MMK101 Marketing Plan: Segmentation, Targeting & Positioning 50@50

This report presents a marketing plan for the book "50@50" by Nicole Ives, which comprises interviews and surveys of individuals born between 1959 and 1969. The plan addresses the challenge of launching a new author's work in the Australian market. It defines the target market as individuals born in the 50s and 60s, along with those interested in 60s popular culture and women facing age-based discrimination. The differentiation strategy emphasizes the book's unique real-life experiences and its comparison of experiences across different countries. The positioning statement highlights the book's cultural history and unique combination of real-life perspectives. The report also acknowledges the author's lack of prior recognition and suggests leveraging social media marketing and word-of-mouth publicity to ensure the book's salability.

Running head: MARKETING FUNDAMENTAL
Marketing Fundamental
Name of the Student
Name of the University
Author note

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Table of Contents
1.1. Background...........................................................................................................................2
1.2. Market Segmentation............................................................................................................2
1.3. Target Market.......................................................................................................................3
1.4. Differentiation and Positioning Strategy..............................................................................3
References........................................................................................................................................6

2MARKETING FUNDAMENTAL
1.1. Background
50@50 is a book written by Nicole Ives that is going to get published in the year of 2018.
The subject matter of the book is a series of interviews and surveys of the individuals who were
born in between 1959 to 1969, and the aim of the author is to highlight the experience of those
individuals who lived through the 60s along with the intention of the author is to get to know
their experiences of being in the 50s in the 21st century (Armstrong et al. 2014). It can be said
that the biggest challenge for the author is to publish the book as it is relatively difficult for the
new writers to publish their works and to get public recognition as they do not do not have
greater acceptance.
1.2. Market Segmentation
Market segmentation is the process in which individuals divide the market of the target
customers into segments or groups based on different traits of them. For this particular issue, the
author of 50@50 decided that the target customers of her book will be the individuals who were
born in between the 50s to 60s era and crossed their 50s (Clark and Phillips 2014). Thus it can be
said that the author’s targeted the people who has lived through the 60s and the author in her
book 50@50 by interviewing and performing surveys projected those respondent’s experience in
the 21st century being individuals who have crossed 50s. Another minor targeted segment is the
population who are working on 60’s popular culture as this book will provide the relevant
information on that era. The book will also focus on women population facing age based
discrimination in different arena of their lives as it can provide them understanding to deal with
such situation.

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Characteristics of customers Age group Book type
Has lived through the 60s 50 to 60 years old Experiences of 50 to 60 years old
under the light of 21st century
1.3. Target Market
To define target market, it can be said that, a specific group of customers at which a
service o a product is aimed (Weinstein and Cahill 2014). The target customers of the author are
the individuals who were born in between the years of 1959 and 1969. As the author in her book
50@50 interviewed and performed surveys to get to know the experiences of the respondents.
Thus it can be said that naturally the target customers will be individuals who have crossed their
50s.
1.4. Differentiation and Positioning Strategy
Product differentiation can be explained as the marketing of similar products with some
variations that can help the customers to choose the product from all the similar products. And
positioning strategy can be described as an effective strategy that considers the weaknesses and
the strengths of the organization and the requirements of the customers along with the market. it
can be said that the purpose of positioning strategy is to allow an organization to highlight some
specific areas where they can gain the competitive advantage. Now according to the case study,
the author of 50@50 should try to highlight what is the aim and objective of the book written by
her. Thus, it can be said that Nicole Ives’s strength is that the book she wrote is not a fiction as
she interviewed a number of people who were born in between 60s and 70s and lived through the
80s and turned 50 in the recent years (Granitz and Forman 2015). The objective of her book is to
highlight the experiences of those people under 21st century conditions as she tried to draw a

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parity between the experiences of a 50 years old individual who hails from a first world country
and a 50 years old individual who hails from a third world country. According to Nicole, a 50
years old individual in the first world country are referred to as a person in the middle ages, but a
50 years old individual in a third world country is looked at as an old person (Clark and Phillips
2014). Like this there are number of facts incorporated in her books that can be plus point for her
to ensure the revenues that can be generated by the book 50@50 (Armstrong et al. 2014). On the
other hand there are some weaknesses also and the significant one is that Nicole does not have
recognition in the market of United States and Australia as she has taken up writing books
recently and she will need time to build a reputation. Apart from that she is a self publisher and
for that she would not get any benefits that the other authors get when big publishing houses
publish their works. Thus, the author will be needing to put stress on the marketing policies and
can take help of social media marketing to let know about the type of work she has put in her
book 50@50 and then she may depend on the word of mouth publicity for ensuring the salability
of her book.
Positioning Statement: For worldwide readers who enjoy reading about 60’s culture, 50@50 is a
book that provides instant access to the cultural history. Unlike other conventional books talking
only about the culture and famous people, this book provides a unique combination of real life
experience and their worldview in 21st century.
Positioning map:

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High price
Low quality
Low price
High quality
50@50
Figure: Positioning Map of 50@50

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References
Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014. Principles of marketing. Pearson
Australia.
Clark, G. and Phillips, A., 2014. Inside book publishing. Routledge.
Cross, J.C., Belich, T.J. and Rudelius, W., 2015. How marketing managers use market
segmentation: An exploratory study. In Proceedings of the 1990 Academy of Marketing Science
(AMS) Annual Conference (pp. 531-536). Springer, Cham.
Granitz, N. and Forman, H., 2015. Building self-brand connections: Exploring brand stories
through a transmedia perspective. Journal of brand management, 22(1), pp.38-59.
Phillips, A., 2016. How books are positioned in the market: Reading the cover. In Judging a
Book by its Cover (pp. 41-52). Routledge.
Weinstein, A. and Cahill, D.J., 2014. Lifestyle market segmentation. Routledge.