Marketing Segmentation Calculation Questions calculate question 1 and 1 paragraph answer for question 2 and 1 paragraph for question 3 AT&T 6:19 PM 49% X ?

Marketing Segmentation Calculation Questions calculate question 1 and 1 paragraph answer for question 2 and 1 paragraph for question 3 AT&T
6:19 PM
49%
X ?
Segmentation Assignment.docx
Assignment #3. Segmentation Assignment
(5
points) Group #:
The trade typically segments the over-the-counter cold and
allergy market based on how the brands are labeled. The four
standard product categories in the OTC market are cold, cough,
allergy, and nasal spray. If you want to calculate share based on
symptoms relieved, you may want to broaden the cold category
to include nasal sprays. Or you could add child cold and multi-
symptom categories, narrowing the cold category to better
reflect each product’s share of those markets. In this assignment,
you will take a look at different approaches to segmenting the
market in PharmaSim.
Below is a table of sample results for a number of cold
remedies:
Sales Description
Brand A $150 multi-symptom
Brand B $125 cold capsule
Brand C $75 child cold
Brand D $80
Brand E $100 multi-symptom
Brand F $50 cold capsule
Brand G $20
cold spray
cold spray
1. Based on the table above, calculate the share for Brand A
using each of the given categories: (3 points – 0.5 point each)
Standard Cold Broad Cold Narrow Cold
(excludes sprays) (includes sprays) (multi-symptom)
Total Sales ($)
Brand A Share (%)
2. Using product labels to categorize market segments fails to
account for cross-usage of brands; for example, using a cold
medicine to relieve allergy symptoms. How else might you
segment the market to provide more insight into how
consumers perceive and use products in PharmaSim? (1 point)
3. Why might using the narrow segmentation approach
described above (cold, cold spray, child cold, and multi-
symptom as separate categories) be misleading when trying to
define the “children’s market” for cold remedies? (1 point)
Submission requirement: Group number on top/right side of the
first page; 12-point font size; Times New Roman only; MS-Word
only; Maximum (up to) 3 pages; Single spaced, 1-inch margin
on all sides; No typos/grammar mistakes. You’ll lose 5 points if
you do not follow the submission requirement.

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