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Unit Assignment #2 – Segmentation BMO InvestorLine has a Self-Directed easy-to-use online trading platform which allows customers to invest in stocks, ETFs, mutual funds and more

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Unit Assignment #2 – Segmentation

BMO InvestorLine has a Self-Directed easy-to-use online trading platform which allows customers to invest in stocks, ETFs, mutual funds and more.  More information of the offering.  You are the marketing manager for this offering you need to identify the market segment and target market for this offering. 

Task

1. Identify the Target Segments ideal for the BMO InvestorLine Self directed offering. (4 marks)
2. Describe the target audience and their characteristics for BMO InvestorLine Self directed offering. Consider psychographic and behavioural variables in addition to demographics (4 marks)
3. Provide your rational for the target segment you identified. (5 marks)
4. Describe the methods of segmentation and which ones drove your choice of target segment. (5 marks)
5. Why is it important for a brand to segment the market? (6 marks)