Your group is one of several consumer insights teams at a leading marketing consulting firm.

Your group is one of several consumer insights teams at a leading marketing consulting firm. You have been approached by WeatherTech to assist in boosting growth for their US-manufactured products.

Your team’s task is to identify two new segments that are not currently the brand’s primary market and recommend how to position their US-manufactured products within these segments.

Expert Solution

WeatherTech is the company that provides the weather protection products for the automobile equipments/vehicles like interior carpets etc. This organization has covered the automobile sector in the US nation.

Our team identified below two new segments that are not currently the brand’s primary market are as below

Mat for industrial applications: Mat requirement in industrial application has good demand and the company is already skilled in mat manufacturing, so it is good option for the company to explore the mat products for the industrial application, so that they can get exposure to new segment and can leverage the market for their commercial need.

Mat for commercial office applications: Mat requirement in commercial office application has good demand and the company is already skilled in mat manufacturing, so it is good option for the company to explore the mat products for the commercial office applications, so that they can get exposure to new segment and can improve their revenues.

Recommendation to position their US-manufactured products within these segments by exploring the marketing four P process as it helps in positioning these new products in this market segments. Marketing four P i.e. Product, Price, Place and Promotion are the four key elements that will help in placing these products in these markets. The company needs to come out with the suitable products for these segments so that the product meets the user requirements. Then the price of the products be such that the price is competitive and affordable by the consumers. Pricing is very essential as it makes the major impact of the product positioning in the target segments in the market. Place to be identified suitable so that from there these products can be distributed and consumers van approach to get these products. Promotion is the key element which makes the consumer awareness and helps them to understand the products and impact their buying decision towards these products.

keosha answered 2 years ago

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