Discovering Marketing

This document discusses the concept of market segmentation and brand positioning in marketing. It explores a print ad campaign for Mitsubishi Motors and the segmentation bases used. It also discusses the positioning of ice cream brands in Australia and provides a perceptual map. The document concludes with a discussion on the positioning and ad campaigns of Magnum Ice cream.

Running head: DISCOVERING MARKETING
DISCOVERING MARKETING
Name of the Student
Name of the University
Author Note

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Response to question 1: Print ad campaign of Mitsubishi Motors
Promoplan, Chile created the print ad for the company Mitsubishi Motors in the category
Automotive. “One step to take a new way of life” is the ad message in the print ad
(adsoftheworld.com 2019).

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Segmentation can be defined as the procedure involved in dividing and defining a
homogenous group in market in identifiable separate segments with the reflection of similar
needs, demand and/or wants. The objective of segmentation is to construct marketing mix,
which matches exactly with the expectations of the consumers in a targeted segment. There
are various factors, which affects the market segmentation (Cross et al. 2015). Identification
of segments clearly, measurability of effective segment, accessibility through efforts in
promotion, the appropriateness of the policies as well as the resources of a brand (Thun
2018).
The four bases of segmentation includes:
 Demographic Segmentation
 Benefit segmentation
 Psychographic segmentation
 Geographic segmentation
The purpose of segmentation in this print ad is to facilitate selective targeting by
breaking down the large audience. The print was designed with the motive of producing a
focused brand message, “One step to take a new way of life”.
Three bases of segmentation, which has been selected for this print ad, are:
 Demographic Segmentation- The market segmentation based on the constituents
race, age, gender, religion, income, family size, occupation and education (Liu et al.
2019). The print ad have depicted an office going official which reflects the basis of
target segment. The print ad is depicting the constituent ‘occupation’ in demographic
segmentation. The factor of ‘age’ is also selected for designing the ad based on
demographic segmentation. The print ad is depicting a young offing going individual.

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The target audience for the print ad of Mitsubishi Motors are young people
with age group from 23 to 35 (age), working class people (occupation) followed by
specific income group.
 Psychographic segmentation- The segmentation based on consumer values,
personality traits, interests, lifestyle and attitude. The print ad of Mitsubishi Motors is
depicting the reflection of a ‘lifestyle’, as the print ad is divided in two parts of a
lifestyle, one is the individual’s workplace and other is the transition into an
adventurous trip (Akdoğan, Şükrü and Altuntaş). The medium of transition from
workplace to the adventurous trip reflects the lifestyle of the person in the picture.
Moreover, the brand message/tagline, which is used as the content of the print ad,
“one step to take a new way of life” reflects the meaning for a new lifestyle.
The audience that has been targeted in this print ad are the people with the
desire of a different or better lifestyle.
 Benefit segmentation- Dividing market based on perceived values and advantages,
which is perceived by the customer for the product, service or idea. The constituent
factor can be performance, convenience, status and/or value (Paluchová 2017). In the
selected print ad status of the person have is depicted which can be transformed in the
presence of the product (Malcolm 2015).
The target audience for the print ad of Mitsubishi Motors are the people who
wants to add value to their life by experiencing the benefits of the product.
Response to question 2: Positioning of ice cream brands
The position or place occupied by a specific brand in the mind and heart of consumers
by differentiating the products or service from competitor’s products or service is known as
Positioning. The brands focuses on the differentiating features in order to establish a position
in the presence of numerous competitors in the market. The brands also attempts at creating
an image like premium or affordable, entry-level product or a high-end product and

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utilitarian, luxurious or premium. The image and position are built by adding value to the
marketing mix components of a product, service or idea.
Positioning bases can be categorized in following ways:
 Positioning by product attribute- The benefit or a particular feature of a product
comprises of the product attributes. The best benefits or feature of the products are
focused for competing with other brands in the market.
 Positioning by user- This category focuses on the user, which is either the
representative target group or the ideal group of customer. Brands target consumers
by reflecting the brand as an ideal answer for them and will add value to the social
self-identity.
 Positioning by product class- The brand positioning strategy focussing on being the
best in a product category is included in this positioning category.
 Positioning by competition- Brands by the help of this approach will compare the
features or attributes directly with the present competitors.
 Positioning by application- Brands utilizes this approach for positioning in regards
with the usage of the product, which indicates how to use the product for gaining the
best solution for a specific need.
 Positioning by quality or value- Brands positioned themselves as the best/high quality
and/or on the claim of reflecting significant value (Sharma, Rupali and Shah 2017).
The positioning bases, which will be selected for the category of ice cream brands, are:
 Positioning by product attribute- Ice cream brands position itself by by the flavour
offerings and taste, which indicates the product attribute.
 Positioning by quality or value or price- Ice creams brands positions itself by quality
factor as well as the value it is adding to the desire or want of a consumer.

