Marketing Management

18JBS106

ASSESSMENT No: 2 Submitted to: Mr. Krishna Koppa

Assignment Objectives

 To effectively segment and target markets

 To compare and contrast between positioning strategies observed in the real world.

Assessment
Assessment Assessment
Component Description of the Assessment
No Marks
No
Identify the 'industry' your offering belongs to and
identify the variables on which the market has already
been segmented. Suggest a segment in which you find
a potential to target. Recommend a targeting strategy
for the same.
Examine the positioning strategy adapted by your
2 2.1 5
'offering' and competitors.
Create perceptual map of your own for the product
you have chosen. (Chose two critical factors Indian
customers may consider while buying this product).
Recommend STP strategies for the new offering you
have suggested as per Ansoff’s matrix application
Rubrics for assessment are given in LMS

Sr Secured marks for

Student Name Reg No
No 2.1 (max 5)
1
2
3
4
5
6
7
8

Submitted on (DD/MM): _________ Assessed on (DD/MM): ______

Signature of the Professor: ____________ Signature of the Professor: ____________

1|Page
My offering:

1A) Industry this offering belongs to

________________________________________________________

1B) Identify the variables (bases) on which the segmentation of the market for this offering is done in
India. (Refer page no. 53 of the course book for the list)

Demographic

o Variable 1: __________________

o Variable 2: __________________

o Variable 3: __________________

o Variable 4: __________________

o Variable 5: __________________

Geographic

o Variable 1: __________________

o Variable 2: __________________

o Variable 3: __________________

o Variable 4: __________________

o Variable 5: __________________

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Behavioral

o Variable 1: __________________

o Variable 2: __________________

o Variable 3: __________________

o Variable 4: __________________

o Variable 5: __________________

Psychographic

o Variable 1: __________________

o Variable 2: __________________

o Variable 3: __________________

o Variable 4: __________________

o Variable 5: __________________

1C) Description of the customer (segment) persona for which our offering is currently targeted at…

Demographic: ______________________________

Geographic: ________________________________

Behavioral: _________________________________

Psychographic: _______________________________

1D) Description of the current targeting strategy adapted by the company

________________________________________________________

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1E) Description on positioning strategy adapted by the company for the current offering

_____________________________________________________________________________________

1F) Perceptual map:

Create perceptual map of your own for the product you have chosen. (Chose two critical factors Indian
customers may consider while buying this product)

4|Page
2A) Product-Market Grid (Ansoff’s Matrix): Recommending market growth strategies

2B) Recommendation of STP strategies for an identified new product (based on Product-development
strategy)

Description of the customer (segment) persona for which our offering is currently targeted at…

Demographic: ______________________________

Geographic: ________________________________

Behavioral: _________________________________

Psychographic: _______________________________

Description on positioning strategy recommended for the new offering

____________________________________________________________________________________

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6|Page