In Stage 2 of your marketing plan, the focus is on applying segmentation techniques to establish the target audience profile(s) for your selected business and how the business ‘positions’ itself in the minds of those consumers. Make sure you use the same client from Stage 1. At this point, Stage 2, you must submit a word/text document which includes: a) Cover page including: i. Business name b) Identification of the current consumer buyer characteristics including: i. Level of involvement of consumers that purchase the product/service and identify the stages of the buyer decision making process. ii. A summary of key situational, psychological and social influences on the buying decision process. c) Develop a target market profile (s) applying two (2) variables for each of the following segmentation elements: demographics, geographics, psychographics and behavioural elements. Hint: Your business may target more than one market and if so, focus on what you think is the largest target market. d) Inclusion of a positioning statement for the client highlighting the values and benefits offered by the brand to consumers. This may be derived from evaluating the client’s website and marketing communications to complete The “Moores positioning statement” template below: For: (target customers) Who must: (solve a specific problem or fulfil a need) Our product is a: (describe product or solution) That provides: (key breakthrough benefit which solves the problem and/or a reason to believe) Unlike: (reference direct competitors) Our product /solution offers: (describe the key point of competitive differentiation) e) Creation of a positioning map using the two main competitors identified in Stage 1, together with a brief reasoning for your choice of axis. f) Reference list using APA 6th ed. style. 1000 words.
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