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Description Effective segmentation implies effective positioning. That is. regardless of to what extent a product is modied in order to better align with the preferences
Description Effective segmentation implies effective positioning. That is. regardless of to what extent a product is modied in order to better align with the preferences of each segment, the product must be positioned along some relevant dimension for each of however many segments the company producing the product decides to target. Of course. the positioning depends on the benets sought by each member of a segment Suppose a rm that produces well known household cleaners (the kind you spray on and wipe with a sponge) has developed a nontoxic version of its cleaner that actually performs as well as its regular cleaner but has fewer harsh chemicals. Your task is to identify and briefly describe 2 possible consumer segments to be targeted for this new product. and to develop a positioning plan that explains to each segment why this particular product provides the benets they are seeking in a cleaner. As you develop the positioning plan, be sure to consider the motivations and the usage situations of each segment for such a cleaner, and to explain how this particular product addresses the issues that matter to the members of each segment. Assume that no other such product exists on the market at this time
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