MKTG 322 Lecture Notes - Lecture 6: Hand Washing, Expensive Taste, Laundry Detergent
6 Feb 2017
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Document Summary
Evaluate low-income segment of consumers in northeast. Omo most expensive one, has the strongest ingredients, premium quality, In brazil, in laundry detergent, food, and personal care. Minerva second most market share, has two formulations, detergent and soap. Size of the market is a fairly large group, fairly substantial demand. They need growth, have 81% overall but only 75% in ne area. Market penetration is high, need to get people to purchase more if they want to grow. Do(cid:374)"t ha(cid:448)e a(cid:374)ythi(cid:374)g that targets lo(cid:449) i(cid:374)(cid:272)o(cid:373)e ne (cid:272)o(cid:374)su(cid:373)er. Can leverage brand equity from existing brands. Resources they can afford to make some mistakes to learn. Transfer of knowledge (to things that they might consider pursuing) Cannibalization have some market share, could this new product decrease their market share size?--risk their current portfolio (doing well) Can influence other parts of the company (large company could influence other products) This would be generable/observable based on geography and demographic focusing on income and geology.
