Analysis About Segmentation Assignment

To be successful in today’s marketplace, most marketing strategies are designed to appeal to narrowly defined target markets. For example, instead of defining a target market on just an age group (e.g., all “millennials”) adding more segmentation variables such as income and hobbies will make it more likely that consumers within the segment are interested in the same product benefits.

1. Select two ads for different brands in the same product category that you think are targeting different consumers (for example an ad for a car that is targeting suburban families with kids and one that is targeting high-income couples without kids). You can attach a link to a video or screenshot of a print ad or scan and attach an ad. The medium is not important, just so I can view the ad.

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2. For each ad, identify the target market using at least two segmentation variables and explain, in 25-50 words why you think the advertiser is using the segmentation variable you identified for that ad. Often where you see the ad is a clue to the target market they are trying to reach. For example, if an ad for whitening-toothpaste shows a young woman with white teeth wearing a wedding dress and it appears in Bride’s magazine, the ad is targeting young, engaged women (age and life-cycle) about to be married (occasion).

3. Write a positioning statement for each product based on the product benefits advertised and the target market you have identified..

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