The basic need or the real of the customers already exist that is communication. The secondary need of the customers of four different segments is the tool for communication.As the marketing director has decided to focus the high profitable segment that is the price-centered, Anybody telecom should create some needs (artificial needs) specially for this segment.
As the people are price centered, they are not interested in brand name or in other things, they are only interested in price, an artificial need can be created of quality and service or of cheaper communication through advertisements and promotions.This will not only attract more customers but will also make price centered customers loyal to the company, as they will feel good, by observing the betterment in the same or fewer prices. Cost-effective strategy must be used as they customers value the cost most (Cuno, 2008).Purpose of Anybody Telecom:At this point of time Anybody Telecom should have a purpose to make customers loyal through satisfying their needs from the high profit segment which is the price centered segment.
As the marketing director has decided to improve service with added value and to increase the sales and profits, Anybody Telecom should focus their efforts on these elements most.Target Segment for Anybody Telecom:As shown in the research that, Anybody Telecom has a low brand image, slow service, less innovative and a follower company, they should target the price centered segment as the customers in this segments do not give priority to these features.Customers of this segment only rate price as the highest consideration, where as customers in the other three segments consider all these above mentioned features as important for product and for them (Etzel, Walker, Walker, & Stanton, 2000).There fore Anybody Telecom must target price-centered customer segment, as the current position of their product aligns with the segment needs. On the other hand price-centered segment offers the best return out of all segments; therefore they must target this segment with a better marketing approach.Third reason for targeting the segment is that people in this segment make the most number of people in population and the socio-economic class C and D belongs to this segment.
