Consumer Analysis Matrix, Digital Collage and Word Document

Consumer Analysis Matrix, Digital Collage and Word Document

Learners will submit a minimum of 3 slides using Powerpoint that includes the following: • Collect digital images that you think best describe the target consumers and the influencers (i.e., external factors) for the consumers you described. • Create a digital collage to depict the target consumers and the social, cultural and technological factors that influence their purchasing decisions (both for this particular product or brand and other products/services in their lives in general). • Your finished collage should give a deep and true sense of what influencers are important in the decision making of the consumer for the product or brand you chose. Make sure it is giving a very clear and correct “picture” of who the target market is and should perfectly align with what you described in your Consumer Analysis matrix (#1). Project 2-1-3 Learners will submit a 4-6 page (not including the cover and references), double-spaced written consumer communication that contains a high-level summary that describes how the consumer is communicated within the marketplace and how those behaviors could change over time. This analysis should be written including the following required sections: • Introduction: Explain the purpose of assignment and describe selected product or brand. • Consumer Segmentation: Describe your target market using the findings from the Consumer Analysis Matrix and Digital Collage. • Consumer Behavior: Reference at least one academic study that relates to consumer behavior and your findings. • Promotion: Provide a minimum of three examples of how current Promotion tactics for your chosen product or brand align specifically with the target market. Make a clear connection between the message and the consumer. Identify any misalignment that is found and make suggestions for improvement. • Place: Provide a minimum of two examples of how current channel tactics meet the primary consumers’ needs. • Trending Preferences: Talk about how you see this consumer’s preferences changing over time as a result of the identified external factors and how the company’s approach for Promotion and Place may need to change to remain successful. • Conclusion: Please do not introduce any new information or cite any references in this final section. • References: A list of your cited sources (Talk to Adam Love if you are not sure of how to cite.)