Market Segmentation from the perspective of the Indian manager of Unilever

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Jamar FerryLv2

18 May 2018

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Related questions

1. A federal agency which aims at preventing persons or corporations from using unfair methods of competition in commerce is:

A. the Federal Trade Commission (FTC).

B. the Food and Drug Administration (FDA).

C. the Consumer Product Safety Commission (CPSC).

D. the Bureau of Consumer Protection.

2. With regard to age segmentation, the tween and teenage cohort following the Millennials is sometimes called _____.

A. Generation X

B. the Baby Boomer generation

C. Generation Z

D. the Silent Generation

3. _____ is market segmentation on the basis of personality, motives, and lifestyles.

A. Family life cycle segmentation

B. Usage-rate segmentation

C. Psychographic segmentation

D. Benefit segmentation

4. Gamers’ Page is a magazine that primarily caters to people who are enthusiastic about sports and who enjoy gaming. In this scenario, the editorial board of Gamers’ Pageuses _____.

A. gender segmentation

B. geographic segmentation

C. psychographic segmentation

D. family life cycle segmentation

5. The combination of demographics, lifestyles, and geographic categories leads to ______________.

A. geodemographic segmentation

B. benefit segmentation

C. usage-rate segmentation

D. psychographic segmentation

cerisesnail695

Read the following summary and watch the short video to properly answer the questions:

In the aftermath of the Brexit vote, in which citizens of the United Kingdom decided to leave the European Union, British currency lost nearly 15 percent of its value in the currency exchange market. As a result, products imported into the United Kingdom immediately grew more expensive for distributors and retailers to attain, though in some cases, these price increases have yet to affect local consumers.

The impacts are expanding though. In one notable example, the international consumer goods firm Unilever demanded that retailers pay higher prices with increases of as much as 10 percent to gain access to its brands, from Ben & Jerry's ice cream to Dove soap to Marmite spread. But the U.K. grocery market features razor-thin margins already, leading several large retail chains to protest the demands. Tesco even began the process of removing Unilever products from its shelves before the parties came to an (undisclosed) agreement that averted the crisis. Sainsbury, another large grocer, has indicated that it is in talks with Unilever about the demanded price increases; the outcomes remain to be seen.

However, the request and its aftermath signal a clear consequence of Brexit. Prices on many discretionary imports, such as cars and electronic devices, already are higher. Unilever asserts that it cannot profitably supply its brands to retailers without charging them higher prices. In this sense, Brexit-induced price inflationâ appears inevitable. Yet price-sensitive consumers are unlikely to accept such moves quietly, such that the threats to retailers come from both upstream and downstream in the supply chain.

https://www.wsj.com/video/tesco-in-brexit-pricing-spat-with-unilever/17F7D955-BA0C-49E1-8690-0DF1B7A19D83.html

How does the rise in the value of the U.S. dollar relative to the U.K. pound affect prices in the United Kingdom?

How should retailers in the United Kingdom react to this situation?

lemonherring211

We discussed the concept of market segmentation, which is defined as product positioning that subdivides the market to target specific customers. Identify a product that you have seen with either effective or ineffective market segmentation. Explain what makes the market segmentation effective or ineffective.