MKT10007 FUNDAMENTALS OF MARKETING Semester and Year 1,2021 Assignment Number and Name: Assignment 4 Marketing Strategy Report Date of Submission: 6 June 2021 Akhil Inesh Shreedharan (102761095)
Table of Contents 1.0 Introduction. 3 2.0 Target Market Analysis. 4 2.1 Attractiveness Analysis. 7 3.0 Brand Extension and Product Strategy. 8 3.1 Product. 8 4.1 Competitor and positioning analysis. 9 5.0 Marketing mix 10 5.1 Place. 10 5.2 Promotion 11 5.3 Price. 12 6.0 Conclusion 13 7.0 List of References. 14
1.0 Introduction This report is conducted to apply critical thinking abilities in terms of how important marketing principles may be useful to a variability of marketing challenges. With the assumption of playing a brand manager's role, the writer of this report will propose a product extension to the Chief Marketing Officer of Purina company. This report will recommend the finest target segment amongst three personas who best fits the consumer segment for Purina. The most attractive consumer segment is then showcased to build a foundation for a new product. Followed by suggesting a brand expansion strategy and positioning in terms of target segment, and also how it will be distinguished from present rivals servicing in the market. Finally, the report will end with a plan describing how to create a marketing mix for the particular brand extension to retain customers in that target segment. 1