The document provides guidelines for students to analyze buyer behavior concepts and their application to marketing strategy for a selected product. Students must choose a current product, as well as a competing brand, and analyze: 1) the relevant market and competitors, 2) the product's target markets based on demographics, psychographics, and behavioral segmentation, and 3) any potential target markets. The analysis should apply buyer behavior concepts to demonstrate differences between the marketing strategies of the chosen and competing brands.
Consumer Decision Making Process and models -Howard Sheth, Nicosia Model, Engel Blackwell and Kollat, pavlovian lerning model, sociological model, Psychoanalytic(Sigmund Freud), Andreason
Consumer Bahavior-6 a Marketing Plan prerequisite by www.marketingPlanNOW.comwww.marketingPlanMODE.com
When studying consumer behavior, what often remains is the process of decision making, an internal processes that includes five main stages: problem recognition, information search, evaluation of alternatives, purchase decisions, post purchase outcomes.
Personality ,Freudian Theory ,Marketing strategies based on personality differences ,Motivational Research ,Neo-Freudian Theories ,Trait Theory ,Brand Personality ,Psychographic techniques ,The VALS™ Segments (value and life style) ,The Dark Side of Consumer Behavior ,Addictive Consumption
This unit gives a vivid and updated knowledge of factoral influnce in consumer buying
Motivation; Buyer behaviour; Psychographics, lifestyle, adoption process and consumer buying; Adoption- Diffusion process ; Personality and Lifestyle
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Consumer Behavior & Marketing Research Nagendra Babu
Books for Reference
Marketing Research – R.Nargundkar
Consumer Behaviour – Schiffman and Kanuk
Marketing Research – Tull, Green and Hawkins
Business Research Methods – Zikmund
Marketing Research – N.K. Malhotra
Marketing Research – Parashuraman, Grewal
Consumer Behaviour – Hoyer Mac Innis
Introduction,
Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles,
Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
Consumer Decision Making Process and models -Howard Sheth, Nicosia Model, Engel Blackwell and Kollat, pavlovian lerning model, sociological model, Psychoanalytic(Sigmund Freud), Andreason
Consumer Bahavior-6 a Marketing Plan prerequisite by www.marketingPlanNOW.comwww.marketingPlanMODE.com
When studying consumer behavior, what often remains is the process of decision making, an internal processes that includes five main stages: problem recognition, information search, evaluation of alternatives, purchase decisions, post purchase outcomes.
Personality ,Freudian Theory ,Marketing strategies based on personality differences ,Motivational Research ,Neo-Freudian Theories ,Trait Theory ,Brand Personality ,Psychographic techniques ,The VALS™ Segments (value and life style) ,The Dark Side of Consumer Behavior ,Addictive Consumption
This unit gives a vivid and updated knowledge of factoral influnce in consumer buying
Motivation; Buyer behaviour; Psychographics, lifestyle, adoption process and consumer buying; Adoption- Diffusion process ; Personality and Lifestyle
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Consumer Behavior & Marketing Research Nagendra Babu
Books for Reference
Marketing Research – R.Nargundkar
Consumer Behaviour – Schiffman and Kanuk
Marketing Research – Tull, Green and Hawkins
Business Research Methods – Zikmund
Marketing Research – N.K. Malhotra
Marketing Research – Parashuraman, Grewal
Consumer Behaviour – Hoyer Mac Innis
Introduction,
Factors influencing consumer behaviour, Personality, Psychographics, Family, Society, Values of perception, Attitude and life styles,
Different models of consumer behaviour – Economic, Learning, Psychoanalytical, Sociological, Howard Shett, Nicosia, Webster and Wind, Engel, Blackwell and Minard models.
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
Task A- Group Assignment 40This assignment is designed to enco.docxbriankimberly26463
Task A- Group Assignment
: 40%
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.
The final report is due in Week 12.
What do we need to do?
·
Select a
specific product
(good or service) that has been introduced to the market in the last two
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
The assignment will be structured within a marketing mix framework, exploring
internal
Chapter 8 - 11
, external
Chapter 12 - 16
and decision-making influences
Chapter 3 - 7
and involves a detailed and in depth analysis of the primary target market.
Students will be given a detailed scoring sheet as a feedback mechanism.
The report will culminate in an evaluation of the marketing strategies employed.
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)
Somersby
Somersby
Product
e.g. brand image, product attrib.
Our Brand product Strongbow Gold AppleDirect and indirect th.docxjohnbbruce72945
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 format is 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.
The final report is due in Week 12.
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, produc.
Our Brand product Strongbow Gold AppleDirect and indirect .docxgerardkortney
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 .
