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Lower Uppers Segmentation As Woodstock would primarily focus on the consumers’ requirement of style and comfort, when we applied the variables to define our segment, we obtained the following results: Home Furniture Keeping in view that a home furniture purchase is a high involvement process and occurs a maximum of 3-4 times in a lifetime of an individual, two of which are 1. As dowry 2. After the completion of a new home We, as a company have applied the following variables and yielded the target segment for our product as follows Geographic Segmentation: Region: Islamabad Density: Blue Area and F-10 Mark
Demographic Segmentation: Age: 30+ Gender: Female Income: RSI: 60000-100000/month Family Life Cycle: Married, with children Social Class: Upper Middles, Lower Uppers and Upper classes Cryptographic Segmentation: Personality: Decent, Tasteful, and Ambitious Behavioral Segmentation: Occasions: Marriages, Newly Constructed Houses Benefits: Comfort and Style Attitudes: Enthusiastically’ Furniture The arrival of a child in a family creates a need for special furniture designed for the safety and comfort of the child. The segmentation for kids’ furniture is as follows: Geographic Segmentation: Age: 23+
Income: RSI: 40000-60000/month Family Life Cycle: Married, youngest child under 8 years old Social Class: Upper Middles, Lower Uppers and Upper classes Occasions: Birth off baby. Benefits: Safety and style Attitudes: Enthusiastic Classification Furniture is classified as specialty good because it has high cost and high involvement of decision making process and is purchased maximum of 3-4 times in a lifetime of an individual. Features of Product The furniture would be made by manufacturers under strict compliance of our set quality standards and would only be brought into the market after satisfying our
Quality Assurance department in every aspect. Furniture is made up of wood specially brought from “Chining” we have a group of skillful labor who put their best effort in giving shapes. Woodstock furnishers would be a premier furniture brand offering high class exquisite furniture with style, elegance and comfort. When we talk about the product, we mean the total package: inclusive of the after sales service, warranty, quality, styling and so on. Our aim is to provide our consumers with utmost satisfaction and unsurpassed service which they can see, hear and feel Packaging
Since company is promising to deliver quality product so we will look at every aspect to make it special. Packaging is one of the important in our completion process because it will keep our product safe and secure. At Woodstock furnishers we are using “polyethylene foam” for packaging because this product can be easily customized into size variations of bags, sheets or rolls. It provides superior corner, edge, surface protection and superior tensile strength. Once packed, furniture is then sealed using a customized fully automatic carton sealer. Once sealed the case is ready for shipping Design & Color
For kids study table Room set Price Market Entry Strategies Room set for kids Our pricing, since we are a high quality, high involvement product will be at par with our competitors in the real sense. However, since we would have a competitive edge for reasons such as after sales support and warranty, we would be able to charge high prices for our products (keeping in view the competition, consumer and our brand image). The strategy followed under the above circumstances will be Market- skimming pricing. Discount & Allowances We have different types of packages of discounts .