Executive summary

This report is based on “Market targeting and strategic positioning”. Choosing the right market
target strategy can affect the performance of the enterprise. The targeting decision is critical to
guiding the positioning strategy of a brand or company in the market place. Moreover, locating
the firm’s best match between its distinctive capabilities and a market segment’s value
requirements may require a detailed analysis of several segments. Targeting decisions establish
key guidelines for business and marketing strategies. The market targeting options include a single
segment, selective segments or extensive segments. Choosing among these options involves
consideration of the stage of product market maturity, buyer diversity, product market structure
and the organization’s distinctive capabilities. Market targeting decisions need to take into account
the product market life cycle stage. Risk and uncertainty are high in the emerging market stage
because of the lack of experience in the new market. Targeting in the growth stage benefits from
prior experience, although competition is likely to be more intense than in the emerging market
stage. Targeting in mature stage often involves multiple targeting. The positioning concept
describes how management wants buyers to position the brand, is based on targeted buyer’s value
requirements. Developing the positioning strategy requires integrating the product, value chain,
price, and promotion strategies to focus them on the market target. Building on an understanding
of the market target and the objectives to be accomplished by the marketing program, positioning
strategy matches the firm’s capabilities to buyer’s value preferences. These programming
decisions include selecting the amount of expenditure, deciding how to allocate these resources to
the marketing program components, and making the most effective use of resources within each
mix component. Positioning analysis is useful in estimating the market response as well as in
evaluating competition and preferences. The analysis methods include customer/competition
research, market testing and positioning models. Analysis information, combined with
management judgment and experience are the basis for evaluating the positioning strategy.

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Market targeting and strategic positioning
Introduction
Deciding which buyers in the market to target and how to position a company’s products for each
market target are core decisions of market driven strategy, guiding the entire organization in its
efforts to deliver superior value to customers. Effective targeting and positioning strategies are
critical in gaining and sustaining superior business performance.
 Market targeting strategies

The market targeting decision identifies the people or organizations in a product market toward
which an organization directs its positioning strategy initiatives. Selecting one or more promising
market targets is a very demanding management challenge. Targeting and positioning strategies
consist of:
1. Identifying and analyzing the segments in a product market
2. Deciding which segment(s) to target
3. Designing and implementing a positioning strategy for each target

Targeting alternatives
The targeting decision determines which customer group(s) the organization will serve. A specific
marketing effort (positioning strategy) is directed toward each target that management decides to
serve. Market targeting approaches fall into two major categories:
1. Segment targeting when segments are clearly defined &
2. Targeting based on product differentiation

Factors influencing targeting decisions

An important guide in targeting is determining the value requirements of the buyers in each
segment. Market segment analysis is essential in evaluating both potential and existing market
targets. Management needs to decide if it will target a single segment, selectively target a few
segments or target all or most of the segments in the product market. Several factors may influence
the choice of the targeting strategy;
 Stage of product market maturity
 Extent of diversity in buyer value requirements
 Industry structure

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  The firm’s capabilities and resources
 Opportunities for gaining competitive advantage

Targeting in different market environments

The product market environment is influenced by the extent of concentration of completing firms,
the stage of maturity and exposure to international competition. Four life cycle stages illustrate the
range of product market structures:
Emerging: Product markets which are newly formed are categorized as emerging.
Growing: These product markets are experiencing rapid growth.
Mature: These product markets are shifting from growth to maturity.
Decline: A declining product market is actually fading away instead of experiencing a temporary
decline or cyclical changes.

Emerging market
Knowledge about emerging market is very limited. The market is new and is relatively small. The
number of competitors initially consists of the first market entrant and one or two others firms.
Growth patterns are uncertain and the emerging market may eventually disappear. There are two
types of emerging markets:
1. A totally new product market &

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 2. A new product technology entering an existing product market.

Buyer diversity: The similarity of buyers’ preference in the emerging market often limits
segmentation efforts. It may be possible to identify a few broad segments.
Product market structure: New enterprises are more likely to enter a new market than are large,
well established companies. The exception is a major innovation in a large company coupled with
strong entry barriers.

