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

MARKETING STRATEGY AND PLAN1
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

MARKETING STRATEGY AND PLAN2
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)
ILLUSTRATION
LOGO
HEADLINE
SLOGAN

MARKETING STRATEGY AND PLAN3
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