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 Positioning by competition- Ice cream brands positions itself by introducing
differentiating factors like new flavour or product composition concepts or marketing
communication strategy by associating to occasions.
Perpetual map of Ice cream brands in Australia
The perpetual map of the ice cream brands is plotted according to the positioned price and
quality of each brand.
Peters- Peters Ice cream is a popular brand in Australia. It is known for its affordability factor
and is a quality product in Australia. In comparison with other brands, Peters Ice cream can
High Price
Low price
High qualityLow quality

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be considered to be of low quality as the consumer perception of price is linked with the
quality association (Wilson, John, and Allen 2018).
Cadbury Ice creams- The quality and price of Cadbury is considered low in the Ice cream
category as it does not reflect luxury or premium indulgence experience through the
packaging or ad campaigns of the Ice cream category. Moreover, the product is priced lower
which develops the perception of affordability by dominating the quality factor of the Ice
cream category.
Ben & Jerry’s Ice Cream- The Ice cream brand have priced the products higher as compare to
other brand as well as it is perceived to be of higher quality with valuable offerings as the
product ranges offers innovative ingredient compositions and incorporate the element of fun
with quality for communicating the brand message (Steimer 2017).
Baskin Robbins- The Ice cream brand have positioned itself as a premium brand with
comparatively higher pricing structure. The brand majorly focusses on the quality of the
product offerings, which create a perception of premiumness in the customer minds.
Magnum- The Ice cream brand is positioned as a supremely premium brand with high pricing
structure (Jan-Benedict 2017).
Golden North Ice cream- The Ice brand is one of the oldest Ice cream companies in Australia.
The brand positioned itself as a trusted and established brand in South Australia (Adina et al.
2019). Although the brand focusses on quality and fresh ingredients for the Ice cream
products but is not priced higher and does not have innovated from old flavours, which builds
the perception of comparatively lower quality.
Bulla- Bulla Ice cream products are trusted and loved by the Australian families since the
year 1910. The brand is positioned as an affordable quality product for families. The product
is perceived to have good/trusted quality with low pricing structures.

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Magnum Ice cream-
The brand, which will be selected from the perceptual map, is Magnum Ice cream.
Targeting:
 Magnum Ice cream targets niche segment in the market
 The target is concentrated on the upper class segment, which will prefer to spend a
high price for experiencing the premium quality of Magnum Ice creams (Jan-Benedict
2017).
 Consumer group with high self-esteem and age group between 18-30
 The target segment is influenced by quality, style, status, price as well as value of the
product.
Positioning:
 Positioning will determine the place of Magnum among the available competitors in
the market.
 The positioning strategy of Magnum can sustain in the market if the brand maintains
the perception created by positioning of the product through its quality delivery (Jan-
Benedict 2017).
 The product is positioned by attributes for addressing the aspect of self-actualization
 Magnum have also positioned itself by quality, value and price which depicts the
higher quality and higher price (Jan-Benedict 2017).
 The brand Magnum also positioned itself by the aspect of user as the brand positioned
itself as a premium quality brand.
Magnum Ice creams ad campaigns-
Billboard ad campaign of Magnum in Australia:

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Image: Outdoor ad campaign of Magnum in Australia
(Source: Steenkamp 2017)
The first outdoor Australian ad of Magnum was introduced using interactive media.
The outdoor interactive billboard used the facial recognition technology for identifying the
smile of consumers passing by the billboards. The interactive element in the ad included
virtually indulging into the premiumness of a Magnum Ice cream. The ad campaign was
designed to recognize the facial expressions of the consumers, which depicted the consumer
focus for the advertisement. The brand have used positioning by user approach to attract the
consumers for depicting the user involvement with the brand (Wellard 2017). The ad
campaign developed user perception of acquiring pleasure while eating magnum ice cream as
the billboards detects the mouth movement and smile (Vanhaverbeke et al. 2018) The
consumer can also smile after virtually eating the ice cream for a picture to be posted in the
Facebook page of Streets Magnum.

