Kumar T. P. , M: Market Segmentation and Targeting for Fast A Case Study of HUL and P&G
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- Englisch ausgewählt
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Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
21.06.2012
Verlag
LAP LAMBERT Academic PublishingSeitenzahl
204
Maße (L/B/H)
22/15/1.2 cm
Gewicht
322 g
Sprache
Englisch
ISBN
978-3-659-15245-0
This study examines Segmentation and Targeting for the Fast Moving Consumer Goods (FMCG) and it is focused on the product categories of Soaps and Detergents of the two leading players Hindustan Unilever Limited (HUL) and Proctor and Gamble (P&G). However, a major shortfall in the research literature is the lack of formal research pertaining to these two companies. It is intended to discern how segmentation and targeting is designed and implemented by these two market players. The study has surveyed the existing marketing strategies and practices of these two companies. The markets to which they are catering have been studied not only from the company's perspective but also from the viewpoint of consumers. This could lead to generalization about segmentation and targeting practiced. The study of the market will generate information that can be used for further research or application.
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