Question
23 Suppose you work for a company that sells cosmetics. They have identified their target segment and would like to promote the new cosmetics brand
23
Suppose you work for a company that sells cosmetics. They have identified their
target segment and would like to promote the new cosmetics brand to these target
segment by influencing the relevant Associative reference groups the target
customers belong to.
Assume that you have identified two associative reference groups that are relevant
for the target customer segment:
Reference Group A is characterised by high degree of contact, high homophily, and
high degree of identification.
Reference Group B is characterised by low degree of contact, low homophily, and
low degree of identification.
23a)
Which of the two associative reference groups above would you choose to
approach? Justify your choice by explaining what each of the above three reference
group characteristics means and whether and why high vs. low level of that
characteristic is preferred.
23b)
The cosmetics company is looking to further segment the market based on values.
Identify two (2) consumer values relevant for the cosmetics market. Then, describe
briefly two distinct market segments (one for each of the consumer values you have
selected) that the cosmetics company could target. Describe some of the key
product attributes that customers in each of these two market segments are likely
to seek.
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