What is the major problem faced by Burt’s Bees in this case? e.g., The major problem (or challenge) facing Burt’s Bees is the brand is targeted to an inappropriate segment. WHAT strategic marketing steps should the new owners of the Burt’s Bees company (Clorox) take to overcome this challenge? e.g., Instead of targeting older consumers who are concerned about their health, Clorox should target a new customer segment. They should focus on a younger segment that is environmentally conscious, who would be willing to pay a premium for the Burt’s Bees branded products.

Burt's Bees is a personal cosmetics firm that makes lip balm, moisturizers, makeup, facial wipes,…

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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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What is the major problem faced by Burt’s Bees in this case? e.g., The major problem (or challenge) facing Burt’s Bees is the brand is targeted to an inappropriate segment.

WHAT strategic marketing steps should the new owners of the Burt’s Bees company (Clorox) take to overcome this challenge? e.g., Instead of targeting older consumers who are concerned about their health, Clorox should target a new customer segment. They should focus on a younger segment that is environmentally conscious, who would be willing to pay a premium for the Burt’s Bees branded products.

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