QUESTIONS

Question 1

1. How would you improve the “marketing mix strategies” part of your plan?

Answer 1

We developed our objectives from doing a situational analysis of moonlit using marketing mix objectives - because it is a functional level plan

What we didn’t do -

We didn’t segment out market accurately and therefore created strategies from a whole market perspective

• If we had segmented our market into different segments - friends, families, locals, we could develop marketing mix strategies that impact those different segments
• They require different elements (price, place etc)
• So we have more accurate strategies
• Supported our strategies
• Instead we based it on a whole market

Could have used the positioning triangle which talks about your target group, brand and competitors - therefore positioning of your target market

Question 2

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Answer 2

Share of hearts, minds and markets

Customer satisfaction
Market share

Question 3

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Answer 3

Product and profile management

• trial, repeat purchase,