Pinkberry - Watch the video, https://www.linkedin.com/learning/yo-santosa-branding-expert/in-depth-pinkberry-case-study to answer the following questions.

Case Study discussion:

Question one

·         Watch the Pinkberrry case study. Define the target market for Pinkberry using the bases of segmentation to describe this customer.  Provide a rationale for your answer.

Question two

·         In your own words, describe what Pinkberry has done to start the consumer buying process.  Remember that problem recognition, or an internal/external trigger for the brand, is the first step in the buying process.  Until this happens, there is no purchase.

Question three

·         Finally, describe each level of Maslow’s Hierarchy of Needs. Which level describes you the most when making purchases.  Provide a rationale for your answer and use an example to highlight the level.

Response to peer

·          Read and respond to at least one (1) of your classmate’s posts

NEW DISCUSSION ON TARGET AUDIENCES – you only need to complete one discussion, but you are welcome to complete both, or add a post purely for the sake of learning and engagement with your colleagues!

Marketers

Here is an example of a product that is using multi-segment marketing, or more than one target audience.

They have created a specific campaign to a new target audience – Botox (or Brotox!) for men.

https://www.youtube.com/watch?v=h95WN8gHSTk

Botox has not made the mistake of targeting everyone.  They know that will not work.

What they have done is define a separate and distinct second target audience that does not overlap with their original audience of women. 

Two separate campaigns were created for each target audience based on the bases of segmentation that describe each one. 

Question one: How would you use the bases of segmentation to describe the “Brotox” target audience?

The messaging is slightly different for the Botox male audience versus the Botox female audience.  And, the communications vehicles will differ as well.  As these two markets do not overlap, it minimizes any confusion with the creative.

Question two:  What did this marketer do to jumpstart the need recognition process in order to start the buying cycle?

Question three:  What level of Maslow does this address?

This is a perfect example to support our learning this week.  I have added this to our discussion boards if you would like to discuss this from a marketing standpoint.

Question four: Don’t forget to reply to at least one other colleague.

I welcome your thoughts and feedback.

SmartExpert

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Status NEW Posted 16 Sep 2019 11:09 AM My Price 5.00

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