Competitive Brand Segment Exploration

(1) picture

• Draw a picture of an Mac/Apple person next to a picture of a PC/Microsoft person. (Not graded on your drawing ability; may be a stick figure you take a picture of, graphically designed, or a cited image from the internet)

(2) segmentation descriptions

• Then describe the different segmentation characteristics of your drawings or image selected (Tip: think demographic (e.g., geographic location, gender, occupation), psychographic (e.g., values and lifestyle), and behavioral (e.g., loyalty to brand).

(3) answer the fairly distinct and homogeneity question

• Are Mac/Apple vs. PC/Microsoft fairly distinct from one another? Is there homogeneity within groups?

(4) share two advertisements and describe fit to your illustration and description

• Include a print or commercial video image/link illustration for both brands you are exploring and discuss how the advertisement you selected fits the persona you illustrated and described.