Elements and Performance Criteria
- Segment market
- Identify criteria for use in segmenting market in accordance with marketing plan
- Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan
- Segment market in accordance with identified criteria
- Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns
- Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required
- Identify target market
- Evaluate approaches to determining and describing total market for a product or service
- Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments
- Use segment descriptors to describe target market
- Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan
- Profile target audience
- Describe total market and selected market segments using a consumer profile
- Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile
- Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan
- Describe consumer attitudes to products or services being offered
- Ensure profile meets organisational requirements of language, format, content and level of detail
- Develop positioning strategy
- Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
- Write a positioning implementation plan containing several options, in accordance with organisational requirements
- Submit plan to supervisor within specified timelines and make appropriate adjustments based on feedback