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    Segmentation, Targeting, and Positioning Strategy of Daraz: P A G e

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    Sheraz Khan
    Daraz uses segmentation, targeting, and positioning strategies in Bangladesh. It segments the market by geographic, demographic, psychographic, and behavioral variables. Initially it targeted Dhaka but has expanded nationwide. It targets young, middle to high income groups and those with urban lifestyles as most internet users in Bangladesh are young. Daraz positions itself as a digital marketplace that offers a wide range of products at various price points to appeal to different income segments.

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    Segmentation, Targeting, and Positioning Strategy of Daraz: P A G e

    Uploaded by

    Sheraz Khan
    853 views2 pages
    Daraz uses segmentation, targeting, and positioning strategies in Bangladesh. It segments the market by geographic, demographic, psychographic, and behavioral variables. Initially it targeted Dhaka but has expanded nationwide. It targets young, middle to high income groups and those with urban lifestyles as most internet users in Bangladesh are young. Daraz positions itself as a digital marketplace that offers a wide range of products at various price points to appeal to different income segments.

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    Segmentation

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    Daraz uses segmentation, targeting, and positioning strategies in Bangladesh. It segments the market by geographic, demographic, psychographic, and behavioral variables. Initially it targeted Dhaka but has expanded nationwide. It targets young, middle to high income groups and those with urban lifestyles as most internet users in Bangladesh are young. Daraz positions itself as a digital marketplace that offers a wide range of products at various price points to appeal to different income segments.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    853 views2 pages

    Segmentation, Targeting, and Positioning Strategy of Daraz: P A G e

    Uploaded by

    Sheraz Khan
    Daraz uses segmentation, targeting, and positioning strategies in Bangladesh. It segments the market by geographic, demographic, psychographic, and behavioral variables. Initially it targeted Dhaka but has expanded nationwide. It targets young, middle to high income groups and those with urban lifestyles as most internet users in Bangladesh are young. Daraz positions itself as a digital marketplace that offers a wide range of products at various price points to appeal to different income segments.

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    Segmentation, Targeting, And Positioning Strategy of Daraz


    Daraz is an International brand mostly popular in South Asia and Southeast Asian countries.
    It’sa digital platform where buyer and seller are engaged in trading, most of the marketing
    strategyand marketing activities are performed digitally.
     
    The method of segmentation, targeting,
    and positioning (STP) is an important concept within the marketing research and work. The l
    ettersSTP exists for segmentation, targeting, and positioning. The STP strategy of
    Daraz is quitedifferent from other offline business.As my assigned country is Pakistan
    and Bangladesh and I choose Daraz because it operates
    its business in both countries as well as needs digital involvement. Another reason is both are
    Muslim country so there are some similarities among both
    countries.I n   t h i s   r e p o r t ,   I   w i l l   s h o w   h o w   D a r a z   i s   D o i n g   t h e i r   S T P  
    i n   B a n g l a d e s h   a n d   P a k i s t a n respectively-
    3.2 Market Segmentation of Daraz Bangladesh:
    Daraz Bangladesh segmented its market in the dierent market variable which discussed in
    the below-5 |P a g e

     
    3.2.1 Geographic variables:Initially Daraz Bangladesh segmented its market with the
    whole country. In 2013 when DarazBangladesh started its operation they were
    trying to capture the largest market share of the E-commerce sector in
    Bangladesh. However, to make the operation easier, it later divided themarket
    based on the city. They concentrated primarily on Dhaka, Chittagong, Comilla, Rajshahi,and
    other big, major cities. Just because of online and digital activities Daraz is
    successful tograb the whole country and serving the whole nation very efficiently.3.2.2
    Demographic variables:A component in the Demographic segment is age,
    employment, gender, family-life cycle. Interms of age, they concentrate on selling
    electronic devices primarily to the younger
    generation.A l s o ,   t h e   y o u n g   g e n e r a t i o n s   a r e   n o w   c o n s c i o u s   o f   t r e n d s  
    a n d   t e c h n o l o g y ,   t h e y   a r e   n o w demanding these types of products. However, on
    the Daraz website I saw they have all kinds of  products and services for kinds of people.
    They’ve got baby products for the elderly. It indicatesthat Daraz doesn’t not want to choose
    one single segment rather they want to choose all types of segmentation. They choose all
    types of individuals, in terms of family and income. Therefore,since it offers all
    sorts of items from a modest budget to a very large budget, it can be assumedthat from the
    upper middle class to high-income people it aims to meet all the families. The aimsof the
    Daraz is to reach out the people who don’t have any internet connection.3.2.3 Psychographic
    variables:This company's psychographic component is of social status, lifestyle,
    temperament. It alsowants to branch out from the upper higher class to lower social class
    men. two things related toone's purchasing decision. Lifestyle, taking of risk, leadership
    characteristics are considered byDaraz Bangladesh. Therefore, as Daraz is a digital
    marketplace, it also puts significant focus onits demographics to clarify 'who' the customer is,
    psychographics tells you 'why' the buyer buys.However, it put special focus on internet
    users such as Facebook, Twitter, mail users as itsimportant buyer of the goods.3.2.4
    Behavioral variables:The ability, advantages, customer level, use levels, engagement level,
    readiness period, andattitude toward the commodity is a behavioral factor. Daraz Bangladesh
    uses purchasing
    6 |P a g e
     
     behavior, use of goods, benefit sought and heavy, medium-light users.
    [ CITATION Dar201 \l 1033 ]
     It does not just address heavy consumers, as this may allow possible segments to be missed.
    3.3 Targeting Strategy of Daraz Bangladesh:
    Daraz Bangladesh uses differentiated  marketing strategy, that is also kn
    o w n   a s   s e g m e n t e d marketing. Dhaka was their first targeted city. Gradually
    they have increased their customer inthe whole country. In demographic
     
    segmentation, they targeted the young generation and middlet o h i g h e r i n c o m e g r o u p s
    because in Bangladesh most of the internet users are the
    y o u n g generation, A study showed that about 88% of users in Bangladesh is the
    young generation.
    [CITATION MdT18 \l 1033 ]
     They also
     
    considered lifestyle and personality. Their target is certainfashion-conscious people.
    They often use these periodic behavioral factors. Every year Darazintroduced all
    day’s special deals including in Pahela Boishak, Valentin day, Black Friday, Eidfestival, and
    so on.
    3.4 Positioning strategy of Daraz Bangladesh

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