Certificate IV in Marketing and Communication Assignment

This assignment solution addresses a marketing assessment focusing on market profiles, specifically for the BSB42415 Certificate IV in Marketing and Communication course. The solution is divided into two parts, Part A and Part B. Part A answers questions related to segmentation criteria (psychographic, demographic, and behavioral), sources of information, target markets, and customer profiles, with a specific case study on Singapore Airlines. It explores various segmentation strategies, strategic marketing ideologies, and customer needs. The assignment also includes an analysis of a customer profile, Shella Dcruz, examining her income, lifestyle, and attitudes towards the airline. Part B discusses the cumulative market, segmentation into demographic, geographic, and psychographic categories, and the attitudes of different customer segments. The solution showcases an understanding of marketing principles, customer behavior, and strategic planning in the context of the airline industry, supported by references to relevant academic sources and industry reports.

Running Head: MARKETING 0
Marketing

MARKETING 1
Table of Contents
Part A...............................................................................................................................................2
Question 1....................................................................................................................................2
Question 2....................................................................................................................................2
Question 3....................................................................................................................................2
Question 4....................................................................................................................................2
Question 5....................................................................................................................................2
Question 6....................................................................................................................................3
Question 7....................................................................................................................................3
Question 8....................................................................................................................................3
Question 9....................................................................................................................................4
Question 10..................................................................................................................................4
Question 11..................................................................................................................................4
Question 12..................................................................................................................................4
Question 13..................................................................................................................................4
Question 14..................................................................................................................................5
Question 15..................................................................................................................................5
Part B...............................................................................................................................................5
References........................................................................................................................................7

MARKETING 2
Part A
Question 1
The different criteria are presented below along with their attributes
Psychographic Segmentation: Social class and personality
Demographic Segementation: occupation, Income
Behavioral Segmentation: Brand loyalty, benefits required
Question 2
The regular website operated by the company can be a good source to retrieve the information of
utmost importance. The annual reports can also play a vital role apart from websites (Ernst and
Dolnicar, 2018).
Question 3
As the Singapore airlines deals in the services of movement of customers to their respective
destinations the most appropriate segment in the market would be of demographic nature. It is
because the occupation and the income are the major reasons for determining which class is
suitable to which person.
Question 4
Size: Demographic and Geographic
Potential: Behavioral

MARKETING 3
Needs: Psychographic and Behavioral
Question 5
The service delivered by the Singapore Airlines is airline services and the target markets set by
the company are mainly for the people who travel for the purpose of business on the regular
basis. Not to forget the tourists are also major attractions.
Question 6
Segment Descriptors: Age, nationality, gender
Geographic Descriptors: Serves in North America, as well as other US cities majorly
Psychographic descriptors: Attributes, beliefs and values.
The best example of the description can be seen in the bifurcation of the seat by the passengers
belonging to the middle class as well as the corporate class1.
Question 7
Strategic marketing ideology: Digital media helps in capturing the greater customer base and the
company follows the multidimensional strategies.
Targeting strategy: Differentiated or multi-segment targeting is adopted by Singapore Airlines.
Question 8
Customer profile
Name of the Customer
Shella Dcruz
Current users of
Airlines
Travelling for the
business and at times on
1 Introducing Revised Fare Types (2019) Singaporeair.com
<https://www.singaporeair.com/en_UK/us/flying-withus/fare-types/>.

MARKETING 4
holidays.
Age and Occupation
29, Service in bank
Needs of the customers
Comfortable flight along
with meals and special
benefits of being a
member of Singapore
Airlines.
Question 9
Income is the core element that will decide the characteristics of the consumer in statistical
terms. This can be compared on an yearly basis. The current income of Shella Dcruz is $2000.
Question 10
Demographic: The age of the person is 29 and she belongs to the service class.
Psychographic: The lifestyle of Shella Dcruz depicts that she is a service woman and travels in
Singapore Airlines for her trust and comfort.
Question 11
The attitude of Shella Dcruz is a semi positive one as on one she did get the services of the
Airlines to a great extent on the other hand the company is facing a boom in South East Asian
countries due to which the prices are higher than the normal 2.
Question 12
This profile of Shella states that the organsiation needs to work on it services in other countires
with the same resources and zest.
Language: Ease of language
2 "Airbus Starts Painting First A380 For Singapore Airlines" (2007) 36(4) Pigment & Resin Technology.

MARKETING 5
Content: Goals match with the content.
Format: Ease in format
Detail: Features are curated according to the customers.
Question 13
The product class positioning strategy is a suitable one as it will not only meet the requirements
of the marketing but also meets the individual satisfaction of the customers. For example
Singapore Airlines provides the regular discounts to the members and the frequent flyers in the
form of mile points 3.
Question 14
The situating execution plan is valuable and to meet the prerequisites in order to serve the long
standing customers to construct a positive brand picture and impact alternate clients to become
the member of the Singapore Airlines to enjoy all the benefits and unrestricted services.
Question 15
The plan needs to be summited to the Operations department of the Singapore Airlines.
Part B
The cumulative market incorporates the clients having a place with the diverse class and isn't
limited to simply business class or middle class. The market fragments are additionally
partitioned into four classifications to be specific statistic, geographic, and psychographic. The
regular clients incorporated into the fragments are middle class as well as financial class and
center normal class. The frames of mind of the middle class traveller would be of such nature
3 Annual Report And Sustainability Report (2019) Singaporeair.com
<https://www.singaporeair.com/en_UK/us/about-us/information-for-investors/annual-report/>.

MARKETING 6
that he/she will pick the economy tickets to fly whereas the financially string class would grab a
business class ticket to enjoy the luxury4.
4 Aeron Zentner, "Service As A Strategy: A Review Of Singapore Airlines" [2016] SSRN Electronic
Journal.

MARKETING 7
References
"Airbus Starts Painting First A380 For Singapore Airlines" (2017) 36(4) Pigment & Resin
Technology
Annual Report And Sustainability Report (2019) Singaporeair.com
<https://www.singaporeair.com/en_UK/us/about-us/information-for-investors/annual-report/>
Introducing Revised Fare Types (2019) Singaporeair.com
https://www.singaporeair.com/en_UK/us/flying-withus/fare-types/
Zentner, Aeron, "Service As A Strategy: A Review Of Singapore Airlines" [2016] SSRN
Electronic Journal