Assignment 2 should be done by the data provided in assignment 1 which is attach
Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 1 Guide to Assessment Task 2: Marketing Strategy This task is a continuation of Assessment Task 1 and represents the outcome of your Situation Analysis. The two linked tasks examine your organisation’s current situation and subsequently lead to the creation of a marketing plan. Your Task Your task is now to prepare a Marketing Plan for the completed Situation Analysis. As I mentioned in the last Guide, the SA is typically the first substantive section of a marketing plan in which the marketing manager usually details their assessment of the current situation. You’ll now consider your offer in relation to the current situation. Continue thinking about how a small change could be made to your product/service that optimises or leverages current environmental circumstances – or that could protect it from the current situation. This may be a small product line extension designed to attract an emerging target segment, or that will take advantage of a change in culture or some other part of the macroenvironment.
Through your SWOT/TOWS analysis you have identified the core problem or opportunity currently facing your company and, consequently, the development of appropriate marketing objectives. Those objectives drive (and must be reflected in) the creation of this marketing plan. As always, the first part of your plan will be an Introduction. Introduction (your point 1, page 1) As this is a continuation of your SA (of which I still have a copy), I don’t need you to introduce the company again.
This Introduction will be a small paragraph basically introducing what the plan will contain in general terms.
Remember to assume the persona of your organisation’s marketing manager who is required to prepare a marketing plan for your new product/line extension.
Covering these points should take up about 100-150 words. Manage your writing carefully. Don’t waffle or provide unnecessary information. Marketing Strategy % of overall assessment *40% Word count (approx.) 3,000 Learning outcomes addressed K1, 2, 3, 4, 5 S1, 2, 3, A1, 2 Due date Monday Wk 10 16 May Approx.
100 words Every business needs a current marketing plan that represents an organised, strategic way of approaching the market for the plan period: typically 12months Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 2 Before I leave the topic of introductions: I frequently see students writing their introduction on a separate page. I can’t understand the reason for this. Executive Summary, yes, Introduction – NO. It should not be on a separate page, but should be the first paragraph on page 1. In a large report where your introduction may cover two or three pages and each major heading that follows is placed on a separate page I can understand this practice, but not when you are writing a small 100 word introduction to a minor report such as this. When you have a product line extension in mind, start thinking about your target, but first you’ll need to segment your market. Segmenting, Targeting & Positioning (your point 2) As you’ve read elsewhere, you can’t design a product without knowing who the customer is (remember Week 4?), so this is where you start to break up the market into meaningful groups of consumers who share the characteristics your product will be designed for.
There are many sources you can easily access through the library to research segmentation and targeting: some you’ll probably already be familiar with and some you may not. If you’re unsure how to go about accessing the thousands of journal articles in the library, check the Guide to Assessment Task 1 for how to approach this. Segmenting the Market (your point 2.1) And as you also know from your previous study, in defining a market, you must recognise that you can’t be all things to all people. If you are an Apple, Coca-Cola, or a Nike you may have a large enough budget to target several segments simultaneously, but small and medium sized organisations typically identify one or two markets at a time. Of course other segments that aren’t being specifically targeted will also hear or buy from you, but they won’t necessarily be your target. Identifying a gap in the market, and targeting that void with your product/services is how organisations address their markets.
Your task in this section: Using a concentrated marketing coverage strategy, segment the market three ways and, using the four bases of segmentation, Briefly describe the three potential segments for your product o (limit your description to approximately 25 words each). This is a very simple section and most of the suggested word count will be taken up in your explanation of segmentation and how it works. As with other theoretical sections, you’ll access the literature to acquaint yourself with what current thinking about segmentation is and what researchers are saying/finding. Don’t spend too much of your word space here.
THEN (and here’s the easy part), just come up with the three potential segments. Think about your (tweaked) product and identify three distinct groups it may be attractive to. I’m not looking for anything tricky here, just three bullet points will do. Approx.
