Marketing Assignment
Victoria University | Consumer Report | MARK202 | | | 5/31/2012 |
|
Tim Jorgensen
300213516
Marketing 202
Contents Executive Summary 5
Introduction 7
Recommendations 7
Product 7
Price 8
Promotion 8
Place 9 Consumer Profile 9
Decision-Making Process 9
Problem Recognition 9
Information Search 9
Evaluation of Alternatives and Product Choice 10
Purchase Situation and Post-Purchase 10
Motivations and Means-End Analysis 11
Lifestyles/Psychographics 12
Attitudes 13
Reference Group 15
Culture 16 Bibliography 17 Appendixes 18
Executive Summary
This report evaluates a consumer in regard to creating a new product the “Super Boot” to enter the market segment of the consumer interviewed. It contains details of the product created, as well as its attributes, features and information on the marketing mix in order for the product to be succesful in the market place.
It contains information on the market segment of the consumer, as well as a consumer-profile which helped to identify how to approach promoting this product for consumption, as well as where best to sell the product and at what price.
The new product “Super Boot” will be established after the reviewing of this report and will feature leather materials, a sexy and striking look and be light when wearing. The aim of this boot is to create a high quality product with sturdy materials, whilst keeping a light frame and making the boot in a range of colours to appeal to differing individuals in the market segment.
Key objectives include: * Releasing a vast range of different coloured boots to suit all styles * Making a high quality product will which last, and not deteriorate over time * Gaining a high-profile celebrity footballer to endorse the product, and help promote to a wider audience around the world. * Keep the product true to its values – a comfortable, lightweight boot that maintains a sleek and sexy look that consumers will enjoy.
|
Tim Jorgensen
300213516
Marketing 202
Contents Executive Summary 5
Introduction 7
Recommendations 7
Product 7
Price 8
Promotion 8
Place 9 Consumer Profile 9
Decision-Making Process 9
Problem Recognition 9
Information Search 9
Evaluation of Alternatives and Product Choice 10
Purchase Situation and Post-Purchase 10
Motivations and Means-End Analysis 11
Lifestyles/Psychographics 12
Attitudes 13
Reference Group 15
Culture 16 Bibliography 17 Appendixes 18
Executive Summary
This report evaluates a consumer in regard to creating a new product the “Super Boot” to enter the market segment of the consumer interviewed. It contains details of the product created, as well as its attributes, features and information on the marketing mix in order for the product to be succesful in the market place.
It contains information on the market segment of the consumer, as well as a consumer-profile which helped to identify how to approach promoting this product for consumption, as well as where best to sell the product and at what price.
The new product “Super Boot” will be established after the reviewing of this report and will feature leather materials, a sexy and striking look and be light when wearing. The aim of this boot is to create a high quality product with sturdy materials, whilst keeping a light frame and making the boot in a range of colours to appeal to differing individuals in the market segment.
Key objectives include: * Releasing a vast range of different coloured boots to suit all styles * Making a high quality product will which last, and not deteriorate over time * Gaining a high-profile celebrity footballer to endorse the product, and help promote to a wider audience around the world. * Keep the product true to its values – a comfortable, lightweight boot that maintains a sleek and sexy look that consumers will enjoy.
Bibliography: Morgan, Roy. Values Segments. 2012. 28 may 2012 <http://www.roymorgan.com/products/values-segments/values-segments.cfm>. Solomon and Charbonneau. Marketing: real people, real choices. Auckland, NZ: Pearson NZ Ltd, 2010. Solomon, Michael R., Rebekah Russell-Bennett and Josephine Previte. Consumer Behaviour: Buying, having, being. NSW, Australia: Pearson Australia, 2010. Strategic business insights VALS. 2012. 24 may 2012 <http://www.strategicbusinessinsights.com/vals/>.