Practical exercise: Tide cold water- GREENPRINT

As a brand manager for Tide, you have been successful in developing and marketing cold water Tide to LOHAS consumers. Since you recognize heterogeneity among consumers in this large market segment, you have elected to augment your marketing efforts by addressing consumers via the Greenprint market segmentation strategy.

First, describe the Green Enthusiasts market. How well does the current product and promotional strategies address these consumers? (To answer this question, you need first to search about the marketing strategy of Tide cold water). What enhancements in product and promotional strategy would reinforce consumption among these consumers?

Second, distinguish the "Following the Rules" consumers from "Green Enthusiasts." Explain whether (and if so, how) your marketing strategy (product, price, placement and promotion) would change if you elected to start pursuing the "Following the Rules" market segment.

Third, describe the "Of two minds consumer" by contrasting their preferences with "Green Enthusiasts." Explain whether (and if so, how) your marketing strategy (product, price, placement and promotion) would change if you elected to start pursuing the "Following the Rules" market segment.

Fourth, contrast the "Not Really Bothered" consumer with the "Green Enthusiast" Explain whether (and if so, how) your marketing strategy (product, price, placement and promotion) would change if you elected to start pursuing the "Not Really Bothered" market segment