Capabilities & Resources: Internal company resources and capabilities are the basis for the theory
of resources and capabilities. This definition indicates that the company uses resources of which
it is not the direct owner, is the case of the knowledge, experience and skills of its workers; e.g.
resources owned by the workers and that the company can only use, while the people who possess
them form part of the staff of the organization. The theory of resources and capabilities rejects the
industrial analysis, as It is considered that all the companies in the same sector possess identical
resources. Analysis of resource (Barney 1991); argues that the companies of the same sector have
different resources and that these resources are not perfectly interchangeable or mobiles. These
assumptions presuppose the imperfections of production factors existing in the market.
Organizational capabilities or competencies. Ability of the company to undertake a task form in
which company resources are combined:
 Shopping Ability.
 Bargaining power capacity.
 Ability to self-financing.
 Ability and specialized sales personnel
 Ability to adapt to market changes
 Performance Ability.

What is a target market?

Target market refers to a specific and well-defined consumer segment within the business’s
serviceable market which the business wants to sell its products and services and direct its
marketing efforts to.
We can follow the following steps to define a target market for your business:

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 Segment The Market: Segment business’s serviceable market according to their
demographics, geographic, psychographics, and behavioral patterns.
Identify USP: Unique selling proposition is what differentiates you from the
competitors. It is why the customers will prefer your product over others.
Analyze Customer Base: If you’re already
in business, the best way to define target
market is to collect customer data and to
analyses it.
Analyze Competitors’ Customer
Base: Analyze competitors’ customer base:
Who they target through their marketing
efforts? Where do they sell their products?
Examples of Target Market:
Target Market of Facebook:
The target market of Facebook has evolved along with the company. The founders targeted the
college students of the United States in its initial years, which can be seen in its pitch deck too.
Target Market of McDonald’s:
McDonald’s targets students, employees, and professionals in the age group of 8 to 45 years
belonging to low & middle-income groups and having an easy-going and careless personality.
Target Market Analysis:
We have to focus on the 5 W’s of your potential customers to select the most beneficial target
market for our business.
Who: Start with questioning yourself about
who is going to buy your product. Are they
children, teens, millennials, or baby boomers?
Are they males or females? Are they service
classed or self-employed? What’s their yearly
income?
What: What type of products and services do
they buy now and what do they expect from it?
Does your product fit their requirements?

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 When: When do they buy the product? Is it daily or rarely? When do they use the
product?
Where: Where do they live? Where do they use the product?
Why: Do they buy it because it’s their need, or is it a luxury product for them?

Growth Market:
Where market grows rapidly than any other segment. An increase in the demand for a particular
product or service over time. Market growth can be slow if consumers do not adopt a high demand
or rapid if consumers find the product or service useful for the price level. For example, a new
technology might only be marketable to a small set of consumers, but as the price of the technology
decreases and its usefulness in everyday life increases, more consumers could increase demand.
Mature Market:
A market is mature when it has reached a state of equilibrium. A market is considered to be in a
state of equilibrium when there is an absence of significant growth or a lack of innovation. When
supply matches demand the price decided by those market forces is called equilibrium price".
Global Market:
The process of conceptualizing and then conveying a final product or service worldwide with the
hopes of reaching the international marketing community. Proper global marketing has the ability
to catapult a company to the next level, if they do it correctly. Different strategies are implemented
based on the region the company is marketing to. For example, the menu at McDonald's varies
based on the location of the restaurant. The company focuses on marketing popular items within
the country.
Major Problems in Market Expansion: There are several problems in market expansion process.
However, marketers around the world have found some specific barriers. Some common barriers
are found by the researchers are shown below-

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Positioning Strategy
Positioning refers to the place that a brand occupies in the mind of the customer and how it is
distinguished from products from competitors. In order to position products or brands, companies
may emphasize the distinguishing features of their
brand (what it is, what it does & how, etc.) or they may
try to create a suitable image (inexpensive or
premium, utilitarian or luxurious, entry-level or high-
end, etc.) through the marketing mix. Once a brand has
achieved a strong position, it can become difficult to
reposition it.
Positioning strategies can be conceived and developed
in a variety of ways. It can be derived from the object
attributes, competition, application, the types of consumers involved, or the characteristics of the
product class. All these attributes represent a different approach in developing positioning
strategies, even though all of them have the common objective of projecting a favorable image in
the minds of the consumers or audience.
Strategic Positioning Initiatives:
Positioning Strategy is the combination of marketing program (mix) strategies used to portray the
positioning desired by management to the target buyers. This strategy includes product, supporting
service, distribution channel, price and promotion actions taken by the organizations. Positioning

