Exam 10: Case Study P&G Unilever Panasonic: The $2-a-Day Initiative

Product demonstrations,rather than promotions such as coupons,are preferred as market tools in the more isolated,rural regions of emerging countries.

Panasonic designs its products for the global poor by simplifying preexisting Japanese market designs.For Panasonic,standardization is way to realize profits in these otherwise unprofitable markets.

For multinationals,the primary growth demographic in emerging markets is the very poor.

Providing low-cost,simplified versions of familiar products can be impossible to market in some regions,especially in Africa.Which of the following is a probable reason for nonexistent markets?

Single- and small-use packaging,such as Unilever deodorant sticks that sell for pennies,are cost-effective for multinationals because __________.

Marketers are often surprised that the poor reject products that have been made cheaper for their benefit.What explains the failure of P&G and other firms,such as L'Oréal when both used a strategy of "diluting"?

Simplifying design and lowering other costs is still a viable way to penetrate the lowest level of the economic pyramid in emerging markets.

By removing certain chemicals from Tide because it irritated the skin when used by rural villagers who wash clothes by hand,Procter & Gamble did not go along with the trend toward __________.

When confronted with a consumer population that can only spend $2 a day-and only a fraction of that is disposable-a marketer is looking at a factor in the __________.

Procter & Gamble's policy,described as __________ by its CEO,puts patience before a quick return on investment.