200 words Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 3 To summarise: discuss the theory describe briefly in geographic, demographic, psychographic and behavioural detail *exactly who is in three potential segments* You DO NOT need to access any marketing company data. Describe the segments your own imagination suggests would be most responsive to the marketing mix for your product. What do you think they would look like for the product? The next step in the STP model is Market Targeting and that (IRL) starts with evaluating segment attractiveness: Factors to consider: Segment size and growth • Sales, growth rates, profits Segment structural attractiveness • Competitors, substitutes, power of buyers, power of suppliers Company objectives and resources • Objectives, resources, strengths, skills, superior value Let’s assume you’ve conducted this step and your marketing research has led you to identify one clear potential target guaranteed to respond to your marketing activities. Your next step is to draw a detailed description of your target for the product. Remember to make this very, very detailed. Once you know them like a member of your own family you are starting to be familiar enough with the target to design the product/messages they will respond to.
Target Market (your point 2.2) This section begins with your next opportunity for some research/theory. This time you’ll put ‘market targeting’ into the search engine for your literature search. You’ll find a plethora of information to begin the section with a theoretical discussion. Just a paragraph is all this should take before you go on to describe your target.
Select one of the three segments as your target. You’ll need to justify it as the most attractive to your organisation/brand. You don’t have to justify it in any depth for this exercise (although you would IRL as a result of the factors above). Just explain why this one and not the other two.
Again, you DO NOT need to access any marketing company data. Describe the segments you consider would be most responsive to the marketing mix for your product using the segmentation variables (at least three of them).
What would consumers for this product look like in terms of the four variables? Draw a very focused image of who they are, where they are and how they live their lives. When you have an almost photographic image of your target, when you know them as well as you do a family member, then you have adequately described them and are ready to target them.
Hint: see Appendix 1. Approx. 350 words Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 4 To summarise: discuss the theory (explain market targeting) Choose which segment you consider to be the most attractive to your company (explain why) and describe the target in fine detail using the same four bases of segmentation.
Positioning the offer (your value proposition ) your point 2.2 Again, begin with some research into positioning to show you understand the concept and how it works. Remember to use the APA Guide to referencing to cite your sources of information.
Refresh your memory by going over your lecture notes from Week 5 and/or Chapter 6 again, and then work through the four steps.
Step 1: decide what competitive advantage your product has from other products in the same product category. Step 2: Decide what your positioning strategy is to be; or, alternatively, decide which differences you think would be more appropriate to promote on (important, distinctive, superior, communicable, preemptive, affordable or profitable).
Step 3: Select your overall value proposition: more for more, more for the same, the same for less, less for much less, more for less.
Step 4: Develop your positioning statement (see p. 195 of your text).
At this point you’re ready to go with the marketing mix so, with all of this information in mind, start thinking about your product. Does it need another tweak now that you have a firm direction and consumer in mind?
Marketing Mix (your point 3.0) You’ve completed the preliminaries to a marketing strategy (the Situation Analysis, Segmentation & Targeting and Positioning), so now you are going to design a very basic marketing mix that allows you to think about some of the major aspects of marketing, such as product, price, place and promotion (or McCarthy’s 4Ps).
The marketing mix is an integral part of a Marketing Plan. Marketing Planning is one of the most important business activities undertaken by any company. All businesses must make decisions about what type of product or service they will offer to passengers/consumers/patients/clients/students. The price those people will be willing to pay (while still allowing for a profit to be made), where and how the product or service will be made available to consumers and how to communicate information about the product or service is what designing a plan is all about.
Approx.
200 words Approx.
1800 words Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 5 Having now identified your target market and the position you plan to occupy in their minds with your product, you’ll now devise a marketing mix. You have tweaked your company’s offer to meet the needs of your target, so use the 4P framework for this next section. Dedicate approximately 1800 words here. More if you can possibly fit them.
As general criteria, each marketing mix element should: specifically take into account the characteristics of the target market; be consistent with the other elements of the mix (e.g. a higher price should be used when the product strategy emphasises high quality); make occasional use of macro-environmental trends to justify the strategy (e.g. the social trend towards environmental concern would support a product strategy for cosmetics whereby the product does not contain excessive levels of chemicals, is not tested on animals, uses re-cycled packaging, and promotes these important attributes on the label).
Your first marketing mix element is, of course, Product.
Product strategy (your point 3.1) You’ll begin this section by covering the theory of product levels, possibly using the textbook and expanding from there into the extant literature. You’ll probably reference the textbook at first mention of the theory, but after that, I’d like to see you doing some secondary research elsewhere.
Firstly – ideally this is a product. Tangible. Pick it up. Touch it, smell it. Taste it. It could be a service, but that’s a little trickier to (and lengthier) to design a mix for). If you can see it in the retail store or in your home, you’re on the right track.
