Unit Iii Case Study Marketing

O’Jaye Williams

MBA 5501, Advanced Marketing

Unit III Assignment

According to the Nielsen consumer product report approximately 77% of North Americans purchase health and beauty products. With this high percentage breakthrough and expansion will be a great challenge. Arimount desires to expand its brand by presenting Dry Arms as a product created for athletic, competitive teenagers as well as middle-aged business travelers. The Nielsen Company conducted a survey to over 25,000 consumers about their purchases of health and beauty products. The goal was to find out what influences their purchase and whether or not mass market produced products were just as good as the premium exclusive alternatives. Another question raised to consumers desired to know what they would spend on the product if money was not an object. Two-thirds of the respondents in their twenties choose to spend more money on health and beauty products if they had the resources. Another deciding factor for this group is the product has to be ideally suitable to their needs. The older participants choose to spend less on the necessities. Arimount wants to target consumers who are looking to purchase the best product at the most reasonable price, but are possibly willing to pay more if necessary.

Arimount will focus on the buying power of its current customers and the interests of future customers. The focus will be on the brand used and how often it is purchased. Purchase conditions, price, benefits sought, overall values, influence on purchase decision, importance of purchase, and experience with purchase all play a very important role in market segmentation. When segmenting a particular market, personality, lifestyle, and attitude constitute the psychographics of a customer and should be considered. This segmentation is large enough to support Arimount’s objective and show signs of at least twenty percent growth per year for the next two or three years....