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Segmentation for FMCG

Segmentation for FMCG

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Published by Tobin Joseph

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Published by: Tobin Joseph on Apr 02, 2012
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Segmentation for FMCG

The aim of segmentation is to serve customers more effectively and efficiently.SEGMENTATION. . Segmentation involves dividing the market into various group of customers who desire similar value propositions from a product.

City c. Region b. Rural and semi urban areas .Bases for segmentation  Geographic a.

Gender d. Occupation g. Family size c. Demographic a. Education . Age b. Income f.

 Psychographic a. Life style b. Personality .

Occasions b. Usage rate d. Benefits c. Attitude toward product . Behavioral a.

Typically.What is FMCG ? FMCG refers to consumer non-durable goods required for daily or frequent use. a consumer buys these goods at least once a month .

FMCG Products  Detergents  Toilet soaps  Toothpaste  Shampoos  Creams  Powders  Food products  Confectioneries  Beverages  Cigarettes .

recommendations of the retailers .e brand switching is often induced by heavy advertisement. But. Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision Trial of a new product i.Typical Characteristics of FMCG products  Individual products are of small value. all FMCG     products put together account for a significant part of the consumer’s budget Many of these products are perishable The consumer spends little time on the purchase decision.

Hair Care Category in India  There are 5 main products  Hair Oil  Shampoo  Styling products  Herbal Remedies  Hair Dyes / colors .

 Hair Shampoos and Conditioners are targeted at  Upper middle class  Now.they are the major segment . also middle class and house wives  Upper class rural consumers  Teenagers .

strength )  Anti . Shampoo market is segmented on benefit platforms  Cosmetic ( shine. health.Dandruff  Herbal .

accounting for 80 % of     shampoo sold in the country Rural areas .90 %.14 % Urban .80 %.40 % Rural . accounting for 20 % of shampoo sold in the country All India Shampoo .10 % . Urban areas .

health shampoo platform ) Clinic All Clear launched in 1987 ( Therapeutic AD Shampoo ) Sunsilk re-launched in 1987 .Evolution of Shampoo in India  HLL undisputed leader from the early 90’s  Sunsilk launched in 1964 ( General Shampoo      platform ) Clinic Plus launched in 1971 ( Family.Shampoo + Conditioner ( Beauty platform ) HLL Goes rural with Sachet Clinic Active launched in 1991 .

Today HLL has a 63 % market share in the shampoo market In South India.HLL Dominance  Clinic. the company re-launched Clinic and Sunsilk brands Sunsilk was re-launched with Fruitamins. Sunsilk. Clinic Plus and Clinic All Clear put together have a market share of about 70 % . Organics and Lux and their various     brand extensions dominate the shampoo market In 1998.

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The top Shampoo brands  Normal Shampoo’s  Clinic Plus  Sunsilk  Chik  Herbal Shampoos  Ayush  Dabur Vatika  Nyle  Anti Dandruff Shampoos  Clinic All Clear  Head and Shoulders  Dabur Vatika AD .

Thank You………… .

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