Marketing Assignment
1) Build the ideal market segment for Bob's Red Mill's Organic Coconut Flour. Include the most relevant Demographics, Geographics, Behavioristics, Psychographics, and Benefits Sought for this segment. Explain your decisions. (This doesn't need to be a visual persona...a formatted list is fine).
2) Refer to the evaluation of segment attractiveness framework in the text. Explain how the ideal market segment for Bob's Red Mill's Organic Coconut Flour you just created satisfies each of the five criteria.
3) Consider the market segment you created for Bob's Red Mill's Organic Coconut Flour. What would be the two most important valuesthis customer would consider when shopping for this type of product? Now, locate a marketing communication (ad, web page, social media post, etc...) that is designed to appeal to this customer. Is Bob's Red Millpositioning the product correctly based on this marketing communication? Why/why not? Include a screenshot that I can clearly read and explain your answer.
4) What do you think is the most important thing for Bob's Red Millto learn about this customer? Describe the marketing research technique(s) you would use to answer this question. Explain your answer.
5) Consider the company Bob's Red Mill. Describe a hypothetical but realistic service this company could offer. Which ONE of the four factors that differentiate services marketing from product marketing would be most likely to impact this service offering? Why? What could the company do to help overcome this factor? Explain and justify your answer.
6) Consider the company Bob's Red Milland the following example. The company recently launched its new product line - Bob's Bar. Available in five flavors, they are made with whole grain oats, peanut butter, and organic honey. Retailers are expected to sell this bar for $2.99/each, but Bob's Red Millgives retailers an introductory discount which leads themto sell the bar for $1.50/each for a limited time. Which ONE pricing strategy does this company seem to be using in the example? Explain and justify your answer.
7) What kind of channel conflict is Bob's Red Mill likely to encounter? Provide a realistic example and explain how they can manage this conflict. Explain and justify your answer.
8) What is Bob's Red Mill's current level of distribution intensity? Explain and justify your answer.
9) From an omni channel perspective, which specific sales/retail channels is Bob's Red Mill selling and promoting their product through? What challenges might they face when marketing their products through multiple channels? Explain and justify your answer.
10) Name 3 retailers Bob's Red Mill sells through. Identify which type of retailer it is and explain why it makes sense for company to partner with each.
11) Collect and share screen shots of 3 different examples of integrated marketing communications from Bob's Red Mill. Make sure they are from different communications channels. Identify which goal of the AIDA model each of these examples is attempting to accomplish. Explain your answers.
12) Collect and share screenshots of 3 different advertisements for Bob's Red Mill products. For each advertisement, identify whether it is informative, persuasive, or reminder advertising. Explain each answer. (If you can't locate three different advertisements, find ads for competing products).
13) Find a sales promotion for Bob's Red Mill Bob's Bar (include a screenshot). What type of sales promotion is it? What is it designed to accomplish? Explain and justify your answer.
Format your assignment according to the following formatting requirements:
(1) The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
(2) The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
(3) Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.