Use Subheadings– but do not use more subheadings than listed below Introduction ● Signpost reader to the contents of your essay Campaign Overview ● Identify the campaign you are focusing….
Identify the target market chosen for this plan and justify why. • Provide the profile of your target market addressing the segmentation criteria such as the following: o Demographics (e.g., age, gender, social status, occupation, religion, ethnicity, income, social class)
Identify the target market chosen for this plan and justify why. • Provide the profile of your target market addressing the segmentation criteria such as the following: o Demographics (e.g., age, gender, social status, occupation, religion, ethnicity, income, social class); o Psychographics (e.g., lifestyles, attitudes and beliefs, perceptions, personality, adopter categories such as innovators, early adopters, early majority, late majority, laggards). o Consumption and use patterns (i.e., Behavioural): Buying motives, when, where and how they buy, usage rate, how often they buy, who makes the buying decision and who does the buying. o Geographic (e.g., location, region, state, zip codes, countries, cities, urban, climate, market size etc.) o Marketing and brand dimensions (e.g., specific responses to marketing campaigns, familiarity to the brand, do they select a product based on brand/attributes, brand loyalty, customer satisfaction etc.) Positioning Strategy Detailed guidance on positioning, positioning attributes and drawing a positioning map will be given in the online class. You can also use the positioning map template in the A3 section of the unit site. Positioning Strategy Describe the company’s unique selling proposition and how you differentiate yourself from competitors. • Provide the company’s positioning strategy. • Provide slogan or positioning statement for the company. Positioning strategies can be based on the following: • Product attributes; • Product benefits; • Meeting a need which is not being satisfied by competitors; • Customer usage, occasions/patterns; • Users; • Direct comparisons to competitors; • Avoiding competitors; • Product classes. Positioning Map Compare your product against other direct competitors. Construct a strategic group map of competitors in your industry. • Ensure that you label the X and Y-axis. • Ensure that you state where you would like to be positioned based on your marketing strategy. • Here is an example of a positioning map for chocolate products. To be clear: you do NOT have to use price and quality as your attributes. Guidance on how to choose attributes will be given in the online class