1.Discuss the bases of segmentation for this case; which do they utilize – geographic, demographic, behavioral (benefits sought), psychographic/lifestyle? Explain.
2.Explain the concept of positioning. What does it mean? How are motives/wants (of the target market), competitive choices, and the company’s offerings all part of the positioning strategy?
3. How did Fair & Lovely position the brand? Which bases of positioning did they use?
Here is the link for the case: https://learn-us-east-1-prod-fleet01-xythos.s3.us-east-1.amazonaws.com/5d01252a127d8/5010322?response-content-disposition=inline%3B%20filename%2A%3DUTF-8%27%27case_2_2_Cultural_Norms_Fair_and_Lovely_and_Advertising%2520%25281%2529.pdf&response-content-type=application%2Fpdf&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20200323T181412Z&X-Amz-SignedHeaders=host&X-Amz-Expires=21600&X-Amz-Credential=AKIAZH6WM4PLTYPZRQMY%2F20200323%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Signature=5f2c516185a363237100cc9c3146801d64b6c86491d42e06b086b8715c9dd7c8
For more on positioning information: https://www.marketing91.com/positioning-strategies/