Marketing Principle of Spark New Zealand Name of the Student Student ID Name of the University

Marketing Principle of Spark New Zealand
Name of the Student
Student ID
Name of the University
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Table of Contents
Introduction......................................................................................................................................3
Task 1: Segment..............................................................................................................................4
Task 2: Targeting.............................................................................................................................5
Task 3: Competitor Analysis...........................................................................................................5
Task 4: Positioning..........................................................................................................................7
Task 5: Consumer buying decision..................................................................................................7
Task 6: Marketing Mix....................................................................................................................9
Conclusion.....................................................................................................................................12
Reference List................................................................................................................................13
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Introduction
Marketing is considered as an activity, which aims at recognizing the needs of the consumers,
and helps companies in creating value and distributing their products in a manner so that the
consumer needs can be met. The aim of this report is to analyse the marketing principle of Spark
a popular telecommunication company operating in New Zealand. The organisation provides
mobile networks, fixed-line telephone services and internet services to its users. Market
segmentation and competitor analysis will be conducted which will help in evaluating the market
performance of the firm. In addition, the marketing mix will help in understanding the primary
marketing initiative used by the organisation in order to reach out to its consumers.
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Task 1: Segment
Market segmentation is considered as the process of dividing consumers into small groups based
on their behaviour, beliefs and other such traits.
Demographic segmentation: This segmentation style is used by Spark telecommunications in
order to focus on consumers based on their age, lifestyle, gender, income, education and family
makeup. As per demographic segmentation style, it is noted that Spark focuses on people
belonging to the age group of 25-50 and mainly considers families and households for their
services as compared to individual users. The company makes use of a low-cost pricing strategy
in order to attract consumers belonging from various economic backgrounds.
Psychographic segmentation: In this segmentation, style consumers sharing similar
characteristics like social interest are grouped (Gajanova, Nadanyiova & Moravcikova, 2019).
Based on the segmentation style Spark focuses on tech-savvy consumers and a working group of
people. Consumers inclined towards technology are more interested in internet speed and new
mobile networks introduced by the firm.
Figure 1: Market Segmentations
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