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effectiveness considers how well management positioning objectives are being achieved in the
market target.
How positioning works:
Objectives: Match the organization’s distinctive capabilities with the customer value requirements
for the market target.
Desired Result: Gain a relevant, distinct and enduring position by the targeted buyers that they
consider important.
Actions by the organization: Design and implement the positioning strategy for the market target.
Selecting Positioning Concept: Choosing the positioning concept is an important first step in
designing the positioning strategy.
Positioning Concepts: The positioning concept should be linked to buyers’ value requirements.
The focus of concept may be functional, symbolic or experiential. A functional concept applies to
products that solve consumptions related problems for externally generated consumption needs.
Symbolic positioning refers to the buyers’ internally generated need for self enhancement, role
positioning, group membership or ego identification. Experiential concept is used to position
products that provide sensory pleasure, variety and cognitive stimulation.
Positioning Decision: In deciding how to position a brand, it is useful to study the positioning of
competing brands using attributes that are important to existing and potential buyers of the
competing brands.
Developing positioning strategy
The positioning strategy integrates the marketing program (mix) components into a coordinated
set of initiatives designed to achieve the firm’s positioning objectives.
Developing positioning strategy includes determining the activities and results for which each
marketing program component (product, distribution, price, promotion etc.) will be responsible
for choosing the amount to spend on each program component and deciding how much to initiate.
Marketing Program Decision:
Nokia Corporation’s positioning strategy illustrates how the Finland based global cellular phone
producer combines its marketing mix components into a coordinated strategy.
Product Strategy: The focus of the marketing efforts of Nokia is mostly on handset manufacturing
only. The company is constantly enhancing its product portfolio by inventing constantly new
models. The mobile phones that are manufactured by Nokia have two diverse focuses: either low

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costs or cutting-edge technology. The products of the company are adopted as per the specific
markets situation. For example handsets distributed in Middle East have an Arabic language
function, while in France the language is tailored as French. Also they developed infrastructure
equipment and system for wireless and fixed networks.
Value chain Strategy: Nokia Manages the value chain from suppliers to end user, integrating its
global supply chain network, with phone company partners. The value chain has over 60 million
components moving through it each year. They have particularly effective in connecting with end
user consumers in China.

Pricing Strategy: There are different types of pricing strategy to follow such as economy pricing,
premium pricing, competitive pricing, psychological pricing, bundle pricing, value pricing etc.
For example walmart follows low pricing strategy.

Promotion Strategy: As a promotion strategy Nokia introduced china specific phones with
special software which helps nokia to gain huge preference over other phones competitors like
Motorola and samsung.

Diagram: Different forms of promotion strategy

Competitive Advantage: A company’s competitive advantage depends on some specific

strategies like the core product or service strategy (unique product or service), the value chain
strategy, pricing strategy, Advertising and sales promotion strategy, positioning strategy etc.

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For example I phone has a competitive advantage over other smartphone manufacturing company
because its operating system IOS that is unique and cannot be copied.

Designing the positioning Strategy: A positioning strategy takes a psychological approach to

marketing. It focuses on getting customers or prospects to see your product in a favorable light and
think of it before competitors’ offerings. Designing the position strategy includes create a
positioning statement, Critique company’s identity against competitors, Outline company’s
existing market position, Understand the conditions of the marketplace, Develop a unique market
position.
Determining Positioning: Effectiveness: It means how well management’s positioning objectives
are achieved for the target market. The marketing offer (Product, Distribution, price and
promotion) is both distinct and valued in the minds of the customers in the market target.

Several techniques can be used for analyzing positioning alternatives and determining
effectiveness of positioning which includes,
1. Customer and competitor research: research studies and preference maps are crucial for
determining customer and competitor research. Research studies provides customer and
competitors information and preference maps heps to find out customers preference for
various competing bands in comparison to customers ideal preference.

2. Test Marketing: The Test marketing is a tool used by the companies to check the
commercial viability of their new product or a marketing campaign before it is being
launched in the market on a large scale.

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 Diagram: Test Marketing

For example, a donut shop that tries 50 new donuts in two locations each to decide which to
launch on a nationwide basis.

