Scenario 6-1
Headquartered in Boston, Gillette is a world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance, the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, at one point there 40 million women using Venus products.
-(Scenario 6-1)The position for any one market segment should:
A) also hold an appeal for those outside the segment.
B) be identical to positions selected for other segments.
C) change occasionally to break through advertising clutter.
D) be easily communicated to consumers.

Question

Scenario 6-1
Headquartered in Boston, Gillette is a world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance, the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, at one point there 40 million women using Venus products.
-(Scenario 6-1)The position for any one market segment should: 
A) also hold an appeal for those outside the segment. 
B) be identical to positions selected for other segments. 
C) change occasionally to break through advertising clutter. 
D) be easily communicated to consumers.

Quizplus · Accepted Answer

The position for any one market segment should be easily communicated to consumers. This ensures that the segment understands the value proposition and benefits of the product or service being offered. A clear and easily communicated position helps to attract and retain customers within the targeted market segment.

Scenario 6-1 Headquartered in Boston, Gillette Is a World Leader in Male