...Assignment #1 - Segmentation and Targeting Please read the following Case Study and answer the questions at the 4 questions at the end. Segmenting and Targeting Markets: Case Study: Coke Zero When a couple of marketing managers for Coca-Cola told lawyer Elizabeth Finn Johnson that they wanted to sue their Coke Zero colleagues for “taste infringement,” she was baffled. She tried to talk them out of it, but they were determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the introduction of a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted, “It's not a person! Title VII doesn't cover these things!” What she didn't know was that the marketing managers were actors. Hidden cameras had been planted around the meeting room to capture the reactions of several unsuspecting lawyers who had been asked to consider the case, including an immigration lawyer who was asked if he could get the Coke Zero marketing head deported back to Canada. Coke Zero Immigration Lawyer Ad - YouTube The short videos were strategically placed on websites such as to promote Coke Zero as the hip, new alternative to Diet Coke for men. The Coca-Cola Company knows it has to be creative if it's going to sell more pop after sales dropped two years in a row in 2005 and 2006. Morgan Stanley analyst Bill Pecoriello explains, “Consumers are becoming ever more health-conscious...
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...Segmentation, Targeting and Positioning LEARNING OBJECTIVES After reading, studying and analyzing this chapter, students should be able to understand: 2.1 The interrelationship among market segmentation, targeting, and positioning, and how to select the best target markets. 2.2 The bases used to segment consumers, including demographics, psychographics, product benefits sought and product usage-related factors. 2.3 Behavioral targeting and its key role in today’s marketing. 2.4 How to position, differentiate and reposition products. CHAPTER SUMMARY Learning Objective 2.1: To understand the interrelationship among market segmentation, targeting and positioning and how to select the best target markets. Segmentation is defined as the process of dividing a potential market into distinct subsets of consumers with a common need or characteristic and selecting one or more segments to target with a specially designed marketing mix. Besides aiding in the development of new products, segmentation studies assist in the redesign and repositioning of existing products, in the creation of promotional appeals, and the selection of advertising media. In order to be a viable target market, a segment must be identifiable (by some criteria such as demographics, lifestyles, or others), sizeable (i.e., large enough to be profitable), stable or growing, accessible (i.e., can be reached economically), and congruent with the marketer’s objectives and resources...
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...London School of Business & Management BTEC Level 4- HND in Business Centre No Unit No & Unit Title Course Title Lecturer’s Name Assignment Title & Type Assignment No Date Set Due Date Semester / Academic Year 90665 Unit 4, Marketing Principles HND in Business Achila Amarasinghe Understanding marketing principles: Unilever PLC Case study 1 w/c 06-10-2015 09-01-2015 1/2014 Unit Outcomes Covered: 1. Understand the concept and process of marketing 2. Be able to use the concepts of segmentation, targeting and positioning 3. Understand the individual elements of the extended marketing mix 4. Be able to use the marketing mix in different contexts. GRADING OPPORTUNITIES AVAILABLE Outcomes/ Grade Descriptors P4.1 √ Outcomes/ Grade Descriptors P4.1 2 √ P4.2 √ P4. 13 √ P4.3 √ P4. 14 √ P4.4 √ P4. 15 √ P4.5 P4. 6 √ √ M2 √ M3 √ P4. 7 √ D1 √ P4. 8 √ D2 √ P.4. P4. 9 10 √ √ D3 √ P4. 11 √ M1 √ Assessor: Signature: ______________ Date: ___/___/___ 1|Page Tutor Notes Key Points: Your assignment should be handed in by the deadline. This assignment must be your own work and original. All sources of reference must be included. You will be expected to check spelling mistakes and grammar. Your name, student no and unit no should be in the footer of every page. It should bear an appropriate report structure (such as a Table of Contents,Abstract, Introduction, Discussion, Conclusion, Recommendations, References, and Appendix (if necessary). There should be clarity...
