Submitted by: Submitted by dkm123
Views: 474
Words: 1498
Pages: 6
Category: Business and Industry
Date Submitted: 05/10/2013 03:26 AM
TABLE OF CONTENTS
Executive Summary i
1.0 Introduction 1
2.0 Segmentation, Targeting and Positioning 2
3.0 Conclusion 3
4.0 List of References 4
EXECUTIVE SUMMARY
The Mallia Corporation Welfare Council has proposed to hold a Ball. This ball will be used to raise funds for various charities and is open to members of the council and their friends and family.
The segmentation, targeting and positioning for the event are regarded as important factors in the planning of the ball and need to be decided by the council. The proposal outlines the segmentation variables required to be taken into consideration. These include geographic, behavioural, psychographic and demographic variables. These variables have been considered and a segmented market profile has been chosen and defined. The targeted market is a niche or concentrated market as they are made up of employees of the corporation who are also members of the Welfare Council.
The positioning of the market is discussed and the Welfare council decides how they and the event want to be perceived. This is the deciding factor when considering the forms of advertising that are to be used to entice members of the Welfare council to attend the event.
With the segment profile, target market and positioning of the market having been decided upon by the Welfare council, they are hoping for the ball to become a successful annual event.
i
1.0 Introduction
Market segmentation, targeting and positioning are important factors when planning and implementing proposals such as a new business or a community based event. The market selected is critical given that all later marketing evaluations will be focussed toward pleasing the needs of these customers (, March 2009). These factors will be discussed in this report while outlining the concept for an event...