha : Grada Publishing, 2006.
    10. MEFFERT, H. 1998. Marketing: Grundlagen marktorientierter Unternehmensführung. Wiesbaden : Gabler, 1998. Go to original source...
    11. de MOOJI, M. K. 1998. Global Marketing and Advertising. Understanding Cultural Paradoxes. Saga Publications, 1998.
    12. TROUT, J, RIVKIN, S. 2000. Differentiate or Die: Survival in Our Era of Killer Competition. John Wiley and Sons, 2000.
    13. TROUT, J.; RIES, A. 2001. Positioning: The battle for your mind. McGraw-Hill, 2001.
    14. RIES, A.; RIES, L.1998. 22 Immutable Laws of Branding. HarperBusiness, 1998
    15. GFK Panel Market Data Western Europe 2000.
    16. GFK Panel Market Data Western Europe 2001.
    17. Group Annual Report BSH 2000.
    18. Group Annual Report BSH 2001.
    19. Markenfundament, Corporate Design Manual, Bosch internal Source, 2001.
    20. Brand Trek, Bosch, Die Marke Bosch aus der Sicht der Verbraucher in Frankreich, Italien, Spanien, USA, Brasilien, Japan. Stuttgart, 2001.
    21. Research International, Market research studies prepared for BSH (Brand trek study), 2001.
    22. Bosch-Markenidee, Internal source, 2001.

    This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, distribution, and reproduction in any medium, provided the original publication is properly cited. No use, distribution or reproduction is permitted which does not comply with these terms.


    Return to the content