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    Marketing Management - 1 - BBA (Honors)

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    Harsh Patel

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    Marketing Management - 1 - BBA (Honors)

    Uploaded by

    Harsh Patel
    8 views3 pages

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    Marketing Management -1- BBA ( Honors)

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    © © All Rights Reserved

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    8 views3 pages

    Marketing Management - 1 - BBA (Honors)

    Uploaded by

    Harsh Patel

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Assignment: Understanding Segmentation, Targeting, and Positioning (STP)

    Course: Marketing Management- I

    Assignment Type: Individual

    Submission Deadline: 20-11-2024

    Objective:

    This assignment aims to provide a practical understanding of Segmentation, Targeting, and


    Positioning (STP) and how businesses use these strategies to reach their desired audience effectively.

    Instructions:

    You are required to select an existing company and analyse its market segmentation, targeting
    strategy, and positioning approach. The company could be from any industry (e.g., FMCG,
    Automobile, Electronics, Retail, etc.). You will be evaluated based on your understanding and
    application of STP concepts to your chosen company.

    Follow the steps below:

    Part 1: Market Segmentation

    1. Identify the market segments:

    - Choose a company and describe the different market segments they serve.

    - Segment the market based on the following criteria:

    - Demographic Segmentation (e.g., age, gender, income level)

    - Geographic Segmentation (e.g., location, region)

    - Psychographic Segmentation (e.g., lifestyle, values)

    - Behavioural Segmentation (e.g., usage rate, loyalty status)

    2. Provide a brief description of each segment in terms of characteristics and needs.

    Part 2: Targeting Strategy

    1. Analyse the company's target market(s):

    - Which segment(s) does the company focus on? Explain why the company has chosen these
    segments.

    2. Explain the targeting strategy the company uses:

    - Undifferentiated Targeting: Treating the market as one large segment.

    - Differentiated Targeting: Targeting several market segments with different offerings.

    - Concentrated Targeting: Focusing on one or a few segments.

    - Micromarketing: Customizing offers to the needs of individuals or local areas.


    3. Justify the choice of targeting strategy in terms of market potential and profitability.

    Part 3: Positioning Strategy

    1. Describe the company's positioning in the marketplace:

    - What unique value does the company offer to its target audience?

    2. Develop a Positioning Map

    - Create a positioning map for the company comparing its position with competitors on two
    important attributes (e.g., price vs. quality, innovation vs. tradition).

    3. Explain the company's positioning statement:

    - Write the positioning statement using this format:

    _For (target market), (brand name) is (unique offering) that (provides benefit) because (reason
    why)._

    Part 4: Conclusion

    Summarise how the company's segmentation, targeting, and positioning strategies work together to
    create a competitive advantage in the market.

    Format Requirements:

    - Word Limit: 1000-1200 words

    - Font: Times New Roman, 12 pt

    - Spacing: 1.5

    - References: Include at least 3 references (academic articles, company reports, or credible


    websites)

    - File Format: Submit the printout in the spiral binding.

    Evaluation Criteria:

    - Understanding and application of STP concepts: 30%

    - Depth of analysis and justification: 30%

    - Clarity and structure of the assignment: 20%

    - Presentation and proper referencing: 10%

    - Creativity (e.g., Positioning Map, real-world examples): 10%

    Additional Resources:

    Kotler & Keller, Marketing Management (Chapters on Segmentation, Targeting, and Positioning)
    Company Websites for real-world data on their strategies.

    If you have any questions, feel free to reach out during office hours or via email.

    End of Assignment

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