When its patents for "Roundup" expired Monsanto, a US agrochemical company, used a needs-based market segmentation approach. Three market segments were identified as (1) a price-driven segment of customers (who were offered a generically labelled product); (2) a mainstream segment (who were offered a "Roundup" branded product); and (3) a technically sophisticated segment (who were…

BPIR Categories

2.2.2 Select relevant markets
4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy

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