Individual Assignment: Applying Marketing Concepts (MKTG 1000)

This marketing assignment, completed for the MKTG 1000 course, delves into the practical application of marketing concepts. The assignment begins with an analysis of a Rolex print advertisement, dissecting its use of demographic, geographic, psychographic, and behavioral segmentation strategies to target specific consumer groups. It then transitions to a discussion on brand positioning, using a perceptual map to illustrate the competitive landscape of ice cream brands, including examples like Brand B, and how these brands create distinct images in the minds of consumers. The assignment emphasizes the importance of effective marketing campaigns in communicating a brand's position to its target audience, especially highlighting how Brand B's marketing could highlight its high-quality, reasonably priced ice cream. References to academic sources support the analysis.

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Authors Note:

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Contents
Introduction:....................................................................................................................................2
Answer 1:.........................................................................................................................................2
Answer 2:.........................................................................................................................................7
References:....................................................................................................................................11

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Introduction:
Advertisement over the years has become one of the most important part of management of a
business. The importance of marketing and promotional activities which are all part of
advertisement of a product are essential to attract customers to the product. The management
must have an effective strategy to advertise its products in the market. A brief discussion in this
document on the important aspects of advertisement in the context of an actual product shall be
helpful in understanding the importance of different attributes in marketing.
Answer 1:
The print advertisement of Rolex has been chosen to explain the purpose of segmentation.
Before getting into specific discussion about the print advertisement of Rolex let us delve into
different bases of segmentation to identify the specific segmentation basses used in the print
advertisement of Rolex.
Demographic segmentation:
The market under demographic segmentation is divided into different variables such as age,
gender, income, occupation, religion, nationality, race, family size and other such attributes
specific to human race. Demographic segmentation helps in creating advertisement contents as
per the need of different segments in the demography. The advertisements are generally directed
towards specific demographic segment to achieve maximum leverage out of such advertisement
(Alam Khan 2019).
Geographic segmentation:

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Dividing the market into different units on the basis of geographic locations of these units is
defined as geographic segmentation in marketing. Such geographic segments are generally
divided in states, nations, regions and cities. The product demand is also dependent on
geographical variables such as climate, natural resources available in specific geographic
locations, population of different geographical locations and others. Thus, advertisement strategy
shall be made keeping in mind the geographical variables on the basis of geographical
segmentations of a particular product (Doyle 2016).
Psychographic segmentation:
Life style and personality traits of individuals are also an important attribute that affects a
product’s marketing. This particular aspect is referred to as psychographic segmentation.
Advertisements shall keep in mind the lifestyle and traits of prospective consumers to effective
market its products (Taofeek Dalamu 2017).
Behavioral segmentation:
Prospective customers are divided on the basis of their knowledge about a product, attitude of the
buyers towards the product and response to the product. Behavioral segmentation is about
segmenting the buyers on the basis of the above attributes to effectively use advertisements to
attract their attention to a particular product.
Taking into consideration the discussion above let us now proceed to dissect the below attached
print advertisement of Rolex to identify the different market segmentation utilized in the
advertisement.

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Image: Print advertisement of Rolex.
A strong and powerful belief to live for greatness:
The initial lines used in the print advertisement clearly indicate that Rolex has firstly tried to
utilize the behavioral segmentation by catering to the needs and ambition of individuals with
strong personality traits. Thus, ambitious and string individuals have been attracted in the print
advertisement. Prospective customers with strong personality traits and looking to achieve
certain big in life will be attracted with the first few lines (Doyle and Saunders 2016).

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Behavioral segmentation as discussed earlier is about segregating the buyers on the basis of their
knowledge and attitude towards a product and with the print advertisement it is clear that the
company is looking to attract indidviauls with strong characters and high ambitions.
Passion and greatness:
The print advertisement also tries to utilize the market segmentation on the basis of lifestyle and
personality traits. Thus, the division of the customers on the basis of psychographic segmentation
is pretty much clear from the advertisement. The brand has also cleverly tried to cater to each
and every indidviauls customers by mentioning that the greatness lies within everyone. Thus, a
clever packaging of print advertisement has made to ensure that it attracts most of the customers
despite catering to the market on the basis of behavioral and psychographic segmentations. The
lines taken from the print advertisement below shows the importance given to the passion, drive
and inspiration which are psychological attributes necessary to divide the market (Fripp 2019).
Further the utilization of psychographic segmentation by attracting lifestyle and personality traits
of ambitious people is pretty much clear from the logo of the brand which is also visible clearly
on the watches of the company. The image below shows the logo that clearly separate the watch
from other watches in the market.

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As can be seen from the image above that at the top of the watch there is crown which is also the
logo of the Rolex watches. The royal feel that the logo gives certainly make significant
differences in the prospective customers looking to buy the watch (Taofeek Dalamu 2019).
A journey that never ends:
The print advertisement mentions that greatness is a journey and it never ends to promote a long
and sustained relationship with the customers. Thus, the advertisement has also tried to use the
demographic segmentation as it has tried to attract customers from different ages with its push to
suggest that the greatness is not a destination rather is a journey that has no ending. Also the
advertisement specifically caters to the sportsman with its specific mention of records and the
implications of breaking records along with emphasizing on the proverb of conquering
mountains. The image below taken from the print advertisement clearly shows that the brand has
given specific attention on the sportsperson (Iyer et al. 2018).