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...Higher National in Business Unit Number and Title Start Date Assignment Due Date Assessor Name Assignment No Assignment Title Assignment Brief Unit 4: Marketing Principles March,16 2015 April 12, 2015 Qamar Riaz 01 Understand the concept and process of marketing & Concepts of segmentation, targeting and positioning A. The assignment envisages process of marketing and marketing orientation. The Dunkin Donut case scenario will help the students to understand and explore further the importance of marketing orientation for an organization. B. The assignment encompasses the concepts of marketing environment, segmentation, targeting and positioning and the role of marketers in specific buying behaviors. Students are expected to use suitable examples, provide reasons and justifications to support their answers in their own words. Part A Assignment Task / Description: 1. Define Marketing. What is marketing process as set out in your text book. Explain the various elements of marketing process. ( LO1; Assessment Criteria 1.1) 2. Select an organization of your choice, identify the marketing orientation it focuses on and evaluate the benefits and costs of the marketing orientation for the selected organization ( LO1; Assessment Criteria 1.2) 3. The Dunkin’ Donut Case: ( LO1; Assessment Criteria 1.2) For more than 50 years, Dunkin’ Donuts has offered customers throughout the United States, and around the world, a consistent experience – the same donuts, the same coffee, the same store...
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...to meet the needs of their customers and achieve their objectives. The constraints under which organisations operate are important and learners will study the legal requirements and voluntary codes that affect marketing. Learners will then go on to investigate how organisations collect data through market research and turn it into useful information which can be analysed and used to plan their marketing activities. The segmentation and targeting of groups of customers is a key marketing technique and this is studied in detail. This includes the different bases for segmentation of both consumer and business markets. Next, learners will examine how a marketing mix is developed to meet the needs and aspirations of a targeted group of prospective customers, before going on to develop a marketing mix for a new product or service. The unit gives a brief overview of the principles of marketing or can be used as a basis for further study of specialist marketing units. Learning outcomes On completion of this unit a learner should: 1 Know the role of marketing in organisations 2 Be able to...
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...EDWARDES COLLEGE PESHAWAR Department of Professional Studies ASSIGNMENT COVER SHEET Student Name: Subject Name: Assignment #: Assignment Title: Issue Date: Date(s) Returned to Student: Student Declaration 1. I certify that this assignment is entirely my own work, except where I have given fully-documented references to the work of others, and that the material contained in this assignment has not been submitted for assessment in any formal course of study. 2. I understand the definition and consequences of plagiarism. My assignment will be cancelled and failed if it is copied from another student, book or internet website. Assignments to be submitted as per specified due dates as published in assignment briefs. Faculty policy requires that assignments are to be submitted to your lecturer/ tutor in class or in faculty office. In case of late submission please attach the late submission form, signed by the head of department or tutor. Student Signature Date: Formative Deadline: Date(s) Submitted: Summative (Final) Deadline: Subject/Unit Number: College Number: Tutor Name: Qualification: Semester: □ HND Computing □ HND Business □ EDSML For Tutor Use Only Date / Time _______________________________ Signature __________________ □ Late Submission Note: - Attach this part with your assignment x-----------------------------------------------------------------------------------------------------------------------------------------------------------------------x Edwardes...
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...FINAL ASSIGNMENT |Programme Title |Edexcel BTEC Level 5 HND Diploma in Business (QCF) | |Unit Title |Marketing Principles | |Unit Code |F/601/0556 | |Assignment No |01 | |Level |Level-5 HND | |Credit value |15 credits | |Assessor | | |Deliverer | | |Handout Date | | |Hand in Date |31/07/2014 | Assignment Title: Making Marketing Decisions You have been appointed...