3. Analytical Positioning techniques: Positioning Analysis method incorporates several mapping

techniques that enable firms to develop differentiation and positioning strategies for their products.
By using this tool, managers can visualize the competitive structure of their markets as perceived
by their customers.

Diagram: Analytical positioning techniques

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Positioning Errors:
1. Under positioning: A scenario in which the customers have a blurred and unclear idea of
the product or brand.
2. Over positioning: A scenario in which the customers have too limited awareness of the
brand or company.
3. Confused Positioning: A scenario in which the customers have a confused opinion of the
brand or product.
4. Doubt Positioning: Scenario in which customers do not accept the claims of a brand.

Positioning and targeting Strategies:

As a positioning strategy many company use different brands for each targeted segment. For
example, Unilever offers different types of shampoo for different target segments like Tresemme
for upper class target segment, sunsilk for middle class and clinic plus for lower segment target
customers.

Case study 1: Dove

Dove has been positioned as a skin enrichment, beauty care and moisturizing brand helping the
customer to improve their self-image & self-esteem and realizing their real beauty. Dove products
are manufactured in more than 21 countries globally and are being sold & marketed by the parent
company Unilever Ltd. in 80+ countries worldwide.

Dove has specifically defined the segments of customers which it has to focus on Men, Women
and Baby are the categorization of customers it is catering to. These customers are from the middle
and upper-middle-income class.The brand has been using selective targeting strategy by targeting
the customers from the emerging nations to whom how they look is of utmost importance.

Dove developed its campaign by first culling data on how women globally perceive their own
attractiveness, while weighing the impact of this self-view on their self-esteem. When asked to
describe themselves, Dove’s research found that only two percent of women chose “beautiful.”

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This insight paved the framework that the entirety of the campaign would build from: for women
worldwide, beauty remained largely a concept shaped around limited ideals of physical attributes
defined and affirmed by the mass media. To reshape an engrained standard, Dove would have to
begin by tapping into how its target audience felt.

In its 12 years, the campaign’s messaging has remained consistent, all while evolving in strategy
as digital channels have expanded in offerings. Dove’s efforts launched in 2004 with billboards
featuring women across ages and ethnicities pictured alongside two check boxes: Withered or
wonderful? Gray or gorgeous? Fat or fit?

The Campaign for Real Beauty has morphed Dove as a brand into the embodiment of some of the
most powerful female archetypes in our culture: a supportive big sister, the mentor that drives us
to recognize our power and potential, and the friend committed to inspiring girls and women
globally to embrace themselves for themselves. From the early billboards to its current
commercials, digital self-esteem tool kits, hashtag campaigns and marketed partnerships, Dove
has grasped where its current and potential customer base not only resides, but engages.

By the end of the dovefirming “Real Women” Campaign, dove has become a national talking
point and was ranked number three in the body lotions market, ahead of L'oreal, Garnier,
Neutrogena and Olay. The Campaign for Real Beauty is a case study in breaking through to not
just build on the conversation, but drive it.

Case study 2: Starbucks

Starbucks Corporation is an American coffee company and coffeehouse chain. Starbucks was
founded in Seattle, Washington in 1971. As of 2018, the company operates 28,218[2] locations
worldwide.

Starbucks is considered the main representative of "second wave coffee", initially distinguishing
itself from other coffee-serving venues in the US by taste, quality, and customer experience while
popularizing darkly roasted coffee.[5] Since the 2000s, third wave coffee makers have targeted
quality-minded coffee drinkers with hand-made coffee based on lighter roasts, while Starbucks
nowadays uses automated espresso machines for efficiency and safety reasons.[5][6]

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Starbucks first became profitable in Seattle in the early 1980s.[9] Despite an initial economic
downturn with its expansion into the Midwest and British Columbia in the late 1980s,[10] the
company experienced revitalized prosperity with its entry into California in the early 1990s.[11] The
first Starbucks location outside North America opened in Tokyo in 1996; overseas properties now
constitute almost one-third of its stores.[12] The company opened an average of two new locations
daily between 1987 and 2007.
As media put it, some businesses are made for social media. And Starbucks is definitely one of
them. It seems like the minute social media became “the new thing”, Starbucks was all over it with
its bright cups, and pretty coffee foam, and hipster Instagram filters.
In 2013, When the famous TV series ‘’Game of Thrones’’ first aired on Television, It only took a
blizzard to hit America for Starbucks to come up with a social media campaign that celebrates
warm coffee in winter. The company exploded with Facebook and Twitter posts surrounding
conversations around the snow storm, nicknamed Nemo. Nothing extraordinary - just the images
of people in the cold weather holding warm cups of coffee. These were promoted with Facebook
Ads and Promoted Tweets, meaning they appeared when people searched for weather-related
hashtags such as #Nemo or #blizzard. It’s the kind of jumping on the trend, real-time advertising
that should be happening more often.

Questions for Review and Discussion

Q.1.) Discuss why it may be necessary for an organization to alter its targeting strategy over
time.
Answer: An organization need to alter its targeting strategy over time for doing sustainable
business and gaining competitive advantage in the market. There are many reasons for a constant
need for change in target marketing. Some of the changes are implemented as a result of ineffective
strategies such as pricing strategy does not favorable to customers. Other alteration may be as a
consequence of wrong identification of target customers. Moreover there can be some external
forces that pressurize to alter the organizations targeting strategy. There are several other key
reasons organizations must constantly alter their target marketing strategies:

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1. Changing Consumer Tastes: Nowadays consumers taste and preference are changing rapidly.
So organization has to keep up with the types of products and services customers prefer. For
instance, Pran can introduce a new soft drink with two flavors: apple and orange to capture the
new target audience.

2. Countering Competitive Strategies: To achieve the competitive advantage an organization

may alter the target market based on different segmentation like demographic, geographic and
behavioral segmentation. To capture the extra market share a company can change its product by
its styles, sizes, dimensions, service and other elements.

3. Effect of Product Life Cycle: There are four product life cycle stages of a product in the market
: introduction, growth, maturity and decline. Sales are strong enough during the introduction and
growth stages. However, sales for most companies in the industry slow down at the time of
maturity stage. That's why it becomes more difficult to maintain sales growth. So organizations
may be forced to lower its prices at the maturity stage, because of the price sensitivity of the
consumer’s .Moreover a company may also need to differentiate itself better from competitors to
create its own niche.

Q.2.) what factors are important in selecting a market target?

Answer: There are some crucial factors need to be considered in selecting a market target:

A. Market Size and Growth: A company needs to know the size of the segment mainly in
terms of unit and revenue sales. They need to find at what rate the segment is growing or
perhaps declining.
B. Stability: Environment stability, political stability and economic and market stability are
crucial factors for selecting a target market. Rapid changes in the price or availability of
commodities can have a significant impact on the development of a market.
C. Competition: Dominance of the establish competitors are key factor to analyze in terms
of selecting a target market. The degree of competitive rivalry and substitute product or

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 indirect competitors is also a major element in the case of targeting the market. Example:
IBM used to make PCs. However, after the marketplace became crowded with competitors,
IBM sold the product line to a Chinese company called Lenovo.
D. Resources: Companies financial and marketing resources need to be mentioned in terms
of target market.

Q.3.) Discuss the considerations that should be evaluated in targeting a macro-market

segment whose buyers need vary versus targeting three micro-segments within the macro
segment.
Answer: Macro market segmentation can help an organization's marketing campaign to reach a
large number of people. The logic here is that the intended message of a marketer’s campaign will
be well suited for a massive population. Here target market is large and general promotion is
created for mass people. The main assumption for macro market segment is, all the target
customers choice and preference are common. On the other hand, micro segment is concerned with
dividing up larger groups of information into smaller segments on the basis of different
characteristics, attributes and conditions. For marketers, they frequently divide their customers and
prospects on the basis of various factors like demographics (age, gender, income, and education),
behavior, geography and lifestyle. Hence marketers need to analyze buyers variable needs more
intensely than macro target segmentation.

Q.4.) How might a medium sized bank determine the major market targets served by the
bank?
Ans: Probably the easiest approach to segmenting and targeting a market for a medium sized bank
is to look at customer value segments and the progression through the customer relationship life-
cycle. In terms of the customer relationship life-cycle, the bank will look to attract first-time
customers (which are typically low in value to the bank in their early stages) and then, primarily
through a series of direct marketing activities, the bank attempts to up-sell these consumers and
gain greater share-of-wallet to make it more profitable.

Q.5.) Select a product and discuss how the size and composition of the marketing program
might require adjustment as the product moves through its life cycle.

