Answer to Question #324987 in Marketing for nunu

Question

You are the newly appointed brand manager for Grooming Partner, an unscented deodorant shampoo aimed at Generation X members. Sales of this brand have been declining for quite some time and recent exploratory research conducted by the company suggests that your brand is no longer price competitive. From your study of marketing, you think that a reconsideration of the market segmentation used previously to better understand the target consumer might be the key to this dilemma.

a) From your own investigation of organisations similar to yours you discover that many marketers of deodorants in those organisations sharpen their marketing strategy by adopting a multivariate demographic segmentation (i.e. combining two or more demographic variables) approach. Using examples, explain why and how such a segmentation approach might be used to inform strategy in attempting to resolve the sales decline.