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...implementation of the new carbon tax. Your introduction should provide background information to the new tax and should be somewhat brief. You must then undertake a review of the literature related to global warming, climate change and other factors that have lead to the introduction of the new tax. You then are required to identify which market segments your campaign will target. Next you must identify at least 3-5 communication objectives such as developing brand awareness; or promoting product and company knowledge; influencing interest or consumer attitudes; developing the product’s image; or influencing the purchase intention etc. (Chapter 4& 7 of Belch, Belch, Kerr & Powell). Once you have identified your communication objectives you must discuss at least 3-5 creative strategies related specifically to the communication objectives targeting particular market segments for a particular purpose and requiring a specific consumer response (Waller 2004, pp36-37 and Belch, Belch, Kerr & Powell chapters 9-10). 3-5 creative strategies are: * Generic * Pre-Emptive * Unique Selling Proposition...
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...UNIT 4 Marketing Principles LO2 Be able to use the concepts of segmentation, targeting and positioning CASE STUDY: You are a Business Development Consultant. Your Firm is hired by a small business enterprise that is facing myriads of marketing and organizational challenges. YOUR JOB AS A BUSINESS DEVELOPMENT CONSULTANT IS TO 1) Analyze the problems in the business, 2) Research solutions and/or benchmark good practices, 3) Make suitable recommendations for improvements, and 4) Help the business to implement these recommendations satisfactorily. TEAM ASSIGNMENTS PRESENTATION: 15 MINUTES LEARNING OUTCOME 2: Be able to use the concepts of segmentation, targeting and positioning 2.1 Show macro and micro environmental factors which influence marketing decisions 2.2 Propose segmentation criteria to be used for products in different markets 2.3 Choose a targeting strategy for a selected product/service 2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations 2.5 Propose new positioning for a selected product/service Submission Deadline: November 16, 2015 TEAM ASSIGNMENT: AC 2.1 Show macro and micro environmental factors which influence marketing decisions Guiding Term Paper Questions The business believes that competition from nearby businesses is preventing it from growing and increasing sales. However many other micro and macro factors are impacting sales and its marketing decisions. So show the macro...
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...[pic]This assignment will discuss and summarise key issues and elements of the Marketing process. It generates the strategy that underlies sales techniques, business communications, and developments. It is an incorporated process that can be modelled in a sequence of steps: the situation is analysed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are made, the plan is achieved and the results are monitored. TASK ONE • Explain the various elements of the marketing process Marketing Marketing is the social process by which individuals and organisation obtain what they need and want through creating and exchanging value with others. (Kotler & Armstrong, 2010). The marketing process of accompany typically involves identifying the viable and potential marketing opportunities in the environment, developing strategies to effective utilise the opportunities, evolving suitable marketing strategies, and supervising the implementation of these marketing efforts. (M. Patidar, 2012). Upload Your Assignment 1. Discuss and summarise key issues and element of the process Sainsbury’s which is one of the most prosperous companies in the world has been chosen for case study. There are four key elements of marketing process, environment analysis, and strategy development, the choice of the marketing mix and implementation and control. The Marketing Process Marketing process has several steps and these steps are summarising below: • 1 – By analysing...
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...------------------------------------------------- BTEC National Diploma in Business 2014/2015 Student Name: | Unit: 3 – Introduction To Marketing | Year Group: 12 | Tutor: Miss Chotai | Date Issued: | Submission Deadline: 27th March 2015 | Deadline Met: Yes/No | Task | Criteria to be met | Issue date(w/c) | Submission date(w/c) | Task 1 | P1, P2, M1 and D1 | 12th January 2015 | 2nd February 2015 | Task 2 | P3, P4, M2 and D2 | 16th February 2015 | 2nd March 2015 | Task 3 | P5 | 2nd March 2015 | 9th March 2015 | Task 4 | P6 and M3 | 9th March 2015 | 23rd March 2015 | Grading Criteria Met & date achieved: | | | | P1 | P2 | P3 | P4 | P5 | P6 | M1 | M2 | M3 | D1 | D2 | | | | | | | | | | | | Final Feedback to Student | Final Grade Awarded: | Fail | Pass | Merit | Distinction | I CONFIRM THAT THE ATTACHED ASSIGNMENT IS MY OWN WORK Student Signature: Date: Tutor Signature: Date: Internal Verifier: Date: INTERIM FEEDBACK RECORD Date | Comment | Target | | | | UNIT 3: Introduction to marketing ASSESSMENT CRITERIA To achieve a Pass grade the evidence...
