Week 5

Order Description

supply and from the UMUC Library.

1. Choose one of the new offerings being considered for development and recommend three market segments that company might consider targeting and develop a brief
market profile of each. Use combinations of the major segmentation variables from Table for Segmentation Variable for each profile.. Explain your choice of market
segments to target. (Please use Yourname_Product name e.g, John Smith_ GreenDial. in the Subject line of your post)

Soft Tough: a new line of male cosmetics. The products are not visible on the skin, but they help reduce aging effects on the skin and at the same time provide some
sun protection.

GreenDial: a full-featured mobile phone that is solar powered.

iSense: a smart-phone with an interface that senses hand gestures and voice commands to function from as far as eight inches away.

Mobile CleanAir: a personal portable air purifier that removes harmful airborne pathogens in the user’s air space thereby providing germ-free and contaminant-free air
to breath wherever he or she goes.

Nutrition’s Essential Tool (N.E.T.): a product that helps people see what they eat and make informed decisions based on this knowledge. The service is available to
anyone who owns a camera-ready cell phone. N.E.T. allows a user to photograph the barcode of a food item and then use recognition software to identify the associated
nutritional value of that product as well as its point value on standardized diet programs.

Transitional Widow Tint: a transitional polarized tint for car windows that adapts to lighting conditions. Sold as an option on new cars.

Bagnow: a small micro-chip encased in a plastic clip-on device that sticks to the inside pocket of any type of suitcase. Once attached, the baggage can be tracked via
a GPS-based application on the owner’s smart-phone.
https://learn.umuc.edu/d2l/le/content/249759/viewContent/10684750/View
2. Over the years a number of firms have tried to change their positioning for a variety of competitive reasons. Choose a firm in the global marketplace who has
changed their positioning over the recent past. Describe the firm’s original positioning strategy and then describe the firm’s revised positioning strategy. How did
customers react to this change in positioning strategy – was it successful or not? Why?

3. According to the International Dairy Foods Association, take-home ice cream sales totaled nearly $6 billion in 2014. This market can be divided into four quality-
based segments:

Superpremium ice creams like Ben & Jerry’s and Haagen-Dazs have very low overrun (i.e., minimal aeration) and high fat content, and the manufacturers use the best
quality ingredients.
Premium ice creams like Turkey Hill have low overrun and higher fat content than regular ice cream, and are made with higher quality ingredients.
Regular ice cream brands like Breyer’s meet the overrun required for the federal ice cream standard (i.e., finished product must not weigh less than 4.5 pounds per
gallon).
Economy ice cream meets the government standard and generally sells for a lower price than regular ice cream.
Using what you learned this week about positioning and branding, discuss the strategy you would use to enter the take-home ice cream market. Be sure to discuss what
your points of differentiation are and what brand associations you would link to your brand.