Rajesh`s Market Segmentation Dilemma at FreshWaves
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Code : MM0094
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Region : Asia |
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Abstract: FreshWaves Beverages, a fast-growing player in India's health beverage market, is facing a slowdown in sales due to rising competition and changing consumer preferences. With only one quarter left before annual reviews and a limited marketing budget of INR 20 million, Marketing Head Rajesh Kumar must urgently take a relook at the company’s broad-based strategy to choose one of three sharply defined target segments – Urban Health Enthusiasts, Active Seniors, or Eco-conscious Millennials – each presenting unique opportunities and challenges. His strategic choice will significantly influence FreshWaves’ future positioning, investor trust, and competitive advantage. |
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Pedagogical Objectives:
Keywords: Marketing strategy; market segmentation; targeting; positioning; differentiation-
Contents :
» Introduction
» Exhibits
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