| MRKTG101 Fundamentals of Winning Advertising and marketing |
MRKTG101 Person Suppose 2
Segmentation, Focusing on & Positioning (STP) Suppose
25% of Remaining Grade
Due: Friday, 24 April 2026, 11:59 PM NZT
This file builds to your first file (5Cs Diagnosis) and requires you to habits a Segmentation, Focusing on, and Positioning (STP) analysis to your product idea.
Whereas it’s seemingly you’ll perhaps perhaps also merely continue with the the same product idea from your first file, you can even merely opt a brand recent idea if desired. Whereas you happen to reuse your product idea from your first file and it bought a uncomfortable grade, it’s seemingly you’ll perhaps perhaps also merely have to alter it to raised meet trouble/create capabilities. No extensions will be given within the occasion you feel sorry about your preliminary product want.
Physical merchandise are preferable, nonetheless it’s seemingly you’ll perhaps perhaps decide to market an intangible product (e.g., an app or skills) or a provider.
Please post your file (Microsoft Be aware Suppose or pdf) thru Moodle, under “WK08 Project 2: STP Suppose – 25%” by Friday, 24 April at 11:59pm NZT.
Existing: College students who fail to post their file to Moodle on time will be penalised as per the lateness penalty indicated on the paper outline.
Your grade and methods will be released on Moodle two weeks after the due date.
Learning Dreams
- Construct experience the usage of STP analysis in a Unusual Zealand enterprise context
- Practice forming charts/graphs of recordsdata that precise now pork up your arguments
- Suppose sturdy writing, APA 7th, and presentation abilities
Your Process
It’s seemingly you’ll perhaps write a maximum 6-online page proposal (other than references) presenting a STP analysis to your Unusual Product idea. Your file can even merely calm be structured with clear fraction headings/subheadings and embrace concise, well-organised relate, equivalent to thru the usage of bullet capabilities the establish acceptable. Focal level to your product idea NOT a Unusual Zealand trace/company.
References can even merely calm be placed on a separate seventh online page and formatted in step with APA 7th version.
Exhaust 1.5 line spacing and a 12pt font, with an clear-slash-to-read typeface equivalent to Cases Unusual Roman.
Your file can even merely calm duvet the next under every heading:
1. Product Thought
- Advise a trace title to your product.
- Suppose the product in one sentence.
- Clearly account for the trouble level it solves in 1-2 sentences.
2. Unusual Zealand Total Market Definition
- Define the Unusual Zealand market the usage of demographics, geography, and general behaviours.
- This fraction is ready the total market, now now not correct your product’s market.
- Exhaust secondary statistical records (e.g., Stats NZ, commerce experiences).
3. Definition of Two Doubtless NZ Market Segments
- Establish two clear market segments that can even face the difficulty level your corporation idea addresses.
- Give every section a title.
- Exhaust earnings ranges, age groups, gender ratio, family style, areas, and user behaviour records.
- Display mask segments in comparison to the total NZ market (percentages, median variations, or visual charts).
4. Indispensable Aim Market Resolution
- Decide one of the 2 segments as your main target market.
- Justify your selection per:
- Identifiability – Can this community be simply defined per demographics/behaviour?
- Sufficiency – Is the community tidy enough and financially able to supporting your corporation?
- Stability – Will this community live relevant over time?
- Accessibility – Can you reach this community successfully thru marketing and distribution?
- Exhaust statistics, areas, and marketing/distribution foremost capabilities the establish mandatory.
5. Indispensable Positioning for Your Thought
- Write a clear positioning insist the usage of the next format:
“[MY NEW PRODUCT] is the most [UNIQUE ADVANTAGE] within the [DEFINED MARKET FOR PRODUCT] because [REASON].” - Fabricate a positioning chart/perceptual map comparing your trace to opponents per key capabilities of differentiation.
6. Charts, Records Exhaust & Referencing
- Consist of no now now not as a lot as two customary charts presenting key records.
- Charts must delight in:
- Descriptive titles
- Axis labels
- Well cited records sources
7. Writing & Presentation
- Official building (clear subheadings, bullet capabilities, readable layout).
- Concise, right writing (retain faraway from long paragraphs or unnecessary filler text).
- No grammar/spelling errors.
- No screenshots or copied charts.
- Doesn’t exceed 6 pages (other than reference online page).
Writing Style and Presentation
Construct certain your file has clear, authentic writing (well-structured, concise, ultimate grammar), is well-formatted (makes use of subheadings, bullet capabilities, readable font, consistent layout, & APA 7th), and is a maximum of 6 pages (other than references).
Worth
25% of your overall grade.
MRKTG101 Person Suppose 2 Requirements
| Requirements | Unsatisfactory(D) | Organising (C) |
Proficient (B) |
Very ultimate (A) |
Rating |
| Unusual Product Thought (10) |
No recent product idea offered OR unclear. | Primary recent product description nonetheless lacks clarity on trouble capabilities. | Positive recent product idea with some link to present user trouble capabilities. | Concise, well-explained recent product idea that precise now addresses a present user difficulty. | /10 |
| NZ Total Market Definition (10) | No macro-atmosphere analysis OR inappropriate factors. | Some relevant demographic/geographic factors nonetheless missing key ones. | Covers most relevant NZ market factors the usage of secondary records. | Comprehensive, focused, and well-explained market overview with most attention-grabbing relevant factors. | /10 |
| Definition of Two Market Segments (15) | No section fraction OR missing key parts. | One section defined OR missing earnings/ behavioral records. | Two segments incorporated nonetheless missing one key component (earnings, role, habits, etc.). | Two well-defined segments with clear records comparison to total NZ market. | /15 |
| Indispensable Aim Market Resolution (15) | No target market fraction OR lacks justification. | Aim market acknowledged nonetheless lacks clear reasoning. | Identifiability, sufficiency, steadiness, and accessibility explained nonetheless missing detail. | Aim market is clearly justified with sturdy use of recordsdata/statistics. | /15 |
| Indispensable Positioning (15) | No positioning insist OR chart. | Assertion exists nonetheless does now now not note format OR chart is missing. | Positioning insist and chart exist, nonetheless the reasoning is unclear. | Well-structured positioning insist with a logical, well-explained positioning chart. | /15 |
| Charts & Records Exhaust (15) | No charts OR missing records sources. | Charts incorporated nonetheless missing one of: title, axis labels, or source quotation. | Charts incorporated with fleshy formatting nonetheless would possibly be more insightful. | Charts are well-designed, insightful, and totally sourced. | /15 |
| Writing, APA & Presentation (20) | Wretched building OR vulgar spelling/ grammar/ APA factors. | Minor spelling/ grammar/ APA factors OR lacks clear layout. | Well-structured, authentic format with minor enhancements wanted. | Professionally written, well-organised, concise, and grammatically flawless. |
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