Market Segmentation Research Paper
The purpose of this assignment is to explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing activities, assess how the marketing mix (the 4 P’s) is used to target customers, and recognize the role of packaging and labeling in the marketing of a product. Once you complete this assignment you will complete MLOs 5.4, 6.2, and 6.5.
In this exercise, read through the situational overview below. Using the information presented in Module 6, answer the following questions. Your answers should use a 12 point font, be double spaced, and use APA formatting to cite references on the last page of your assignment (if you use any external sources). It should be submitted as a Word or PDF document.
Pringles is a global brand owned by The Kellogg Company that boasts a variety of flavors. Some of the flavors are traditional chip tastes, and many products within the Pringles family have bold, unique flavor profiles that spark the interest of consumers. To engage consumers with the product, the company issued a campaign in the summer of 2019 where special generic packaging without an indication of flavor. Consumers were asked to submit guesses about what flavor they thought the product was, and by entering the contest, they were eligible to win $10,000 if they guessed correctly. The advertisement for this promotion is in the image below.
pringles mystery flavor that people guess to win $10,000
Answer the following questions:
What impact do you think this campaign had on Pringles sales? Why?
What aspects of marketing promotion do you see demonstrated in this campaign?
What is the purpose of running a promotion like this versus introducing the new flavor directly into the market?
What channels would be best to run this advertisement through? Why?
What specific demographic of people would be most engaged with this campaign? Why?
Would you buy the product and guess in hopes of winning $10,000 while risking not liking the flavor? Why or why not?
To get your Market Segmentation Research Paper done, pleas click on https://academicessayist.com/orders/ordernow