Position Application  ,CAST STUDY  solution

Read the case study and answer the questions given at the end of the case.

Position Application A new product development team at Colgate-Palmolive is developing a new fairness cream for men. The team conducted the market research and found that Indian prefer flavoured cream with a lighter menthol in it to give a soothing effect. The Colgate-Palmolive team, as a result, began developing a product for this niche. The new product has to compete with the established players in the market. As a positioning manager responsible for the success of this product, decide upon the positioning strategies and answer the following

questions :
(a) Suggest an appropriate positioning strategy for the fairness cream to be introduced.
(b) What appropriate Brand Name would you suggest and why ?
(c) How do you feel that the three concepts of: Positioning, product differentiation and Market Segmentation have to be related to each other ? Explain.