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Students will prepare a customer analysis, segmentation and targeting analysis, and positioning statement for an
existing consumer brand based on concepts, theories and models from the course.
To complete the assignment, select a branded product or service you are familiar with and describe the brand’s
customers based on the following concepts:
_ A customer analysis including the type of purchase customers seek, the level of customer involvement,
customer motivations and the needs satisfied through consumption of the product/service
_ A segmentation and targeting analysis including a description of useful segmenting variables, actual data
to describe the segments, market size estimates for 3 possible target segments and an analysis of
competitor targeting
_ A perceptual map showing the positioning of competitors based on 2 segmentation variables and a new
positioning statement for the brand based on your analysis and conclusions regarding the most attractive
target segments
You are required to explain each concept and describe how each concept applies to the product/service you are
analyzing. Use your MM text and at least one other published source to formulate your response. Include all of
your sources in your list of references.
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