The beginning of this section is merely a description of your product. It doesn’t require any research. Just describe what your product is (could even include how it’s used if it’s a new, unique product). You may like to describe the product using the three product levels.
Use your discussion of the product levels to lead you into a description of each of the three levels of your products. So your theory paragraph will be followed by, for example:
Approx. 450 words The product analysis inthe Situation Analysis described the current product: now you are describing the new product for this plan. Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 6 It doesn’t require any research. Just a description of your product (could even include how it’s used if it’s a new, unique product).
Use your discussion of the product levels to lead you into a description of each of the three levels of your product. So your theory paragraph will be followed by, for example:
3.1.1 Core product Here you would describe the core benefit of your product. Write about the core benefit that’s being satisfied when your consumers buy your offering.
– the problem-solving services or core benefits that consumers are really buying when they obtain a product – there may be multiple core benefits – think of the core benefit as the primary element of the consumer’s motivation to consume the offer – competitors are defined by the benefit they offer, not by the product they offer Once you’ve described the core benefit being addressed (and in reality that’s only about a sentence or so for each), the go on to describe your actual/tangible product.
3.1.2 Actual product Describe your product in terms of the five characteristics:
• Quality, styling, features, brand name, packaging Describe the following three product decisions’ If you prefer, you can present this in a table something like this:
Product attributes (Product Name) Quality Features Style & Design Branding Packaging Labelling You may also want to cover the type of product it is in this section.
3.1.3 Augmented Product Describe the product’s augmented benefits. Remember, this can deliver your organisation’s competitive advantage. It’s the:
Note: Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 7 – additional consumer services and benefits built around the core and actual products – in some cases, is the basis of differentiation Try to be creative with this section. Don’t rely on the old and tired after sales service (unless you can do something creative with it) and warrantees and guarantees. Put some thought into this and really look for things that would make your target purchase your product over whatever else is in the perceptual map.
Now that you’ve got a good handle on your offering and why consumers will want to buy it, you’ll start thinking about your target market in more detail (again) and this may lead you to go back and tweak your target description a little. I always think target and product relationship is a little ‘chicken and egg’ – one informs the other, so as one changes, so does the other.
To summarise:
identify the product’s core benefit, its actual attributes (e.g. quality, packaging, labelling, branding, features, design, style) and the augmented product (something different that your competitors haven’t thought of) describe the product type, i.e. whether the product is a convenience, shopping or specialty item and its impact upon the mix. Price strategy (your point 3.2) Again, do some reading about price and perhaps its impact on the mix. Take the opportunity to do some research to lead into this paragraph.
Some of the things you may wish to consider under this element of the mix are:
Which of the major pricing strategies will you use?
What other internal and external considerations will affect your pricing decisions?
Is it a new product? If so, what new product pricing strategy will you use?
Will you need to use a price adjustment strategy? If so, which one? When?
Do you anticipate price changes? If so, under what circumstances?
Will your organisation be competing on price or non-price Factors I’ll give you a small example just to give you the idea of how this could be approached using a breakfast cereal – Approx.
450 words Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 8 3.0 PRICE STRATEGY There are four general pricing approaches – cost-based pricing, value-based pricing, competition-based pricing and relationship pricing (Kotler et al. 2012). Of these, value-based pricing is often recommended due its consistency with the marketing concept (Assael et al., 2009). The value-based pricing method implies that ‘Better Breakfasts’ should charge a higher price for its cereals. However, because this method is inconsistent with the characteristics of ‘Better Breakfasts’ target market (e.g. low-income ‘basic needs’), and its marketing objective of rapid market growth, it is not appropriate. Instead, ‘Better Breakfasts’ will adopt a market penetration strategy. This strategy refers to the process of setting a low initial price in order to quickly penetrate a market (Stanton, 2013). By charging a lower price it will encourage consumers to trial the cereal (Kotler et al., 2012), which is important because it is in the introductory stage of its life cycle. Lower prices also offer ‘Better Breakfasts’ the potential benefit of brand loyalty (McColl-Kennedy et al., 2010). This strategy is also consistent with the key trend identified from the economic environment – the emergence of a value-oriented consumer who uses price as a key purchase criterion (Ballack, 2009). BTW – this section I’ve shown you accounts for almost 200 words, so don’t forget I don’t expect you to cover all the questions I’ve posed above, but to select those which are more applicable to your product/target/positioning statement.
