Question

Q1.

You are the brand manager for Garnier shampoo and you have conducted research on how consumers perceive the your brand in comparison to competing products. A  ____________________ will help you show the results of your analysis.

		a product placement statement
		a market segmentation diagram
		a targeting diagram
		a positioning statement
		a perceptual map

Q2.

1. The company Unilever owns both the Axe and Dove brands. It sells both an Axe body wash as well as Dove Men+Care body wash. Each brand is targeting a different segment. The company is implementing a(n) _____ strategy.

   		layered marketing
   		concentrated marketing
   		multisegment targeting
   		market proliferation
   		undifferentiated targeting

Answer 1

Q1. Answer: A Perceptual map

Explanation:

• Perceptual map provides visual representation of customer’s perception about a product, with respect to other competing products. It helps to understand customers thought and purchasing behaviour towards the product. It can consider various attributes such quality, pricing, satisfaction etc. Here, research is done to understand customer perception for Garnier in comparison with competing products, so it will be done as Perceptual map.
• Product placement statement is related to gain exposure for a product through film or television programmes.
• Targeting diagram is related to identify and classify potential target customer. Similarly, marketing segment and positioning is related with identification and classification of customer segment.

Q2. Answer: Multisegment targeting

Explanation:

• Under Multisegment targeting company identify and serve requirements of separate customer segment at same time. It can be done through various products offerings. Unilever targets young customers through Axe brand, whereas Dove targets mature men. Hence, it is a multisegment targeting strategy.
• Market proliferation is defined as company launches many variations of a product. It may be created through various colour variations or product size etc.
• Undifferentiated targeting is used to target as large number of people irrespective of their segment classification.
• Concentrated marketing is done for products for a focused group of customers, which is well defined in characteristics.
• In Layered marketing strategy various communication channel is used simultaneously to spread message. Such as social media, print media add etc.