Segmentation and Positioning in the Brazilian Kids Market: A Case Study on the Bottom of the Pyramid

Andres Rodriguez Veloso; Marcos Cortez Campomar

doi:10.20946/rad.v14i1.10184

Segmentation and Positioning in the Brazilian Kids Market: A Case Study on the Bottom of the Pyramid

Auteurs

Andres Rodriguez Veloso Universidade de São Paulo - FEA-USP
Marcos Cortez Campomar Universidade de São Paulo - FEA-USP

DOI :

https://doi.org/10.20946/rad.v14i1.10184

Mots-clés :

Kids Market, Case Study, Strategic Marketing

Résumé

This article approaches the kids market, focusing on the Bottom of the Pyramid. A case study is developed within the toy industry. Because few studies have been developed on this subject (kids marketing), the option of this study is to focus on basic marketing strategies, market segmentation and positioning. Results exemplify how can a company structure its marketing strategy in order to have a clear focus on a given segment of the kids market.

Métriques

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Bibliographies de l'auteur

Andres Rodriguez Veloso, Universidade de São Paulo - FEA-USP

Doutor em Administração - FEA/USP - Professor FEA/USP

Marcos Cortez Campomar, Universidade de São Paulo - FEA-USP

Doutor em Administração - FEA/USP - Professor Titular FEA/USP

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Comment citer

Veloso, A. R., & Campomar, M. C. (2012). Segmentation and Positioning in the Brazilian Kids Market: A Case Study on the Bottom of the Pyramid. Revista Administração Em Diálogo - RAD, 14(1). https://doi.org/10.20946/rad.v14i1.10184