Imagine you are freshly appointed to a new position in a marketing firm and your first task is to audit the recent marketing collaterals of a brand your firm is managing. The purpose of the audit is to understand if your recent marketing collaterals are consistent across the consumer journey (i.e. advertising, social media, product packaging and the website), to accurately communicate the positioning of the brand, to a singular target market. You need to complete the following:

Select a brand of your choice, firstly discussing the importance of utilising segmentation. Identify and define three segmentation bases used by the brand explaining what descriptors they encompass.

Then, find at least three different examples of the selected brand's marketing collaterals; such as advertisements, social media campaigns or product packaging (NO VIDEOS). You need to analyse the exemplar marketing collaterals by utilising the semiotics (signs, symbols, images, words) and how it informs to identify and describe a singular target market; linking this to your discussion for each chosen segmentation base.

Lastly, once you have analysed the marketing collaterals you clearly summarise how these inform and describe a singular target market.

You must include the images of the marketing collaterals used, to reference in your assessment. You should also have a minimum of three academic references (textbooks not included), and other non-academic references to support your discussion in this question.