Your role is to develop a 2-part marketing plan consisting of segmentation, targeting, differentiation and positioning strategies (Assessment 3)The three (3) objectives of the 2-part marketing plan you are required to complete are to: 1. Identify a suitable target market of potential user for AxeChix’s market offering. 2. Identify how AxeChix’s market offering should be positioned within the market. 3. Develop an Integrated Marketing Communicationsstrategy (IMC) using THREE (3) of the 5 tools from the Promotional Mix element (i.e. 3 of advertising, sales promotion, personal selling, public relations and/or direct and digital marketing) that will enable increased users of AxeChix’s market offering. Target market and consumer profile Target Market and Consumer Profile From the three (3) consumer segments identified in the Market Segmentation section RECOMMEND ONE (1) target market for your client to focus on and provide a fully referenced justification of the recommended target market: • Choose ONE (1) consumer target market and justify why that should be the target market your client directs its marketing activities towards • Provide a detailed consumer profile of the recommended target market based on the segmentation variables as detailed in the Market Segmentation section
Indoor, urban axe throwing is quickly becoming one of the hottest adult entertainment experiences in Sydney (Lewin 2021). A new company, hoping to enter this market, is AxeChix.
AxeChix want to create a woman-only entertainment experience whereby women can gather a group of friends together, come to their venue, and experience something quite unique. Women will attend, train with an accredited and experienced coach, and then play a ‘tournament’ against each other to see which friend wins bragging rights as the champion axe thrower. Bookings are made in two hour blocks, with coaching and safety training taking the first half hour and the ‘tournament’ game play being the remaining time. AxeChix has all-female employees, is for women only, players must be 18 years and over, and no corporate bookings available. They are trying to work out whether this would be a viable enterprise and have hired you to advise them.
You have been hired as an independent marketing consultant to help AxeChix design a marketing plan to enable them to realise the opportunity the current environment presents. Your role is to develop a 2-part marketing plan consisting of segmentation, targeting, differentiation and positioning strategies (Assessment 3)The three (3) objectives of the 2-part marketing plan you are required to complete are to: 1. Identify a suitable target market of potential user for AxeChix’s market offering. 2. Identify how AxeChix’s market offering should be positioned within the market. 3. Develop an Integrated Marketing Communicationsstrategy (IMC) using THREE (3) of the 5 tools from the Promotional Mix element (i.e. 3 of advertising, sales promotion, personal selling, public relations and/or direct and digital marketing) that will enable increased users of AxeChix’s market offering.
Target market and consumer profile Target Market and Consumer Profile From the three (3) consumer segments identified in the Market Segmentation section RECOMMEND ONE (1) target market for your client to focus on and provide a fully referenced justification of the recommended target market:
• Choose ONE (1) consumer target market and justify why that should be the target market your client directs its marketing activities towards
• Provide a detailed consumer profile of the recommended target market based on the segmentation variables as detailed in the Market Segmentation section
Trending now
This is a popular solution!
Step by step
Solved in 5 steps
