Question: ) There are three positioning options that the research comes up with: Affordable health, Affordable indulgence and A little vacation. Build the brand ladder for

) There are three positioning options that the research comes up with: Affordable health, Affordable indulgence and A little vacation. Build the brand ladder for each (Refer to positioning chapter for the brand ladder concept)

Q4) There are 4 segments the case highlighted in the case in Exhibit 6. Provide your understanding of what each segment seeks in the table below:

Segmentation Criteria	Snails	Climbers	Racers	Sprinters
Primary benefit sought
Willingness to spend
Behaviour and usage
Psychographics

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