In this task you will complete the Strategy portion of your Marketing Plan. 

The Strategy Should include:

• Segmentation
• Targeting
• Positioning
• Goals

Segmentation

How will you appeal to customers?

“When we segment based on attitudes, we’re looking for a benefit that meets three criteria: 1) our product actually delivers the benefit better than the competition; 2) customers perceive that our product delivers better; and 3) the benefit is rated highest in importance based on our customer analysis. If you find a benefit that meets these criteria, you select that as your segmentation variable.” ~Drew Boyd

Part 1: Demographics- Gather and analyze demographic data about the product or service you have chosen.

Part 2: Geographic- Gather and analyze geographic data about the product or service you have chosen.

Part 3: Behavioral- Gather and analyze behavioral data about the product or service you have chosen.

Part 4: Psychographic- Gather and analyze psychographic data about the product or service you have chosen. 

Part 5: Draft your market segmentation strategy section for the final project’s marketing plan.

Targeting

“Start with benefit selected during segmentation. Then test against the demographic and geographic data.” ~Drew Boyd

Part 1: Gather and analyze data to find an opportunity by segment.

Part 2: Draft your targeting strategy section for the final project’s marketing plan.

Positioning

Part 1: Complete the Five-Box Chart (See Important Documents or the exercise files in Lynda)

Part 2: Define the Reasons to Believe- RTBs (See Important Documents or the exercise files in Lynda)

Part 3: Draft your positioning strategy section for the final project’s marketing plan.

You are now ready to add all your information to the Marketing Plan Template and upload below.

You should complete the Marketing Plan Template’s Strategy section. This will include:

• Segmentation
• Targeting
• Positioning
• Goals

Add any graphs or diagrams you used in coming to your conclusions.