Printed in Great Britain 0160-7383/$30.00 doi:10.1016/j.annals.2004.05.001 MARKET SEGMENTATION A Neural Network Application Jonathan Z. Bloom University of Stellenbosch‚ South Africa Abstract: The objective of the research is to consider a self-organizing neural network for segmenting the international tourist market to Cape Town‚ South Africa. A backpropagation neural network is used to complement the segmentation by generating additional knowledge based on input–output relationship and sensitivity
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in rural India to become capable of earning livelihood and contribute to their family well being • Shakti involves woman to do door to door selling of the branded products • Shakti enabled large conglomerate to penetrate into the untapped rural market of India. • It involved women/entrepreneur to build relationship with customers and provide them the products they require Positive aspects: • It gave opportunity to the rural women to earn livelihood themselves and increase their standard of living
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Unilever is a solid leader in the Brazilian detergent powder market with an 81% market share. Laercio Cardoso must decide: (1) whether Unilever should divert money from its premium brands to target the lower-margin segment of low-income consumers; (2) whether Unilever can reposition or extend one of its existing brands to avoid launching a new brand; and (3) what price‚ product‚ promotion‚ and distribution strategy would allow Unilever to deliver value to low-income consumers without cannibalizing
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micro environment The micro environment of the company can be easily understood with the help of the Porter’s five forces analysis. This model can be used in order to properly understand the competitive position of the company with respect to its market and industry. This model consist of bargaining power of buyers‚ bargaining power of suppliers‚ threat of new entrants‚ threat of substitute products and rivalry among the existing competitors. The internal environment The best tool which can be
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Unilever in Brazil(1997-2007) Marketing Strategies for Low-Income Consumers Consumer Behavior Solomon(2009) defines consumer behavior as “Consumer behavior is the process individuals or groups go through to select‚ purchase‚ use and dispose of goods‚ services‚ ideas or experiences to satisfy their needs and desires”(p.148). While speaking about the consumer behavior in Brazil it is important to show the demographics based on many factors like literacy‚ population‚ lifestyle in Northeast and
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Unilever Bangladesh conducted their Corporate Social Responsibility activities as Lever Brothers Bangladesh in past. And they mainly focus their voluntary activities in three different segments. These are ‘Health-nutrition-hygiene’‚ ‘Education’ and ‘Women Empowerment’. They do some activities in climate change issues also. They said these activities as sustainability and responsible business practice. They conducted some movement about health care and launched ‘Lifeboy Friendship Hospital’
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Unilever‚ the company. Unilever was founded in 1930 as result of the merger of the Dutch company Margarine Unie and the English company dedicated to the manufacture of soaps‚ Lever Brothers. The Unilever business grew and new ventures were launched in Latin America. In April 2000 it bought both Ben & Jerry ’s and Slim Fast. The company is multinational with operating companies and factories on every continent (except Antarctica) and research laboratories. The company is said to promote sustainability
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The goal of Unilever Brazil is to target the low income consumers‚ in order to gain market share among this segment they should develop an extension of Minerva brand with a small packaging and a cheaper formulation that maintains a good quality. The low income consumers are the most discerning consumers‚ and when spending from a limited budget they cannot afford to waste money on products they do not trust to be effective . This segment values price‚ effectiveness and fragrance‚ and wash manually
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such as Unilever to increase its budget. The domestic market (wholesale‚ retail‚ flow of goods‚ etc.) has grown much more. And infrastructure in major cities‚ especially Ho Chi Minh City have been adequate investment‚ first on a par with other countries in the region. -Unilever Vietnam as the consumer goods market in this new‚ more "land" to business. -Economic growth of Vietnam is low possibility that high consumption of products. -Finance‚ Vietnam credit growth‚ the stock market is fragmented
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Executive Summary Unilever is assessing whether to enter the low-income NE market. Our analysis shows that there is a profitable opportunity to offer detergent powder to low-income customers living in Northeast Brazil and capture market share in a high-margin‚ high-growth market. We recommend that the firm keeps the existing brands but deploy a horizontal extension of the Campeiro brand - adding better scent / softness and utilizing specialty distribution network‚ thereby marginalizing Invicto
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