Segmentation, targeting and positioning
MKT101A Assessment 2 Brief Page 1 of 6 ASSESSMENT 2 BRIEF Subject Code and Title MKT101A - Marketing Fundamentals Assessment Marketing Plan – Stage 2: Segmentation, Targeting, Positioning Individual/Group Individual Length 1000 words (+/- 10%) Learning Outcomes Addressed a) Describe the marketing concept b) Outline and apply the elements of the marketing process. c) Identify and explain the macro and micro environmental factors impacting the marketing of a business or industry. d) Demonstrate an ability to incorporate new trends to solve marketing problems and apply communication skills. Submission By 11:55pm AEST/AEDT Sunday of module 3.2 (week 6) Weighting 25% Total Marks 100 marks Context Congratulations! You are now in Stage 2 of your marketing plan. It is time to show Mary, your marketing manager, that you know how to identify appropriate target audience(s). Based on the same client from Stage 1, you are now required to analyse the segments using suitable and relevant segmentation variables in order to select the ideal target market for your client. As part of the marketing process, you need to research different types of data using a variety of sources to understand consumers’ needs, wants and relevant trends to make informed marketing decisions. In this stage, you also need to identify or suggest a positioning statement to the client, which considers all the values and competitive advantages that need to be promoted to consumers, as well as setting up its positioning map using competitors’ information already collected in Stage 1. MKT101A Assessment 2 Brief Page 2 of 6 Instructions- Stage 2 In Stage 2 of your marketing plan, the focus is on demonstrating an ability to incorporate new trends from consumers’ behaviours and consumption patterns to create relevant marketing strategies to solve potential issues that may affect the business. Make sure you use the same client from Stage 1. At this point, Stage 2, the marketing plan report must include: a) Cover page including: i. Company’s name ii. Student Identifier (name and number) iii. Subject code and name b) Table of contents c) Identification of consumer buyer characteristics including: i. Level of involvement of consumers that purchase the product/service; ii. Situational, psychological and social influences on the buying decision process. Stage 4 (Assessment 4) Metrics Proposal and Marketing Deliverable (sample) Stage 3 (Assessment 3) Marketing Mix Stage 2 (Assessment 2) Segmentation, Targeting & Positioning Stage 1 (Assessment 1) Situational Analysis MKT101A Assessment 2 Brief Page 3 of 6 iii. At least 08 (eight) segmentation variables in total using demographics, geographics, psychographics and behavioural elements. d) Creation of at least 01 (one) buyer persona using a template of your choice, contemplating all the segmentation variables identified in the previous task (point c) above). e) Inclusion of a positioning statement for the client highlighting the values and benefits offered to consumers. f) Creation of a positioning map using the two main competitors identified in Stage 1. g) Reference list using APA 6th ed. style. Submission guidelines The presentation recommended for this Assessment is REPORT FORMAT. An executive summary is NOT required. Use suitable headings and subheadings for the information presented, and page numbers should appear on each page of the document – ideally in either the header or footer. The assessment should be submitted in a format that would be acceptable in the business world. All assessments are to be submitted to Blackboard. All work must be word-processed, spell-checked, grammatically acceptable, and professional in appearance. The assessment submission should include the Similarity Report from Turnitin. Assessments should not be written from a 1st person context, but rather from the 3rd person perspective. That is, “I, we, my, our” are not acceptable. All claims and recommendations are to be supported by suitable and relevant marketing and/or theoretical principles and their relevant references. The report should include a correctly constructed Reference List and accompanying in- text citations as per University guidelines (APA 6th ed. referencing style). Please see the Academic Skills page on Blackboard for information on referencing in APA 6th ed.: https://laureate- au.blackboard.com/webapps/blackboard/content/listContent.jsp?course_id=_20163_1 &content_id=_2498847_1&mode=reset The use of any combination of narrative, point form, diagrams, graphs or charts including presenting the information in table form is permitted – particularly if these devices reduce the wordiness and increase the "readability" of the submission. MKT101A Assessment 2 Brief Page 4 of 6 Learning Rubrics- Assessment 2: Marketing Plan- Stage 2: Segmentation, Targeting, Positioning Assessment Attributes Fail (Unacceptable) (0-49) Pass (Functional) (50-64) Credit (Proficient) (65-74) Distinction (Advanced) (75-84) High Distinction (Exceptional) (85-100) Segmentation Outlined and applied different analyses as part of the marketing concept and its processes. Demonstrated an ability to identify and incorporate new trends that could influence marketers’ and consumers’ decisions to solve marketing problems. Identified consumer buyer characteristics utilising demographics, geographics, psychographics and behavioural Limited understanding and analysis of the level of involvement of the purchasing decision, stages of the decision process and influences on the purchase decision evident. Segmentation variables are unclear and demographics, geographics, psychographics and behavioural elements were not referenced. Some understanding and analysis of the level of involvement of the purchasing decision, stages of the decision process and influences on the purchase decision evident. Demographics, geographics, psychographics and behavioural segmentation variables included and referenced with some adjustments required. Good understanding and analysis of the level of involvement of the purchasing decision, stages of the decision process and influences on the purchase decision evident. Good selection of demographics, geographics, psychographics and behavioural variables. Relevant and reliable sources used to support the identification of segment(s). Very good understanding and analysis of the level of involvement of the purchasing decision, stages of the decision process and influences on the purchase decision evident. The information discriminates between assertion of personal information substantiated by robust evidence from research materials and extended reading. Very good selection of demographics, geographics, psychographics and behavioural variables. Relevant and reliable sources used to support the identification of segment(s). Excellent understanding and sophisticated analysis of the level of involvement of the purchasing decision, stages of the decision process and influences on the purchase decision evident. The information systematically and critically distinguishes between assertion of personal opinion and information obtained from robust evidence from research and extended reading. Excellent selection of demographics, geographics, psychographics and behavioural variables. Relevant and reliable sources used to support the identification of segment(s). MKT101A Assessment 2 Brief Page 5 of 6 variables. 35% Targeting Created a buyer persona using relevant traits from demographics, geographics, psychographics and behavioural variables. 20% Buyer persona(s) did not include enough information to support marketing decisions. Buyer persona(s) included some characteristics and traits collected from the segmentation activity. Some adjustments required. Good buyer persona(s) including relevant characteristics and traits collected from the segmentation activity. Some relevant and specific psychographics and behavioural elements included. Very good buyer persona(s) including relevant characteristics and traits collected from the segmentation activity. Great level of research including relevant and specific psychographics and behavioural elements. Excellent buyer persona(s) including relevant characteristics and traits collected from the segmentation activity. Excellent level of research including relevant and specific psychographics and behavioural elements included. Positioning Identification of a positioning statement. 25% Positioning statement not clearly identified. Positioning map not include or did not include main competitors from stage 1. Positioning statement included some relevant values and benefits. Positioning map included main competitors from stage 1 but