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Section 1: Segmentation and brand strategy1.1 Consumer SegmentationConstruct a segmentation model…

Section 1: Segmentation and brand strategy1.1 Consumer SegmentationConstruct a segmentation model…

Section 1: Segmentation and brand strategy1.1 Consumer SegmentationConstruct a segmentation model and show no less than 6 consumer segments for the category.The model must show your ability to understand the theory of segmentation (meeting all fivecriteria of segmentation). Whilst the segmentation will largely be founded on information sourcedfrom secondary data, there may be a need to conduct some primary research. All primaryresearch should be contained in the appendix.Tip: Refer to the handout on Canvas for layout of the segmentation table.1.2 Target marketsAfter identifying the 6 consumer segments, applying the theory of selecting target markets, selecttwo segments that will represent the primary and secondary target market for your brand.Develop one persona and consumer journey map for each segment (primary and secondary) youidentified.1.2.1 Primary target market1.2.2 Secondary target marketTip: Refer to the materials on Canvas on how to apply the theory of selecting a target market, developing apersona and creating a customer journey map.Section 2: Positioning and brand strategy2.1 Perceptual map (positioning)Construct a positioning map based on the customer needs for the category. The map shouldcontain ALL direct competitors, along with significant indirect competitors that will be relevant toyour strategy or who potentially could compete with your brand in the future. A minimum of 6brands should be illustrated on the map.Tips: Some reminders/tips:a) The map must be constructed applying variables that make sense regarding motivational or needs of thecustomer.b) Ensure your choice of variables are linked to the segmentation workc) Make sure you include the 6 consumer segments you developed as well as the relevantCustomer Perceived Value (CPV)Construct a customer perceived value map that illustrates the situation on the map of the brandsidentified in the perceptual map.Tip: this should be conducted through a combination of both primary and secondary research.2.3 Brand strategyThis requires to you to develop a clear strategy, applying appropriate marketing theoriesdiscussed earlier in the semester.It is only a paragraph or two, but it is critical to your tactical plan.The strategy you select must be appropriate to the situation of your brand in the market.You must use your appendix to demonstrate the application of the strategic theories. Examples of marketingtheories you could apply here are (this is not an exhaustive list):? Growth or declining market strategies (leader, challenger, follower, strategies) using trended marketshare data from your first assessment? Application of a portfolio analysis (BCG model)? Application of the growth share matrix (Ansoff model)? Development of generic strategies (Porters Generic Strategies)? CPV strategies based on your map from 2.2 in the assessment? Application of market attractiveness model (GE Matrix)A typical question is how many models? The answer is “it is up to you”.The number of models you apply will be determined by your analysis undertaken and the vision you have foryour brand. As mentioned, it is a brief section within the body of your work (from a writing perspective),but it is important that you select the appropriate models to apply in order to create a strong foundation forbuilding your competitive advantage in the market.Note: the strategy you develop will need to be delivered upon in Assessment 3.Section 3: Objectives3.1 Marketing ObjectivesBased on the analysis in Assessment 1, determine two appropriate objectives to achieve growthover the 12 month period (1 January 2020 to 31 December 2020).Only select metrics that you can show the data in the appendix. Although marketing objectives can bedetermined for value, volume, market share and profit you should not apply a variable if you are unable todetermine the metric from your research or analysis. Remember, you must analysis 5 to 7 years in theappendix.Refer to the objectives handout on Canvas.Section 4: Reference ListConstruct a reference list, not a bibliography.TIP: Apply Harvard referencing to the reference list and ensure all appropriate in-text citations throughout thereport.Section 5: AppendixAll data applied in the analysis to construct the report should be included in the appendix.For example, the historical market share, sales and volume data should be included here, along withyour workings to obtain the trends and assumptions you discuss in the body. It is important that youdemonstrate your abilities to operate at a management level applying critical thinking and synthesis.