Assignment 4: Marketing Name: Dylan Hay Student Code: 104584951 Unit Name: Marketing and the consumer experience Unit Code: MKT10009 Assignment Number: 4 Class Time: Tuesday 12:30-2:30
Table of contents Cover Sheet 1 Table of Contents 2 Target market analysis 3-4 Brand Extension and Product strategy 5 Competitor and Positioning Analysis 6 Marketing Mix 7 References 8
Target Market Analysis Kevin Le Age: 18 Residence: Doncaster East Education: Highschool Occupation: Unemployed Major Life Goal in the next 3 years: Kevin's life goal in the next 3 years is to graduate university and start to find a job. Behaviours: Looks for value instead of quality, Enjoys going to gym Jhenson Rodgers Age: 29 Residence: Blackburn Education: College Occupation: Retail Worker Major Life Goal in the next 3 years: Jhenson's life goal in the next 3 years is to help find a marketing job with his degree in business. Behaviours: Willing to spend high quality products, enjoys planning uni events for uni students, always on the go planning events Elisabeth Heart Age: 47 Residence: Melbourne Education: College Occupation Store Owner Major Life Goal in the next 3 years: Elisabeth's life goal in the next 3 years is to save up enough money for retirement and to take care of her family. Behaviours: Enjoys spending time with her family, health conscious Out of the three persona's that have been interviewed, Jhenson Rodgers is the closest persona that fits into Connoisseurs brand Identity. Due to Connoisseur advertising high quality ice cream, this may be more enticing for Rodgers to invest in their product. Kevin would be ruled out as a target consumer as he's unemployment statis makes him save his money and spend it on practical items instead of high-quality products. We can also rule out Elisabeth as a target consumer as her older age wouldn't be as desired in a persona due to Connoisseur's target demographic being 18-35. Jhenson would be the ideal persona for Connoisseur as his lifestyle being a parttime uni events manager allows him to advertise the brand's target audiences of late teens to young adults. The target audience of Connoisseur being 18-35 is a segment making up around 16.6% of Australia's population as of 2022 [1], which encourages the target persona to connect with audiences with their age demographic and their personality. Persona Kevin Le Jhenson Rodgers The fit of the segment with the brand's identity/positioning Doesn't fit into the premium price point as connoisseur is advertised as a high-quality product which doesn't mix with Kevin's unemployment statis The best fit within Connoisseur's brand identity. He commonly Size and Growth Market is large but not as easy to access compared to higher educated personas with greater occupations. Large market presence that can be Structural Attractiveness Easy to market the product as Kevin is in the age demographic for the product and the increased use of social media has allowed Very easy to market as the target