marketing operations fundamentals

GB 214 – Spring 2021- Module 2 (Prof. Nasr)

Individual Marketing Assignment

(20 points out of 80 on Assignments/Quizzes)

The purpose of this assignment is to give you hands-on experience in 1) segmenting the market, 2) identifying a target segment to pursue, and 3) identifying your main competitors. It also offers you the opportunity to explore key marketing databases.

Students Whose Family Name Starts with	Assigned Brand/Product
A through F	Kellogg’s Eggo Waffles (Original)
G through L	Tostitos Crunchy Salsa (Medium)
M through Z	Nabisco Oreo Cookies (any flavor)

Using Mintel, Mediamark, and Mosaic databases:

a. Identify the most effective segmentation variables. Why you think these variables are effective for your product? 

b. Use multiple sources to identify your target market(s). Search multiple Mintel reports and try different Mediamark settings (e.g., heavy users, male/female users) to identify characteristics of your target markets.  

c. Take the market characteristics you developed from above sources, review Mosaic’s segmentation schema (Demographics Now) and identify the closest match in Mosaic’s profiles with the characteristics you developed.

d. Use Mintel reports and other databases at Bentley’s Library to identify your product’s major competitors.

Please submit your assignment via Turnitin no later than March 31, 2021, midnight.

Grading Rubric

Section	Maximum Points
Explanation of segmentation criteria/variables	3
Identification of target market	3
Matching Mosaic profile	2
Identification of main competitors	2
Total	10

Individual MK Assignment – Prof. Nasr

Your Name:_______________________________

Product/Brand: ____________________________

Segmentation criteria and rationale (no more than 100 words):

Product/brand target market recommendation (no more than 200 words): Be sure to clearly state the corresponding MOSAIC profile.

Main competitors (no more than 50 words):

References:

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