Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 2

Put yourself in the position of an entrepreneur who is developing a new product to introduce into the market. Briefly describe the product. Then, develop the segmentation, targeting, and positioning strategy for marketing the new product. Be sure to discuss (a) the overall strategy, (b) characteristics of the target market, (c) why that target market is attractive, and (4) the positioning strategy. Provide justifications for your decisions.