Company Overview – You and your group will be assigned one of the following companies. Conduct an analysis of the organization’s target market and marketing strategies and actions through consumer behavior principles discussed in class.
One slide to present background on chosen company. Include major facts that will give a sense of the industry, the size and scope of the brand: products/services, extent of global business, market share in selected market.
Focus on the Target Market – Provide a good characterization of the target market for this organization and product or service. Each product/service will have a specific target market. Outline how this audience has been or should be segmented by the brand.
• Demographics
• Geographics
• Psychographics
• Behavioral Tendencies
Consumer Behavior Insights – Demonstrate your now advanced understanding to present your team’s analysis of the how the marketer is applying principles of consumer behavior to attract, interest, make an impression, and develop a relationship with their target consumer market.
- What aspects of motivation, ability and opportunity are most relevant for this target?
- How does the marketer take the consumer from exposure to comprehension?
- Are there aspects of memory and knowledge that the marketer is leveraging? Explain and give examples.
- What principles of attitudes based on high or low effort is the marketer appealing to? How are they using the principles discussed in class to help consumers form attitudes and judgements that will influence their purchase intentions?
- What are the problem recognition triggers for this product? How can a marketer help to bring them about?
- What kind of typical information search will the consumer engage in? How can the marketer influence this to the brand’s advantage?
- What are the methods this brand is using to stimulate social influences on consumers? Brand awareness and preference, social media, influencers, etc. How well are these working?
- Are there particular household and/or social class issues that the marketer is using to appeal to consumers? What are they?
- How do consumer values, personality and lifestyle factor into the marketer’s plans and actions?
- Social Responsibility. Give a rating from 1-10, 1=best, 10=worst for this company overall and document why you give them this rating. What do you expect from this company relative to the triple bottom line?
