Case Analysis – “How halving Australia’s washing time more than tripled Biozet Attack’s share of category”

Your task is to review the case study; identifying the various segments available in the laundry care category – identify one likely segment the brand currently targets. You are then required to make recommendations to management to target another target segment; including some tactics recommended that would be of interest in converting consumers to switch from their current laundry brand to the Biozet Attack product. In completing the assessment, you will review briefly the market situation for the brand by accessing industry reports that are readily available, and use information from the case study to undertake a segmentation analysis, and make a recommendation to management on how to attract the new target group through marketing activities that are different to what has previously been undertaken.