Designing customer value-driven marketing strategy

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Reference no: EM132168131

Discussion: Customer Segmentation No unread replies. No replies. Dividing markets up into meaningful customer groups (segmentation) is a necessary step in designing a customer value-driven marketing strategy. The same company might have multiple product lines that are designed to appeal to different market segments.

Part 1,

Using an online search, locate and visit the Estee Lauder Companies website and review the “Our Brands” page. Discuss the characteristics and likely differences in customer segments for the Smashbox and AVEDA cosmetics lines. Focus on demographic and psychographic segmentation characteristics. What elements of your research did you find most interesting? Why?

Part 2,

In Part 1 of the discussion, you explored the characteristics of customer segments for the Smashbox and AVEDA cosmetics lines. Now choose two different brands that you are familiar with. What demographics are the brands most likely targeting? Why? What characteristics of the demographics make them a good fit for the brand? Why?

Reference no: EM132168131

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