6. Case study: customer segmentation Jave Cosmetics company is in the cosmetics and fragrances business. For some time, the company was following the product concept of marketing and catered only to their existing customers, while paying no attention to the changing needs and demands of the consumers. A marketing graduate, Vivian, has recently joined the company and has advised the company about necessary changes that have to be made on the basis of changing tastes and preferences of consumers, as well as segmentation, in order to successfully sell the company's product range and improve its image and standing. She has modernised the products to a certain extent and devoted some extra budget to packaging and product line diversification, taking income and other socio-economic factors affecting consumer decisions into consideration. However, so far, the product manager and sales manager are not quite happy with the efforts made by her. Even after 6 months of implementation of the suggested changes the company has not been able to achieve any effective growth in sales. Both managers are of the opinion that although some progress has been made due to Vivian's contribution, yet many important factors affecting consumer behaviour have still been neglected and should be researched and accounted for in the company's marketing strategy and new advertising campaigns as well I Questions related to the case study 6a) Do you agree with the product manager and the sales manager? If yeso, why? Justify your answer at length. 6b) Were the changes implemented the right ones in the first place? Why yeso? Justify your answer at length. 6c) What other factors should be considered? Elaborate in detail on all those factors. In your answer, refer also to customer segmentation and customer typology (various types of buyer). In your answers, refer to a specific geographical region and culture you are most familiar with