This assignment will let you apply what weve learned about building customer relationships and loyalty. You will use the same brand or product as for Assignment #1. As brand manager, you need to drive growth in the next 24 months. You decide to focus on building relationships with one particular sub-segment of your customer base. This assignment is your presentation to the Vice President of Marketing outlining your strategy and how you plan to measure it.

Please describe the sub-segment you have chosen to target. This should include a properly written positioning statement, demographic/social/geographic etc. data from a reliable source: e.g. Prizm, data about your industry and sector, all properly cited. 10 marks

Please create a simple touchpoint map (you dont need to do a wheel), showing where you can make three personal and three non-personal contacts with this sub-segment. Please provide at least one example from each of the marketing, sales and customer service sections in the model we discussed in class. Hint: use the worksheet we looked at in Week 8 to guide your thinking. 5 marks

Create a persona of your typical customer in this sub-segment using the template we reviewed in Week 8 and data from a third party, such as Prizm. Hint: your target sub-segment must be supported by a third party model like Prizm. 5 marks

Outline 3 ideas for driving increased loyalty and revenue from this sub-segment, including how you would measure the success of each. 20 marks