A comparison of the approaches to marketing mix and market segmentation

A comparison of the approaches to marketing mix and market segmentation in the market adopter by a company with two products in different segments.

Examples: Pepsi and Pepsi Max, BMW X5 and M5, iPhone 5s and 5c.

Instructions:
1. You will have some time to think of two products to compare. If you cannot think of appropriate products, your teacher will give you the names of two products available in China for comparison.
2.You should research some background information on the company, the products and the market situation in China.
3.You should be able to demonstrate how the 4 P’s marketing mixes of the selected product offerings have been designed to target a specific market segment or segments.
4.You should also provide descriptions of the actual market segments under investigation and the needs and wants of typical customers within the segment and explain how the product has been positioned to meet these requirements.
5.In your report you should consider how the company has differentiated their product according to the target market. The companies may not reveal their bases for segmentation, but you should identify or suggest the bases used by thinking about what you have learned in class. Think about the relationships between segmentation and the marketing mix.(product, price, place and promotion)
6.In your conclusions you should discuss how effectively the market mix targets the segments identified and how effective in their marketing in China is and why. Remember a conclusion should not contain new evidence. Arguments and evidence should already have been presented in the body.