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A Passion That Became A Brand

The document discusses how Simon Jacomet started a boutique ski business that grew successful and became a luxury brand by investing in R&D and diversifying services to new markets. It also discusses how segment and position research can help the company better understand customers and position products in target markets.

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Giang Đinh
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195 views1 page

A Passion That Became A Brand

The document discusses how Simon Jacomet started a boutique ski business that grew successful and became a luxury brand by investing in R&D and diversifying services to new markets. It also discusses how segment and position research can help the company better understand customers and position products in target markets.

Uploaded by

Giang Đinh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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A passion that became a brand

1. In the given case, Simon Jacomet started a boutique Ski. The place claim to provide
satisfaction to the needs of wealthy and exacting people who are skiing
professtionals or were potential learners. Jacomet was supported by other investors
those were his friends and professional skiers too.
2. The business was doing quite well. Later the founders agreed to invest in research
and development programs. The founders took the decision of diversification of the
business.
The business was able to excel in the market. It has become a brand in providing
luxury services to the customers in a specified market. The company was able to
offer a whole lot of similar services to the potential customers in other geographical
area.
Segment research would help the company to characterize the various segments of
the market and choose its target market. This will provide a better understanding of
the market.
3. Product positioning refers to the decision taken by the marketer for determining the
way to communicate or present his product’s traits to the customers in the target
market. The product is positioned in the target market once the whole market has
been segmented by the marketer.
Position research is the research method under which the marketer gets to know
about the various attributed of the customers on the basis of which the product can
be positioned in the market. The positioning methods that can be used in this case
are:
 Multidimensional position analysis: This can help the businessman to decide
the various dimensions where the product can be offered. Or the new
markets can be explored with similar services.
 Attribute profiling methods: This method will help in explaining the traits or
attributes of the buyers in an existing or target market on the basis of which
the product can be positioned in the market with a competitive advantage.

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