Task – 10 slides Imagine you are a marketing consultant and you have been approach by an organisation who are worried that their marketing communications messages are not cutting through the clutter of the competition or being meaningful to their audiences. You have been asked to review and evaluate their most recent marketing communications campaign and make a presentation to the organisation’s board of directors explaining the key elements of the positioning of the organisation, the positioning of the key competition, and make recommendations for appropriate segmentation tools and overall target marketing strategy To complete this task you need to: Pick an organisation from either the corporate sector, or small medium and entrepreneurial business sector or not for-profit sector that produces a product for the consumer markets. Please Note: This assessment is not designed to examine a Business-to-Business Markets and you will use the same organisation for Assessment three, so pick one that really interests you. Once you have a business that you like, pick a specific product that they offer and conduct secondary research. First, find their most recent marketing communications (i.e. search digital sources, media sources, look around for billboards, product/packaging, TV/radio messages etc). Second, review other market information about the product (i.e. customer reviews/media stories etc). You need this information in order to apply it the concepts of positioning, segmentation and targeting.
Part A – Perceptual mapping and competitor analysis Review the details of your organisation’s campaign, consider the language, tone and style of key message (words and images) and plot on a perceptual map where the corporation is currently positioning itself on important attributes. That is, what is important to consumers and why they would buy/donate to this organisations. For example, the important attributes may be quality and price or timely response and corporate responsibility etc; and Then identify two main competitors for your organisation and repeat the process of data collection and analysis and place them on the same perceptual map for comparison and discussion (i.e do the competition really offer the same thing?).
Part B – Segmentation Define and describe the theoretical concept and purpose of segmentation. Identify and define the key segmentation variables (i.e. demographics, psychographic etc); Evaluate which of the segmentation variables will be most useful for your organisation; and Using the different segmentation variables describe a likely primary and secondary segment for your organisation.
Part C – Targeting strategies Define and describe the theoretical concept of targeting strategies; and Outline the most appropriate strategy for your organisation given its positioning, the competition and its likely segments. The presentation slides are due on the 22nd April 2019 on turnitin.com. The actual presentation will be conducted in Week 6 during your scheduled class time. Dates and times will be confirmed at the beginning of the trimester. Rationale – This assessment task will assess the following learning outcome/s: be able to analyse real-life situations in the corporate, and/or small medium and entrepreneurial business sector and/or not for-profit organisations using marketing frameworks and practice; be able to be able to define and describe marketing concepts in complex and diverse markets. be able to effectively gather and utilise secondary data research; and be able to create and communicate marketing strategy solutions and recommendations for organisation.
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