MKTG90008 : Consumer Behaviour Major Group Project

Assignment Overview

As consultants for a brand or company facing a marketing challenge in the Australian market, your task is to reposition an existing product or service to target a new consumer segment. This assignment will require a detailed analysis of the current market positioning, identification of an underserved consumer segment, and development of a strategic repositioning plan informed by consumer behaviour theories and insights.

Assignment Objectives

This assignment is designed to:

1. Develop students’ ability to apply consumer behaviour theories to real-world marketing challenges.

2. Enhance critical thinking in segment analysis and market positioning.

3. Improve primary and secondary research skills in understanding consumer behaviour.

4. Develop strategic marketing recommendations based on consumer insights.

Assignment Requirements

Your assignment should include the following components:

1. Introduction (500 words)

• Briefly introduce the chosen product/service and the company.

• Outline the key marketing issue faced in the Australian market.

• Provide a summary of the repositioning goal.

2. Current Market Positioning Analysis (1000 words)

• Identify and describe the current positioning of the product/service in the market.

• Analyze the existing consumer segments targeted by the product/service.

• Use relevant consumer behaviour concepts (e.g., social class, identity, perception, learning, attitudes, consumer decision-making processes) to explain why the product/service appeals to the current segment.

3. Identification of an Underserved Consumer Segment (700 words)

• Identify a consumer segment that is not currently well served by this product/service.

• Justify why this segment represents an opportunity for repositioning.

• Describe key characteristics of this segment using segmentation variables (e.g., demographics, psychographics, behavioural insights).

• Discuss their unmet needs and potential motivations for purchasing this product/service.

4. Primary and Secondary Research on the New Consumer Segment (800 words)

• Outline your primary research (e.g., surveys, interviews, observational studies) to gain insight into the new segment’s consumer behaviour.

• Justify your methodological approach.

• Provide an overview of your results.

5. Repositioning Strategy & Recommendations (1000 words)

• Propose a clear repositioning strategy for the product/service based on your research.

• Develop a new value proposition that aligns with the needs and motivations of the new segment.

• Outline marketing mix (4Ps) recommendations:

  • Product: Adjustments to design, features, or benefits to appeal to the new segment.

  • Price: Pricing strategy based on segment preferences and perceived value.

  • Place: Distribution channels suited to the new target market.

  • Promotion: Messaging, communication strategies, and media channels to reach the segment.

• Discuss potential challenges in repositioning and how they can be addressed.

6. Conclusion (400 words)

• Summarise key findings and recommendations.

• Highlight the potential impact of repositioning on the company’s market performance.