Marketing Plan Project
Phase 3
75 points
SEGMENTATION
Use each of the 5 segmentation methods to determine the ideal consumer for your identified growth strategy (Phase 2).
Demographic
Geographic
Psychographic
Benefit
Behavioral
SEGMENT ATTRACTIVENESS
Conduct an information search on the internet to evaluate if the segment is worth pursuing using several descriptive criteria: Identifiable, Substantial, Reachable, Responsive, Profitable.
TARGETING
Using the 4 targeting strategies select the target(s) that fits your segment best. Explain why this strategy will be effective for this segment.
Undifferentiated
Differentiated
Concentrated
Micromarketing
CONSUMER PERSONA
Using the information gathered above, create a consumer persona for this product. A consumer personal is a fictional profile that represents a segment of the target audience. It should include a visual and contextual representation of the target audience’s demographics, psychographics and media/technology usage. You will create 2 versions of the consumer persona – verbal and visual.
Verbal persona (Create a short bio for your ideal consumer) – use the Segmentation section for reference.
Visual persona (Use at least 6 different images) – be sure to describe how each image relates to your consumer
Verbal Persona Example: Red Bull
Caleb: The Thrill Seeker. He’s 24 years-old. He graduated college two years ago with an English degree. He is currently the assistant manager at a ski & board shop. He makes $30,000 a year. Whether it’s jumping over cliffs into powder on a snowboard, racing down treacherous trails on a mountain bike, or hitting the half-pipe skateboard, he’s there because he’s a daredevil. He welcomes new experiences and loves taking risks with adventurous activities like skydiving and windsurfing. He likes to live a fast-paced existence and he’s always on the go. No matter how daring the challenge, he will always be there with a Red Bull in hand, on high energy, and ready to jump.
Visual Personal Example: Red Bull
Each of these photos represents the Red Bull persona.
Phase 3 Rubric
Excellent
Good
Fair
Poor
Segmentation: Demographic
7 points
5.95 points
4.9 points
0 points
Analyze the demographic profile of your ideal consumer.
Include data to support your analysis.
Analyze the demographic profile of your ideal consumer.
Include rationale to support your analysis.
Analyze the demographic profile of your ideal consumer.
Missing rationale to support your analysis.
Missing information or lacking understanding of the concept.
Segmentation: Geographic
7 points
5.95 points
4.9 points
0 points
Analyze the geographic profile of your ideal consumer.
Include data to support your analysis.
Analyze the geographic profile of your ideal consumer.
Include rationale to support your analysis.
Analyze the geographic profile of your ideal consumer.
Missing rationale to support your analysis.
Analyze the demographic profile of your ideal consumer.
Include data to support your analysis.
Segmentation: Psychographic
7 points
5.95 points
4.9 points
0 points
Analyze the psychographic profile of your ideal consumer.
Include data to support your analysis.
Analyze the psychographic profile of your ideal consumer.
Include rationale to support your analysis.
Analyze the psychographic profile of your ideal consumer.
Missing rationale to support your analysis.
Missing information or lacking understanding of the concept
Segmentation: Benefit
7 points
5.95 points
4.9 points
0 points
Analyze the benefit profile of your ideal consumer.
Include data to support your analysis.
Analyze the benefit profile of your ideal consumer.
Include rationale to support your analysis.
Analyze the benefit profile of your ideal consumer.
Missing rationale to support your analysis.
Missing information or lacking understanding of the concept
Segmentation: Behavioral
7 points
5.95 points
4.9 points
0 points
Analyze the benefit behavioral of your ideal consumer.
Include data to support your analysis.
Analyze the benefit behavioral of your ideal consumer.
Include rationale to support your analysis.
Analyze the benefit behavioral of your ideal consumer.
Missing rationale to support your analysis.
Missing information or lacking understanding of the concept
Segment Attractiveness
10 points
8.5 points
7 points
0 points
Analyze and evaluate the attractiveness of the segment.
Include data to support your analysis.
Analyze and evaluate the attractiveness of the segment.
Include data to support your analysis.
Analyze and evaluate the attractiveness of the segment.
Missing rationale to support your analysis.
Missing information or lacking understanding of the concept
Targeting Strategy
5 points
4.25 points
3.5 points
0 points
Analyze the segment and recommend a targeting strategy.
Include data to support your analysis.
Analyze the segment and recommend a targeting strategy.
Include rationale to support your analysis.
Analyze the segment and recommend a targeting strategy.
Missing rationale to support your analysis.
Missing information or lacking understanding of the concept
Consumer Persona: Verbal
15 points
12.75 points
10.5 points
0 points
Create a consumer persona that supports the identified growth strategy.
Include data to support this consumer strategy.
Create a consumer persona that supports the identified growth strategy.
Include rationale to support this consumer strategy.
Create a consumer persona that supports the identified growth strategy.
Missing rationale to support this consumer strategy.
Missing information or lacking understanding of the concept
Consumer Persona: Visual
10 points
8.5 points
7 points
0 points
Create a consumer persona that supports the identified growth strategy.
Include data to support this consumer strategy.
Create a consumer persona that supports the identified growth strategy.
Include rationale to support this consumer strategy.
Create a consumer persona that supports the identified growth strategy.
Missing rationale to support this consumer strategy.
Missing information or lacking understanding of the concept
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