Describe the primary target market in demographic terms
Please complete module 4 (highlighted area).
1. Primary (and Only) Target Market
Describe the primary target market in demographic terms (use the descriptors that are
most useful in terms of your charge).
Describe the primary target market using benefits sought by that market.
Describe the primary target market using one of the following bases: geographic,
psychographic, benefits sought, or usage (depends on your target and your charge).
Estimate the number of customers in your primary market.
Justify the choice of your primary target market (if applicable).
This section is very important. Do not take shortcuts.
B. Strategy Statement
1. Image/Market Position
Positioning is the act of designing the offering and its image so that both occupy a meaningful
and distinct competitive position in the minds of the target market.
What is the intended image you wish the product to portray? What is the position you wish the
product to obtain?
2. Value Proposition
Why should customers buy from the agency instead of its competitors?
What does the agency have to offer to its customers that outperforms its competitors’ products?
SLP Assignment Expectations
Use the following outline to organize your paper. Note that the letters “a, b, c…” and the
numbers “i, ii, iii, iv…” and “1, 2, 3, 4…” below are used to show the major issues you need to
include in your paper, but should not be used to format your paper.
V. Issues Analysis (2 pages maximum)
1. Given your complete marketing analysis, what are the key issues that the
company/organization must understand in order to address the charge that is being
considered?
i. Note: This section concisely identifies the most important issues and decisions
that the organization is likely to face when trying to sell the product in your
charge.
o Bullet points (or numbered statements) are acceptable.
VI. Goals and Objectives (2 pages maximum)
The format for this section should look as follows:
Goal 1
Objective 1
Objective 2 (if applicable)
Etc.
Goal 2
Objective 1
Objective 2 (if applicable)
Etc.
1. The goals and objectives should be stated clearly and concisely.
i. (Think S.M.A.R.T. i.e. Specific, Measurable, Achievable & Result Traceable).
2. Each goal/objective should be easily understood given your previous analysis and
summary of key issues.
i. Do not “discuss” the goals/objectives. Just present them.
VII. Marketing Strategy Statements (2-6 pages)
1. Note: These are literally statements
i. Do not provide detailed descriptions.
ii. These statements will guide your implementation.
iii. These statements should be logical given your analysis and goals.
2. Target Market Definition
i. Note: This is a short, final description of who your action plan will be intended to
reach. You may simply be restating target population previously identified.
o Describe the target market in demographic and/or psychographic terms.
o Describe the key benefits/behaviors this target market seeks/prefers.
o Estimate the number of customers in this segment.
2. Strategy Statements
i. Value Statement
Why should “customers” adopt your strategic initiative?
What does your initiative provide (or what do you suggest it provide) in
order to encourage/support behavioral change?
Identify “the set of benefits that the strategy offers.”
Note: The value proposition is intangible, but it is made tangible through specific
offerings/activities.
ii. Proposition Statement
What is the key proposition on which the strategy and its activities should
be based?
Refer to the “4 Ps” of marketing.
iii. Accessibility Statement
What information or support materials must be made easily accessible?
Refer to the “4 Ps” of marketing.
iv. Communication Statement
What method of communications should be sought? Print/radio and other
traditional media? Social networking?
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