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

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

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 pos...

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Bibliographic Details
Main Authors: Andres Rodriguez Veloso, Marcos Cortez Campomar
Format: Article
Language:Portuguese
Published: Pontifícia Universidade Católica de São Paulo 2012-07-01
Series:Revista Administração em Diálogo
Subjects:
Kids Market
Case Study
Strategic Marketing
Online Access:https://revistas.pucsp.br/index.php/rad/article/view/10184

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