Choose a product for this market segmentation assignment: computer, phone, shoes, watches, car, university. Select three different makes/ brands. Collect advertisements/ promotions that you have seen/ heard as you will need them for the assignment. Provide the links/ scanned copies/ pictures/ soundclips of the advertisements that you used. You will be conducting a simple market segmentation and analysis on those three products.

A segmentation study is time consuming and requires inside managerial knowledge to which we may not have access. For this assignment, we can work backwards from the advertisements/ promotions that you have identified. The logic is that the brands strategy will be apparent in their advertisement.

Find three brands that are positioned differently in the marketplace (focused on different segments). For the analysis, pick two or three most relevant segmentation, and then identify the most specific significant variables below. You do not need to use the segmentations/ variables that I use below if they are not relevant. An example is provided. You can use the ads that you have observed, personal knowledge to fill out the chart.

Next you will use that information to create a perceptual map. Select two relevant positioning bases and place your brands on the map.

THEN ANSWER THE FOLLOWING QUESTIONS

Describe the process of the marketers of these brands and how they could have used the three different segmentation bases to create market segmentation.

Discuss how the advertisements helped/ did not help the brand/ make achieve their positioning.

What changes would you make to your brands to reposition them to the opposite quadrant (diagonally opposite)?