Whitireia Marketing Project: Top-Tier Product Claims Effectiveness

This project delves into the realm of marketing strategy, specifically examining the impact of "top-tier" product claims within the higher education sector. The research explores the effectiveness of presenting these claims in both numerical and percentage formats. The assignment begins with a literature review, examining the role of university rankings and their influence on student choices and institutional strategies. The project then shifts to a small-scale marketing research design, intended to probe demand, segmentation, and potential profitability, with the aim of informing competitive positioning when adopting the "exclusive tier claims" marketing strategy. The research design includes a survey instrument with questions designed to gauge consumer preferences and assess the relative appeal of numerical versus percentage-based claims in various scenarios. The analysis considers demographic and psychographic segmentation within the higher education market, acknowledging trends such as the increasing diversity of student populations and the rising importance of factors like career support and research capabilities. Ultimately, the project aims to provide insights into how universities can effectively utilize "top-tier" claims to attract students and maintain a competitive edge.