The paper “ Segmentation, Targeting & Positioning Strategy for Google Glass” is a meaty variant of case study on marketing. Google Glass has looked to position its product differently and is looking to aim at a niche market. Google Glass which is a product different from those available in the market has integrated technology in such a manner that it helps to simplify live. The organization looks to target people who are lovers of gadgets, students and the working executives who look for similar products. The increasing customer base increases the chances of the product being accepted within the people.
The marketing strategy has been developed where the organization looks to highlight the different features of the product and based on it looks to attract people. This will thereby help to create a niche market and will ensure that the overall strategy adopted by Google Glass increases the chances of being successful and increases the market reach. The success of a business is largely dependent on the manner the organization is able to develop and market its product or services. This requires that the organization develops proper strategy pertaining to targeting, positioning and segmenting.
This ensures that the business will be able to place its product or services correctly and based on it will be able to use the different resources to satisfy the customers. With the advent of new products and services every day the importance of segmentation, targeting and positioning have rapidly multiplied as it determines the long term success of the product and helps to identify whether the product will be successful or not. 1.1. AimThe report looks to achieve the following aim To develop the segmentation for Google glass so that the organization is able to understand the segment of the society which the product will be aimed at and will thereby help to develop a strategy accordingly To develop a targeting strategy for Google glass so that the organization is able to find out whether the targeted market will be a niche market or consumer class or any other class which will thereby help to develop the marketing strategy so that maximum number of customers can be satisfied To develop a positioning strategy for Google glass so that the organization is able to find out the manner in which the product will be positioned in comparison to the competitor and will thereby help to develop marketing strategy according to it ScopeThe scope of the paper looks to find out the manner in which the segmentation, targeting and positioning strategy for Google Glass will be determined and will have a role in understanding the manner in which consumer behavior gets altered.
This is further limited to the fact that the segmentation, targeting and positioning strategy for Google Glass is carried out based on the present market conditions which might change and might provide a different result in the future. Background of the ProductGoogle Glass is a new development by Google which is different from the ordinary glasses available in the market.
The glass has been developed in such a manner that it helps to simplify daily lives and has a half-inch display which allows the user to carry out different functions by looking at the right side of the glass. The glass has a camera, microphone, GPS locator, and a bone induction amplifier which helps the user to hear the small sounds without being connected to the ear (Ritson, 2013).