Assignment: Presentation- Coca-Cola
The following critical elements must be addressed:
A. Market Research
a. Select a consumer segment that your company serves, and describe why this segment is worth pursuing.
b. Identify and qualify research sources that can be used in obtaining information on consumer behavior.
c. Analyze the characteristics of the chosen consumer segment using secondary research.
B. Segmentation
This section is where you will apply the information gained from your market research to your identified market segment.
a. Identify the various segmentation strategies that your selected company uses to divide the market. Be sure to consider the overall market for your chosen brand.
b. Select the segmentation strategy(s) to create your market segment, and explain why the strategy(s) would be effective.
c. Describe the consumer segment you have selected. Explain why they are a good fit for the product.
d. Determine the research needs for this segment, and provide rationale for each need.
C. Consumer Buying Process
a. Define the stages of the consumer buying process.
b. Analyze a marketing strategy that can be used for each stage of the consumer buying process in regard to your chosen market segment.
c. Determine the specific stages of the consumer buying process for which your marketing strategies can be most effective for your consumer segment.
D. Marketing Strategy
The goal of a marketing strategy is to increase sales and stay current with how a market is behaving. Present this strategy in a way that communicates why this strategy will be effective, and defend your claims. Remember that when creating a presentation, you should ensure that the elements used display a level of professionalism and do not distract viewers from the key points being presented.
A. Overall marketing campaign
a. Define the goals of your marketing campaign for your segment.
b. Determine channels through which you will market the product to your segment. Justify your response.
c. Develop a messaging strategy, including sample messaging, for each channel you identified.
B. One-to-one marketing campaign
a. Define one-to-one marketing, and describe how you will incorporate it into your overall marketing campaign.
b. Describe which stage(s) in the consumer buying process would best lend itself to one-to-one marketing.
C. Determine a one-to-one marketing strategy that would work for the stage(s) you identified and explain why it aligns with your segment.
Format your assignment according to the give formatting requirements:
a. The answer must be double spaced, typed, using Times New Roman font (size 12), with one-inch margins on all sides.
b. The response also includes a cover page containing the title of the assignment, the course title, the student's name, and the date. The cover page is not included in the required page length.
c. Also include a reference page. The references and Citations should follow APA format. The reference page is not included in the required page length.