Exam 6: Market Segmentation, positioning, and the Value Proposition

Alluring is a company that manufactures cosmetic products.It claims to have the most innovative and scientific formula of the makeup.To be internally consistent,the company should invest in a better Research and Development department to continue product innovation.

Scenario 6-4 Jay and Carrie Garrett operate a small retail store in a college town that sells only house plants and accessories, which they named The Plantatarium. Their initial feeling when they went into business was that virtually everyone was a potential customer for house plants. Subsequent market research conducted for them painted a different picture. This research identified three particularly strong market segments. The first was college students ages 18-24. The next segment was retired seniors ages 65-80. The third segment was professional offices for doctors, accountants, and lawyers. The college students liked houseplants because they dressed up their living spaces. The seniors liked them because they became the focus of a hobby. The professionals did not buy them for any reason other than décor. -(Scenario 6-4)The owners of this business have decided to carry a great deal of plants that flower throughout the year because most consumers have said they like them for the cheerful feeling they give.This suggests that The Plantatarium is focusing on what different consumers want from its offerings,that is,         segmentation.

The strategic planning triangle suggested by Thorson and Moore features as its three main aspects the campaign's colors,celebrity endorsers,and logo.

Scenario 6-1 Headquartered in Boston, Gillette is a world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance, the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, at one point there 40 million women using Venus products. -(Scenario 6-1)It appears that the management at Gillette has performed the fundamental task behind effective segmentation; Gillette has matched what members of different segments want with: 

In recent years,mobile phones and location of consumers on the go relates with       segmentation. 

A potential downside of a heavy-user-focused segmentation plan is that: 

Scenario 6-2 Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake mixes, etc. The company conducts a study to segment its consumers. It finds that segment A consists of a small group of individuals who purchase four boxes of the brand's cereal every week. The average user consumes one box every week. It targets segment A by providing them with samples of other Sunshine products with the purchase of one box.Segment B consists of a large number of college students and individuals who have recently begun living on their own, and require readymade mixes as their breakfast solution. It targets these consumers by providing more variety with pancakes and waffle mixes. Segment C consists of consumers who are not consistent buyers; targeting these consumers could prove a loss for the company. -(Scenario 6-2)Segment C consumers are more likely to be   .

Spending advertising dollars to get "switchers" to buy your brand may seem like a bad idea,but it often results in strong brand loyalty.

One big plus from a product position that stays consistent over time,like Chick-fil-A's "Eat More Chicken" campaign,is that it: 

When ad agency professionals are creating a campaign for a huge global retail firm with complex value propositions,it is important to make sure the campaign aligns with one or more aspects of the brand's value.

Climate,topography,community size,and national region have been found to make dramatic differences in consumption,including habits involving eating and food preparation,entertainment,and recreation.This is the basis of          segmentation.

STP marketing includes three aspects: segmentation,targeting,and positioning.

A ______ is a core idea that frames an ambition or aspiration for a brand that will be relevant to target audiences over time.

Why are systems such as PRIZM used by advertisers for segmentation? 

A firm hires an agency to persuade real estate professionals to use their finance services.In this case,the agency is specifically involved in: 

What does "T" stand for in the term STP marketing? 

There should be ______ persuasion tool(s).

What does the acronym STP mean? 

The basic premise of a positioning strategy must be complex and fitting in with the competitors' messages if it is to be communicated effectively to the target segment.

Effective positioning strategies should be linked to the ______________ offered by the brand.