MKT10007 - ASSIGNMENT 4 By Hoang Thu Trang - 103428016 VINAMILK 1
Content table Content Page Target Marketing Analysis 3 Brand Extension and Product 3-4 Strategy and Competitor Analysis Positioning 4-5 Marketing Mix 5-6 2
Consumer Persona : Target Marketing Analysis a a a a a alamy a alamy a Name: Lien Age: 12 Gender: Female Occupation: Secondary school student Location: Saigon, Vietnam Buying habits: Since Lien is a twelve year-old kid, Lien's purchases depend on her mom's decision and financial capability. Lien is supposed to eat yogurt every afternoon after school whether she likes it or not. Sometimes she enjoys the yogurt if her mom gives her yogurt with flavors and textures that are new and different. However, most of the time, she does not enjoy the yogurt because she have to consume yogurt with the same taste multiple times a day. Frustrations: Lien gets moderately annoyed when her mom keeps giving her the same yogurt everyday, even many times a day, but thanks to her understandings of how nutrients affect a human body, she eats it nonetheless. Motivation: Lien is obsessed with comic books and magazines; she has just made it to grade 6 which is the first grade in secondary school, so she does not have much to worry about. However, Lien is a smart kid and wants to invest in her health so she usually takes supplements and nutrients from many sources even though she does not like them all the time. When she is reading comic books, she has the habit of having something to eat while reading. Her favorite food while reading is dry cereal, without milk. Goals: For a twelve year-old, Lien has a big dream of becoming a famous doctor like her favorite character in her comic book. She also has dreams of having good yogurt given to her by her mom everyday so she no longer has to deal with eating the same default flavored yogurt. Our customer's criteria of choice lay in the set of evoked alternative with alternatives considered but not purchased. Brand Extension and Product Strategy The brand extension strategy I chose for our new product is the multi-brands extension strategy. The reason behind this strategy of choice includes the unique 3