Internal Code- MAS5266

Marketing Assignment

The Roy Morgan value segment is an innovative system of market segmentation that goes beyond demographics and psychographics to explore the values, mindsets and attitudes that motivate consumer behaviour. This Segment tends to be associated with people who feel in full control of their lives and take a direct interest in their economic and political environment when these impinge on their options at work and their family at home. (Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997). In short, it represents those individuals who have achieved visible success in most to all aspects of their life. These people have ‘made it’ in what field they follow and can be described as confident in their own abilities, skills and positions. Many within this segment show great interest in the economic and political environments of world, allowing them to stay one step ahead and have an influential impact on society and the decisions made by others…. Your project should address the following key issues:

• An analysis of the profile of the selected Segment highlighting key factors that influence their behaviour.
• Demonstration of how relevant micro- and macro-environmental forces might impact on the Segment’s behaviour and demand potential for the new product.
• A detailed outline of the marketing strategy (using the marketing mix) to be implemented for the new product in achieving your marketing objective(s).
• A demonstration of how your suggested marketing strategy using the marketing mix for your new product is responsive to the selected Segment’s needs.