pecifically, the following critical elements must be addressed:
- Market Research
- Select a consumer segment that your company serves, and describe why this segment is worth pursuing.
- Identify and qualify research sources that can be used in obtaining information on consumer behavior.
- Analyze the characteristics of the chosen consumer segment using secondary research.
- Segmentation
This section is where you will apply the information gained from your market research to your identified market segment.- Identify the various segmentation strategies that your selected company uses to divide the market. Be sure to consider the overall market for your chosen brand.
- Select the segmentation strategy(s) to create your market segment, and explain why the strategy(s) would be effective.
- Describe the consumer segment you have selected. Explain why they are a good fit for the product.
- Determine the research needs for this segment, and provide rationale for each need.
- Consumer Buying Process
- Define the stages of the consumer buying process.
- Analyze a marketing strategy that can be used for each stage of the consumer buying process in regard to your chosen market segment.
- Determine the specific stages of the consumer buying process for which your marketing strategies can be most effective for your consumer
segment.
- Marketing Strategy
The goal of a marketing strategy is to increase sales and stay current with how a market is behaving. Present this strategy in a way that communicates why this strategy will be effective, and defend your claims. Remember that when creating a presentation, you should ensure that the elements used display a level of professionalism and do not distract viewers from the key points being presented.- Overall marketing campaign
- Define the goals of your marketing campaign for your segment.
- Determine channels through which you will market the product to your segment. Justify your response.
- Develop a messaging strategy, including sample messaging, for each channel you identified.
- One-to-one marketing campaign
- Define one-to-one marketing, and describe how you will incorporate it into your overall marketing campaign.
- Describe which stage(s) in the consumer buying process would best lend itself to one-to-one marketing.
- Overall marketing campaign
3. Determine a one-to-one marketing strategy that would work for the stage(s) you identified and explain why it aligns with your segment.