Find a new segment for Jotun within protective and deco paints, and develop an entry strategy for that segment
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- Spania 
In our study we have researched the possibilities for the paint company Jotun Ibérica to enter a new segment of B2B-consumers. The background for this choice is that Jotun Ibérica last year chose to enter a new segment with their One-Source Solution for customer relationship building - hotels with four or five stars (see Company Presentation for explanation of the system). Now the company wants to expand this system with new clients who fulfill certain criteria. Of these criteria some have proven more important than others, especially environmental consciousness, location and size in terms of value. However, one criteria has stood out even more; price sensitivity and the relationship it has to the current economic situation in Spain. Hence; with the country being hit hard by the effects of the recession, our task has proven to be a very interesting and complex challenge. • To accomplish our task we started researching secondary sources, but came to the conclusion that there was a lack of information on the subject of consumer behavior in the paint market. Therefore we have completed a series of qualitative interviews with industry experts and consumers within the possible segments.Through our research and several analyses we have come up with a twofold segment. We have also developed strategies connected to each of the micro segments, including generic-, segmentation- and positioning strategies. This lead us to a certain marketing mix, one for each of the micro segments chosen. • The main factor of the micro segments is that they are privately owned hospitals. They have much of the same needs and wishes, but the background for these needs are different. While one of the micro segments has their location and the weather conditions to blame for their demand for duration and good coverage on paint, the other has environmental reasons for needing the same characteristics. In addition, the second micro segment demands that the paint is made from certain materials and chemicals that have been proven not to have a severe negative impact on the environment. The marketing mixes have been developed as a result of these findings.