Market can divide in to 3 such as individuals, families and tourists, individuals mainly businessman and students and workers .laubeck is residential area so there large number family all so. luebeck old historic city there are tremendous flow of tourist all so .families make the majority of business at dinner time . Individuals making up majority business on breakfast lunch time. viyoga is unique vegetarian theme stands in casual niche market in restaurant industry .There are very limited competition in the market against Viyoga because of the uniqueness and differentiation of the product .
Market segmentation is process dived market in to different groups of ...view middle of the document...
Viyoga restaurant target mainly 4 groups , 1) Individual they have work, 2) students 3)families 4) tourist because of the substantial growth of companies and residential buildings and university. Healthy diet is more popular in young adult in the urban life attract them give healthy and fresh food fast and reasonable price. Working professionals they have busy schedule they have fewer opportunity to cook at home still they like to have healthy lifestyle target them and give healthy food in very fast and quality manner. And all so target in the group itself people follow specific diet, belief, physical condition they cannot consume meat .families includes, couples, old people they worried about high cholesterol, fat, other health issues etc. all so fashionable males and females they like to keep fit and beautiful eat healthy fresh food .importance of tourism in the city targeting the tourist with traditional and attractive atmosphere and healthy food and friendly and fast service.
Differentiation and Positioning
Product differentiation and positioning is one of the most useful tool in marketing .once segment the market company must differentiate their product and services for their competitors. It is a “process of adding a set of meaningful and valued differences to distinguish the companies offering to competitors’ offering” (Kotler 2010,p.212).It can be physical attribute differentiation ,service differentiation ,location differentiation ,image differentiation .
Product positioning is the process create a image the company and product the way they defined by the consumers on the importance of characteristic ,and the place the product in the consumers mind to relating the competing the product. (kotler 2010)This will help to create desire picture of the company and its product in the mind of chosen consumer segments. Basic product posting strategies are...