Each step in the STP requires certain actions. The goal of this activity is for you to understand the types of actions that correlate with each step.

First, read about France$-$based L'Oreal's pursuit of a new customer segment for its Garnier Fructis line of haircare products. Then click and drag each action to the corresponding step in the STP process.

France$-$based L'Oreal has seized the opportunity to pursue the customer segment interested in natural$/$organic products with its Garnier Fructis line of shampoos and conditioners that are made from fruit and vitamin extracts.

Shampoo sales in the United States have been decreasing since $1999,$ yet the natural$/$organic portion of the market has shown growth in the past few years. L'Oreal noted this trend and decided to offer a natural shampoo. It identified various groups of shampoo users with similar wants and needs. One group consisted of health$-$conscious consumers who like natural shampoos; another group consisted of those who prefer salon quality, deep cleansing shampoos. L'Oreal evaluated both groups, considering which one offered the greatest sales potential, and decided that it could meet the needs of health$-$conscious consumers better than its competitors could. L'Oreal then had to convince the selected group that its choice should be Garnier Fructis, L'Oreal's natural shampoo brand. To achieve this goal L'Oreal designed a lifestyle advertising campaign presenting Garnier Fructis as the healthy choice compared to its competitors.