Question

How might a lawn mower company use segmentation for positioning purposes? At present,

the manual reel mower market is rather small but growing. What marketing mix recommendations could be used to significantly expand this market?

Answer 1

Market segmentation & Marketing mix are widely used terminologies in marketing.

Market segmentation is defined as method of subdividing the customer base into multiple sub groups based on some shared characteristic.

Marketing mix is defined as a set of tactics, ideas or actions a company can use to promote its brand or company.

For a lawn mover company, his customer base can be divided or segmented into 2 types of customers depending on their income & its impact on their preference  1. who are prefer manual (less costly, less sophisticated) 2. Prefer automatic mover (costlier & has fancy features).

For a small & growing market of manual reel mower, the customer demographic we are focusing on is a normal middle class family with a lawn but not income high enough to buy a costlier automatic version. If we need to focus on the 4Ps of marketing, for this company they are:

Product: Here the product is a manual lawn mover. The features of the product should be understood, highlighted & focused to the right customer base.  

Price: The pricing scheme should be the right balance between what the customer can pay & the cost factoring in the margin appropriately

Promotion: The product should be marketed to the customer base through correct channels

Place: Distribution is the backbone of of any company growth. There should be sufficient focus on this to ensue that the products reach the customers.

Thus there are multiple factors as above when have to be focused on to help with expansion & growth for the company.