You are the newly appointed brand manager for Grooming Partner, an unscented deodorant shampoo aimed at Generation X members. Sales of this brand have been declining for quite some time and recent exploratory research conducted by the company suggests that your brand is no longer price competitive. Describe the steps which are involve in marketing research process. What actions company should take to improve its sales?

You discover that many marketers of deodorants in those organizations sharpen their marketing strategy by adopting a multivariate demographic segmentation ( combining two o more demographic variable). explain why & how such segmentation approach might be used to inform strategy in attempting to resolve the sales decline.