Cultural Norms Fair & Lovely and Advertising Case Study

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:

For more on positioning information: