Segmentation and Positioning
Date: 2015-10-07; view: 456.
Marketing Strategy
Chapter Four
The luxury shoe market in Ukraine could be segmented using different approaches: geographic, demographic, and gender one. In the following table the main classifications are presented.
| Geographic | Demographic | Gender |
| Kiev district | Less than 16 years | Male |
| Main cities (> 1 mln inhabitants) | Between 16 and 25 | Female |
| Rest of Ukraine | Between 25 and 40 | |
| Between 40 and 65 | ||
| More than 65 |
About the geographic segmentation, due to the fact that Tod's' products are characterized by high prices, and taking into account that the more rich area is associate with the capital city, it is possible to individuate as a specific target area of the company the Kiev district.
From a demographic point of view, the most profitable segments for luxury shoes are the following: between 16-25, 25-40, 40-65. As a consequence, Tod's should address to those segments at first.
| Geographic | Demographic | Gender |
| Kiev district | | Male |
| | Between 16 and 25 | Female |
| | Between 25 and 40 | |
| Between 40 and 65 | ||
| |
About the gender, in consideration to the results of the survey and the expert panel, it is possible to state that the female segment is more interesting that the male one. In fact, in Ukraine, women tend to spend more than men, and furthermore they represent a high percentage of the total population (the male/female ratio is 0,85%). For this reason, even thought Tod's should be present in Ukraine with both products for men and women, there should be a bigger focus on the latter segment, regarding the promotion and the advertisements.
In summary, focusing on the Kiev district, the most attractive segments for Tod's should be represented by the union of the three female people segments, with age respectively of 16-25 years, 25-40 years and 40-65 years.
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| Portfolio Analysis | | | Population Distribution (data in million). Source: CIA Factbook |