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Answer 2:
Brand positioning is about creating an image or identify of a brand separate from others.
Creating an image of a product in the minds of the prospective customers is very effective to
build a separate market for the product. Thus, large entities look to create an image for its
products to achieve organizational objectives in the future. In this part of the document a brief
discussion on the image created by ice cream manufacturers in the world shall be helpful in
assessing the importance of brand positioning for the successful marketing of a product.
In order to create a perceptual map the brands have been assumed as Brand A, Brand B, Brand C
and so on. Total number of brands in perceptual map below are 12 from brand A to Brand L. All
these are ice-creams of different brands. The positioning of different brands on perceptual map is
dependent on the strategy of different firms. There are mainly two options that a firm generally
has in front of it, these include either positioning the product of the firm to fill the gap between
demand and supply in the market or to compete against the existing competitor by placing the
product where the existing competitors have placed their products (Khan and Khan 2018).

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The above perceptual map is created to consider the placement of a similar nature product by
different companies. Top title refer to the high quality product with right title referring to the
high price for the product, bottom line in the above map represents the low quality with left line
representing low price for the product. The reason for placement of different brands on different
positions in the above perceptual map is due to the strategic and competitive position of different
firms in the market along with the quality of the products offered by these firms (Koch and
Gyrd-Jones 2019).
The reason Brand B’s ice-cream has been placed right at the top line because it has the highest
quality of ice cream out of all the brands. Brand G on the other hand is placed at the right line
due to the high price charged by the company for its ice creams. Brand I has been placed right at

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the left line indicating the lowest price of the ice creams offered by the brand. Brand B on the
other hand provides good quality of ice creams at reasonably low price hence, placed at the
intersection of top and left lines. Brand C on the other hand charges higher price with good
quality of products and placed accordingly in the intersection of top and right lines.
Thus, the reason for placement of different brands on different positions of the perceptual map is
mainly due to the position of the products in the market along with quality of the products
(Novcic, Damnjanovic and Filipovic 2017).
Part b:
Brand B is the product chosen from the above perceptual map to explain this part of the
document to the readers. As can be seen from the perceptual map that the ice creams of Brand B
is placed right at the top title line. This makes it clear that out of all the different ice creams
brands, i.e. Brand A to Brand L, Brand B has the best quality ice creams. The brand has
effectively communicate that it provides and offers the best quality ice creams in the market by
its positioning in the perceptual map. It is also clear that the brand will charge significant price
for its high quality ice cream but the perceptual map also makes it clear that the price of Brand
B’s ice cream is not the highest despite the quality of the product (Shugan 2018).
Thus, the brand has very effectively communicated its position in the market to the targeted
customers from the perceptual map. However, since customers are not privy and knowledgeable
about the perceptual map and its effectiveness in disclosing the brand positioning of a particular
product an organization uses advertisements and promotional activities to communicate to the
targeted customers about the product and its utilities. Creating an image is very much starts from
the promotional and marketing campaign of an organization to attract customers to the product.

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Thus, innovative and effective marketing strategy and advertisements shall be used to
communicate the brand positioning of ice creams offered by Brand B. It is especially heartening
that the brand despite offering the best quality ice creams in the market is not charging the
highest price for its product. Thus, the marketing and advertisement campaigns should make it
clear to the customers that the ice creams offered by Brand B is the highest with its price also
relatively less as compared to the other brands (Singh 2015).

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References:
Alam Khan, Md.Shahin. 2019. "Promotional Tools: Household Marketing Strategy And Its
Effectiveness". Business And Management Research 8 (2): 32. doi:10.5430/bmr.v8n2p32.
Doyle, Peter, and John Saunders. 2016. "Evaluating Sales Promotions". OR Insight 4 (2): 6-9.
doi:10.1057/ori.1988.3.
Doyle, Peter. 2016. "Brand Positioning Using Multidimensional Scaling". European Journal Of
Marketing 12 (2): 20-34. doi:10.1108/eum0000000005055.
Fripp, Geoff. 2019. "How To Make A Perceptual Map In Powerpoint - Perceptual Maps For
Marketing". Perceptual Maps For Marketing. http://www.perceptualmaps.com/make-
perceptual-map-powerpoint/.
Iyer, Pramod, Arezoo Davari, Mohammadali Zolfagharian, and Audhesh Paswan. 2018. "Market
Orientation, Positioning Strategy And Brand Performance". Industrial Marketing
Management 1 (1): 17-36. doi:10.1016/j.indmarman.2018.11.004.
Khan, Nikhat, and Fozia Khan. 2018. "Fuzzy Based Decision Making For Promotional
Marketing Campaigns". International Journal Of Fuzzy Logic Systems 5 (2): 65-77.
doi:10.5121/ijfls.2013.3107.
Koch, Christian H., and Richard I. Gyrd-Jones. 2019. "Corporate Brand Positioning In Complex
Industrial Firms: Introducing A Dynamic, Process Approach To Positioning". Industrial
Marketing Management 1 (1): 21-37. doi:10.1016/j.indmarman.2019.03.011.