Balancing on the seesaw

Sunando Das

This paper will establish the relevance and need for moving away from consumer segmentation to need-state segmentation, especially for FMCG categories.

balancing on the seesaw

Global portfolio and positioning, regional tonality of communication and local selection from portfolio

Sunando Das Research International

Introduction

A common dilemma for any global marketer entering a new region, especially Asia...

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