Brand Extension Marketing Plan 8GB530 Brand Extension Marketi.docxtarifarmarie
Brand Extension Marketing Plan 8
GB530 Brand Extension Marketing Plan: Guide
Introduction
Use this document as your guide to success. All Brand Extension Marketing Plan documents should use 1” margins, 12 pt. font, and include a cover page and a reference page.
For the Brand Extension Marketing Plan Assignments in this class you will not use the usual APA rules which require in-text citations as 1) no marketing plan ever uses direct quoting within its contents, 2) we are making an exception due to the nature of a Marketing Plan Assignment and 3) you will not use double-spacing but instead you will use this document’s formatting.
It is important that you write your Brand Extension Marketing Plan in third person (there is no “I” in a marketing plan), using your own words, and/or paraphrasing instead of direct quoting. Once deposited into the Dropbox for grading, Brand Extension Marketing Plan Assignments are submitted to Turnitin® for a potential plagiarism review, so it continues to be important for you never to use anyone else’s words verbatim.
For each of the Brand Extension Marketing Plan Assignments, you should list, on the reference page, all of the references you used when preparing your plan. Again, you do not need to include the in-text parentheses noting references and timeframes as normally required in our APA Assignments, but you do need to use APA to format your references list. If you have any questions on this exception to using APA, let me know.
All the components of the Marketing Plan are assessed using the following:
Subject Mastery Rubric: Knowledge (Can define major ideas) or Comprehension (Can discuss major ideas) or Application (Can apply major concepts to new situations).
A MARKETING PLAN IS THE FOUNDATION FOR ALL MARKETING EFFORTSBeginning your Brand Extension Marketing Plan: The Product Proposal
The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.
As you begin your project, you need to first assume you have the role of a marketing manager for one,new, currently not available from your selected Brand Company, product on the behalf of a real, for-profit organization. Consider this a “brand extension”: you are adding a product to an existing company’s product line.
Think about your selection – the proposal is for a New Product for a New Market of consumers! Extend the Brand Name into new product markets by offering a “new to the company” product.
Companies may do this by buying an existing product, or importing a new product and putting their brand name on it – or they develop their own product to compete in the new market.
Module 1 BEMP Proposal - What will your project be about?
Submit your response to the following questions as a Product Proposal:
1. What is the brand name of your for-profit business/organization?
1. What is the new product, not currently in existence, that will generate revenue for .
1GB530 Brand Extension Marketing Plan GuideIntroductioMargaritoWhitt221
1
GB530 Brand Extension Marketing Plan: Guide
Introduction
Use this document as your guide to success. All Brand Extension Marketing Plan documents should use 1” margins, 12 pt. font, and include a title page and a reference page.
For the Brand Extension Marketing Plan assignments in this class you will not use the usual APA rules which require in-text citations as 1) no marketing plan ever uses direct quoting within its contents, 2) we are making an exception due to the nature of a Marketing Plan Assignment and 3) you will not use double-spacing but instead you will use this document’s formatting.
It is important that you write your Brand Extension Marketing Plan in third person (there is no “I” in a marketing plan), using your own words, and/or paraphrasing instead of direct quoting. Once submitted to the Dropbox for grading, Brand Extension Marketing Plan assignments are submitted to Turnitin® for a plagiarism review, so it continues to be important for you to never use anyone else’s words verbatim.
For each of the Brand Extension Marketing Plan assignments, you should list, on the reference page, all of the references you used when preparing your plan. Again, you do not need to include the in-text parentheses noting references and timeframes as normally required in our APA assignments, but you do need to use APA to format your references list. If you have any questions on this exception to using APA, let your instructor know.
All the components of the Marketing Plan are assessed using the following:
Subject Mastery Rubric: Knowledge (can define major ideas) or Comprehension (can discuss major ideas) or Application (can apply major concepts to new situations).
A Marketing Plan Is The Foundation For All Marketing EffortsBeginning your Brand Extension Marketing Plan: The Product Proposal
The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.
As you begin your project, you need to first assume you have the role of a marketing manager for one,new, currently not available from your selected Brand Company, product on the behalf of a real, for-profit organization. Consider this a “brand extension”: you are adding a product to an existing company’s product line.
Think about your selection: the proposal is for a New Product for a New Market of consumers! Extend the Brand Name into new product markets by offering a “new to the company” product.
Companies may do this by buying an existing product, or importing a new product and putting their brand name on it – or they develop their own product to compete in the new market.
Intensive Growth Strategies
Companies have four options to maximize growth opportunities, these include the following strategies:
Market Penetration: Gaining more market share by increasing sales of products and services to existing markets.
