Topic
Segmentation, Targeting and Positioning of Pure Blonde
Instructions
You have recently gained a position as a marketing coordinator within an organisation. Your manager (the marketing manager) has asked you to identify target markets for your offer and to describe how the product is positioned within the market.
You are required to include the following areas:
-An introduction of your selected company and specific offer.
-The relevant targeting strategy used by your chosen firm.
-Three (3) unique customer profiles for your product category – with the use of segment variables.
-Identification of one target market based on the three (3) customer profiles and justification of your selection and the appropriateness of your target segment for the selected offer.
-Competitor analysis, highlighting specific competing offers.
-The illustration and explanation of a positioning map, to discuss and justify the position of your offer relative to competitors within the market.
You are required to demonstrate that you can write in an effective manner, that you understand basic marketing concepts and that you have the ability to appropriately apply theory to practice.
To demonstrate your ability to apply theory to practice you must illustrate your answer with a specific offer and specific target segment that is available in the country in which you are studying from one of the following scenarios:
-Soft Drinks (except original Coca Cola and Pepsi) e.g. Schweppes, Diet Coke, Bundaberg, Passiona
-Pet Food e.g. Royal Canin, Advance, Pedigree, Whiskas
-Beer e.g. Heineken, Guiness, Matso’s, Little Creatures, Pure Blonde
Suggested word limit and format
This assignment is to be written as a structured essay and should be a maximum of 1200 words in length, excluding cover page, title pages, and references. Times New Roman, 12 point, 1.5 line spacing, and standard page margins. APA (in text) referencing system. Minimum six references (at least two from recognized academic sources).
Answer preview
This essay aims to explore the segmentation, targeting and positioning of Carlton and United Beverages concerning its Pure Blonde alcoholic drink. STP forms the core of any marketing process since it will highlight the strategy that a company has towards making gaining a substantial market share (Armstrong et al., 2015). Carlton and United Beverages (CUB) is an Australian company that manufactures alcoholic beverages. It was founded in 1903, and it produces alcoholic beverages the most iconic brands being Pure Blonde and Victoria bitter (Carlton and United, 2018). Pure Blond is an alcoholic beverage that is characterized by low carb. The drinks exist in three flavours Premium lager, Naked Lager and White Lager.
Word count: 1482