Innovative idea
The proposed idea is an application that can be used to collect data from students through their preferred interactions, experiences, and online behavior and to pair them up with potential employers, particularly in regards to internship opportunities. This is a downloadable app that is suitable for all types of phone operating systems, including but not limited to Android, Apple iOS, Windows OS, and Open WebOS.
The data collected will be encrypted to ensure the privacy of all users. Potential employers registered in the app will be allowed to key in keywords that will identify the right students for the internships based on the mentioned aspects. Additionally, the potential employers will be able to view the profiles of the candidates. Still, they will not be able to access private details until an offer for an internship is submitted.
Segmentation technique
First, I will use the demographics marketing segmentation technique. The target market is students in university or college. The students are both male and female and should be between the ages of 18 and 30. The students should be enrolled in a recognized university or college and the time of registration on the app. The demographics technique will be used to ensure that all the people who are targeted need the service and product. As stated, the app provides internship opportunities. Many of the people looking for such opportunities are in university and college.
Targeting strategy
Since the segmentation technique is precise, a homogenous targeting strategy will be used. The stated strategy will not sub-divide the target group but will treat them as one. One of the reasons why the stated targeting strategy is ideal is the fact that not all campus students want internships in the same field. Therefore, whereas some students will want internships in the medical field, others will want the same in the IT field. The sub-divisions will be too many for the application proposed. In the same breath, to ensure the app is functional and not too heavy to run on a hand-held device, the targeting has to be more general than specific.
Main competitors
There are currently no similar applications in the market, so the product is one of a kind. However, the main competitors will be websites that advertise job opportunities. Such sites also post internship opportunities. One advantage the app will have over the stated competitors is the subsidized charge for corporate users. Employers will also be able to view the details of the potential candidate for the internship at a meager price as compared to the large amounts they usually pay to the websites.
Differentiation and positioning strategy
I will apply competitive positioning alongside undifferentiated strategy in the marketing of the product. The reason behind the choice of the undifferentiated strategy is that it is similar to the homogenous segmentation technique described. A competitive position is preferred as the application is one of a kind. Thus, showcasing the faults of other potential alternatives will be easy and more efficient. For example, the websites do not offer a customized experience based on the user’s preferences but rather a general presentation of all available internships, unlike the application, which will have a personalized experience.
Positioning statement
We offer a customized experience based on the user’s preferences and online behavior rather than a general presentation of all available internships, making it easier for our users to get the right type of internship, steering their career in the right direction.