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BP252 : Coke No Sugar Marketing

tag 1 Download 11 Pages / 2,631 Words tag 09-10-2020

Question:

1). Use marketing theory to discuss the purpose of Market Segmentation. Based on insights gained from your case research, construct a 'profile' of who you perceive to be the New Product’s Target Market; that is, link perceived consumer characteristics to specific segmentation variables and explain ‘who’ the New Product is targeting.
 
2). Use marketing theory to discuss the importance of identifying and reinforcing a products’ Value Proposition. Using evidence from Case research, clearly identify and discuss the chosen New Product’s Value Proposition and perceptual ‘positioning’ in the market.
 
3). Integrate marketing theory and evidence from Case research to discuss the function of the Product element of the marketing mix. In particular, identify and focus discussion on the Product elements that communicate the New Product’s Value Proposition to the Target Market.
 
4). Integrate marketing theory and evidence from Case research to discuss the function of the Price element of the marketing mix. In particular, identify and focus discussion on those elements of Pricing that communicate the New Product’s Value Proposition to the Target Market.
 
5). Integrate marketing theory and evidence from Case research to discuss the function of the Place element of the marketing mix. In particular, identify and focus discussion on those elements of Placement that communicate the New Product’s Value Proposition to the Target Market.
 
6). Integrate marketing theory and evidence from Case research to discuss the function of the Promotion element of the marketing mix. In particular, identify and focus discussion on those elements of Promotion that communicate the New Product’s Value Proposition to the Target Market.
 
7). Conclude with a summary opinion on how effective you believe the elements of the Marketing Mix have been integrated to deliver the Value Proposition to the Target Market.
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