Reference no: EM131249236
Complete the given assignment.
Instructions:
Type your answers in a word document.
Be precise and clear. The suggested length of each answer is given in the bracket.
Use any material available in the internet but make sure to mention the source and write the argument in own words.
1. What is Marketing Myopia? Do you think marketing myopia played a role in the failure of BlackBerry? (200 - 300 words)
The following video would be helpful.
https://hbr.org/video/3590615227001/the-explainer-marketing-myopia
2. Unilever and P&G compete fiercely in the personal care category. For example, Pepsodent and Dove are Unilever products that compete with P&G's Crest and Pantene. However, Unilever does not have a product to compete with P&G's Gillette. Considering the huge market for razors, Unilever decided to launch shaving razors and blades under the brand name Axe. (Recently Unilever acquired Dollar Shave Club - ignore that fact for the purposes of this question)
Imagine that you are hired as a consultant and asked to provide your recommendation for Unilever's CMO (Chief Marketing Officer).
a. Use Porter's five forces framework to analyze the attractiveness of razor industry. Do you think it is an attractive industry? (300-500 words)
b. Does Unilever have the capability to successfully design and market the product? (50 Words)
c. Using any of the segmentation techniques discussed in the class to segment the customers. Does this segmentation technique satisfy the all the requirements of good segmentation (identifiable, stable, etc.)?
Need to give a nice name to each segment, describe attitude of the segment (for this product category), and identify their demographics and usage rate.
d. Describe the Pros and Cons of each targeting each segment (300 words)
e. Which segment(s) should Unilever target? (200 words)
f. Write one horizontal positioning statement and one vertical positioning statement for the chosen segment(s). Which one do you recommend (horizontal or vertical)? Why?
The following is a template of positioning statement. (30 words)
"For [target market], Brand X is the only brand among all [competitive set] that [unique value claim] because [reasons to believe]"
Attachment:- Mobile Consumer Segments.rar
Attachment:- PowerPoint presentation-Session.rar
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