User Account

All Pages

Characteristics of that particular segmentation strategy

Assignment Help HR Management
Reference no: EM132961073

The Case:

Maclean's toothpaste was founded by New Zealand born Alex Maclean in 1919. The company was purchased by Beecham in 1938, eventually becoming a part of GlaxoSmithKline today. Maclean's has been made and sold in many countries until the early 1990s. In India, Maclean's was a popular brand and a major shareholder of toothpaste market at that time. It started losing its market share to Colgate and Close Up, and eventually completely lost the battle by late 1990s, in India. Since Maclean's has now the legacy of over 100 years as a testament to the brand's longevity, accessibility and generation-spanning appeal, it is planning to reenter the old markets in order to reclaim its market position and share. For this new marketing strategy, Maclean's is going to hit three different market segments with three different product variants: Whitening Range, Fresh & Clean, and Maclean's Confidence. Their whitening range is designed, it says; it whitens your teeth with regular use, twice a day every day. The toothpaste has whitening micro-particles to break up and remove stains. The Fresh & Clean selection is designed especially to fight bacteria that cause plaque and bad breath. It gives 12 hours of protection against decay, and protects and whiten the teeth at the same time. The Maclean's Confidence is in the form of a gel, which becomes an active foam when you use it. This is for a quick freshen up feeling, and give through cleaning experience without brushing. Maclean's marketing team is confident that this time they have a clear understanding of market segments, and all the above mentioned variants will serve their respective segments very well.

Requirement:

After reading this case, in your opinion, which of the below mentioned variable is used by Maclean's for market segmentation, also discuss how did they execute the characteristics of that particular segmentation strategy? Explain and defend your choice with logical arguments.

1. Demographic Variables

2. Psychographic Variables

3. Behavioral Variables

4. Geographic Variables

Reference no: EM132961073

Questions Cloud

Reducing the risks identified in the risk assessment : Which of the following refers to best practices in managing workplace violence reducing the risks identified in the risk assessment?
What ef budgeted contribution per unit would : What EF's budgeted contribution per unit would? If EF increases its budgeted selling price by 10% and budgeted variable costs, budgeted fixed costs
Compute interest on loans : Bev also instructed the programmer to use a 360-day year to compute interest on loans (assets). Discuss whether Bev is behaving in a professional manner
Approach to picketing in the hersees of woodstock decision : Read the accompanying decision. Explain the difference in the approach to picketing in the Hersees of Woodstock decision and the Pepsi-Cola Canada decisions.
Characteristics of that particular segmentation strategy : Maclean's toothpaste was founded by New Zealand born Alex Maclean in 1919. The company was purchased by Beecham in 1938, eventually becoming a part of GlaxoSmit
What do know about payback period : Suppose a project has conventional cash flows and a positive NPV. What do you know about its payback period? Its discounted payback period?
What annual lease payment should Kerrigan charge Alina : The equipment has an expected useful life of 8 years. Based on the above, what annual lease payment should Kerrigan charge Alina
Understanding of generational values : How does understanding of generational values help in working with diverse employees in an organization successfully? Justify
What type of life insurance policy does john likely have : His policy is then "paid up" for life. His beneficiaries will receive the face value upon his death. What type of life insurance policy does John likely have?

Reviews

Write a Review

HR Management Questions & Answers

  Improve problem solving capabilities within organization

Types of teams as to their effectiveness that will improve problem solving capabilities within organizations.

  Influence tactics help in reducing organizations politics

Explain the different types of influence tactics that will be of a help “if adopted” in reducing the organizational politics.

  Report on citigroup''s hr service level agreement

Human Resources or Human Resource Management deals with HR Service Level Agreement. HR Service Level Agreement is an agreement made between the employer and the employee, which states that the employee would work under any client and sometimes any ti..

  A project report on hrm

Human Resource Management as the name suggests, it is a management discipline which deals with the human i.e. the workforce aspect of organizations. Need and practices of HRM are inevitable in present scenario of extreme competition where "Talent War..

  Hrp: recruitment and selection

Recruitment and Selection is the initial ladder of any Human Resource Planning process and contains an immense significance for any organisation.

  A project report on study of statutory complainces

Statutory compliance and its immense knowledge are crucial to be understood in an organization. It contains all the forms, procedures and acts applicable in a company.

  Operant conditioning and Reinforcement

Operant conditioning is a learning process where behaviour is controlled by its consequences. In this process an individual's behaviour can be modified through the use of positive or negative reinforcement.

  Effectiveness of training programs in achieving customers an

The main motive for conducting this research is to provide broad range of research of the literature and their reviews related to training and development and assisting the employees in providing customers satisfaction.

  A critical analysis of hr processes and practices in fedex c

FedEx is illustrious for its novel HR processes and practices that have greatly accounted for its success.

  Integrating culture and diversity in decision making

People in the organization are known as Google where they share common goals and have common vision.

  Impact of employee attrition on people management in organis

Talent management implies recognizing a person's inherent skills, traits, personality and offering him a matching job.

  Labour dissonance at maruti suzuki india limited: a case stu

This Case Study focuses on various issues related to Labour Unrest at Maruti Suzuki India Limited.

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

Submit Assignment

Academics

Major Subjects

Majors

Get In Touch

whatsapp: +1-415-670-9521

Phone: +1-415-670-9521

Email: [email protected]

TERMS & POLICIES

HELP & SUPPORT

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd