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.

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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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