Product positioning strategy

1. Usage segmentation targets heavy users, average users, light users or nonusers.

Describe campaigns for each of the usage segments for a tanning salon. In your discussion, identify the best communications objective for each of the campaigns and the product positioning strategy that you would use for each segment. Justify your decisions.

2. For each of the product-positioning strategies discussed in this chapter, identify two brands that feature the strategy and explain how the strategy is used to successfully market the brand.

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