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

Resumen

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.