Segmentation and positioning analysis of a new product

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Introduction A gas grill from Honda, a well-respected car company, will have special appeal to the young professional market. Description A generic gas grill manufacturer will partner with Honda Motors to design a gas grill with the Honda logo. The styling and features will capture the essence of a modern Honda vehicle. Features: *Automotive-quality paint on body and frame *Rounded frame made from cast metal (no square steel tube) *Robust tank support *Good wheels with …

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…to customers who believe in Honda quality. References Cooking with gas. (2002, June). Consumer Reports, 40-41 Konrad, R. (1999). Targeting Generation Y. Retrieved July 2, 2002 from the World Wide Web: Kotler, P. (2000). Marketing Management: The Millennium Edition. New Jersey: Prentice-Hall. Miller, T. (1998, July 20). Global segments from `strivers' to `creatives'. Marketing News, 32(15), 11-12 Meyers, D. (2002, March 4). America's love affair with barbecuing just keeps on glowing. Press Release: Heart, Patio, & Barbecue Association