Marketing Assignment 4 Alex Ross Table of Contents Executive Summary Introduction Section 1: Target Segment Section 2: Brand Positioning Section 3: Marketing Mix . 3.1 PLC and diffusion of Innovation . 3.2 Type of consumer production · Recommend a Marketing Mix . 3.3 Product · 3.4 Place . 3.5 Promotion · 3.6 Price · Summary Table Section 4: Conclusion Referencing Executive Summary
This report provides an in depth analysis on the HP Spectre 13 and includes the scaffold of a marketing plan. Included in the report is research on the Target Segment selected from a recommended Marketing Mix Strategy, Brand Positioning, the Marketing Mix which provides a further insight into the PLC and Product, Place, Price and Promotion. The information found was used in order to create an effective consumer segmentation base from the research in this report gave an insight on HP's current marketing operations. The findings were put towards creating a consumer segmentation base and the research also suggested that the Something Better segment would be the most attractive. Introduction This report analyses how the HP Spectre 13 uses the Marketing Mix to influence consumer purchase decisions. The report also identifies and analyses the Brand Positioning, and the consistency of the Marketing Mix, both internally and with the Brand Positioning. The 'Marketing Mix' consists of the four P's; "Brand Positioning" is the place the brand occupies in the mind of the consumer.
Section 1: Target Segment Segment Values Size and Growth V Medium= X V Socially Aware Young Optimism Something Better Large= Medium = X Structural Attractiveness Company Objective and Resources V Many Competitors= X X V V Many Competitors= X X Some Competitors= Segment Attractiveness Table. '/ ' refers to the attribute being suitable, whereas 'I' refers to the attribute being not suitable. The two symbols in the cells for "Company Objective & Resources" refers to the brand "HP" and the sub-brand "Spectre" respectively The Segment I have selected from the table above is "Size and Growth". The socially aware customers of the HP Spectre are relatively smaller in size compared to the other segments as the consumers in this segment are not seeking the luxury that the product demonstrates. The largest segment would be the Something better segment as those in this segment would be looking for a product that suggest that the user is stylish and up to date which is what the HP spectre suggests. In terms of growth all three segment have the capacity to increase as people with all values are expanding their list of needs *: Need 100 more words Section 2: Brand Positioning Brand Positioning includes distinguishing and deciding purposes of comparability and distinction to find out the correct brand character and to make an appropriate brand picture. Brand Positioning is the key of promoting system. A solid brand situating coordinates showcasing procedure by clarifying the brand subtle elements, the uniqueness of brand and it's likeness with the focused brands, and in addition the explanations behind purchasing and utilizing that