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Claflin University Market Segmentation Advertising Discussion Paper


I have a marketing segmentation assignment please see the pdf. I have copied and pasted the questions below as well. The questions are in the pdf.

Market Segmentation

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


Brand A



Brand B


cold capsule

Brand C


child cold

Brand D


cold spray

Brand E



Brand F


cold capsule

Brand G


cold spray


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