Marketing Plan Project

Phase 3

75 points

SEGMENTATION

Use each of the 5 segmentation methods to determine the ideal consumer for your identified growth strategy (Phase 2).

Demographic

Geographic

Psychographic

Benefit

Behavioral

SEGMENT ATTRACTIVENESS

Conduct an information search on the internet to evaluate if the segment is worth pursuing using several descriptive criteria: Identifiable, Substantial, Reachable, Responsive, Profitable.

TARGETING

Using the 4 targeting strategies select the target(s) that fits your segment best. Explain why this strategy will be effective for this segment.

Undifferentiated

Differentiated

Concentrated

Micromarketing

CONSUMER PERSONA

Using the information gathered above, create a consumer persona for this product. A consumer personal is a fictional profile that represents a segment of the target audience. It should include a visual and contextual representation of the target audience's demographics, psychographics and media/technology usage. You will create 2 versions of the consumer persona verbal and visual.

Verbal persona (Create a short bio for your ideal consumer) use the Segmentation section for reference.

Visual persona (Use at least 6 different images) be sure to describe how each image relates to your consumer

Verbal Persona Example: Red Bull

Caleb: The Thrill Seeker. Hes 24 years-old. He graduated college two years ago with an English degree. He is currently the assistant manager at a ski & board shop. He makes $30,000 a year. Whether it's jumping over cliffs into powder on a snowboard, racing down treacherous trails on a mountain bike, or hitting the half-pipe skateboard, he's there because he's a daredevil. He welcomes new experiences and loves taking risks with adventurous activities like skydiving and windsurfing. He likes to live a fast-paced existence and he's always on the go. No matter how daring the challenge, he will always be there with a Red Bull in hand, on high energy, and ready to jump.

Visual Personal Example: Red Bull

Each of these photos represents the Red Bull persona.