Market Development: Finding or developing new markets for current products.
Prod ...
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
2. r
The equirement:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
Overall:
This assignment is designed to The key here is application
encourage students to explore
You should not turn your report into the following:
the impact of buyer behaviour on
marketing strategy through the long and unnecessary descriptions of marketing
examination of an actual product strategies; you must maintain the balance between
category. Working in groups, you BB and marketing should not write extensive
are required to demonstrate the paragraphs describing a theory/theories in detail;
application of buyer behaviour this is not an essay on BB
concepts at various stages of an
organisation’s marketing
planning process. The discussion
Read in particular those sections in the different
of concepts will help you to chapters that touch on “implications for
achieve a deeper level of marketing strategy” – this is one of the
learning. The application of the outstanding features of the book selected by RMIT
concepts will prepare you for for this course. The more you are able to apply
discussion and use of these relevant BB concepts to marketing strategies, the
concepts in other marketing better your grade.
subjects and in the world of work.
2
BB Guidelines (Part One) copyright of BBAdvisor
3. Selection of the product:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
Select a specific product
(good or service) that has Try not to choose a revolutionary new product that has
been introduced to the market not yet caught on in adoption. Make sure you understand
in the last two years; is of the difference between product and brand!
interest to the group and the Current examples might be tablet PC, new versions of
group considers successful. It soft drinks, new car categories such as ‘cross-over’ and
is recommended you choose so many others.
a specific product within a
product category, i.e. Imported
beers – eg. Heineken or
Boutique beers – eg Mountain
Goat beer. Ensure there is
availability of secondary
information before you start.
You are not to access primary This ‘other’ brand that you select must be done carefully
data. because the angle in this project is to demonstrate
Select another brand which differences in marketing strategies. If you choose a
is competing with your brand competitor brand that is perceived similarly, then you will
which could serve as a not have much to write about in terms of contrasting their
substitute in the same market. marketing strategies. 3
BB Guidelines (Part One) copyright of BBAdvisor
4. 1. Markets and 2.Competition:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
Market: For market data: Try to use library
1.1 Size of market, market databases like Factiva or GMID to get
share, market position, secondary data about the brand.
depth and breadth of
product range, Where possible show tables and charts
company’s principal (pie or trend charts)
product (or products) in
terms of features and
benefits, positioning of
the product, product life
Competitors: Think through carefully who
cycle stage, are the direct and indirect competitors. On
2. Competitors what basis do they compete- similar or
Number of direct / different? Draw a positioning map to show
indirect the different competitors; upon what bases
competitors, size
of competitors,
are the competitors positioned differently?
positioning as low
cost, niche players
4
BB Guidelines (Part One) copyright of BBAdvisor
5. 3. Identification of Target Markets:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
For each of the two products Straightforward listing of segmentation
(chosen and competitor) variables- BUT make sure your description
identify- of each of the three areas FIT specifically to
3.1 Who is (are) the primary the product category you have selected. Do
target market(s) for this NOT copy long lists of segmentation
product? Describe these
segments in terms of: variables that have no bearing or
-demographics: e.g., connection to the product or brand!
subculture, social class,
family life cycle stage,
-psychographic:
Segmentation bases such as
personality, AIOs, and/or demographics, psychographic and
lifestyle such as VALS2 behavioral variables are possible
or geodemographics, ‘predictive’ variables that determine who are
etc,
-behavioural: benefits the likely target markets
sought, deal proneness,
heavy usage, etc.
5
BB Guidelines (Part One) copyright of BBAdvisor
6. 3. Identification of Target Markets:
Instruction (as per Interpretation/ what needs to be
guidelines) done:
Potential market segments means segments
3.2 Are there any
that are not currently using your product but
potential market
can be considered for the near future.
segments you would
recommend for this
Examples:
product? Describe
these segments as
-iPad tablet currently used by managers or
above.
adult segment but may penetrate the student
market
-The Nintendo Wi was intended for the
gaming market but is also considered by
senior citizens as a means of exercise and
body coordination!
6
BB Guidelines (Part One) copyright of BBAdvisor
7. Section 3 may be presented in a table- how?
Market Segment Product /Brand Demographics Psychographics Behavioral
Current target Chosen brand
segment
Competitor brand
Potential target Chosen brand
segment
Competitor brand
For each cell, provide a brief description of the relevant
segmentation variable/s and explain why these are relevant
to the chosen brand and competitors brand. Do you see any
similarities or differences in the way the competitors target
their brand; do they focus on similar or different segments?
Elaborate the differences if any. 7
BB Guidelines (Part One) copyright of BBAdvisor