MKTG201: Marketing Management
Group Assignment #2:
Segmenting Targeting and Positioning
Digital Communication/Operators Market in Turkey
Deadline: Wednesday, January 11 th
, @ 11:59 PM
For Group Assignment I, your group was hired as a consulting firm by the top three digital
operators in Turkey (Turkcell, Vodafone, Türk Telekom) who are interested in finding out
segments that exist among young (17-25 year old) consumers that use their communication
services.
In the first step of the project, you were asked to generate insights on “how” these top three
digital operators should segment the 17-25 year old market. To that end, you were tasked with
segmenting the market using psychographic and behavioral (benefit, usage, decision making etc.)
segmentation bases.
Group Assignment II makes up the second step of the project, where you are now asked the
following:
Using the data you collected and the segmentation basis you have learned, identify the
underlying segments, select the target market, articulate your positioning and design the
marketing mix to implement your strategy for the 17-25 year market in Turkey. (13 points)
Be sure to follow each step below, in order. Feel free to use bullet points and be as creative as
you can.
1. A) Identify the underlying segments based on the segmentation Bases you used. Do NOT
use demographic or geographic segmentation. How many segments are there? Give
creative names that explain each segment. If you selected only 1 segmentation basis in
Assignment I, then explain this decision.
B) Provide segment profiles of who makes up each segment. In providing the profiles of
the segments, you are expected to use demographic, socioeconomic information that you
may have collected as part of your data. Use visuals, pictures etc. to bring the segments to
life, so that people in R&D, new product development, marketing communications and
advertising agencies can understand, visualize, internalize the individuals in each
segment. (3 pts)
2. Identify which of the segments you will target. Be sure to explain why you chose to
target the segment(s) you did (i.e., why more attractive than other segments) (2pts)
3. Provide a one-sentence statement of your intended positioning (i.e., the position of your
digital operator in the minds of your target market). Be sure you are clear about how you
will convey this positioning to consumers.
1
