Strategies for the Fragmentation of the Egyptian Children's Clothing Market to Make a Proposed Marketing Plan

Document Type : Original Article

Authors

1 Faculty of applied arts. Banha university

2 Fashion dept applied arts banha universty egypt

3 Assistant Professor at Apparel Department- Faculty of Applied Arts- Helwan University

Abstract

The idea of ​​segmentation of markets is assumed by the different needs and desires between individuals, ie there are different markets (or sectors) and each market (sector) includes individuals who share needs and desires, so this division should be taken into account in the preparation of marketing programs and strategies by the institutions in order to Market segmentation helps to guide and focus marketing efforts and prepare and design appropriate programs for each sector according to its characteristics, importance and degree of competition in order to achieve the objective or set of objectives set by the institution. There are many variables that can be used to segment consumer and business markets and the marketer should try different retail variables on their own. These variables include: - Geographical variables: Segmentation of the market into different geographical units such as nations, regions, states, states, cities or regions. Demographic variables: Demographic segmentation divides the market. Population variables are the most commonly used segmentation of the market for two reasons: the average needs and desires of consumers usually vary with different population variables. Ease of measuring population variables Psychological variables: market segmentation Behavioral variables: dividing the market into groups based on their knowledge, attitudes and use of the product after evaluating different market segments. It fits your target to enter and specify the target market (Target Market), which defines a group of buyers who participate in the needs of the properties or joint, which the company decides to Tkhaddmhaimkn target marketing at several different levels:
Undifferentiated Mass Marketing A strategy to cover the market in which the company decides to neglect the differences of the market segments and targets the market with only one offer (the strategy of prolific marketing). Of subscribers

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References

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