Segmentation and Brand Strategy in Marketing

Marketing
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Contents
Section 1: Segmentation and brand strategy....................................................................................3
1.1 Consumer Segmentation............................................................................................................3
1.2 Primary and secondary target market........................................................................................5
Section 2: Positioning and Brand Strategy......................................................................................6
2.1 Positioning / Perceptual Map.....................................................................................................6
2.2 Brand Strategy...........................................................................................................................8
Section 3: Objective.......................................................................................................................10
3.1 Marketing objective.................................................................................................................10
Section: 4 Marketing programs.....................................................................................................11
4.1 Product development, Pricing and Distribution plan...............................................................11
4.2 Integrated marketing communication plan..............................................................................12
Section 5: Scheduling, Forecasting and Control............................................................................13
5.1 Marketing schedule and Budget..............................................................................................13
5.2 Forecasting...............................................................................................................................13
5.3 Marketing metrics and contingency.........................................................................................14
References......................................................................................................................................15
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Section 1: Segmentation and brand strategy
1.1 Consumer Segmentation
The segmentation of the customer can be defined as an activity of diversifying a business market
or broad consumer which in general consists of the potential and existing customers into the sub
groups of the consumers on the basis of certain kind of the shared characteristics (Error, et al.,
2015). The segmentation of the consumer allows the organizations for better tailoring their
efforts of marketing to the various subsets of audience. Such efforts can also be make relevant to
the development and communication of the product. The Devondale tasty cheese is an Australian
organization which has its business in dairy products and is considered as the number
organization of Australia. The company has various products such as milk, cheese, nutritional
products and many others for its various customers. The company has growing business and in
the success of the business of organization the customer segmentation is one of the important
strategies of them. The customer segmentation map of the Devondale tasty cheese for the gowth
of their business is as follows:
Kids
segmentation
Women
segmentation
Youth
segmentation
Calories
conscious
segmentation
Health
conscious
segmentation
Smart
consumer
segmentation
Banana
flavored
milk,
chocolate
flavored
milk,
strawberry
flavored
milk,
smoothies of
Calcium
enriched
milk, butter,
cheese,
double flavor
cheese, milk
powder,
skimmed
milk,
flavored
cheese,
smoothies
and butter
skimmed
milk, low fat
milk,
skimmed
milk powder,
reduced fat
cheese, light
spreadable
cream
cheese, and
calcium
enriched
milk, smart
plus milk,
vitamin plus
fat reduction
milk, less fat
butter
Liddells
lactose free
UHT full
cream milk,
Liddells
lactose free
UHT skim
milk,
Liddells
lactose free
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various flavor less fat butter UHT low fat
milk, smart
plus milk
(Devondale.,
2019)
1. Kids segmentation: in this type of segmentation the Devondale tasty cheese is focusing
on the customers from infants to the children. The products and their marketing strategies
are designed by focusing on this segment. The products of Devondale tasty cheese that
are for the segmentation of kids are moo strawberry flavored milk, moo chocolate
flavored milk, cheese with different flavors and butter (Devondale., 2019). The main
product that is manufactured by Devondale tasty cheese is the flavored milk for kids. The
products are provided to every place whether town or city of the country. The company is
also manufacturing various flavors of smoothies for this segment of their customers.
2. Women segmentation: The Devondale tasty cheese is also manufacturing products that
are women oriented. The dairy products that have nutrition as per the requirement of
females in the country. This segmentation has attracted maximum female customer base
towards the products of the Devondale tasty cheese. The company has also performed
marketing of its product as per this segmentation. The products that the Devondale tasty
cheese is offering to its female customers are calcium enriched milk, milk powder, salted
and unsalted butter and others. The product such as calcium enriched milk is
manufactured for providing extra nutrition to the females which has proven successful for
providing large female consumer base to the company. The products that are female
oriented are not only manufactured for their health purpose but also focus on the
perspective of easy and tasty cooking such as cheese with double and triple flavor. The
female customer base for this segmentation has both women from cities and towns of the
country.
3. Youth segmentation: the products that are manufacture by the Devondale tasty cheese for
attracting the youth of the country which is the individuals that are from 18 years to the
25 years mainly. The products such as skimmed milk, flavored cheese, smoothies and
butter are the products that have provided the youth customer to the company. This
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