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Ans: Just as each stage of the product life cycle demands a different approach to the product itself,
the stages also have specific effects on the overall marketing strategy. For a product like Fast food
restaurant in the introduction stage, marketing efforts will likely to be focused on building brand
and product awareness, as well as establishing and connecting with a target market. In the maturity
stage, there will be fighting to maintain market share. Here, marketing strategy with different
program with higher composition could include potential customers or promotions to further
encourage adoption of product or service over that of competition. In the decline phase, marketing
will depend on what’s happening with the product or service. If it is up for reintroducing with a
new feature or benefit, then there should be new marketing strategy to be implemented accordingly
to share that information with current and prospective customers. Opting to discontinue or
liquidate the product, on the other hand, requires a different marketing message than a re-
introduction.

Q.6.) Suggest an approach that can be used by a regional family restaurant chain to
determine firm's strengths over its competitors.
Ans: The restaurant industry is highly competitive. Unless someone has a star chef or a novel
cuisine, chances are it will have trouble standing out from the crowd. Gaining a competitive edge
requires a detailed analysis of the demographics of the surrounding area and the nature of existing
competitors. And even if it is successful at first, new competitors could enter market at any time
to steal the clients. First a visible location is a big concern as one of the indicators of strength over
its competitors. Then the target market responds over quality and service are other indicators over
competitors. Beating competitors’ strength with similar attributes can be another good initiative.
Working on competitors’ weakness to make it own strength could be another one. Finally
identifying the potential customers with new offers and promotion is going to make the business
a viable one.

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Q.7.) Describe a positioning concept for 3 different brands/products that corresponds to
functional, Experiential and symbolic positioning.

1. SIMPLE VS. BANK OF AMERICA

Traditional banks have many branches and were slow to create easy to use mobile apps. Simple
has no branches yet they focused on their great mobile app at a time when most banks apps were
clunky and cumbersome. Traditional customers valued services such as home loans, CDs, and
bank tellers. Simple focused on younger more tech savvy customers and arguably created the first
21st-century bank.

2. PRIUS VS. TESLA

Tesla decided to break into the electric vehicle (EV) marketplace with a luxury sports model. At
this time, the electric vehicle market valued economy over form and function. Tesla decided not
to compete with the Chevy Volt or Toyota hybrids and instead go after the high-end market.

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 3. Lyft vs Uber

Uber pioneered their market. They started with just black executive Lincoln Town cars. With their
jet black branding and sleek logo. They were exclusive, cold, and luxurious. Over time their
offerings became more diversified and products like Uber x and Uber pool allowed anyone to call
a ride and get picked up for a few dollars by a Prius. On the opposite side of the spectrum came
Lyft. Originally cars were adorned with a bright pink fuzzy mustache. Riders were told to sit in
the front and make conversation with their drivers. And drivers were billed as being “fun and
interesting”.

Q.8.) Discuss some of the more important reasons why test market results may not be a good
gauge of how well a new product will perform when it is launched in the national market?
We are naturally excited about our new product or service idea -- but how do we know if anyone
will actually buy it? we don't have to sink a lot of money into it to test it out. Here's how we can
figure out before launch whether there's a market for your product or service. If you have an idea
for an innovative new product or service, we probably have stars in our eyes. It’s fun to think about
the reaction that your creation will receive once it is unleashed upon the world, and it’s even more
fun to daydream about spending all of the theoretical money that our product or service will
generate. Unfortunately, the rollout for these types of endeavors needs to be slow and meticulous.
The last thing we want is to send our creation out into the world and have it land with a dud because
we didn’t do our homework, misjudged the market or failed to advertise properly.

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References
 Marketing management by Philip Kotler.
 https://www.quickmba.com
 https://en.m.wikipedia.org
 https://www.smarinsights.com
 https://www.bl.uk/business-and-ip-centre/articles/how-to-develop-a-market-positioning-
strategy

 https://www.dummies.com/business/marketing/marketing-design-a-positioning-strategy/

 https://businessjargons.com/test-marketing.html

 http://www.decisionpro.biz/instructors/new-instructors/analytical-models/positioning-
analysis-model

 https://www.marketing91.com/marketing-strategy-of-dove/

 http://levick.com/blog/brand/social-change-campaigns-dove-used-data-raise-bar/

 https://awario.com/blog/starbucks-best-and-worst-marketing-campaigns/

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