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Market Segmentation and Targeting for Fast Moving Consumer Goods by B. Shivaraj and Mohan Kumar T. P. (2012, Trade Paperback)

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About this product

Product Information

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.

Product Identifiers

Publisher
LAP Gmbh & Company KG
ISBN-10
3659152455
ISBN-13
9783659152450
eBay Product ID (ePID)
143932156

Product Key Features

Book Title
Market Segmentation and Targeting for Fast Moving Consumer Goods
Author
B. Shivaraj, Mohan Kumar T. P.
Format
Trade Paperback
Language
English
Topic
Accounting / General, Marketing / Research
Publication Year
2012
Genre
Business & Economics
Number of Pages
204 Pages

Dimensions

Item Length
9in
Item Height
0.5in
Item Width
6in
Item Weight
10.9 Oz

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