Savanna jewellery is a successful manufacturing jeweller offering beautifully designed pieces for adults. They are located in Dunedin, New Zealand and while the products are expensive to buy, the owners are proud of their craftsmanship and their sustainable sourcing of quality stones and materials. Keen to grow their business further, the owners want to carefully develop their segmentation, target marketing and positioning strategies. To help them, answer the following questions: Use four words or phrases to describe Savanna’s market positioning.  Savanna’s owners have heard that positioning is about knowing your customer’s perceptions of your product. Do you agree with this statement? Answer yes or no and explain your answer.  For expensive products like individually designed handcrafted jewellery, how important is it that the consumer’s experience matches the promise made by the organisation’s positioning? Explain your answer.

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Market Research Methodology

Market research refers to employing strategies, collecting data, and studying the target audience of a product by an organization. Businesses analyze customer data to figure out consumer trends, improve product design, improve user experience, develop customer-centric marketing campaigns, generate high-quality leads, and boost conversion rates. Phone surveys, test marketing strategies, and focus groups can be used for marketing research.