De Beers Strategy - Segmentation - Economics Assignment Help

Assignment Task:

Questions
1) 
(i) Do you think De Beers strategy to sell lab-made diamonds under different brand name (Lightbox) is a good decision? Why? Why Not?
(ii) Tell what kind of value is created by each brand. (De Beers and Lightbox)
2) What kind of segmentation criterion does De Beers employ by Lightbox brand? On what grounds does it segment the market?
3) If you were to introduce a new product to the market, what type of research would you conduct to understand consumers’s attitudes towards the new product? Why?
4) Write your own question about De Beers case and answer it. The question must be related with the concepts we discussed in the Marketing class.

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