Q.A1 (15 marks)
Discuss the four major methods to segment a market: geographic, demographic, psychographic and behavioural
segmentation. Marketers rarely limit their segmentation analysis to only one or few variables. Using the Roy
Morgan Values Segment of your Marketing Plan Project as an example, describe the geographic, demographic,
psychographic and behavioural characteristics of this Value Segment.
Introduction: (anaylis group of customer, size, distinct groups of buyers (segments), similar as possible
within, adapt marketing mix to each market segment) - define market segmentation
Market segmentation concentrates on smaller segments of buyer, basing on characteristics and behaviours
(geographic, demographic, psychographic and behaviour) to establish separate marketing strategies.
Behavioural: benefit sought, user status, usage rate, loyalty status.
Through the project ‘something better’ segment value that based on Roy Morgan Values, it built up related
information about market segmentation such as
Body
Define of market segmentation, mention characteristic
Requirements for effective segmentation: accessible, substantial, differentiable, actionable
Something better focus the people who looking for more out of their life. Having people look and consider
them successfully is crucial so that they concern image of items: bigger, better. Key for this value segment
is comparative.
Based on confirmation the value segment, the project outlines market segmentation for target customer of
new smartphone from Samsung Electronics Company: Samsung galaxy s6 edge.
Geographic: all over the world, because that is digital smartphone that is popular items in the world, now
we intend to widen the market in developing country (India). Demographic: the age of target customer: 20 –
49 years old (20-34 and 35 – 49), family life: young couples, single with average income, occupation:
professional, technical, managers, officials, sales, supervisors and students. Psychographic: looking mote
out of life and wish other people look at them so that image is very important to them. And the key for
purchasing is comparative. Behaviour is special occasion, better performance, potential users and regular
users
Conclusion
Through recognization target segment, the company can establish appropriate marketing strategy to boost
sales and develop their image in market. Samsung galaxy s6 edge is considered as an example for
something better value segment of Roy Morgan Values because it presents characteristic and behaviours
of this target market.
Q.A2 (15 marks) ask tutor , need to show 5 characteristics? important
Define what is a “new product”? Discuss the five characteristics of a new product that may affect its rate of
adoption. Using the new product of your Marketing Plan Project as an example, discuss the likely adoption of this
new product in your target Roy Morgan Values Segment with reference to these five characteristics: relative
advantage, compatibility, complexity, divisibility and communicability.
Introduction:
New products is a good, service or idea that some potential consumers perceive as new. It has five
characteristics that influence on the rate of adoption.
1
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, Samsung galaxy s6 edge was used as new product for marketing plan of something better value segment.
It satisfied characteristics of new smartphone that meet target customer’s expectation.
Body:
This smartphone has characteristics that were adopted by target customers. There are relative advantage,
compatibility, complexity, divisibility and communicability (define all characteristic)
Relative advantage: better performance, ( curve shape, nano sim feature, better colour – white pearl, blue
topaz, black sapphire, gold platinum).
Compatibility: better performance matched target customer’s expectation
Complexity: this is digital smartphone so it’s is hard to user for older but target customers is young and
interested in digital items so they can learn how to use applications quickly.
Divisibility: this smartphone had limitation about removing battery
Communicability: SEC select target customers as well as research their expectation prior to launch this
smartphone so that this item is regarded as innovation item in market.
Conclusion
Samsung galaxy s6 edge is considered as new product in marketing strategy for something better of Roy
Morgan Value Segments. It has 5 characteristics that meet target customers’ expectation.
Q.A3 (15 marks)
Companies introducing a new product can choose between two broad pricing strategies: market-skimming (or price
skimming) and market-penetration pricing. Compare the differences between these two new product pricing
strategies. With reference to the new product of your Marketing Plan Project, discuss and justify your
recommended pricing strategy for this new product in light of the Roy Morgan Values Segment you are targeting.
Introduction
Samsung galaxy s6 edge was launched in market, based on market penetration pricing in order to attract
the large number of target customers in order to achieve marketing objective. However, their rival – Apple
Iphone chose price skimming to get more profit from their new product.
Body
Marketing objective of SEC: boost sales, profit as well as increase market share, therefore they use market
penetration pricing. It offers low price for new product in order to attract a large amount of consumers and
large market share,
Apple Iphone – main rival: prefers price skimming for launching new product. It gives high price to
approach maximise revenue from the segments. The company sales fewer but getting more profitable
sales. They do not follow a wave of low price and the decline in price is limited to old smartphone model.
Samsung smartphone price always lower than Iphone Apple, it offer an affordable price. This is a market
competitive advantage.
Conclusion
Two board pricing strategy are different from price, one offer high price to maximise the revenue, while
other gives low price to increase market share, basing on marketing objective that is to maximise the
market share, Samsung prefer to choose market penetration pricing that is regarded as market competitive
advantage.
