Marketing Strategy and Plan | Assignment

Running Head: MARKETING STRATEGY AND PLAN
MARKETING STRATEGY AND PLAN
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Table of Contents
1.a )Choose ONE print advertisement for ONE product of your choice (e.g. Diet Coke)........3
1 b) Discuss and explain the purpose of segmentation..............................................................5
1 c) Using the five bases of segmentation, identify which THREE bases of segmentation have
been utilized in the ad. Define each of the segmentation bases you have selected. Justify the
segmentation bases you have identified by critically analysing the symbols, images, words
and content of your print ad to determine/describe the target market.......................................7
2. Choose ONE product category (e.g. ice cream). Explain what is positioning? Plot ONE
perceptual map using the positioning bases outlined in the textbook. Each perceptual map
should have at least FIVE different brands on it....................................................................8
2.a) Why did you position the brands in these positions on the perceptual map?...................11
Provide a justification for each brand as to why you have plotted the brand in the position on
the perceptual map. References are required to support your answers....................................11
2. c) Based on the perceptual map, pick one of the brands in the perceptual map. How do
you think the brand has communicated the positioning and value to their target customer?
Use ads, social media campaigns, product packaging to display their communication.......12
Social Media Campaign.......................................................................................................13
References................................................................................................................................14

2MARKETING STRATEGY AND PLAN
1.a )Choose ONE print advertisement for ONE product of your choice (e.g.
Diet Coke).
The chosen Print Advertisement is:
(Source: Coca-colacompany.com. 2019)
SLOGAN
HEADLINE
ILLUSTRATION
LOGO

3MARKETING STRATEGY AND PLAN
This is only an example a schematic representation of a print ad
The above is the chosen print advertisement and the base of this report. This company
is the perfect example for using innovative ideas for marketing. In the year, Coca Cola
launched ‘Share a Coke’ campaign in America. Coca Cola has always positioned itself as a
brand, which is to be shared with friends and family. The motive of this positioning is to
enforce sales in bigger quantities to generate maximum revenue for the company. This time
Coca Cola has moved a step forward by replacing its iconic logo with the names of two
hundred and fifty most famous names in America on the bottles costing twenty ounce.
Identified Clues from the print advertisement
a) Names- Wills and Kate in place of the logo.
b) ‘Share a Coke’ mentioned in the print advertisement

4MARKETING STRATEGY AND PLAN
c) The print advertisement is only relevant in Australia
Print Advertisement is a traditional method used to market a product or service. This
type of advertisement is used in the outdoor segment placed in a certain location or
destination to target the audience in its vicinity and persuade them to purchase its offering.
The different media in which the print advertisement is used are Newspaper, Magazines,
leaflet and brochure advertisement.
The rationale behind this idea was simple but impactful. The result was people started
to visit the stores and buy bottles with names of their friends or family members written on
the bottle. The sales became rocket high and the strategy worked really well for the company.
Later the names increased from 250 to 1000 to target more and more customers. On
the other hand, the social media played an important role in increasing the process of mass
awareness through Facebook and Instagram.
The reasons behind the success of Share a Coke campaign are as follows:
i) Consumers are empowered to create Online Social Media Content: The share a COKE
campaign started its online journey on a Facebook page as soon as the newly labelled
coke bottles were available in the retails. This helped the users to share their personal
experience and the route was given in the hands of the customer. This helped the
company to convert the marketing campaign to personal affiliation, which later
became a success.
ii) Connection between the customer and the brand on a personal level: The dream of
every company is to have a customer base who possess an emotional connection with
the company. Coca Cola has understood and specifically targeted the millennial group
and with the usage of names instead of brand logo aims at infusion into a personal
conversation with friends and family. On the other hand , to cover up the uncommon

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names they treated them as market laggards and converted the names into common
affiliations such as “Bestie”- which means best friend, ‘Star’- different from all and
‘BFF’- best friends forever and so on.
iii) A powerful call of action- The slogan ‘Share a Coke’ in itself provokes the customer
to buy more quantities of the product- One for himself/herself and one for the friend.
It directly indicates the product to be purchased not for oneself but for others.
iv) Dynamic Nature of the campaign: The dynamic nature of the campaign has extended
the Share a Coke campaign to a new level. Initially started in America, now with
small changes according to the domestic behavior of the country has changed from
time to time. In countries like Australia the same method has worked but in India
more importance was given to local languages and the labelling differed in each state
1 b) Discuss and explain the purpose of segmentation.
Market Segmentation is a process of dividing a large customer base into various
segments based on certain parameters (Emerald.com 2019). The various segments are:
a) Geographic Segmentation
b) Demographic Segmentation
c) Psychographic Segmentation
d) Behavioral Segmentation
e) Benefit Sought
Market Segmentation is a very useful instrument adopted by various organizations to
create a sub set of the target customers based on certain similarities from a large section of
the population. (Weinstein, 2013) This is an initial process on which the marketing process of
a product or service and its advertisement is based.
The purpose of Market Segmentation are as follows:

