The role of a marketing analyst
again assume the role of a marketing analyst. Your consulting firm has been hired to assist with a campaign effort for the client company of your selected product/service. This time the task will be to help create aspects of the marketing campaign. You will communicate your results in a professional presentation slide show commonly known in marketing as a "deck."
Your client was persuaded that your new segment is a promising one to approach. The client has requested your firm to create a single message that can reflect your client's brand value proposition and positioning. This message must reach consumers to create awareness of how the brand and offering can satisfy the wants and needs of potential customers.
There are three steps to this assignment. Review all three steps before you begin.
Step 1: Refer to the same product/service used for Weeks 2 and 4 assignments.
• The same product/service used for Weeks 2 and 4 will be the subject of this assignment.
• Review any feedback you received on your prior assignments.
• Follow the specific instructions outlined in Steps 2 and 3 below.
Step 2: Complete each of the following tasks as they relate to your product/service. Note the research and references requirement.
I. The Marketing Message
Your client was persuaded that your new segment is a promising one to approach. The client has requested your firm to create a single message that can reflect your client's brand value proposition and positioning. This message must reach consumers to create awareness and generate potential customers' needs.
• Define the Segment. Refer to your Market Segmentation Memo from Week 4.
• Describe the segment you recommended for this client in Week 4. You may refine the segment based on any feedback you have received. Present here the revised or updated segment description.
• Discuss the purpose of your client's marketing communication with this segment.
• Define the Value Proposition. Refer to the value proposition from your Value Proposition Memo from Week 2.
Sample Solution
Step 2: Complete each of the following tasks as they relate to your product/service. Note the research and references requirement.
I. The Marketing Message
Define the Segment
The segment we recommended for your client in Week 4 is:
Affluent millennials with young children living in urban areas.
This segment is characterized by the following:
- Age: 25-39
- Income: $100,000+
Full Answer Section
- Household composition: Married with young children
- Location: Urban areas
- A study by the Pew Research Center found that millennials are the most likely generation to have young children.
- A study by Nielsen found that millennials are more likely than other generations to value convenience.
- A study by Deloitte found that millennials are more likely than other generations to be price-conscious.