Saad Munawar, the Marketing Head Snacks, PepsiCo, visited Lahore School of Economics on June 21, 2012 and gave a talk in the Marketing Management class about market segmentation and product positioning in the market. The discussion that followed his introduction was a highly interactive session, and students were encouraged to think about marketing techniques used in real world. Saad spoke of the importance of segmentation. He said that the process has to be well thought out and should follow the DAMAS (Differentiable, Actionable, Measureable, Accessibility, Substantial) rule as much as possible. [Vicky Zhuang Yi-Yin]