Marketing assignment

Assignment #4: Target Market and Positioning (20 Points)

·   Identify the characteristics of the market your product/brand competes in (market size and scope, key trends including growth/decline in terms of sales, your market share, etc.), the segments that exist and the target segment you intend to focus on for this marketing plan and why.

·   Develop a descriptive profile of your target market including a Customer Persona (consider Primary & Secondary target markets). Discuss demographics, psychographics, benefits sought, situational and behavioral factors as relevant. Evaluate the factors making this an attractive target market based on the criteria in the text.  Use of Simmons, PRIZM or similar sources is encouraged along with supporting images to bring your target audience to life!  Support your analysis with data!

·   How would you describe your product/brand’s competitive positioning? Use tag lines or promotional themes to illustrate the clarity of this positioning. Use a perceptual map to reflect the positioning and any recommendations you are making for repositioning.

The specific product line that we will be focusing on in our marketing plan is on the Coca-Cola brand drink itself, or Classic Coke.