Our Brand / product: Strongbow / Gold Apple Direct and indirect: the brand must exist in Singapore and be an apple cider brand. The direct competitor must be serving the same target market roughly. Whole report will need to be in Singapore market context Referencing is in APA format ASSESSMENT DETAILS Word Limit: 4000 words with 10% extra (max). You need to include the word count on the title page. This assignment is designed to encourage students to explore the impact of buyer behaviour on marketing strategy through the examination of an actual product category. Working in groups, you are required to demonstrate the application of buyer behaviour concepts at various stages of an organisation’s marketing planning process. The discussion of concepts will help you to achieve a deeper level of learning. The application of the concepts will prepare you for discussion and use of these concepts in other marketing subjects and in the world of work. What do we need to do? · Select a specific product (good or service) that has been introduced to the market in the last three years; is of interest to the group and the group considers successful. It is recommended you choose a specific product within a product category, i.e. imported beers – e.g. Heineken or Boutique beers – e.g. Mountain Goat beer. Ensure there is availability of secondary information before you start. You are not to access primary data. – based on Singapore market · Select another brand (close competitor) which is competing with your brand which could serve as a substitute in the same market. You can choose any brand as the main competitor. The rule of three years does not apply to the main competitor. Suggested Format Acquire following background information in terms of- Start with Table of Contents; do not need to include an executive summary and an introduction 1. Market – Section 1 200 words - 200 words in a table format - start with a short paragraph to introduce the brand; followed by a table; for the main brand; do not need to cover any information about the competitors 1.1. Size of market, market share, market position, depth and breadth of product range, company’s principal product (or products) in terms of features and benefits, positioning of the product, product life cycle stage. - You do not need to cover all these points above; only some relevant points 2.Competitors – Section 2 200 words 2.1 Number of direct = main competitor that you will compare with the main brand in the following part of the report / indirect (another competitor; can be any brand that consumers might consider buying) competitors, size of competitors, positioning as low cost, niche players Start with a small paragraph to introduce these two competitors; followed by a table (point form) (to compare the 4Ps (a brief description only) Product e.g. brand image, product attributes in general e.g. brand image, product attributes in general Price e.g. pricing strategy e.g. pricing .

1. Our Brand / product: Strongbow / Gold Apple
Direct and indirect: the brand must exist in Singapore and be an
apple cider brand. The direct competitor must be serving the
same target market roughly. Whole report will need to be in
Singapore market context
Referencing is in APA format
ASSESSMENT DETAILS
Word Limit: 4000 words with 10% extra (max). You need to
include the word count on the title page.
This assignment is designed to encourage students to explore
the impact of buyer behaviour on marketing strategy through the
examination of an actual product category. Working in groups,
you are required to demonstrate the application of buyer
behaviour concepts at various stages of an organisation’s
marketing planning process. The discussion of concepts will
help you to achieve a deeper level of learning. The application
of the concepts will prepare you for discussion and use of these
concepts in other marketing subjects and in the world of work.
What do we need to do?
· Select a specific product (good or service) that has been
introduced to the market in the last three years; is of interest to
the group and the group considers successful. It is recommended
you choose a specific product within a product category, i.e.
imported beers – e.g. Heineken or Boutique beers – e.g.
Mountain Goat beer. Ensure there is availability of secondary
information before you start. You are not to access primary
data. – based on Singapore market
· Select another brand (close competitor) which is competing

2. with your brand which could serve as a substitute in the same
market. You can choose any brand as the main competitor. The
rule of three years does not apply to the main competitor.
Suggested Format
Acquire following background information in terms of-
Start with Table of Contents; do not need to include an
executive summary and an introduction
1. Market – Section 1 200 words
- 200 words in a table format
- start with a short paragraph to introduce the brand; followed
by a table; for the main brand; do not need to cover any
information about the competitors
1.1. Size of market, market share, market position, depth and
breadth of product range, company’s principal product (or
products) in terms of features and benefits, positioning of the
product, product life cycle stage. - You do not need to cover all
these points above; only some relevant points
2.Competitors – Section 2 200 words
2.1 Number of direct = main competitor that you will compare
with the main brand in the following part of the report / indirect
(another competitor; can be any brand that consumers might
consider buying) competitors, size of competitors, positioning
as low cost, niche players
Start with a small paragraph to introduce these two competitors;
followed by a table (point form) (to compare the 4Ps (a brief
description only)
Product
e.g. brand image, product attributes in general

3. e.g. brand image, product attributes in general
Price
e.g. pricing strategy
e.g. pricing strategy
Promotion
e.g. advertising, sales promotion and online marketing etc.
e.g. advertising, sales promotion and online marketing etc.
Place
e.g. online and store retailing
e.g. online and store retailing
3. Identification of Target Market(s): Section 3 200 Words
For each of the two products (chosen e.g. Toshiba and
competitor LG) identify-
3.1 Will be written for the chosen brand –Who is (are) the
primary (i.e. current) target market(s) for this product? Describe
these segments in terms of:
-demographics: e.g., subculture, social class, family life cycle
stage, age, gender, occupation, education etc.
-psychographic: personality, AIOs, (activities, interest, opinions
– Ch. 12) = lifestyle and/or lifestyle such as VALS2 or
geodemographics, etc,
-behavioural: benefits sought, deal proneness, heavy usage, etc.
Start with a small paragraph; followed by a table (point form);
you need to identify TWO current target segments that the
chosen brand and the main competitor is targeting
Our brand (strongbow)
Main competitor (Somersby)

