Lancement de la ligne de produits Green Ox : marketing stratégique pour une boisson dédiée aux sportifs
Date de publication :
12/05/2009
Langue :
Anglais
Format :
.doc
Nombre de pages :
4 pages
Sommaire :
Sommaire
- How could this market be segmented? From Green Ox's perspective, what are the pros and cons of each?
- Which particular segment(s) do you recommend Green Ox focus on? Why?
- Describe and defend a positioning statement for the target segment you recommend
- Palmer Jackson realizes that product, price distribution, and promotion decisions for Green Ox all rely on the decisions they make with respect to question 1-3 and that all four of the ''P'' decisions are intertwined and depend on each other. They feel that the place to start is with some notion of how many flavors of Green Ox they should introduce and at what price. They want your advice on that as well
- Product
- Price
- Place
- Promotion
- Now assume you have just presented your analysis and recommendation to Palmer Jackson management
Résumé :
Palmer Jackson Inc (Cincinnati Ohio) has developed a new line of sports beverages with the added benefit of antioxidants. Our products are obviously positioned on the sports-drink market; moreover this segment is the biggest one with a predictable demand of 45 million consumers. We will choose to position our new line of sports beverages on the sport-drink market and use on another segmentation to determine more precisely which sports-drink consumers we could target.
The description of psychographic segments tells us about their way of life, preferences, needs, wants, motivations...that is all the attributes we need to make a good segmentation.
We recommend green Ox focus on two particular segments: Thinkers and Experiencers. This segmentation will allow green Ox to have a better focus (GASSS) of all marketing efforts. We choose to target these two specific segments because they fit with our product line and with the image we want to give to our brand.
The description of psychographic segments tells us about their way of life, preferences, needs, wants, motivations...that is all the attributes we need to make a good segmentation.
We recommend green Ox focus on two particular segments: Thinkers and Experiencers. This segmentation will allow green Ox to have a better focus (GASSS) of all marketing efforts. We choose to target these two specific segments because they fit with our product line and with the image we want to give to our brand.
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