|Description/Focus:||Profiling market / client characteristics for an organisation, involving segmentation & targeting from a buyer behaviour perspective.|
|Value:||40% of unit total|
|Due date:||Sunday, Week 6|
The assignments for Clients & Markets involve a real life case study, which will enable you to apply your newly acquired understanding of marketing and customer behaviour to the development of appropriate marketing strategies and marketing initiatives, in both business to consumer (B2C) and business to business (B2B) contexts.
The company selected for your assignments in this unit offers a particularly relevant and interesting case study, not least since its promotion involves significant B2C and B2B marketing activities that target consumers, as well as retailers and distributors.
Naturally Cheeky produces an innovative health drink ‘Shrub’, with a unique selling proposition. For initial insights to the company and its range please visit http://naturallycheeky.com.au/ and https://www.facebook.com/NcNaturallyCheeky/ – please do not contact the company directly.
Naturally Cheeky is a new start up that launched in the Northern Terrirory mid 2017. The product has made successful inroads in the NT and the owners are now exploring interstate and partnering opportunities.
While Naturally Cheeky has limited marketing know-how, it has intuitively made some excellent decisions and come up with a product with the potential to fill a range of market niches. As illustration see http://apps.who.int/iris/bitstream/10665/250303/1/WHO-NMH-PND-16.5-eng.pdf .
Over the coming weeks the unit teaching team will provide you with further insights into the company’s marketing situation and the challenges it faces. With the right market approach the brand could become highly successful. However, to fulfil this potential and to make the most of its marketing efforts it needs to appreciate who its target customers are and then consider how to more fully satisfy their needs.
Marketing will therefore play a critical role in directing the company and future revenue generation. Your task is to identify relevant market segments, conduct a detailed evaluation of associated buying behavior (using the concepts and theories covered in this unit) and make recommendations on the basis of your analysis.
You won’t find the answer on the web and you will need to engage with the unit in order to do well in your assignment.
In the early weeks of this unit you will be introduced to the customer oriented market segmentation, targeting and positioning process, as well as relevant models of buyer behaviour and related concepts.
Assignment 1 requires you to initially identify and evaluate the range of potential B2C and B2B customer segments that make up the company’s market.
Having described these you then pick one specific niche B2C, as well as one specific niche B2B segment, for targeting and provide rationale for your selections, as well as insights into the buyer behavior dimensions that should be considered in subsequent marketing mix planning stages.
Please note that assignment 1 involves marketing segmentation and targeting stages only. Positioning forms the focus of assignment 2, in which you provide in depth analysis of the behaviour of the chosen target market segments and appropriate marketing mix recommendations.
Specific assignment tasks
This assignment requires you to complete several tasks:
Segmentation & targeting (approx. 350 words)
Segment evaluation (approx. 1000 words – 500 words on B2C & 500 words on B2B)
B2C target (approx. 500 words)
B2B target (approx. 500 words)
*Relevant concepts and theories include:
Positioning & customer behaviour (approx. 150 words)
To successfully complete this assignment, you should prepare a report that:
Submission & mark allocation
The assignment must be submitted on time via Learnline.
% allocation of marks for this assignment is as follows:
|Introduction – segmentation & targeting||10|
|Segment evaluation describing the range of potential B2C and B2B customer segments||35|
|B2C target description||15|
|B2B target description||15|
|Conclusion – positioning & customer behaviour||5|
|Effective referencing and citation, and evidence of adequate literature search||10|
|Report structure / presentation||10|
(See Learnline for further details of assessment submission and marking procedures / policy).