Provide an overview of the brand and its segmentation strategy: Marketing Assignment, MU, Singapore

a) Segmentation Strategy 

Provide an overview of the brand and its segmentation strategy.

• Assess if the segment(s) is/are targeted correctly in relation to the brand’s positioning and current marketing mix strategies. Consider how well the brand is reaching and engaging with its target segments.
• Recommend and justify ONE (1) new target segment that the brand can market its product/service to. Explain why this segment is viable, aligning to the following areas: o New segment’s needs and wants o The brand’s value proposition and product offerings o Competitive advantage b)Product Strategy
• For the chosen brand, identify the type of consumer product and discuss ONE

(1) element in each level of the product.

• Examine the brand name and rationale for adopting this brand name.
• Identify the unique selling proposition (USP) and positioning strategy that the brand has adopted.
• Recommend ONE (1) way to ‘co-create’ a new product/service with the new target segment and how this will complement the brand’s product offering. c) Promotion Strategy
• Describe THREE (3) promotion mix tools that were used to market the brand.
• Analyse the effectiveness of each tool in connecting and engaging with its target audience.
• Recommend TWO (2) new media platforms that can be used to promote the brand and explain your rationale for using these platforms.
• d) Pricing Strategy  Identity the pricing objective of the brand.
• Describe the pricing strategy adopted by the brand and explain the brand’s rationale for choosing this pricing strategy.
• Describe TWO (2) factors that have an impact on the brand’s pricing.
• Recommend TWO (2) price adjustment tactics you can use to increase the adoption rate of the product/service. e) Distribution Strategy (Place)
• Describe the TWO (2) channel intermediaries used by the brand.
• Explain the channel approach and the reason for using this approach.
• Explain the channel strategy or level of distribution intensity used by the brand and the rationale for adopting this channel strategy.
• Recommend ONE (1) new channel strategy that can be adopted by the product/service.