This document discusses market segmentation and developing a customer profile and positioning strategy for a school called "The Academy" in North Nazimabad, Karachi. It segments the market into three clusters based on geographic location, demographics, income level, and psychographic factors. It identifies its target market as upper middle class families with young children who value innovative learning and individual attention. It proposes positioning the school as offering something special beyond an ordinary school through its tagline "We are not just a school, we are THE ACADEMY." The document also outlines the school's positioning statement, points of difference, integrated marketing communication tactics including television, billboards, newspapers, conferences and school vans, and proposed budget allocation across these tactics.

1. By
HAMMAD BALOCH

2. SEGMENTATION
• MARKET VIEW: Consumer need best quality in low price.
And they can switch easily if they found any better
Alternative.
• PERCEPTION: High Price means High Quality and Low
Price means Low Quality.

3. CLUSTER 1
• Geographic: North Nazimabad.
• Demographic: Upper middle and age of 3 to 16.
• Parent’s income: 50,000 plus
• Lifecycle : Young parents with young kids.
• Psychographic: Innovative learning and want particular
attention to their child.

4. • Geographic: North Nazimabad.
• Demographic: middle class and age of 3 to 16.
• Parent’s income: 30,000 plus
• Lifecycle : Young parents with young kids.
• Psychographic: Good school but nearest and also with
economical fee.
CLUSTER 2

5. CLUSTER 3
• Geographic: North Nazimabad.
• Demographic: lower middle and age of 3 to 16.
• Parent’s income: 15,000plus.
• Lifecycle : Young parents with young kids.
• Psychographic: Nearest school with very low fee structure.
Because they can’t afford the education of more then 1 child.

7. CUSTOMER PROFILE AS TARGET
MARKET:
Segment 1
• Geographic: North Nazimabad.
• Demographic: Upper middle and age of 3 to 16.
• Lifecycle: Young parents with young kids.
• Psychographic: Innovative learning and want particular
attention to their child.

8. PERCEPTUAL MAP

9. POSITIONING
• Tag line :
“We are not Just a School, We are THE ACADEMY”
This Tagline will Position Our School in Consumer’s Mind like:
• They are not an ordinary school.
• They are offering something special.
• Their education standard is High.

10. POSITIONING STATEMENT OF
THE ACADEMY
• The Academy develops children with active and creative
minds, a sense of understanding and compassion for
others, and the courage to act on your beliefs. We stress
the total development of each child: Spiritual, moral,
intellectual, social, emotional and physical.

11. Point Of Difference
In Your School:
You Learn.
You Think.
You Carry Syllabus on
your Shoulders.
You are forced to
maintain Discipline.
You are forced to respect
Teachers.
You Learn for Exams.
You read History.
In Our Academy:
 We Apply.
 We Invent.
 We take Responsibility on
our Shoulders.
 We Learn the Importance of
Discipline in life.
 We Respect teachers as our
parents.
 We Learn to Make Future.
 We create History.

12. IMC TACTICS
• TVC
• Billboards
• News Paper
• Conferences/ Seminars
• Outdoor Marketing On School Vans

14. BUGDET ALLOCATION
• TVC: 1,50,000 approx per month. for 1 local cable
channel. News channels have different packages, around
3,00,000/per month.
• Billboard: 50,000 approx per month, depends on
Location.
• News paper: Jung news paper have color and black &
white option, around
• Conferences / seminars: Different locations have different
expenses and rates, so it costs around min of 1,00,000 for
seminar.
• Outdoor Marketing On School Vans: 10,000 per School
Van.

15. “An investment in knowledge pays the best interest.”
Benjamin Franklin