Team Assignment 4: Segmenting & Message Design The exercise will give you hands-on experience in segmenting markets and developing message strategies for different market segments in countries somewhat unfamiliar to you. The activity will reinforce how marketing messages must be tailored to meet the unique needs and characteristics of distinct market segments. Through this activity, you will gain experience in thoroughly understanding your target consumer. For this assignment, you have to choose another country (that you are unfamiliar with) as your context Here are three subsections of this assignment: A) Create target market segments in a product category you know well. Perhaps you play tennis or basketball, have a hobby like camping or know a lot about fashion, cars, electronics, perfume, or cosmetics. Create as many market segments as you think there would be users in your category in this unfamiliar country and give each segment a name (preferable a creative name!). However, do not exceed 4 unless you have a very good reason. Make sure they involve a combination of demographic and lifestyle factors. For example, with basketball, you might divide the market into the Serious Street Player, the Aging Former College Athlete, the Young Wannabe, and the Weekend Hip. (If you use a sports-related product category, you may not use these market segments). 2) Briefly define each market segment. Who is this person demographically? psychographically? geographically? Who is this person from a benefit or behavioral segmentation standpoint? 3) Now create a separate selling message for each market segment: same product, but a different selling premise. For instance, in selling athletic gear to the Young Wannabe, you might argue that the gear will help her or him rise to new heights. Or for the Aging Former College Athlete, your major selling idea might be that your gear will help the person restore the edge he or she has lost. For the Weekend Hip maybe your best argument will focus on fashion. Perhaps you tell the Hip, "Hey, let's face it looking good is what is most important and our gear will make you look great