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#10

Segmentation, Targeting, and Positioning Process Firms choose from various methods of segmenting the market on the basis of the types of goodsiservices they offer and their goals for the segmentation strategy. Firms assess whether a segment is worth pursulng by determining whether the customer is idenvfiable and whether the segment is substantial, reachable, and profitable. Firms then position thelr products according to value, attributes, use, or competive edge. This activity is important because it helps you to understand the relationship among segmentation, targeting, and postioning (STP) Each step in the STP requires certain actions. The goal of this activity is for you to understand the types of actions that correlate with each step. First. read about France-based L Orear's pursurt of a new customer segment for its Gomler Fructis line of haircare proctucts. Then click and drag each action to the corresponding step in the STP process. France-bssed LOreal has setzed the opportunity to pursue the customer segment interested in naturaliorganic products with its Gamier Fructis line of shampoos and conditioners that are made from frut and vitamin extracts. Shampoo sales in the Unired States have been decreasing since 1999. yet the naturaliorganic portion of the market has shown growth in the past few years. L'Oreal noted this trend and decided to offer a natural shampoo. It identfied vanous groups of shampoo users with similar wants and needs. Ors group consisted of health-conscious consumers who like natural shampoos; another group consisted of those who prefer salon quality, deep cleansing shampoos. L'Oreal evaluated both groups, considering which one offered the greatest sales potental, and decided that it could meet the needs of health-conscious consumers better than its compertors could. L'Oreal then had to convince the selected group that ins cholce should be Garnler Fructis, L'Orear's natural shampoo brand. To achieve this goal L'Oreal designed a ifestyle advertusing campaign presenting Garnier Fructs as the heaithy choice compared to its competitors. Orag tach example to the corresponding step in the process and drag each action to the corresponding step in the STP process. France-based LOreat has selzed the opportunity to pursue the customer segment interested in natural/organic products with itts Garnler Fructis line of shampoos and condlyioners that are made from frult and vitamin extracts Shampoo sales in the United States have been decreasing since 1999, yet the naturaliorganic portion of the market has shown growth in the past few years. LOreal noted this vend and decided to offer a natural shampoo, It identified varlous groups of shampoo users with slmilar wants and needs. One group consisted of health-consclous consumers who like natural shampoos; another group consisted of those who prefer salon quality, deep cleansing shampoos. LOreal evaluated both groups, considering which one offered the greatest sales potential, and decided that it could meet the needs of health-consclous consumers better than its competitors could. L'Oreal then had to convince the selected group that its choice should be Garnier Fructs. L'Oreal's natural shampoo brand. To achieve this goal LOreal designed a lifestyle advertsing campalgn presenting Garnler Fructs as the healthy choice compared to its compettors. Drag tash example to the corresponding step in the process