Colgate Palmolive Case Study Brazil
Colgate Palmolive Case Study: Segmentation Strategy
March 21, 2011
Segmentation Variables Geographically, Brazil is the largest country in South America and is the world’s fifth largest country in size and population. It is bound by the Atlantic Ocean and bordered by Venezuela, Guyana, Suriname, French Guiana, Columbia, Bolivia, Peru, Argentina, Paraguay, and Uruguay. There is a wide range of weather across the area but it is mostly tropical. There are five major climate subtypes including equatorial, tropical, semiarid, highland tropical, temperate, and subtropical. These varieties produce different environments and biodiversity. From a psychographics perspective, Brazil has a strong Portuguese culture in their language, religion and style. Roman Catholicism is the predominant faith with Pentecostal Protestantism gaining more followers. They weigh in on five fundamental principles of sovereignty, citizenship, human dignity, social values of labor, freedom of enterprise and political pluralism. (Fernandez, 2005) The demographics of the Brazilian people are rich. Brazil’s population is approximately 190 million with the two predominant colors white and brown, or multiracial. This composes over ninety-two percent of inhabitants. Most Brazilians have descended from Portuguese settlers and African slaves. The population growth rate remains steady at 2.9% and the average life expectancy is 72.6 years. The illiteracy rate in 2008 was 11.5%. Brazil is a leader politically and economically in Latin America and they have the largest national economy as well holding the world’s eighth largest currency at market exchange rates and the seventh largest in purchasing power parity. They are a free market economy with abundant natural resources. The economy is diverse with agriculture, industry and service equally providing strength. Behaviorally, Brazilians are committed to research and technology and devote more than 73% of funding from government
March 21, 2011
Segmentation Variables Geographically, Brazil is the largest country in South America and is the world’s fifth largest country in size and population. It is bound by the Atlantic Ocean and bordered by Venezuela, Guyana, Suriname, French Guiana, Columbia, Bolivia, Peru, Argentina, Paraguay, and Uruguay. There is a wide range of weather across the area but it is mostly tropical. There are five major climate subtypes including equatorial, tropical, semiarid, highland tropical, temperate, and subtropical. These varieties produce different environments and biodiversity. From a psychographics perspective, Brazil has a strong Portuguese culture in their language, religion and style. Roman Catholicism is the predominant faith with Pentecostal Protestantism gaining more followers. They weigh in on five fundamental principles of sovereignty, citizenship, human dignity, social values of labor, freedom of enterprise and political pluralism. (Fernandez, 2005) The demographics of the Brazilian people are rich. Brazil’s population is approximately 190 million with the two predominant colors white and brown, or multiracial. This composes over ninety-two percent of inhabitants. Most Brazilians have descended from Portuguese settlers and African slaves. The population growth rate remains steady at 2.9% and the average life expectancy is 72.6 years. The illiteracy rate in 2008 was 11.5%. Brazil is a leader politically and economically in Latin America and they have the largest national economy as well holding the world’s eighth largest currency at market exchange rates and the seventh largest in purchasing power parity. They are a free market economy with abundant natural resources. The economy is diverse with agriculture, industry and service equally providing strength. Behaviorally, Brazilians are committed to research and technology and devote more than 73% of funding from government