Marketing Management - Application of Marketing Concepts - Marketing Assessment Answer

Marketing Management Assessment Answer

Task: You are an independent marketing consultancy firm. One of your clients (engaged in a business sector of your choice) has asked you to conduct a consultancy project on his/ her behalf. S/he gave you this brief:

• Select 3 companies which have invested in a marketing communications campaign, which was aired on local mass media within the last 12 months. Foreign students (only) may opt for foreign mass media.
• These three campaigns must refer to the same product (or service) classification but not necessarily targeting the same market segment/s.
• For each campaign, identify and critically analyse how the following salient marketing concepts have been applied effectively: market segmentation, target marketing, product positioning, differentiation and customer-driven marketing strategy. For each concept, it is essential that a comparative critical analysis between all 3 campaigns is made.
• At the start of your assignment paper, you are asked to give a two-page (approx.) overview of the 3 selected campaigns. This does not form part of your word count.

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