Question: Using Table 9.1 as a model, construct a person/situation segmentation matrix for a brand of perfume. TABLE: A Person-Situatlon Segmentatlon Matrix for Suntan Lotlon Situatlon

Using Table 9.1 as a model, construct a person/situation segmentation matrix for a brand of perfume.

TABLE: A Person-Situatlon Segmentatlon Matrix for Suntan Lotlon Situatlon Young Children Teenagers

TABLE: A Person-Situatlon Segmentatlon Matrix for Suntan Lotlon Situatlon Young Children Teenagers Adult Women Adult Benefits/Features Men Falr Dark Falr Dark Falr Dark Falr Dark Skin Skin Skin Skin Skin Skin Skinskin Beach/boat sunbathing Combined insect repellent Summer perfume a. Product serves as windburn protection b. Formula and container can stand heat c. Container floats and is distinctive (not easily lost) Home-poolside sunbathing Combined moisturizer a. Product has large pump dispenser b. Product won't stain wood, concrete, furnishings Sunlamp bathing Combined moisturizer and massage oil a. Product is designed specifically for type of lamp b. Product has an artificial tanning ingredient Snow skiing Winter perfume a. Product provides special protection from special light rays and weather b. Product has antifreeze formula Special Person benefit/featuresprotection Special protection Special protection Special protection a. Protection is critical a. Product fits in jean pocket Female perfume Male perfume b. Formula is non- poisonous b. Product used by opinion leaders

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