Construct a market segment for the checkers sixty app

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Reference no: EM133229996

Assignment:

Atricle:

Checkers wins big at Marketing Achievement awards with Sixty60 and XtraSavings

Checkers has won four awards at the 2020/21 Marketing Achievement Awards. The awards celebrate "the bold brands and the marketers behind them who were true to their vision, stayed on course and were accountable to the bottom line".

The Shoprite Group was a finalist in three categories for two separate products - the Xtra Savings rewards programme and Checkers Sixty60, the pioneering one-hour grocery delivery service:

Excellence in New Product or Brand Launch Award (Xtra Savings and Sixty60)

Excellence in Marketing Innovation Award (Xtra Savings and Sixty60)

Excellence in Integrated Marketing (Xtra Savings)

Excellence in Digital Brand Marketing Award (Sixty60)

Of the three, Sixty60 walked away with a win in each of the three categories for which it was nominated, while Xtra Savings picked up one win. The awards have an esteemed panel of judges who select the winners each year, and this year's panel included executives from Google South Africa, Absa, Nando's, MTN, First National Bank, Standard Bank, and Brand South Africa.

"These awards are a fresh recognition for the hard work and innovation of the teams at the Shoprite Group. In spite of the difficulties presented by the Covid-19 pandemic, the Group continued to expand upon and improve its offerings in the on-demand grocery delivery and rewards spaces - and both brands have rapidly got to scale and are now an entrenched part of the national retail landscape."

- Neil Schreuder, the Shoprite Group's Chief of Strategy and Innovation. Sixty60 has won multiple awards since its launch in 2019. It was declared one of Memeburn's best apps of 2020, won Gold at the Loeries, the People's Choice Award and the Best Enterprise Solution at the 2020 MTN Business App of the Year Awards, and the 2020 BCX Digital Innovation Awards.

Checkers. 2021. Checkers wins big at Marketing Achievement awards with Sixty60 and XtraSavings. Shoprite Holdings [website].

html [Accessed 23 April 2022].

Question:

1. As a marketer, you need to understand the five (5) primary roles of a customer to accurately implement marketing activities that would attract your target market. Identify and discuss the five (5) main roles that exist for customers in a buying situation and provide practical examples that apply to Checkers.

2. Use the behavioural segmentation base and construct a market segment for the Checkers Sixty60 app.

Reference no: EM133229996

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