This report analyzes the marketing strategy of Devondale Tasty Cheese, focusing on consumer segmentation, brand positioning, and marketing programs. The consumer segmentation includes kids, women, youth, calorie-conscious, health-conscious, and smart customer segments, each with tailored products and marketing approaches. The primary target market is the youth segment, while the secondary target market is the health-conscious population. The brand's positioning strategy leverages pricing, quality, and health concerns, with a perceptual map illustrating product placement relative to these attributes. A Growth-Share (Ansoff) Matrix is used to assess product profitability and brand value, informing tactical strategies for growth and sustainability. The marketing programs include product development, pricing, distribution, and an integrated marketing communication plan. The report concludes with a marketing schedule, budget, forecasting, and marketing metrics for control and contingency planning. Desklib provides access to similar solved assignments and study resources for students.