marketing 113

Individual Assignment.

  • Discuss the bases of segmentation for this case; which do they utilize – geographic, demographic, behavioral (benefits sought), psychographic/lifestyle? Explain.
  • Explain the concept of positioning. What does it mean? How are motives/wants (of the target market), competitive choices, and the company’s offerings all part of the positioning strategy?
  • How did Fair & Lovely position the brand? Which bases of positioning did they use?

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