Assignment task
Consumer Lifestyle Segmentation and STP (Segmentation, Targeting, and Positioning) Marketing
This assignment is to familiarize you with Values and Lifestyles Segmentation (VALS) profiles, including your profile, a powerful psychographics (lifestyle) segmentation tool, and demonstrate the relationship of segment profiles to product/service offerings and communication strategy (STP Marketing).
Please follow these steps:
Go to the Stanford Research Institute (SRI) website.
Explore the VALS links on the left pane of the homepage and read the description of eight consumer lifestyle profiles (The VALS Types).
Examine the following PowerPoint files:
VALS Consumer GroupsDownload VALS Consumer Groups
VALS Traditional Media UseDownload VALS Traditional Media Use
VALS Internet and Social Media UseDownload VALS Internet and Social Media Use
Requirements (100%):
(Step 1) The VALS model places each individual into primary and secondary profiles. Which VALS consumer group (segment) do you think you are most like (primary profile) and the type you are next most like (secondary profile)? Pick your primary and secondary lifestyle profiles.
(Step 2) Examine your primary and secondary lifestyle profiles in detail. Choose a specific product category of a hotel (budget, upscale, or luxury, hotel-casino, resort, etc.) OR a restaurant (fine-dining, casual, theme, etc.) to design to appeal to both your primary and secondary profiles, and name your concept (10%);
(Step 3) Describe the type of products/services/benefits the hospitality companies in the category of your choice (hotel or restaurant) in Step 2 should offer to appeal to your consumer lifestyle profiles (60%);
(Step 4) Discuss your communication, media, and positioning strategy and the types of messages/taglines or slogans you would use to target and reach out to your consumer profile (20%).
700-800 words