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1. Reducing the size of the Population: The marketing experts appointed by the company
can recognize the various problems related to communication. Larger the size of the
population, higher is the probability of miscommunication, not paying adequate
attention and even totally avoiding the message.
2. Creation of a Specific Customer Base: After the identification of a set of potential
segment or customer sub set according to the offerings of the company, the
advertisement and marketing process is created. With the help of this process the
definition of the customer base is defined more accurately which results in more
revenue. If the advertisement becomes too broad then the probability of customer
acquisition decreases. Based on these criteria the medium of advertisement is chosen
to accurately target the customers.
3. Focused and Accurate Message Provision: The primary advantage gained through
segmentation is that the brand can convey a message, which is more precise and
focused. It has been seen the same product or service is presented through
advertisement in more than one way to target a larger customer base but segmented
differently.
4. Elimination of Waste: Another important benefit of market segmentation is that it can
diminish the amount of wastes in an advertisement. Wastage generally occurs when
the company targets a group of people who are least interested or of least importance.
In an advertisement there exists some amounts of wastes but segmentation helps to
reduce its quantity.

7MARKETING STRATEGY AND PLAN
1 c) Using the five bases of segmentation, identify which THREE bases of
segmentation have been utilized in the ad. Define each of the segmentation
bases you have selected. Justify the segmentation bases you have identified
by critically analysing the symbols, images, words and content of your
print ad to determine/describe the target market.
The three main types of market segmentation are as follows:
a) Demographic Segmentation: Demographic Segmentation is a type of market
segmentation in which customers are divided based on Age, sex, income, religion
and educational qualification. (Hassan and Craft 2005)
b) Geographic Segmentation: it is that type of market segmentation, which acutely
divides the total customer base by their geographical location such as rural,
urban, city, village, state and country (Wilson and Mukhina 2012)
c) Behavioral Segmentation: This type of customer categorization is based on
subjective factors such as Personality traits, Values, Lifestyle, attitudes,
motivation and priorities. (David, Fred & Forest,2013)
The bases of Market Segmentation of the Coca Cola Share a Coke campaign are as follows:
i) Demographic Segmentation: The main segmentation under demography was by
age. The campaign directly targeted the millennial section of people between the
age group of 18-30 approximately. The company understood that this group has a
special affection for others and cares more about the people. Thus, the company
enjoyed huge success (McDonald, Malcolm, & Dunbar, 2013).

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ii) Geographic Segmentation: The first target country where the test marketing was
executed was America, which is the biggest market for this company (Hjort et al.
2013). Later, after understanding the huge potential of the campaign the plan was
executed in Australia and India.
iii) Behavioral Segmentation: Coca cola examined the purchasing pattern of the
people. It has successfully understood the reflexive and impulsive action of the
people . It used affiliation as a tool to increase sales directly. On the other hand, it
has emphasized more on the movement and used social media effectively to
catalyze the process. It successfully transformed a normal soda into a desirable
product. (Johnson, Ringham and Jurd 1991)
2. Choose ONE product category (e.g. ice cream). Explain what is positioning?
Plot ONE perceptual map using the positioning bases outlined in the textbook.
Each perceptual map should have at least FIVE different brands on it.
The chosen product for this report is luxury car.

9MARKETING STRATEGY AND PLAN
Market positioning is a process of forming a perception about a brand in the minds of
the customer. This helps to reduce the gap between the brand and the potential customer.
Once the product or service image is positioned in the minds of the customer it becomes very
hard to change the initial perception of the brand from the minds of the customer (Thomas
2016).
Perceptual Map
Perceptual Map is a Market research instrument using which the consumer’s
perception about a product or service is mapped on a chart containing four quadrants. In the
plotting of various brands and products on the perceptual map, the experience of the
customers are taken into account and are measured in terms of various parameters such as
performance, price, packaging and so on. These qualitative measurements are then transferred
in the perceptual map and plotted in accordance with the feedbacks.

