Discuss any three behavioural segmentation bases you believe to be most relevant to the CBD oil marketing strategy in South Africa. In general, seven positioning methods can be distinguished. Select and discuss two positioning methods you believe would be best suited to the market you have selected for targeting
Behavioral segmentation is a way of segmentation of customers depending on the behavior they display as they interact with the company’s product. CBD oil in South Africa has segmented its market in order to reap many benefits from the sales.
Three segments based on behavior that believed to be the most relevant to CBD oil marketing strategy in South Africa are;
Customer loyalty – this is identifying the most loyal customers and putting in place ways to maximize their value and also finding more customers like them.
Purchasing habit – this is about identifying trends on how customers behave when making a purchase decision.
Benefit sought – this identifying the different benefits customers are seeking as they make a purchasing decision.
Positioning methods that can be useful for marketing are;
Positioning is a strategy used to position the company’s brand in customers mind.
Pricing – Price of a product is major determinant of the demand of the product by customers. Companies with the low-priced products at reasonable quality get a larger customer base.
Convenience – It creates an easier life for the customer both from location and usability. CBD oil being located at the CBD is very convenient to the customers as they can access the product with ease.