4. Current segment 1
Current segment 2
Current segment 1
Current segment 2
Demographics
Age; gender; income
E.g. women, housewives, 25 – 40 years, middle class
E.g. women, working, 25 – 40 years, middle class
Could be very similar to strongbow
Psychographics
How they live – lifestyle (AIO)
= e.g. convenient lifestyle
Behavioural
Benefits they are looking for - e.g. Latest technology, energy
saving
e.g. favourable attitude toward Korean brand, cheaper
(Benefits)
3.2Are there any potential market segments you would
recommend for this product? Describe these segments as above.
This section may be depicted in a table
You need to identify ONE potential market segment for e.g.
chosen brand Toshiba and main competitor LG; follow the same
format used in 3.1
Strongbow
Main competitor (Somersby)

5. Potential segment
Potential segment
Potential
Single household
Single household
Demographics
Age; gender; income
Could be very similar to main brand
Psychographics
How they live – lifestyle
Behavioural
Benefits they are looking for
Select one target segment profiled in question 3 Section 3.1
from your chosen product that is considered a primary segment.
Investigate and discuss how the following influences impact
upon this identified segment and product/brand.
YOU NEED TO CHOOSE ONLY ONE PRIMARY TARGET
SEGMENT (e.g. Toshiba – you have chosen Current Primary
Segment 1 - housewives) AND STATE CLEARWLY AT THE
END OF SECTION 3 THE CHOICE OF TARGET SEGMENT
FOR SECTION 4 TO 8. THEN YOU MUST WRITE THE
FOLLOWING PARTS BASED ON “Current Primary Segment 1
- housewives” PRIMARY SEGMENT THAT YOU HAVE
CHOSEN
SIMILARLY, YOU WILL ALSO CHOOSE “Current Primary
Segment 1 - housewives” FOR LG as the competitor brand
4. External Influences Section 4 - you will write this part for
the chosen brand (e.g. Toshiba) - 600 words +/-
4.1 Culture and Subculture: Are the values upheld in the society

6. consistent with the consumption of the product? Does the
product appeal to a specific adopter category? - Culture and
Subculture: It must write this part based on specific types of
values – choose at least one of the following: self-oriented;
environment-oriented; other-oriented - you need not cover all
the components within the chosen orientation, you may choose
one or two components only.
- Product appeal to a specific adopter category: Choose one of
the following categories: innovators, early adopters, early
majority
4.2 Demographics: Is there an influence of age, gender,
socioeconomic influences upon consumption? - Refer to
Section 3.1; do not repeat info you have already covered in 3.1
in this part but answer the question directly.
4.3 Group influence: Is there a reference group influence
element on this product category? - Choose one of the
following types: informational; normative; identification
influence;
5. Internal Influences Section 5 – 11; 800 words+/-
5.1 Needs and Motives: How readily is the product positioned to
satisfy different needs or motives? What needs are being met?
(E.g. Maslow’s Hierarchy of Needs) ; Choose at least ONE type
of needs from Maslow’s Hierarchy of Needs; explain what it is
and apply
5.2 Perception: What are the strategic implications of the
process of perception for marketers? You need to cover these
three stages – exposure, attention, interpretation; use an
advertisement from online/ traditional source – e.g. can be TV;
YouTube or newspaper; must be shown in Singapore before;
analyse the ad

7. 5.3 Learning: Given the profile of each segment, which
application of learning theories would be most relevant to use in
promotion? E.g.; reasoning versus operant conditioning? Choose
one of the following theories – classical conditioning; operant
conditioning; modelling; reasoning; explain the theory and
apply to the case (how do consumers learn about e.g. Toshiba)
5.4 Lifestyle- Does the product appeal to a particular lifestyle?
Is the product appropriate for one or more lifestyles? Explain
AIO – activities, interest, opinions (choose a few relevant
points from AIO table) - Refer to Section 3.1 – do not need to
repeat the info here; explain how lifestyle affects decision
making
6. Consumer decision making processes: Section 6 - 7; 600
words +/-
6.1What type and amount of information about this product do
its consumers use? How involved are they (low or high
involvemen)? Which level of decision making are they in
(habitual; limited; extended decision – choose one)? Would the
brand be considered to be part of this segment’s evoked set?
(Use a flow chart to indicate how customers choose a brand;
Strongbow is the chosen brand in the evoked set; start with a
chart and then follow by explanation)
6.2 How do consumers evaluate different brands in this product
category? Whichevaluative criteria are possibly used in making
a purchase decision? Identify a few criteria (e.g. price; country
of origin) and explain how consumers go through the choice.
6.3 How do consumers go about shopping for this product?
Identify how people make a purchase choice – choose one
“brand first; outlet second”; “outlet first; brand second”; or
both

