Identify segmentation, targeting, and positioning strategies, for the deployment of the marketing mix variables.

Should have a cover page, a table of contents, pages should be
numbered, and it should be organized in sections and subsections.

The length of the paper can range from a minimum of 1,300 to a
maximum of 1,700 words. Marks will be deducted for shorter or longer
projects. Specifically, a 10% reduction
in your total score if your word count deviates from the above-mentioned range.

You need to use at least five
academic references in your paper. The APA reference style is required.
Plagiarized material will result in a grade of F
on the project.

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Learning
Outcomes
§ Identify
segmentation, targeting, and positioning strategies, for the deployment of the
marketing mix variables.
§ Identify
the role of the marketing mix variables to the marketing strategy
Description of Project
It is based on
information provided on the following Mini case:
Euro Beauty Products Inc., a manufacturer
of quality personal-care products has just introduced a new spray deodorant
especially for “her” – its unique fragrance intended to give ‘her” the freshness
she loves. Euro Beauty follows a price-skimming strategy with its new spray
deodorant to benefit from a large contribution margin and recoup research and
development costs. This seems justified by the product’s superior performance
and low-price sensitivity of the targeted segments. Also, the price skimming is
intended to create a prestigious image for its new product and enhance the
appeal of its other personal-care brands.
Because the sales of the new product
were far below expectations, management of Euro Beauty began using a
promotional pricing that involved reducing the price of the product in an
effort to boost sales, bringing the price closer to the price of lower-quality
products [Source:
Yannnopoulos, P. (2007). Marketing Strategy. Thomson.]

For the completion of the project, you need to read
the short case as well as the theory and then, answer the following questions:
1. Explain the
strategic importance of price and the factors that influence pricing decisions [40
points].
2. Describe the
factors that influence the choice between penetration pricing and price
skimming. Based on these factors explain the decision of the Euro Beauty to
follow a price skimming pricing strategy [40 points].
3. Was the price
reduction a good move on the part of management of Euro Beauty products? What
else might you have done to help the sales of this new product? [20 points]

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