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...Bus 252a Marketing Management Mondays and Wednesdays 2: 11:00 – 12:20pm Fall Semester 2014 International Hall Sachar Building Grace Zimmerman Senior Lecturer Email: gzimmerm@brandeis.edu Office: Lemberg 161 Office Hours: Mondays and Wednesdays 11:00 – 12:20 and 2:00 – 3:00 pm, or by appointment Brandeis University International Business School Course Description Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or services with its customers. The marketing objective is to create, promote and distribute products or services, at a price and quality deemed valuable by the company’s customers, in order to create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers are vital for the company’s continued success and require constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This in turn makes marketing skills and perspective essential to the success of all business managers in any business. This course provides an in-depth exploration and practical application of basic marketing tools. These include...
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...Overview * Group assignment (replaces a final exam) * In two parts * A 20-30 page report due last class, Dec 1st * Double spaced (excluding exhibits and appendices) * No late papers for this assignment * Worth 30% of your grade * A 45-50 minute presentation on Dec 1st * Worth 20% of your grade * Worth 50% of your class grade (in total) What is a brand audit? * Comprehensive examination of * Brand health and activities * Sources of Brand equity * Current issues/opportunities with recommendations * Includes an external, consumer-focused assessment * Consumer Survey * It includes: * Brand inventory, “exploratory”, recommendations * Suggested Outline Executive Summary * With background about the brand, industry and competitors * Consumer analysis * Trends, motivation, perceptions, needs, segments, behaviors * Brand Inventory * Brand Exploratory * Summary of what you found (good/bad) * Recommendations (including new product) Brand Inventory – * A current profile of the brand * Positioning (company perspective) * Brand elements * Profile of competitive brands * POP’s and POD’s * How supported… (by marketing programs) * Should include: * Your insights on how brand equity may be better managed * Assess consistency (messages, sub-branding) Brand Exploratory -...
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...ASSIGNMENT GUIDELINES Critical evaluation of an advertisement (individual assignment) In order to demonstrate the marketing skills acquired during this module, you are asked to conduct a critical analysis of an advertisement. You have to choose only one advertisement out of the following two: 1. “Starbucksadvertisement”,availableontheInternetthroughthefollowing link: https://www.youtube.com/watch?v=lKy7mrAL0Dk 2. “Samsung Teases iPhone 5 With Their New Commercial”, available on the Internet through the following link: https://www.youtube.com/watch?v=FRkmtbWURwo You have to write a detailed analysis demonstrating an adequate comprehension of the following marketing concepts: segmentation, targeting and positioning. As we saw during the lectures and the tutorials, advertising is one of the tools through which organisations seek to reach their marketing goals by communicating to specific audiences. Your task is to identify and reflect upon (a) the market segments that have been chosen by the advertisers to craft their message and (b) the communication strategies that create a distinctive positioning for the organisation/product/service featured in the ad in relation to the market segment targeted. Of course, you do not have access to: the meeting reports and documents describing the relationship between the organisation and the advertising agency that produced the ad; the marketing plan which identifies the marketing goals, the segments targeted, the competitors and the...
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... |UB 20605 |3 | |Mon & Wed |11:00-12:20 |UB 20605 |3 | |Mon &Wed |12:30-01:50 |UB 20503 |3 | I. RATIONAL: This course introduces the students to the world of marketing. Starting off with the key concepts of marketing, the course is also a survey of the marketing function of the organization, including the marketing environment and target markets, marketing strategy with emphasis on the marketing mix and social and ethical responsibilities of marketing. II. SPECIFIC LEARNING OUTCOMES: At the end of the semester, the students should be able to understand – • The basics of marketing as well as its Concepts, Processes and Environments. • The behaviors of different customers as well as their segmentation, targeting and product positioning process. •...
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