Product:a patented, plastic collapsible bottle coated with a secret formula. All the consumer has to do is add water and it becomes a wonderful chilled, carbonated beverage. In addition, this secret formula contains: water purification chemicals that allow any type of water to be used, 100% of the daily requirements for vitamins, and minerals and anti-cancer toxins. This company is participating in supplements industry.
1. Consider the various approaches to segmenting your market(s).Whatsegmenta- tion approaches do you recommend? Why do you recommend those approaches over other available approaches?
2. Evaluate your proposed segments against the criteria for effective segmen- tation. What does this evaluation lead you to conclude about the best way to proceed?
3. Identify the likely sources of differential advantage on which you will focus later in developing your positioning strategies.
4. Define the product :
a. Value proposition.
b. Characteristics.
c. Nature of product (consumer versus business product, and what type of product it represents).
5. Define and describe the value network within which you will operate. Develop an approach to ensure that your supply chain operation is a nimble as possible.