Answered: Kindly answer the following two parts…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Solve for Segmentation Target and Positioning ( STP)Startegy.

Transcribed Image Text:10:01 P P O A O ll ll 83% i in the Fabric Care & Detergent Market? What strategies would you propose in order to defend and expand its market share? (10) RIO Pakistan's packaged biscuit industry is estimated at Rs 100 billion and is led by Peek Freans. In the cream biscuits segment Rio is the biggest player with close competition from LU's Prince, Milco Lu, Oreo and Bisconni's Rite biscuits. Peek Freans have been keeping their cream biscuit brand – Rio - growing with an exciting limited-edition variant launch every year. Recently, brands like Innovative Biscuits, MayFair and Whistlez have also entered the market. "The World of Obos (Peek Freans Debuts New Mascots in Animated TVC introduced two years ago) in particular has been a very successful promotion platform for Rio so far, and the Blueberry Magic TVC (sixth in the series) has received a great response from its target market – six to 12 year olds who crave, breathe and live mischievous fun," says Muhammad Asad Saeed, Category Manager, EBM. He adds "the strategy was to build excitement and brand love while also gaining incremental growth for the brand." To achieve this objective, the storytelling had to generate awareness and trial of the new variant through an ingredient-centric story built around mischief and fun. As per the company's research, magic came out as an apt and engaging expression to describe mischievous fun. Through this campaign, Rio wants to continue to establish the Obos by bringing out unique personalities while integrating the product launch in a seamless manner. The TVC is supported by all other media – print, billboards, social media, and POS branding. The campaign and associated communications also endorse the brand's positioning an exciting and fun treat for kids. Source: https://aurora.dawn.com/news/1143884/the-obos-blueberry-magic. Kindly answer the following two parts based on the above case scenario RIO Blueberry by Peek Freans: Q3A. Analyze RIO Blueberry Magic Segmentation, Targeting and positioning (STP) strategy. (15)

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