Discovering Marketing

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

1DISCOVERING MARKETING
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).

2DISCOVERING MARKETING
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.

3DISCOVERING MARKETING
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