600-800 words on the following:
This week, you will create a customer segmentation analysis. This assignment will contribute to the Customer Analysis section of the Marketing Plan. Develop a customer profile and analysis for your primary customer market for your brand. Consider how the customer perceives your brand in the competitive marketplace and space. Your analysis should include the following:
- Segment: This is a description of how you segmented your primary customer market from the general population. List at least 3–4 customer demographics and 3–4 customer psychographics to evaluate the relevance of your product or service for this customer segment.
- Target: Recommend the best way to target this customer segment with traditional and social media messages. Concentrate on the demographics such as age, income, and educational level to find the message that best fits. Describe 1 traditional media channel such as television, radio, billboard advertising, or print media that would appeal to your customer segment. Next, identify the social media category of your target market, and recommend 1 social media strategy to connect with this group.
- Position and differentiate: The way in which a product or service is positioned against the competition in the marketplace and space is important in creating a positive perception with the target market. A product can be positioned as the best to use, the best value, and more. Conduct a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis on the product. Add 1 characteristic under each category to understand how to position the product in the marketplace for the targeted customer. Based on your SWOT analysis, explain how your customer group perceives or positions the product or service in their minds. Based on the brand’s competition, is the product or service considered a leader in the industry? What are 2–3 tactics that the brand needs to consider to be positioned and differentiated as a product of choice for your customer segment?
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