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Digital ad campaign of Magnum Ice cream in Singapore:
Image: Digital ad campaign in Singapore
(Source: Steenkamp 2017).
The Ice cream brand implemented a brand positioning strategy by integrating
Augmented Realty technology with the premium experience of Magnum Ice cream. First
ARDP (Augmented Reality Digital Placement) advertisement campaign was launched in
Singapore and regions of Asia Pacific. The campaign was named as ‘Make My Magnum’.
The ad campaign used the approach of positioning by product attribute. ‘Make My Magnum’
advertisement campaign constructed the consumer perception of the target market by offering
the privilege of personalizing the ingredients of the Magnum Ice cream by the use of AR
technology, which involved one tap solution with the use of phone camera. The personalized
product can be bought from a store of Magnum Pleasure, which contributes to both brand and
the consumers. Positioning by attributes can be depicted through the facility of understanding
the valuable ingredients used for an Ice cream stick of Magnum. It promotes the
features/attributes of the product. The ad campaign also used the approach of positioning by

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user as the target segment of the brand Magnum Ice cream can customize the product
attributes for satisfying their requirement and desire. According to the General Manager of
Unilever Singapore, the partnership of Magnum and Blippar helped the brand to extenuate
the association of decadent indulgence and luxury element of the brand with the consumers in
the process of constructing shareable and compelling experiences for the consumers
(Mahmodul 2015). The managing partner of Mindshare stated, “The Magnum campaign is
the latest initiative we have partnered with Blippar in enriching the customer experience with
its disruptive technology. We’re excited about the way it allows the brand to reach and
engage the ever demanding customers in a more personalized experience”.
References:
References for Question 1:

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adsoftheworld.com. "Mitsubishi Print Advert By Promoplan: Next Step, 2 | Ads Of The
World™". Adsoftheworld.Com. 2019.
https://www.adsoftheworld.com/media/print/mitsubishi_next_step_2.
Akdoğan, M. Şükrü, and Başar Altuntaş. "Covert marketing strategy and techniques."
Procedia-Social and Behavioral Sciences 207 (2015): 135-148.
Cross, James C., Thomas J. Belich, and William Rudelius. "How marketing managers use
market segmentation: An exploratory study." In Proceedings of the 1990 Academy of
Marketing Science (AMS) Annual Conference, pp. 531-536. Springer, Cham, 2015.
Liu, Jiapeng, Xiuwu Liao, Wei Huang, and Xianzhao Liao. "Market segmentation: A
multiple criteria approach combining preference analysis and segmentation decision." Omega
83 (2019): 1-13.
McDonald, Malcolm. "Market segmentation." Wiley Encyclopedia of Management (2015): 1-
10.
Paluchová, J. "Consumer segments in an international context." In Consumer trends and new
product opportunities in the food sector, p. 480. Wageningen Academic Publishers, 2017.
Piercy, Nigel, and Nikala Lane. "Marketing Strategy." Wiley Encycl
Thun, Eric. "Innovation at the middle of the pyramid: State policy, market segmentation, and
the Chinese automotive sector." Technovation 70 (2018): 7-19.
References for Question 2:

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Adina, Cristea, Capatina Gabriela, and Stoenescu Roxana-Denisa. "Country-of-origin effects
on perceived brand positioning." Procedia Economics and Finance 23 (2015): 422-427.
Hasan, Md Mahmodul. "Marketing Analysis of Unilever." Total Quality Management 11
(2015): 13.
Sharma, Rupali, and Manissha Shah. "Product/Brand Positioning and Interactive
Advertising." Journal of Commerce, Economics & Management 1, no. 3 (2017): 6-10.
Steenkamp, Jan-Benedict. "The COMET Framework: How Global Brands Create Value." In
Global Brand Strategy, pp. 19-43. Palgrave Macmillan, London, 2017.
Steimer, Sarah. "How Ben & Jerry’s Took both its ice cream and mission global." URL:
https://www. ama. org/publications/MarketingNews/Pages/how-ben-jerrys-took-both-its-
icecream-and-mission-global. aspx (2017).
Vanhaverbeke, Wim, Nadine Roijakkers, Oana-Maria Pop, and Graham Cross. "Developing
Open Business Models in Existing and New Businesses in the FMCG Industry." (2018).
Wellard, Lyndal, Alexandra Koukoumas, Wendy L. Watson, and Clare Hughes. "Health and
nutrition content claims on Australian fast-food websites." Public health nutrition 20, no. 4
(2017): 571-577.
Wilson, John, and Robert Allen. "A game of snakes and ladders: Restraints of trade and
ladder clauses." Ethos: Official Publication of the Law Society of the Australian Capital
Territory 248 (2018): 24.