Marketing Assignment
Strategy
Customer Decision Journey
Pricing
Competitive Analysis
Brand Awareness
Marketing Message Testing
Market Segmentation (see below
table)
Product Development
Definition
problem or need
recognition, information
search, evaluation of
alternatives, purchase, and
post-purchase behaviour.
To determine whether a
product is either too cheap,
cheap, expensive, too
expensive, or a bargain.
Then, these prices are
plotted, and the area
between is used to
determine the range of
acceptable prices.
identify major competitors
and research their
products, sales, and
marketing strategies
Brand awareness represents
how familiar your target
audience is with your brand
and how well they recognize
it.
process of testing out different
versions of your marketing
messages. It's experimentation
at its finest and it can help you
determine which messages
drive the most leads and sales
Psychographics, demographic,
geographical , behaviour
Idea generation, product
screening, concept dvpt,
analysis, product dvpt, test
marketing, conceptualisation
FR
Helps define what motivates
customers to buy expensive
chocolates. ‘Celebration
Chocolate’
FR used this to conquer the
market in India. A huge
success in a country that
does not have a premium
chocolate.
This is done to ensure FR are
aware. They admit they
cannot compete with Godiva
Done, ‘Ambassador’s Party’
instantly recognisable
chocolate
This could be of use in
markets such as China where
psychological differences are
big.
Used extensively (see below)
Used by FR when developing
the box of flavoured
chocolates.
Market Segmentation Definition FR
Demographic, Age, sex, job Used extensively for product
development and new markets
Psychographic Motivator to buy
such as India and China
Geographic Location
Behavioural Why buy