The Vanca.pdf - The Vanca Case Study 1 As a function of its strategic marketing planning process The Vanca created a persona for The Vanca Woman(Exhibit

The Vanca.pdf - The Vanca Case Study 1 As a function of its...

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The Vanca Case Study 1. As a function of its strategic marketing planning process, The Vanca created a persona for The Vanca Woman (Exhibit 7). There are a few demographic, psychographic, and behavioral attributes listed. Are there any additional persona attributes you consider important that would impact their marketing e ff orts? If so, what are they and explain why you believe them to be important? If not, explain why you believe the attributes listed to be su cient. Ans: Specific to the particular image that The Vanca has created (namely, the young, fun, independent professionals), additional persona attributes may include finer segmentation along psychographic, geographic and demographic targets. The campaign image already includes lifestyle, personality and taste preferences, but the group described may have additional political and socio-economic views that provide additional avenues to market to. Could this group be described as more progressive and tolerant compared to previous generations? If so, a marketing campaign that addresses concerns a younger generation may share could be beneficial to brand image. For instance, would The Vanca women be concerned about workplace treatment and hiring discrimination against women? Highlighting the e ff orts that the company has made to ensure diversity and equality in their workplace could help to improve their image and build positive brand awareness. Geographically, India has very distinct cultures that may di ff er in tastes in color, fit and style. Some research may be performed to identify opportunities to target unique preferences that are designated market area specific. Moreover, a finer segmentation along the demographic line may be necessary in order to su ciently di ff erentiate between the tastes of younger women who are just coming into adulthood and those who are farther along in their lives and careers. Those tailored towards the former group may be a bit more chic and fun, and those tailored towards the latter group can be more business oriented and professional.

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