, MNM2604 Assignment 3(COMPLETE ANSWERS)
Semester 1 2025 - DUE 30 April 2025 ; 100%
TRUSTED Complete, trusted solutions and
explanations.
INTRODUCTION
Marketing in a business-to-business (B2B) context involves a strategic approach
that goes beyond simply offering a good product. Companies must understand
their market at a granular level, carefully position their products, set appropriate
pricing strategies, and build strong brand identities. This assignment focuses on
Lungilicious, a brand producing indigenous fresh juices in South Africa. The aim is
to apply core marketing concepts—including microsegmentation, product
positioning, product life cycle analysis, pricing objectives, and branding—to
develop a comprehensive strategy that supports Lungilicious’s growth and
competitiveness.
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).
Microsegmentation involves dividing a broad target market into smaller,
more specific groups of customers to tailor marketing strategies
effectively.
1. Demographic Variables
Include age, gender, income, occupation, and education.
Semester 1 2025 - DUE 30 April 2025 ; 100%
TRUSTED Complete, trusted solutions and
explanations.
INTRODUCTION
Marketing in a business-to-business (B2B) context involves a strategic approach
that goes beyond simply offering a good product. Companies must understand
their market at a granular level, carefully position their products, set appropriate
pricing strategies, and build strong brand identities. This assignment focuses on
Lungilicious, a brand producing indigenous fresh juices in South Africa. The aim is
to apply core marketing concepts—including microsegmentation, product
positioning, product life cycle analysis, pricing objectives, and branding—to
develop a comprehensive strategy that supports Lungilicious’s growth and
competitiveness.
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).
Microsegmentation involves dividing a broad target market into smaller,
more specific groups of customers to tailor marketing strategies
effectively.
1. Demographic Variables
Include age, gender, income, occupation, and education.
