Question

The Upjohn Company first targeted men for its Rogaine topical solution, a drug to restore hair growth, but later marketed this product to women. In this example, the Upjohn Company is using which of the following market modification strategies?

creating new use situations
increasing use by existing customers
finding new users
modifying the product
reacting to competitors' positions

Answer 1

finding new users

Step-by-step explanation:

Market modification refers to the mechanism whereby the companies try and increase the product life cycle by extending the same product to more users than before.

Market modification strategy may be carried out by increasing the usage i.e quantity of current product by the existing users, or by adding new users to the same product by making it suitable for more customers or by altering the product quality and it's packaging.

In the given case, the product which was initially targeted at men, providing solution to the problem of hair loss, was later marketed to women too. So in this case, the company basically specified i.e informed the customers that it is not specific to a particular gender as the problem is common to all and anybody who seeks remedy to the problem, can use the product.

Thereby, the company found new users in the form of women, to whom such products can be extended and sold.