Assignment Task:
Purpose and Description:
Purpose: The purpose of this assignment is to assess through research students’ capacity to provide an informed segmentation and positioning analysis of a contemporary consumer brand.
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Get Help Now!Description: Students apply critical thinking and problem solving skills in relating consumer behaviour theory to the actions of a consumer brand. The ‘Brand Segmentation and Positioning Analysis’ offers the opportunity for students to tap into different aspects of the concepts and theories covered on an applied basis to develop a deeper understanding of key areas of consumer behaviour. Students effectively communicate in writing the relevance of applied consumer behavior theory relating to segmentation and positioning to a brand’s marketing communication.
Assessment guidance:
The group must do 4 things in order to successfully complete the report.
FIRST, the group must select a brand of their choice. In past years, groups have selected Go Pro, Qantas, Jetstar, LUSH, Ripcurl, Billabong, Chanel, Armani, Mazda, Nikon, Tesla, SWATCH, Rolex, Under Armour, amongst many others. Then, the group must analyze recent marketing communication from the brand (i.e. in the last 2 years). This can include communications across a variety of marketing channels (e.g. print, digital and social media, television, in-store).
SECOND, the group must become familiar with the various segmentation frameworks and positioning concepts covered in the course.
THIRD, the group must then identify and describe a maximum of 3 segments that the brand targets. This discussion must integrate the brand’s marketing communication examples that the group has collected to help illustrate how the brand targets these segments in the marketplace. The discussion must also draw upon scholarly literature to support their assertions.
FOURTH, drawing on positioning theories and concepts, the group must then argue how the brand positions the product/service and its attributes/benefits to each of these segments. Arguments must incorporate scholarly literature as well as marketing examples to support the group’s view.
Structure of the report:
1. Introduction – this should be a brief introduction on the purpose of the report which also details the background of the brand chosen. @ 300 words.
2. Segmentation analysis – this requires the group to analyze the actions of the brand through their marketing communication and identify and describe the prominent segments that the brand is targeting. @ 1700 words.
3. Positioning analysis – the group must then describe how the positioning strategy has been implemented by the brand for each segment. @ 1700 words.
4. Conclusion – this includes a succinct summary of the main findings of the report. @ 300 words.
5. References – scholarly marketing journals, business magazines, newspapers, annual reports and textbooks are required to provide theoretical and practical support in the report. Any reference style can be used as long as it has been consistently used throughout the report. Students are not to contact any firms associated with the brand chosen, but are to use secondary resources only.
6. Appendix – Examples of brand communication can either be embedded into the discussion as figures or placed in an appendix which are referred to in the discussion. A minimum of three (3) scholarly marketing journal articles must be included in your discussion.
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