Discussion:
Q: A marketing intern at Coke working on the Fairlife marketing efforts suggested that one way to segment the milk market they compete in was to do it by fat content. Why not segment the milk market and target those who want non-fat, 1%, 2%, or whole milk?
(a) Does marketing Fairlife toward possible segments by fat preferences make sense?
(b) Why or why not? Include in your support an analysis that you describe for each of the five "requirements for effective segmentation" from the text or "criteria for evaluating a proposed bases of segmentation from my lecture notes" as support for your answer.
(c) Would you recommend that Fairlife follow some other type of segmentation based target market strategy or would it be better to follow a mass market strategy with variety? Explain?