Reference no: EM133806702

Integrated Marketing Communications

Purpose & description:

Company: Rebel
Challenge: Develop a comprehensive segmentation, targeting, and positioning strategy for Rebel.

Assignment details:

1. Segmentation:
Identify and analyze relevant segmentation bases.
Segment the market: Divide the target market into distinct customer groups based on the chosen bases and research findings. Describe each segment in detail, including their characteristics, needs, and purchasing behaviors.

2. Targeting:
Evaluate the attractiveness and accessibility of each segment: Consider segment size, growth potential. profitability, and alignment with company resources and overall objectives.
Select target segments: Justify your selection based on the evaluation in the previous step.
Develop a detailed profile of each target segment: This should include demographics. psychographics. media consumption habits. and any other relevant information for effective marketing communication.

3. Positioning:
Identify key competitors in the chosen segments: Analyze their strengths, weaknesses, and current positioning strategies.

Craft a positioning statement.

4. Marketing mix recommendations:
Develop specific marketing mix (price, product, place, promotion) recommendations.

5. Implementation plan:
Outline a concrete action plan for implementing the chosen segmentation, targeting, and positioning strategy.
Deliverables:
A written report with detailed explanations and supporting data for each stage of the assignment (segmentation, targeting, positioning, marketing mix recommendations, implementation plan). Need Immediate Assignment Help? Click Here to Get Assistance!
Visual aids such as charts, graphs. and tables to effectively communicate findings and recommendations.

The assignment should not be more than 1 500 words in total and include a cover page and reference list.

The following criteria will be used to assess this assignment:
Clarity of definition and understanding of brand equity.
Depth of analysis in exploring brand elements.
Critical evaluation of brand communication strategies.
Effective comparison with a competitor.
Well-supported recommendations for improvement.
Demonstrated discipline knowledge - understanding of theories, concepts and frameworks
Scope and depth of analysis and links to theory
Clarity of expression. and accurate (discipline pertinent) vocabulary