Choose a company to analyze. This should be a real company, but you can choose any real company you want. (Hint: Bigger companies are easier to find information about.)
Part One: Market Segmentation
- Create three potential segments for your company while using all four of the segmentation categories (how you distribute them within a segment is up to you).
- Analyze your segments and select your primary target market. Explain how you arrived at your final selection.
- Based on your primary target market information, determine the location you plan to sell the product, i.e. where your customers will purchase it. Be specific, you cannot just say “online” or “in stores.” Explain how you arrived at your decision.
Part Two: Smallest Viable Audience
1. Who is it for?
2. What is it for?
3. Who is not for?
4. If people don’t actually want what you make (or what you do), as Godin suggests, what is it they do want? (Remember the drill bit.)
5. What change are you hoping to make?
6. What promise are you making?
7. Who are you seeking to change?
8. What are the demographics? Geographics? Pyschographics (or as Godin calls them… worldviews)?
9. What need, on Maslow’s Hierarchy, does it fulfill? (Even a want fulfills some kind of need.)
10. What is your simple marketing promise, just fill in the blanks.
Part Three: Positioning
1. Complete two positioning axes for your company. One can be price and quality. The other cannot contain these characteristics.
2. Complete two positioning axes for one of your company’s competitors. One can be price and quality. The other cannot contain these characteristics.
3. Why these axes? Why not other axes? Why do the alternatives rank where they do? Why does your product rank where it does?
Part Four: Complete an analysis of your chosen company’s social media and website.
Social media: List the channels your company is present on (hint: they are almost certainly on their website). Provide a link to each, and a screen shot of the account.
Do their profiles all use the same creative (cover photos, profile photos)? If not, why do you think this is?
Look at the account name on each – do they match, or are they different? What reasons can you think of for using different account names on different platforms?
What does the imagery on the accounts look like? Is it what you would consider high quality? Does it look professional? Or is it haphazard and low resolution?
Can you pick up on any themes? Does anything give you an idea for what kind of market segment they are speaking to? Does that match up with what you determined to be their market in prior work?
Overall, what do you think of their social media presence? Is it relatable and engaging? Is it boring and overly brand centric?
What kind of changes would you make?
Website: What is the website url? Provide a screen shot of the home page.
Is the website simple, or overly complex and difficult to navigate? Does it provide easy navigation?
Does your company provide contact information?
Does your company’s website “dead end” visitors? In other words, if you wind up on a page to learn about contact information, does your company then lead visitors elsewhere on the site, or is that it?
Did your company notify you of any tracking details? Cookies, pixels, a privacy policy?
Are there any offers being made as you load the page? eg: “Join our email list for [reward]?”
Does the website look professionally built?
Do you feel the website speaks to the market segment you identified?
What are your overall impressions? What changes would you make?
Remember, always include the why of it all. Why does any of the information you are presenting matter?
Part Five: Proposed Marketing Strategy & Tactics
Tie it all together.
What is your company’s marketing strategy? Would you do things differently? What tactics are you going to use to meet that strategy? What metrics will determine and measure success? (Hint: You did a basic version of this in A8. Now, you need to prove you understand how everything you learned in this course informs the strategy and tactics.)
Part Six: Works Cited page
List all your references which explain “The Whys” you have provided in your paper. Either APA or MLA is fine, just tell me where you got your research.
How to Do Well on This Project
Details, details, details. Be specific. Give me details. Tell me why. You are proving that you understood what you have been taught all semester long. While there is no set length for this project, it is not possible to complete this work in a short paper. Complete all of the parts, and subheadings inside those parts. As always, this is not a checklist, but that does not mean you do not have to complete each part.
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