Place (Distribution strategy, your point 3.2) Conduct some research into distribution to introduce the concept.
Some of the aspects of distribution you may wish to consider for your product are:
What is a marketing/distribution channel?
How many channel levels will you need?
What type of channel behaviour will you need to be aware of? How will you organise your channel of distribution?
What types of retailers will you use to distribute your product?
Other (e.g. if a store is being used, describe the décor, atmospherics, staff etc.). Promotion (Marketing Communication strategy, your point 3.3) Think back to the target you described in such great detail earlier. Think of how you want them to perceive your product, and design a strategy for communicating with them about it (now is when you realise how important it is to have such a clear picture of who they are and how they live their lives. Without this you cannot possibly expect to reach them with your messages). Approx.
450 words You’ll probably need around 500 words here Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 9 I’m going to make this easy and only ask for some of the major decisions to be made. Check out the model on p. 345 of your text. The five basic communication tools used to communicate with consumers are shown in Fig. 11.1. Choose the three most appropriate for your target. As your product is a consumer good, then advertising will be one of the three. Describe how you will use each of the three to reach your target.
I’m not asking for anything complicated here, but try and be creative and as detailed as you can within the word limit and the level of your knowledge.
You’ll have to move up in the textbook for this section to Weeks 10 & 11 and do some independent study because we won’t have reached this point in the semester by the time you need to be thinking about it and planning this part of your mix. If you have any problems with this section, feel free to ask me and I’ll help you with anything you may be unclear about. Feel free to use the Discussion Forum for any questions.
I’m not asking for any media decisions. That would be a bit complicated for this plan. I really just want to see you using the MC tools appropriately.
Extended marketing mix I’d really rather you confine your plan to a simple little consumer product marketing mix. If you’d worked on a service, you’d have to shorten the above four sections to accommodate the additional three:
4.5 People 4.6 Process 4.7 Physical Evidence You’d need to revisit Chapter 7 in this case for this section.
Strategic Fit (yo ur point 4.0) This is not unlike an Impact Statement. In this final section you’re looking for the strategic fit between your proposed marketing plan and your organisation’s plans for responsible management in terms of:
1. Sustainability 2. Ethics 3. CSR In other words, how does this plan fit with the organisation’s policies on the above?
For example, say you’re are creating a marketing plan for the world’s largest beverage company (The Coca-Cola Company) – a quick glance at the 2014/2015 Sustainability Report discloses that there is a strong focus on environmentally friendly products, sustainable Approx.
200 words Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 10 packaging, improving water efficiency, human and workplace rights, renewable energy investments, sustainable agriculture, stakeholder engagement and many other commitments to sustainable marketing. The Coca-Cola marketing plan would need to dovetail with and contribute to these commitments – just as yours will do for the organisation you are designing this plan for. Any deviation from the corporate plan would render the marketing plan inoperable. Read it here:
http://www.coca- colacompany.com/content/dam/journey/us/en/private/fileassets/pdf/2015/09/2014-2015- sustainability-report.pdf acts as the conclusion of Strategic Fit your plan. You won’t have the word count to reiterate any points within the plan, so I’d prefer you to use this section in lieu of the traditional conclusion where you usually summarise your main points and otherwise chew up word count!
This is pretty much the end of your assignment. The Strategic Fit is followed by the Reference List – which is always on a separate page even if the last line of your Strategic Fit is on a new page (if this happened to me I would just edit the problem away).
Referencing You all have access to the APA referencing document I created for this course to help you with formatting your citations for those who are unclear about how to use the APA style.
Don’t forget that if you d o h a p p e n t o reference a website then I need to be able to access it as well. The Reference List is a guide for others to show how you accessed the information contained in the body of your work. It shows them where to go to find the same information you did. The last thing you should do before printing out your paper for submission is to check any websites and make sure they are still live. If they are not working, you cannot use them in your work and need to either eliminate reference to them, or replace them with live references.
This shouldn’t be too much of a problem. As websites are not academic sources I prefer you to keep any websites that you feel you must include to an absolute minimum – no more than one or two, if at all. You must use the instructions if you are not familiar or experienced with this style. If you’re stuck at all, just contact me and I’ll sort you out. Do not underestimate how pedantic I am about this.
