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To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of ...

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To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of ...

To market Suave shampoo, Unilever used PRIZM to identify neighborhoods with high concentrations of young working women. These women responded best to advertisements conveying the message that Suave is inexpensive, yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?
a. geocoding
b. geodemography
c. the hierarchy of needs
d. projective techniques
e. ethnography

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Marketing: Real People, Real Choices

Edition: 4^th

Authors: Solomon, Marshall, Stuart, Smith, Charlebois, Shah

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