Scenario 6-1
Headquartered in Boston, Gillette is a world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance, the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, at one point there 40 million women using Venus products.
-(Scenario 6-1)The original plan to sell new products to the female market:
A) cannot be considered an STP effort because Gillette is targeting multiple segments.
B) may or may not have been an STP effort, depending on whether Gillette has created sub-segments of these large segments.
C) may or may not have been an STP effort, depending on whether all possible segments are being targeted by Gillette.
D) fit all the criteria of an STP effort by Gillette.

Question

Scenario 6-1
Headquartered in Boston, Gillette is a world leader in male grooming, a category that includes blades, razors, and shaving preparations. Several years ago, Gillette announced the launch of two new high- performance women's razors, broadening the portfolio of the top-selling Venus brand, the world's most successful franchise in female shaving. The two new razors were Venus Vibrance, the first power wet shaving system for women, and Venus Disposable, a premium-performing disposable razor. Both razors incorporated technological and design enhancements to better address the specific shaving needs of women, and will build on current market segments. More recently the company has launched Venus Embrace, the first five-blade women's razor, with the tagline, "Reveal the Goddess in You." According to its website, at one point there 40 million women using Venus products.
-(Scenario 6-1)The original plan to sell new products to the female market: 
A) cannot be considered an STP effort because Gillette is targeting multiple segments. 
B) may or may not have been an STP effort, depending on whether Gillette has created sub-segments of these large segments. 
C) may or may not have been an STP effort, depending on whether all possible segments are being targeted by Gillette. 
D) fit all the criteria of an STP effort by Gillette.

Quizplus · Accepted Answer

Gillette's plan to launch two new high-performance women's razors and its subsequent launch of Venus Embrace can be considered an STP effort as it involves segmentation, targeting, and positioning. Gillette identified a market segment that was not being fully served (female shaving) and developed products tailored to the specific needs and preferences of that segment (such as the first power wet shaving system and a premium-performing disposable razor). Gillette also positioned these products as premium and high-performance, aimed at women who value quality in their grooming routine. The launch of Venus Embrace further demonstrates Gillette's intention to segment the female shaving market and target specific groups of women (such as those who desire a five-blade razor and want to "reveal the goddess" within themselves).

Scenario 6-1 Headquartered in Boston, Gillette Is a World Leader in Male