Pep stores case study Free Essay, Term Paper and Book Report
Market analysis before year 1990:
1. Big population which is at the base of the income pyramid which is to be tapped.
2. Poor people have very low disposable income.
3. Mass purchase from this group of people has an immense potential.
Market segmentation before year 1990:
1. Segmentation:
* The prime tool used for segmentation is Demographic having income as its main component.
* They have segmented the population across different income groups.
2. Targeting:
* They have targeted the people who are at the base of pyramid, who as a group have an immense potential.
* Coloured population was their prime target.
3. Positioning:
* They have positioned themselves as Brand of people.
* Products at minimum price.
Market strategy before year 1990:
1. Product: Clothing, Footwear, and textiles (low cost products).
2. Price: price with low price margin.
3. Place: various African countries and using retail stores for selling at those places.
4. Promotion:
* Use of pamphlet was their prime promotion tool because most of the customers could not read.
* Spreading no. Of re......
Word Count: 913
Page Count: 3.6 (250 words a page / double spaced)
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