The assignment gives you an opportunity to demonstrate your understanding of the importance of segmentation, targeting and positioning in today's highly competitive consumer markets.
Choose one product being offered by two companies from the following industries
• FMCG
• Consumer Durables
• Automobiles
• Holidays
Register your product and the companies by week 2 of the trimester and carry out the following studies:
1. Divide the market for your chosen product into customer segments. Choose relevant customer segmentation base and justify the chosen base.
2. Identify the segments targeted by each of your chosen companies for their appropriateness.
3. Study the positioning strategies being currently employed by these companies.
4. Critically evaluate the targeting and positioning strategies for their effectiveness while comparing the two companies.
5. Give your recommendations for improving the targeting and positioning of the products of both the companies.