Segmentation, Target Market, and Positioning Assignment
Name: ______________________________________________________________
Product /Company: ____________________________________________________
Group Members: ______________________________________________________
______________________________________________________
Goal:
To illustrate the principles of market segmentation, target marketing, and positioning
Assignment:
Select the market/industry which corresponds to the product/company you have chosen and divide it
into five segments, using the segmenting bases we discussed in class.
Example:
Market: Department store
Segments: Fashion Statements, Wanna-Buys, Family Values, Down to Basics, & Matriarchs
Once you have identified five segments, you should then:
1. Create a customer profile for each segment, and give each segment a creative name.
2. Decide on a target market strategy to use, and how many segments you are going to enter.
3. Determine a positioning strategy, and discuss the advantages of that strategy.
Summer 2013
Assignment 1