8. 6.4 How likely is post purchase behaviour likely to occur? If so,
how can it be reduced? You need to start with the explanation
of satisfaction vs. dissatisfaction; you must explain what you
can do to reduce dissonance when customers are dissatisfied
6.5 How do consumers dispose of this product after its usage?
Suggest how customers can dispose the product (e.g. recycling)
6.6 Loyalty- Do potential segments differ in their loyalty to the
existing product? Are brand-loyal purchases encouraged? How?
REFER TO 3.2: you need to explain how likely this potential
segment (e.g. elderly) would use the product and become a loyal
customer
7. Marketing Strategy Section 7 600 words; you need to
compare the chosen brand (Strongbow) and the main competitor
(Somersby)
7.1 Compare the marketing approach of your chosen and a
competitor’s product. On the basis of your research, explain:
- How the firm’s (Strongbow) current marketing strategy can
account for the product’s success, and
- How the marketing mix supports a particular positioning
statement
This can be done in terms of comparing:
Marketing mix approach
Product – What characteristics of the physical product and or
service appeal to how the product is positioned for each
segment? Is the product considered an innovation? What
characteristics could possibly impede rapid diffusion?
Price – Is price considered an important evaluative criterion?
How readily would this segment respond to price reductions? Is
price relevant as an indicator of status?

9. Promotion –What values are important for each segment that
can be used in a communication strategy? What media is
currently used? How effective do you believe is this strategy?
Place- Do the different segments have differing requirements of
the distribution system? What type of distribution system is
consistent with the lifestyle(s) of each segment?
Start with a table to compare the 4Ps of the two brands (stated
above – answer as many questions as possible); then use the
information from the table to answer the first two questions
Strongbow
Somersby
Product
Product – What characteristics of the physical product and or
service appeal to how the product is positioned for each
segment? Is the product considered an innovation? What
characteristics could possibly impede rapid diffusion?
Product – What characteristics of the physical product and or
service appeal to how the product is positioned for each
segment? Is the product considered an innovation? What
characteristics could possibly impede rapid diffusion?
Price
Price – Is price considered an important evaluative criterion?
How readily would this segment respond to price reductions? Is
price relevant as an indicator of status?
Price – Is price considered an important evaluative criterion?
How readily would this segment respond to price reductions? Is
price relevant as an indicator of status?
Promotion
Promotion –What values are important for each segment that
can be used in a communication strategy? What media is
currently used? How effective do you believe is this strategy?

10. Promotion –What values are important for each segment that
can be used in a communication strategy? What media is
currently used? How effective do you believe is this strategy?
Place
Place- Do the different segments have differing requirements of
the distribution system? What type of distribution system is
consistent with the lifestyle(s) of each segment?
Place- Do the different segments have differing requirements of
the distribution system? What type of distribution system is
consistent with the lifestyle(s) of each segment?
Then you may answer / present the two questions
1st paragraph: whether the campaign is a success
- How the firm’s (Strongbow) current marketing strategy can
account for the product’s success, and
2nd paragraph: positioning statement - if the brand does not
have a positioning statement, you need to write one on behalf of
them
How the marketing mix supports a particular positioning
statement
8. Evaluation and Recommendations Section 8 700 words +/-
This section of your report should clearly assess each marketer's
application of knowledge of consumer behaviour theory and
principles investigated in sections 4-6.
Choose TWO advertisements. One for the main brand
Strongbow (can be the same that you use under “perception”)
and one for the main competitor Somersby
Or
Compare TWO marketing approaches, but it would be more
challenging.
You need to scan the image for submission within the report;
not in the appendices
Choose TWO theories (e.g. classical conditioning; reference

11. group) and then compare these two ads to decide which ONE is
more effective (at the end of the comparison, you may suggest
the competitor’s ad is more effective)
On the basis of this evaluation, explain which of the two
marketing/advertising campaigns- that of your chosen product
and competitor’s product-the group considers is more effective
in contributing to the overall success of the product. Clearly
discuss and justify your reasons.
The evaluation should also include future recommendations for
the company - for the chosen brand only (Strongbow); follow
strictly the following headings; do not change and add new
points
· product positioning
Marketing mix:
· on product (goods and services) enhancements
· improved marketing communications
· improved purchase experience
· identifying potential new customers
· enhancing customer satisfaction
9. Conclusion - 100 words
A succinct overview of the report.
REFERENCES:
You must have at least TEN journal articles as in-text citation;
if not you might receive a PASS grade only (hint: i.e. start with
JOURNAL OF “XXXX”)
USE APA Referencing

12. Word count:
Include ALL TABLES within the report; do not format the table
as PDF
Exclude: table of contents; reference lists; headings and
subheadings; in-text citations
Appendices: should have the promotional materials only
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