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A perceptual map explains how the Rolls-Royce brand is placed in the preferences of
the customers in comparison to its competitors in the luxury car market. Rolls-Royce has
been perceived as manufacturers of cars that are highly comfortable and elegant. However, it
lacks in aggressive designing and performance.
Let us examine the case with the help of a diagram.
Figure 1.1: Perceptual Map of Rolls-Royce and Other Brands
Aggressive
Design
Com
fort
Perfo
rman
ce
Elegance
Ferarri
Aggressive
Design
Com
fort
Perform
ance
Elegance
Ferarri
Bugatti
Mercedes
Bentley
Aston
MArtinMartin
Rolls
RoyceRoyce

11MARKETING STRATEGY AND PLAN
2.a) Why did you position the brands in these positions on the perceptual
map?
Provide a justification for each brand as to why you have plotted the brand
in the position on the perceptual map. References are required to support
your answers.
The four elements in the quadrant are Aggressive design, Performance, Elegance and
Comfort. In the first quadrant, Mercedes Benz is placed. This is because
Mercedes is known for its unique design and is different in every model. On the other
hand, it also provides comfort but the focus is on design rather than comfort.
In the second quadrant, Rolls-Royce, Bentley and Mercedes Maybach S600 is placed.
Bentley is more focused towards elegance and less on comfort; Mercedes Maybach S600 is
placed above the two brands because it is more elegant and comfortable is comparison. Rolls-
Royce is placed below and focuses more on Comfort rather than Elegance. (Saji ,Ponnam and
Dawra 2013).
In the third quadrant, brands such as Aston Martin and Bugatti are placed due to their
focus on Performance and Elegance. Bugatti is focused more on Performance whereas Aston
martin is more focused on Elegance.
Finally, in the fourth quadrant, Ferrari is placed due to its focus on elegance and
performance.

12MARKETING STRATEGY AND PLAN
2. c) Based on the perceptual map, pick one of the brands in the perceptual map.
How do you think the brand has communicated the positioning and value to their
target customer? Use ads, social media campaigns, product packaging to display
their communication.
The chosen brand from the perceptual map is Rolls-Royce.
Rolls Royce is a luxury brand, which many people desired but cannot acquire.It is a
luxury car Rolls-Royce Ghost is a luxury car identified with the British luxury automobile
maker. Established in 1906, the company was founded by Henry Royce and Charles Rolls
(Rolls-roycemotorcars.com, 2019). Their Silver Ghost was declared ‘The Best Car in the
World’ in 1907, after covering a record breaking 14,371 miles. The Rolls-Royce Ghost was
named in honor of the Silver Ghost and in present is one of the most popular luxury cars in
the world.
Rolls-Royce caters to the so-called “rich” strata of the society: The Company is
associated with selective people globally. With a specialized strategy of limited supply and
cater only to the rich customers Rolls Royce has created a brand image of being elegant in the
market.(Scholz 2014)
They employee unique marketing strategies to keep their consumers happy: The
marketing strategy of Rolls-Royce does not end after the sale of the product. The company
engages in long-term relationship with the customer and continuous communication is
maintained. (Ordun 2015)
Customers are often invited to exclusive dinners where deals are made: From the
company end, frequent events are conducted where the clients are regularly invited and a
grand celebration occurs each year.

13MARKETING STRATEGY AND PLAN
The CEO often sends personalized mails to the prospective customers: This strategy
helps the company to engage with the customers at a personal level. This helps the company
to convert new customers become loyal customers. As this is a high end product, the
customers possess a high disposable income so information about the new and upcoming
models can be introduced easily.
Healthy relations are kept with the existing customers so that they get interested in
exchanging their Rolls-Royce models for newer ones (Sparks, 2017).
Social Media Campaign
The Social Media is becoming the marketing hub in today’s digital world. The social
media platform such as Facebook, Instagram and Twitter are attracting brands to market their
product and services. Rolls-Royce did not enter the market until 2013. However, later the
company understood the potential of the young generation and started using the social media
as a tool for marketing. The first product the company marketed was the Ghost-II limousine.
Rolls Royce has expanded its existing customer base successfully through attractive
advertisements targeted to cater to the needs of the high-end customers. In a study in 2009,
the average age of drivers was 55 but now the age has come down to 45 in 2019. It started
producing models, which can attract the youth. Innovations in design have been marketed
through advertisement that highlights the features of the luxury car, such as sleekness, colour,
interior design and other specifications. Being one of the most recognized brands that
manufactures luxury cars, Rolls Royce has created a loyal customer base through its unique
marketing and advertising strategies. The minimalistic advertising strategies employed by the
Rolls Royce company has proven to be successful in appealing to the target customers
because of its superior brand image in the corporate world (Gopsil et al, 2013).

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total corporate heritage communications." Corporate Communications: An International
Journal (2013).
Curtis, James. 2013. "Royal Toast: Sharing A Coke With Wills And Kate". The Coca-Cola
Company. https://www.coca-colacompany.com/stories/00000140-1b2d-d127-a176-
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David, Fred R., and Forest R. David. Strategic management: Concepts and cases: A
competitive advantage approach. Pearson, 2013.

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Johnson, L., Ringham, L. and Jurd, K. (1991), "Behavioural Segmentation in the Australian
Wine Market Using Conjoint Choice Analysis", International Marketing Review, Vol. 8 No.
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