Hi. You could find the back ground info, questions to be answered, and requireme

Hi. You could find the back ground info, questions to be answered, and requirements for the project below. There are three members in the group and each was assigned one of the questions that needs to be answered with two slides. My question is #2 – Specify and justify the most appropriate positioning strategy / strategies for the deodorant brand chosen in relation to the chosen target audience. Justify the value proposition that the product offers and how the recommended positioning supports this proposition. I am also attaching an example of the target audience. ** Please submit the work in Power Point/Google Slides. Project back ground info: Traditionally we have seen negative correlation between deodorant consumption and working from home/week-ends. People tend to take shower later in the day and often skip deodorant usage (giving skin a break, because they don’t expect to go out but rather hang out at home cocooning etc.). This trend has been accentuated by Covid and we have seen deodorant market globally going down by around 10%. As hybrid working will be the future, we expect this level of consumption to stay for longer unless we find ways to fuel it – this is exactly your challenge and task is to come up with ideas on how to motivate people using deodorants even when hanging out alone at home. Those ideas could range from communication ideas, new product ideas or new concepts for current products. Some facts: 80% of usage is straight in the morning after shower. Second moment is after sports or before going out (after work, particularly when people can’t take shower between work and evening outing) Main reason to use deodorant is to protect itself from bad smell and sweat. Some people use deodorant not to have white marks on their clothes as additional reason or to take care of their skin. While there was a lot of innovation in those areas, efficacy, care and no marks remain key unmet consumer needs alongside with desire to have a truly natural products which work well (holy grail) People sweat differently – we consider around 25% of people to be light sweaters, 25% heavy sweaters and 50% normal. It’s challenging for people to understand which deodorant to choose and there is a lot of confusion between anti-perspirants (protect from sweat) and deodorants (keeping you fresh). Light sweaters are satisfied with deodorants where heavy sweaters definitely need an anti-perspirant For this assignment you can take any deodorant brand of your choice as it’s about fueling category demand We would like you to focus on young people below 35 years old as we believe that their habits are easier to be influenced and we have seen their consumption pattern being impacted the most. Project questions: 1. Identify and justify a suitable target audience of your choice for the deodorant brand chosen specifying the audience attributes and characteristics. Include a typical customer persona. Conduct research to determine such consumer attributes and expectations. 2. Specify and justify the most appropriate positioning strategy / strategies for the deodorant brand chosen in relation to the chosen target audience. Justify the value proposition that the product offers and how the recommended positioning supports this proposition. 3. Based on your answers to questions 1 and 2 above, propose and justify recommendations based on the application of the 4Ps (product packaging, price, place, and promotion) on how the chosen company can better manage the chosen deodorant product. Project requirements: ASSIGNMENT REQUIREMENTS 1. The teams are expected to prepare and present their answers with slides (not more than 6 slides) excluding cover slide and references and any additional supporting information such as survey questionnaire etc. 2. Each team member is expected to speak during the presentations and teams need to agree on the order of presentation 3. Each team will have 7 minutes to present their answers followed by 3 minutes of Q&A