2. Section B - Segmentation (approx. 1000 words)

B1. Field research

Students need to conduct online interviews (using Skype, Ms Teams, Zoom etc.) with actual or potential consumers (6-8 interviews, aim at 10 mins or more for each interview).

In this section include the following items:

1. Briefly explain what you have done

2. How did you find informants? How many interviews have you conducted? How did you account for variety in the market? (1 paragraph)

3. Provide a summary table that includes length of each interview, whether it was an actual vs. potential consumer, and a basic demographic profile of the interviewee.

4. Your interview protocolâ€“i.e., the list of questions â€“ should be included in your appendices.

IMPORTANT! Participants need to provide consent, either in writing or verbally, at the start of the interview.

B2. Segmentation results

Briefly explain the segments that you have identified in the market (justify similarities and differences and assign names accordingly)

Provide your segmentation table (see examples in week 4&5 lecture and seminar slides). This table should include all segments (3-4 segments max), the name that you have assigned for each segment, geo-demographic, behavioural (usage, benefits sought) and psychographic (lifestyle, personality, values) characteristics for each segment, and an indication of different brands/types of products used by each segment.

Provide brief explanation for each segment (one short paragraph each), explaining in your words a typical persona for each segment (include lifestyle, behavioural and demographic information here). Use relevant quotations from your interview as evidence (i.e., use exactly what they said not your own interpretation).

3. Section C- Marketing mix analysis of the brand of your choice (approx. 1000 words, 250 words/element).

In this section, students are asked to choose one brand within the market that they segmented and evaluate their marketing mix (product/brand, price, promotion and distribution), having in mind the segmentation results.

Section C1: analysis of product and branding strategies. In this section, students are required to:

â€¢ Provide a brief analysis of the product offering (types of products, width/depth of the portfolio, core value offered).

â€¢ Discuss the branding strategy(ies) (brand positioning and brand image). Students can refer to examples from the online or print advertisements, promotion campaigns, and product types that the company is offering to back their arguments. Interview data and data from third party sources could be used e.g. BrandZ or YouGov.

â€¢ After an explanation of the current product and branding strategy(ies), students will outline their own evaluation of these strategies and their recommendations for improvement, having in mind the segments identified. Are these strategies in line with the market segments? Which segments seem to be served/neglected? Any recommendations?

Section C2: analysis of pricing strategy.

â€¢ In this section, students are asked to provide an overall overview of the type of pricing strategy(s) that the brand is using (NOT to propose a pricing strategy). For example, penetration pricing, price skimming, premium pricing, bundle pricing, freemium pricing, etc. All these methods are explained in the lecture. The answer needs to be justified.

â€¢ After an explanation of the current pricing strategy, students will outline their own evaluation of these strategies and their recommendations for improvement. Are these strategies in line with the market segments? Which segments seem to be served/neglected? Any recommendations?

Section C3: analysis of distribution strategy. In this section, students are required to:

â€¢ Identify and discuss the main distribution strategy that the brand is using: channel structure, length, distribution intensity and the main factors that influence the distribution decision - type of product, market factors, competition.

â€¢ After an explanation of the current distribution strategy, students will outline their own evaluation of these strategies and their recommendations for improvement. Are these strategies in line with the market segments identified? Which segments seem to be served/neglected? Any recommendations?

Section C4: analysis of promotional strategies. In this section, students are required to:

â€¢ Briefly analyse the promotion tools (advertising, public relations, sales promotion etc.) and media used by the brand (TV, radio, print, social media etc.) (one paragraph or equivalent if table format is used).

â€¢ Focus on advertising (online and offline). What are the main appeals and message sources used in their advertising campaigns (rational, emotional, moral)? Here, students can also analyse consumer engagement via the brandâ€™s online communities. 1-2 examples should be provided, use of visual content (e.g. print ads) is encouraged.

â€¢ After an explanation of the current promotional strategies, students will outline their own evaluation of these strategies and their recommendations for improvement. Are these strategies in line with the market segments identified? Which segments seem to be served/neglected? Any recommendations?

2. Section B - Segmentation (approx. 1000 words) B1. Field rese...