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Idea Scale:
You are starting up your own company that will launch a new innovative idea (could be a product/service). Answer the following questions.
1. Describe this innovative idea.
2. Which segmentation technique you would be using to segment the market? And why?
3. Which targeting strategy you would be following? And why?
4. Who would be your main competitors?
5. Which differentiation and positioning strategy you would be following? And why?
6. What would be your positioning statement?
How should Fosdick respond to the immediate situation? What controls might have been used by Red Spot Markets to reduce or eliminate the problems discussed in the case
Exploratory and formal studies
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What is that message? How would you best express this message in terms of the total concept, i.e., one of words and visuals?
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How can USP (unique selling proposition) change during a product's life cycle
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