Contents
The paper answers the following questions on the case study – - 1. How could P&G use benefit segmentation when segmenting the beauty and grooming market? Identify two quite different market segments P&G could target using benefit segmentation. Describe these segments and discuss how these segments could be identified and reached by EM
- 2. Discuss how an understanding of the consumer behavior concepts of learning and motivation would help P&G in their marketing of beauty and grooming products. Describe how these concepts could be applied in the context of purchasing beauty and grooming products.
- 3. P&G develop a distinct brand for each of the different products within its portfolio. Discuss two concepts in consumer behavior that would assist them in the design of a promotional campaign for a new brand. Use relevant examples to illustrate your discussion.
- 4. Discuss the role of culture in shaping the purchase and use of P&G beauty and grooming products. Would a new beauty and grooming brand be readily transferable from one county to a range of other countries? Use examples to illustrate.
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