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‘Segmentation on your most loved brand’

In this assignment, you will use the brand you have chosen in your first assignment to work fully on segmentation of the brand’s target.

The key question you will need to answer is: Who is the core consumer segment my brand is positioned for?

If you are a true lover of this brand, chances are YOU will be a core consumer of this brand, which is the reason why you should select your FIRST choice in any given category. Also, if it is a CPG (Consumer Packaged Goods) brand, then for a brand you buy regularly.

If you have chosen a brand that you buy multiple products from, please choose the category you buy from most often. For example, if you have chosen a big brand like Nike, choose the one item that you engage with most often and that you buy most frequently. For example, jogging pants.

Once you are certain of the brand you want to work with your objective will be to complete an Iceberg Model for that Brand.

This means, achieving a good level of knowledge as to HOW and WHAT you buy (behavior) and WHY you buy it, (spanning psychographics and motivations). In order to complete your assignment, you will have to address the following questions:

· Behaviour:

o How do you USE and BUY this brand?

o Go back to the way you use this brand: think carefully about when you use it, what benefits you seek, how you use it, what type of user you are, how engaged you are, at what point in the customer journey you find yourself. Do the same thing with buying: where do you buy, when do you buy, how often. Write all this down with as much detail as possible, separating usage from purchase.

· Values, Attitudes and Lifestyles:

o Delve a bit deeper into PSYCHOGRAPHICS.

o What type of general personality traits are behind these choices?

o Go back to your notes and look at the VALS segmentation model or the 4Cs model. Do you recognize yourself in any of the typologies?

o Think about your openness to innovation.

o Think carefully about the types of brands you love: Are they innovative brands? Prestigious brands? Value brands? Well known Brands?

o Finally, try to look for your own values and lifestyle choices – can you see a pattern?

· Needs and Motivations:

o WHY you are doing what you are doing?

o Think carefully about your needs: Are they individual needs? Social needs? Physical needs?

o What internal drive pushes you to resolve those needs? Do you like to have things under control? Do you prefer to feel part of a community? Do you like showing that you´ve made it?

· Demographics:

o Are you more urban or rural? Or suburban?

o Think about a broad age group.

o Establish a geographic location, some brands are local or regional

o These criteria will not help you segment but will allow you to complete the picture and persona.

The output for this assignment should be a complete Iceberg Model. It will be useful to keep each stage separate from each other, on a maximum four pages (usage and purchase behaviour, overall psychographics, motivations and demographics).

This assignment will count towards 25% of your final grade.

It will be graded by two or more of your peers based on a given rubric. After completing and submitting your assignment, you will be asked to peer review two or more submissions from your fellow students.

Please upload the assignment as a PDF.