STP assign W2024 (15% due wk 6)

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School

George Brown College Canada *

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Course

2049

Subject

Marketing

Date

Apr 3, 2024

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docx

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Uploaded by MagistrateOtterPerson5115

February 5, 2023 MARK 2049 – PRINCIPLES OF MARKETING II STP Assignment Worth: 15% | due Start of Class week 6 Work individually or in groups of 4 max | Graded out of 50 Objective • To develop a solid understanding of the STP concept. Before you begin, read Chapter 7 from the e-text on Segmentation, Targeting and Positioning and the Tuckwell supplements on positioning posted in the week 5 learning module. Part I – Segmentation (20 marks; 4 x 5 marks each) • The Canadian passenger car category can be segmented in several ways. Choose one car company (specify), for example Honda, and identify 4 segments your car manufacturer has decided to serve, based on the needs/lifestyles of different groups of people. Focus your analysis on the passenger car market, not commercial/heavy trucks or buses/coaches. Stick to the current Canadian market. • Using the Honda example below as a guide, identify four other segments Honda serves and complete the chart for your chosen company. (Note: do not use the minivan segment.) Category: Passenger Cars Company: Honda Segment Primary Need Addressed Key demographic variables Key Psychographic variables Key Behavioural variables Brand example Mini van Accommodate 5 to 7 people Families with children at home under 18 Lifestyle: family- related activities (sports, travel) Benefits sought: safety, economy (purchase price, maintenance, fuel) Odyssey Target Market Profile

Part II – Targeting (3 marks) • What targeting strategy is your chosen car company using? Explain your reasoning. Part III – Positioning (20 marks; 4 x 5 marks each) • We discussed 5 common positioning strategies in the week 5 lecture: Comparative, Brand Leadership, Product/Service Differentiation, Lifestyle, and Value. • Find 4 examples of out-of-home, print or static digital display ads ( not video), each ad depicting one of the positioning strategies (four different ads, four different strategies). − Clearly label the benefit communicated in each ad and the positioning strategy used to communicate that benefit. Remember, the positioning strategy must be singular. − In one sentence, explain your reasoning. − Ensure each example is an actual advertisement, not a meme or fan ad. Properly cite all ads as per COMM1007/COMM2000. Use reputable sources e.g. no blogs. − Ensure ad copy is large enough to read. − The ads must be relatively recent (in last 5 years) and cannot be something discussed in class. − The ads do not have to be from the company chosen in Part I above. − Include images of all 4 ads. Save as a pdf (images go missing in Word docs) and submit as one document. − Some websites to consider: https://www.adsoftheworld.com/ , http://creativecriminals.com , http://creativity-online.com/ + agency sites (e.g. https://www.bbdo.ca/ , https://www.dentsu.com/ ) Overall Communication (7 marks) • Easy to read: typed, with attachments in question order above; ad copy large enough to read. • Spelling (sp), Grammar (g), Word Choice (wc) etc. • All names on page 1 • Upload to Brightspace.

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