,MNM2604 Assignment 3 (COMPLETE ANSWERS)
Semester 1 2025 - DUE 30 APRIL2025; 100% trusted,
comprehensive and complete reliable solution with clear
explanation
INTRODUCTION You must provide an introduction for your
assignment and highlight issues that will be discussed in the
assignment.
Introduction
The South African beverage industry has experienced a growing
demand for healthy, locally sourced products, driven by rising
health consciousness and support for indigenous innovation.
Lungilicious, a fresh juice brand specializing in indigenous
fruits and herbs, presents a unique opportunity to penetrate this
niche yet expanding market. To position Lungilicious effectively
and ensure its long-term success, it is crucial to apply key
marketing principles such as market segmentation, product
positioning, pricing strategies, and branding elements.
This assignment aims to analyze the marketing strategies
suitable for Lungilicious by using relevant theories and models
from marketing literature and the prescribed study material.
Each question will address a core component of the marketing
mix, offering both theoretical insights and practical
recommendations tailored to the South African context and
Lungilicious’s target audience.
, QUESTION 1 (18 marks) 1.1 Based on the market
segmentation principles in chapter 5, formulate a
microsegmentation strategy for Lungilicious fresh
indigenous juice, using seven variables in the micro-
segmentation. You will receive 7 marks for explaining each
variable of micro-segmentation in your own words).
ANSWER
Microsegmentation allows businesses to identify narrowly
defined consumer groups with similar characteristics, helping
them to tailor marketing strategies effectively. For Lungilicious,
a brand offering fresh juice made from indigenous fruits and
herbs, microsegmentation using the following seven variables
will enhance its market reach and customer satisfaction:
1. Demographic Segmentation
This involves dividing the market based on demographic factors
such as age, gender, income, education, and family size.
Lungilicious can target health-conscious consumers between the
ages of 25–45, who are educated and have disposable income to
spend on premium, health-focused beverages.
2. Geographic Segmentation
This segmentation focuses on location—such as urban vs. rural,
provinces, cities, or neighborhoods. Lungilicious can initially
focus on urban areas like Johannesburg, Cape Town, and
Durban, where there is greater access to health stores and a
Semester 1 2025 - DUE 30 APRIL2025; 100% trusted,
comprehensive and complete reliable solution with clear
explanation
INTRODUCTION You must provide an introduction for your
assignment and highlight issues that will be discussed in the
assignment.
Introduction
The South African beverage industry has experienced a growing
demand for healthy, locally sourced products, driven by rising
health consciousness and support for indigenous innovation.
Lungilicious, a fresh juice brand specializing in indigenous
fruits and herbs, presents a unique opportunity to penetrate this
niche yet expanding market. To position Lungilicious effectively
and ensure its long-term success, it is crucial to apply key
marketing principles such as market segmentation, product
positioning, pricing strategies, and branding elements.
This assignment aims to analyze the marketing strategies
suitable for Lungilicious by using relevant theories and models
from marketing literature and the prescribed study material.
Each question will address a core component of the marketing
mix, offering both theoretical insights and practical
recommendations tailored to the South African context and
Lungilicious’s target audience.
, QUESTION 1 (18 marks) 1.1 Based on the market
segmentation principles in chapter 5, formulate a
microsegmentation strategy for Lungilicious fresh
indigenous juice, using seven variables in the micro-
segmentation. You will receive 7 marks for explaining each
variable of micro-segmentation in your own words).
ANSWER
Microsegmentation allows businesses to identify narrowly
defined consumer groups with similar characteristics, helping
them to tailor marketing strategies effectively. For Lungilicious,
a brand offering fresh juice made from indigenous fruits and
herbs, microsegmentation using the following seven variables
will enhance its market reach and customer satisfaction:
1. Demographic Segmentation
This involves dividing the market based on demographic factors
such as age, gender, income, education, and family size.
Lungilicious can target health-conscious consumers between the
ages of 25–45, who are educated and have disposable income to
spend on premium, health-focused beverages.
2. Geographic Segmentation
This segmentation focuses on location—such as urban vs. rural,
provinces, cities, or neighborhoods. Lungilicious can initially
focus on urban areas like Johannesburg, Cape Town, and
Durban, where there is greater access to health stores and a