Please do not use the Word template for your Table of Contents or your Reference List. Construct these manually. Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 11 I took a couple of hours to do a preliminary literature search to make sure there were enough articles for your needs, and found that there are many, many for you to select from. So, get stuck into the research! I am expecting a list of at least 15-20 journal articles (somewhere around 20 is about right) to have been consulted for this paper. I don’t expect to see a Reference List padded out with introductory marketing texts and websites.
BTW, here’s how to reference your prescribed textbook in your Reference List:
Armstrong, G., Adam, S., Denize, S. & Kotler, P. (2015). Principles of Marketing (6 th ed.). Pearson Australia.
Just as it’s showing in the Course Guide. You shouldn’t need to use page numbers anywhere in the paper because I’m not expecting to see any quotes (you only use page numbers when you’re quoting). PLEASE DO NOT USE WIKIPEDIA, LINKEDIN, SLIDESHARE, OR DICTIONARIES AS ACADEMIC REFERENCES. THEY ARE TOTALLY INAPPROPRIATE FOR THIS PURPOSE. Executive Summary Once you’ve finished the plan and created your Reference List, create a summary for stakeholders. Until you’ve completed all the work relating to your target and the marketing mix, you won’t have a good overview of all that’s been covered which is what’s necessary for the Exec. Summ.
Despite my admonishments not to do so, in the first assignment some students still wrote their Executive Summaries like a pseudo Introduction – or, worse – they cut and pasted from various parts of the Situation Analysis! Please do not do this. Please do not do this. The Executive Summary is just what the title suggests – a summary of the contents of the paper for the consideration of the executive (or other interested person). This is a one-pager (MAXIMUM!) that the company CEO (or me) can read for an overview of the plan. We’re just looking for the main highlights. In your case, this is going to be really simple. All you need is seven paragraphs.
Para 1: Basic introductory remarks Para 2: Your STP strategy Para 3: Product strategy Para 4: Pricing strategy Para 5: Distribution strategy Para 6: Marketing Communications strategy Para 7: Strategic fit Hint: if you’re having trouble fitting it all in to one page, drop down to Times New Roman size 11 and use single spacing… Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 12 No need to include any references in an Executive Summary.
The Exec Summ. is placed after the Table of Contents and before the Introduction. I want to see very specific details of your target and your marketing mix and, after reading your Executive Summary, I should have a clear idea of what is to follow in the plan.
Presentation Supporting information you may want to include (this may be integrated within text or included as appendices): mock-ups of packaging/product, advertising, promotions, any helpful tables, charts, graphs, etc. You do not have to include all of these things – only what you feel is important to your marketing plan. Don’t forget, they’ll be included on any list of figures and tables in your ToC. Make sure that any examples you provide are clearly connected to theory, and confined to your own product. Please don’t refer to any products such as McDonalds, Apple, Coke and so on.
There is plenty of room for creativity in this report – particularly in the product and promotion sections. Especially in the product section, so interpret/develop this any way you wish.
Don’t forget to use Times New Roman 12, 1.5 spacing.
What’s next?
This signals the end of your second assessment task. Now all that’s left is to email it for marking (we aim for the usual 3 week turnaround).
It’s a challenge! Finally: why don’t you give yourselves a challenge?
Please try and use your textbook just once (I do expect to see it cited once), and then jump off into other academic sources which you will find on the library database. It’s the best way to become experienced in academic research and writing.
Submission of the paper All papers must be emailed accompanied by a Turnitin report with a text-matching of <22% by Monday Week 10 (May 16 th) COB. Remember: a marketing plan is a blueprint for the company to follow. Be clear. Be specific. Use directive language. Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 13 Here’s where the marks are: Marketing Plan Executive Summary 5% Introduction 5% Segmentation 10% Targeting 10% Positioning 10% Marketing Mix 40% • Product • Price • Place • Promotion Strategic Fit 10% Referencing 5% Presentation 5% TOTAL 100% Several of you missed the deadline for the first assignment and I’d appreciate you not doing that, please. Just as you must meet deadlines in the business world, so the due date for this paper must be met by the time set.
Please don’t email me asking where to submit the paper, or telling me you’ve submitted it through Turnitin. Please – just follow instructions… I promise you, it’s easy If you need any more help, don’t forget your lecturer is available for assistance. Kind regards, Rowan (5122 6153) *40% I’ve loaded your assessment into this task so that I could reduce the percentage of your exam (if it was up to me, I would eliminate the exam, but it’s not ). I wanted to keep the percentage of your first assignment as low as possible within the confines of what a SA needs because, for many of you, it’s the first attempt at a formal business paper. So – most of your marks are here in the strategy. Make sure you put most of your effort here and if you need help, you know where to access it.
Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 14 Appendix 1: Segmentation and Targeting Example Example of Segmentation and Targeting Here’s an example for a totally different product from yours, (let’s say it’s lip gloss brand name “Lip Glass”) but just to give you the idea...
4.0 Segmentation Do some research here into what segmentation is, why and how it’s used by marketers: just a paragraph or so to set up the section. Then as a result of your thinking about lip gloss consumers you will be able to identify some potential segments for your campaign like this:
4.1 Potential segments Potential targets for this campaign are:
16-24 year old females, living in Melbourne inner suburbs with their parents, students earning under $10,000 per annum. Working part-time in hospitality, involved in weekend sports, watch little TV other than Big Brother and Gossip Girl.
24-35 year old females, living in apartments in inner city Melbourne areas, university educated career women, middle-level management earning $50,000 - $80,000 per annum. Into the social scene, bars, clubs. Reads magazines: Allure, InStyle, Vogue.
35-50 year old females, living in Melbourne’s suburbs, housewives with children, stay-at-home mothers who meet regularly with other mothers to share experiences. Any spare time is spent on children so little time for make-up other than mascara and lip gloss. Watch day-time TV (Dr. Oz, The Bold and the Beautiful) and evening programs such as Master Chef and The Biggest Loser.
5.0 Target for Pure Skin’s 2017 marketing campaign Do some research here into what targeting is, why and how it’s used by marketers: just a paragraph or so to set up the section and to show us you understand the concept.
5.1 The most profitable target for Pure Skin’s Lip Glass would be the 24-35 year old women for the following reasons:
They earn a comfortable income and therefore can afford to purchase cosmetic products frequently Segment contains 388,000 consumers so is a substantial cohort The target consumer has a full time job and needs to maintain a professional and well-groomed image They are image and fashion conscious, therefore they like to keep up with social trends Guide to Asses.Task2 Marketing Management Semester 2, 2016 Dr. Rowan Kennedy 15 Target has a busy and active social life that is conducive to Lip Glass being used frequently (Then you go into a full description of the target audience...hint: this is the most interesting part of the assignment)...
5.2 Geographic/Demographic The target woman is young, aged 24-35, single without children. She is planning to have children someday however career development is her main focus. She works full time in a professional role, having graduated from one of Australia’s most prestigious universities with a business degree. Current income is $50,000-$80,000. This target woman lives in a shared apartment in an inner city Australian suburb (such as Carlton, Melbourne) close to facilities and entertainment, which occupy a large part of her time outside of work. She does not have a significant other, but a committed relationship is in her future. For now it’s about getting ahead at work, staying fit, looking good, (she’d like to travel around Australia before heading off on the OS trip and, eventually, meeting someone to settle with). 5.3 Psychographic Confident, ambitious and successful, she works to maintain her busy and social lifestyle.
Although her job is mentally tiring, she is happy with her position and career path. She works out before work three days a week and on Saturday mornings. She meets her friends for coffee after the gym on Saturdays and they shop as a group in the large local mall, mostly for clothes, cosmetics and accessories. She has a confident outlook about her future, believing she has the potential to get ahead, and achieving that success is important to her.
She is independent and ambitious. She can afford what she wants, does her own thinking and makes her own decisions. When shopping for new products she generally looks for – you get the picture, I’m sure. 5.4 Behavioural Lip gloss is a regular cosmetic purchase and the benefits she will be looking for from Lip Glass are shimmer and shine for her lips at work and in social situations. Lip Glass will enhance her lip colour and overcome dryness from long-lasting lipsticks. She will be a heavy user, refreshing her lip gloss after food and drink and throughout evenings out with friends. She will be completely loyal to Lip Glass as a result of the texture and flavour of the product and the consumer sales promotions encouraging on-going purchase.
Kotler et al. pose an argument for Behavioural segmentation to be marketers’ first consideration and I concur with this, so you may like to consider placing this segmentation variable first. This word count is 350, but is just off the top of my head, so you may be able to be more succinct given more time to play. Having said that, it’s about what I’d like to see – so try and save some word space up from other sections if you can to use here.