Part B (10 marks per question): Short essay questions
2
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Discuss the four major methods to segment a market: geographic, demographic, psychographic and behavioural
segmentation. Marketers rarely limit their segmentation analysis to only one or few variables. Using the Roy
Morgan Values Segment of your Marketing Plan Project as an example, describe the geographic, demographic,
psychographic and behavioural characteristics of this Value Segment.
Introduction: (anaylis group of customer, size, distinct groups of buyers (segments), similar as possible
within, adapt marketing mix to each market segment) - define market segmentation
Market segmentation concentrates on smaller segments of buyer, basing on characteristics and behaviours
(geographic, demographic, psychographic and behaviour) to establish separate marketing strategies.
Behavioural: benefit sought, user status, usage rate, loyalty status.
Through the project ‘something better’ segment value that based on Roy Morgan Values, it built up related
information about market segmentation such as
Body
Define of market segmentation, mention characteristic
Requirements for effective segmentation: accessible, substantial, differentiable, actionable
Something better focus the people who looking for more out of their life. Having people look and consider
them successfully is crucial so that they concern image of items: bigger, better. Key for this value segment
is comparative.
Based on confirmation the value segment, the project outlines market segmentation for target customer of
new smartphone from Samsung Electronics Company: Samsung galaxy s6 edge.
Geographic: all over the world, because that is digital smartphone that is popular items in the world, now
we intend to widen the market in developing country (India). Demographic: the age of target customer: 20 –
49 years old (20-34 and 35 – 49), family life: young couples, single with average income, occupation:
professional, technical, managers, officials, sales, supervisors and students. Psychographic: looking mote
out of life and wish other people look at them so that image is very important to them. And the key for
purchasing is comparative. Behaviour is special occasion, better performance, potential users and regular
users
Conclusion
Through recognization target segment, the company can establish appropriate marketing strategy to boost
sales and develop their image in market. Samsung galaxy s6 edge is considered as an example for
something better value segment of Roy Morgan Values because it presents characteristic and behaviours
of this target market.
Q.A2 (15 marks) ask tutor , need to show 5 characteristics? important
Define what is a “new product”? Discuss the five characteristics of a new product that may affect its rate of
adoption. Using the new product of your Marketing Plan Project as an example, discuss the likely adoption of this
new product in your target Roy Morgan Values Segment with reference to these five characteristics: relative
advantage, compatibility, complexity, divisibility and communicability.
Introduction:
New products is a good, service or idea that some potential consumers perceive as new. It has five
characteristics that influence on the rate of adoption.
1
This study source was downloaded by 100000829050058 from CourseHero.com on 01-26-2022 05:46:34 GMT -06:00
https://www.coursehero.com/file/21217377/QUESTION-FINAL-EXAM-final/
, Samsung galaxy s6 edge was used as new product for marketing plan of something better value segment.
It satisfied characteristics of new smartphone that meet target customer’s expectation.
Body:
This smartphone has characteristics that were adopted by target customers. There are relative advantage,
compatibility, complexity, divisibility and communicability (define all characteristic)
Relative advantage: better performance, ( curve shape, nano sim feature, better colour – white pearl, blue
topaz, black sapphire, gold platinum).
Compatibility: better performance matched target customer’s expectation
Complexity: this is digital smartphone so it’s is hard to user for older but target customers is young and
interested in digital items so they can learn how to use applications quickly.
Divisibility: this smartphone had limitation about removing battery
Communicability: SEC select target customers as well as research their expectation prior to launch this
smartphone so that this item is regarded as innovation item in market.
Conclusion
Samsung galaxy s6 edge is considered as new product in marketing strategy for something better of Roy
Morgan Value Segments. It has 5 characteristics that meet target customers’ expectation.
Q.A3 (15 marks)
Companies introducing a new product can choose between two broad pricing strategies: market-skimming (or price
skimming) and market-penetration pricing. Compare the differences between these two new product pricing
strategies. With reference to the new product of your Marketing Plan Project, discuss and justify your
recommended pricing strategy for this new product in light of the Roy Morgan Values Segment you are targeting.
Introduction
Samsung galaxy s6 edge was launched in market, based on market penetration pricing in order to attract
the large number of target customers in order to achieve marketing objective. However, their rival – Apple
Iphone chose price skimming to get more profit from their new product.
Body
Marketing objective of SEC: boost sales, profit as well as increase market share, therefore they use market
penetration pricing. It offers low price for new product in order to attract a large amount of consumers and
large market share,
Apple Iphone – main rival: prefers price skimming for launching new product. It gives high price to
approach maximise revenue from the segments. The company sales fewer but getting more profitable
sales. They do not follow a wave of low price and the decline in price is limited to old smartphone model.
Samsung smartphone price always lower than Iphone Apple, it offer an affordable price. This is a market
competitive advantage.
Conclusion
Two board pricing strategy are different from price, one offer high price to maximise the revenue, while
other gives low price to increase market share, basing on marketing objective that is to maximise the
market share, Samsung prefer to choose market penetration pricing that is regarded as market competitive
advantage.
Part B (10 marks per question): Short essay questions
2
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