MKT 10007 (FUNDAMENTALS OF MARKETING) SEMESTER 1 YEAR 2021 Assignment Number and Name: Assignment Four Date of Submission: 11 June 2021 Wong Ru Ting (101234952)
Table of Contents List of Tables 2 List of Figures 2 2.0 Target Market Analysis 3 2.1 The fit of the segment with the brand's identity. 7 2.2 Size and Growth 7 2.3 Structural and Attractiveness 8 3.0 Brand Extension and Product Strategy. 10 4.0 Competitor and Positioning Analysis 12 4.2 Brand Positioning Statement. 13 5.0 Marketing Mix 13 6.0 Conclusion 16 List of References 17 List of Tables Table 1: Persona 1 4 Table 2: Persona 2 5 Table 3: Persona 3 6 Table 4 : Target Segment Analysis 9 Table 5: Three Levels of Product. 11 Table 6: Place. 14 Table 7:Promotion Tools 15 Table 8: Price. 15 List of Figures Figure 1: Positioning Map. 12
1.0 Introduction This report proposes a product extension to the Chief Marketing Officer (CMO) of Farm Fresh. This report will first discuss the brand's target segment based on the target segment, a brand extension, and a product strategy discussed and applied to the brand. After introducing the strategy, a competitor and positioning analysis will also be discussed and illustrated. Lastly, this report will also include a marketing mix plan for the brand to better implement and communicate with the target consumer. 2.0 Target Market Analysis In assignment 1, the target audience stated are people from middle and high-income, emphasize health and workout, and enjoy their lives as the target audience is under development in assignment 1. In this part, few personas will be developed based on the target segment in assignment 1.