Reckitt Benckiser Brazil

A case of employee segmentation supporting a social responsibility initative

Mario Mattos
Indicator Pesquisa de Mercado
and
Antonio C. Werneck
Reckitt Benckiser

 

Introduction

Brazil is a country with a vast territory and a large population, where social and economic inequalities are markedly present. On one hand its consumer market is significant and it has one of the largest industrial economies worldwide, with indicators consistent with the developed countries of Europe and North America. On the other hand, its income distribution, illiteracy and the population below poverty levels aligns Brazil to extremely poor countries.

In order to represent this situation, the expression 'Belndia', that is, a nickname deriving from Belgium and India, was adopted for the country, that is Brazil as a combination of Belgium and India.