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-Read Chapter 7 Segmentation, Targeting and Positioning and watch the following videos.Video 1 (Length: 6:31): http://www.youtube.com/watch?v=CPnx6gLcfK4Video 2 (Length: 4:17): https://www.youtube.com
-Read Chapter 7 Segmentation, Targeting and Positioning and watch the following videos.
Video 1 (Length: 6:31): http://www.youtube.com/watch?v=CPnx6gLcfK4
Video 2 (Length: 4:17): https://www.youtube.com/watch?v=LRKpbkxdZ9k
Video 3 (Length: 6:39): https://www.youtube.com/watch?v=QLB4LebgHBQ
Answer the following questions:
-Why are companies such as Unilever, Siemens, GE, Nestlé and Procter and Gamble targeting the “bottom of the pyramid”?
-Review the Chapter 4 discussion of Diffusion Theory (Section 4-5, pages 124-127). How might an understanding of the characteristics of innovations help marketers succeed in emerging markets?
-What key concepts discussed in Chapter 1 apply to Unilever’s experience in India and Ghana?
I also share videos about the Chivas Regal campaign titled “Win the Right Way”, which includes “The Venture”, a global competition featuring 16 social entrepreneur start ups from around the world, competing to win a share of a $1 million fund.
Answer the following question:
How would you assess this campaign in light of the learnings from Chapter 13?
Video 1 (Length: 2:12): https://www.youtube.com/watch?v=cPQscjYRYSM
Video 2 (Length: 1:30): https://www.youtube.com/watch?v=VsmkSfAOK8U
Video 3 (Length: 0:30): https://www.youtube.com/watch?v=nI7Tt4RaQW4
Video 4 (Length: 0:30): https://www.youtube.com/watch?v=C08QL_9vjWg
Video 5 (Length: 0:30): https://www.youtube.com/watch?v=ovzUnuSPDnE
Video 6 (Length: 0:30): https://www.youtube.com/watch?v=fk0a825yW48
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