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You will select ONE segment to be targeted with your recommended Marketing strategy. The Target Segment (which therefore becomes your “target market”) will be one of the segments on your Segmentation Table from Assignment 3. Your decision will be based on the Segment Attractiveness Table from Assignment 3.

Section 2 – Brand Positioning (about 300 words); you will recommend a Brand Positioning for your Brand and Sub-Brand. You will then explain why this will appeal to your Target market and why this Brand Positioning provides a Point-of-Difference (also known as a Unique Selling Proposition (USP)) for your Brand and Sub-Brand compared with the competitors.

Section 3 - the Marketing Mix – the 4Ps (about 750 words); you will recommend a Marketing Mix – the 4Ps which will effectively implement and communicate your Brand Positioning. You will make four recommendations (one for each of the 4Ps)
Section 4 – Conclusion, Ethics and Social Responsibility (about 200 words);
•    In concluding you will:-
o    Summarize how your recommended Marketing Mix will implement and communicate your Brand Positioning.
o    Show how your marketing Mix is internally-consistent. For example, if the Brand Positioning is that of a prestige product show how each of your Ps is consistent with a Prestige positioning.
o    (Hint; ask yourself; do these recommendations make sense? Do they show my creativity and independent thought?)
•    You will explain why these recommendations are both ethical and socially responsible – Refer to Lectures 11 and 12.
Submission details

You will submit the Assignment into Turnitin. More detailed information is available under the
Assignment 4 tab in Blackboard. We recommend Mozilla Firefox browser when uploading.

Assessment criteria
1.    How well you justify your selection of your Target segment.
2.    How well you created and justified your Brand Positioning.
3.    How well your recommended Marketing Mix (the 4Ps) will implement and communicate your Brand Positioning.
4.    Written expression.
5.    Referencing.  

Business Management

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