Unit three

Unit Three

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Unit Three
Segments the company will market “Bravo Max” to and the variables to be applied in these segmentations
The segments targeted for marketing of the new product “Bravo Max”, will be divided by social class such as Middle class and the Upper class. Apart from these class segments, the company will as well market to the adult segments of Men and Women. Moreover, the segment of Teenagers will also be marketed to. Aggressive marketing to these segmentations will not only improve the product sales, but also help the company to gain a significant share of the market with the innovative Bravo Max products. It is expedient to target the right market segments and the identified segments will enable Arimount to attain its objective of topping the market share. Although most consumers of deodorant products are adults, teenagers should also be accorded a lot of concern if the company aims to dominate the market and increase its market share. That is why the company will also market Bravo Max to the teenager’s segment.
There will be three variables to be applied in these market segments; branding, pricing and promotion. Product branding will involve the development of different Bravo Max product brands that target specific market segments. For instance, there will be a Bravo Max deodorant brand specifically targeted for the Upper class and another brand for the Middle class. This class differentiation will enable Arimount to develop high quality brands for consumers in these social classes. Moreover, Arimount will also develop Bravo Max brands that specifically target female buyers and another for male buyers while another extraordinary brand for the teenage buyers.
The second variable to be used by the company is pricing, whereby Bravo Max deodorant products for Men, Women and Teenage segments will be priced competitively so as to increase and improve market penetration. The initial prices will be closely similar to or slightly lower than prices of products from other companies so as to enable the company gain a crucial market share and influence the consumers to adopt the new and innovative Bravo Max products. For the Middle class brands, an initial high price will be set then lowered over time depending on the pricing of competitors. High-end luxurious Bravo Max brands for the High class consumers will be priced extremely high compared to those of other segments due to the perceived value of the brands.
Arimount will be engaged in extensive promotional activities among the target market so as to create awareness of the new Bravo Max products. This will involve aggressive marketing of the products and will incorpo...