Category Archives: Chapter 09: Segmentation, Targeting and Positioning

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Wax On, Wax Off, Don’t Wax at All: How Broadly Shifting Consumer Trends Inform the Car Wax Sector

03 Wednesday Jun 2020

Posted by in Chapter 06: Consumer Behavior, Chapter 09: Segmentation, Targeting and Positioning

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The sharing economy and prevalence of ride-sharing services certainly didn’t help. But these recent developments are not actually the primary …

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You Can’t Buy These Sneakers. You Can’t Wear Them Either. But with New AR, You Can Take a Picture Wearing Them!

11 Monday May 2020

Posted by in Chapter 09: Segmentation, Targeting and Positioning

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For some people, the purpose of sneakers is pretty straightforward, namely, to provide comfortable, somewhat attractive covering for their feet, …

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Is He Buying “Ice” or Ice Tongs? Tiffany & Co.’s Efforts to Get Men to Shop for Themselves

20 Thursday Feb 2020

Posted by in Chapter 09: Segmentation, Targeting and Positioning, Chapter 11: Product Branding and Packaging Decisions

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Although the demographics of shoppers in Tiffany & Co. retail stores often have featured a lot of men, most of …

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P&G Continues to Stake Its Claim as the Most Inclusive Consumer Goods Company

06 Monday Jan 2020

Posted by in Chapter 05: Analyzing the Marketing Environment, Chapter 09: Segmentation, Targeting and Positioning

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Across its multiple brands, Procter & Gamble (P&G) seemingly is attempting to establish a corporate reputation as an inclusive, forward-thinking …

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