SEGMENTATIONS TARGETED BY LIFEBUOY

SEGMENTATION:

 Economy, popular and premium - are three price ranges on which segmentation of
soap market can be done.
 Price for 100 GMS.
 Premium (rs.40 and above)
 Popular(rs.20-rs.40)
 Economy( up to rs.20)
 Lifebuoy falls in the category of economy category.

GEOGRAPHIC SEGMENTATION:

 Active region in world : Asia

 Country: India and Pakistan.
 Cities: all the cities of India and Pakistan.
 Targeted areas: Rural, Semi-Urban and Urban.

DEMOGRAPHIC SEGMENTATION:

 Gender: anyone can use it.

 Income: Rs.5000+ anyone can afford it.
 Age: anyone who is 6+ can use it.

BEHAVIOURAL SEGMENTATION:

 BENUFITS: Its an antiseptic soap who kills germs and provide protection.
 User status: it can be found in almost every house of India, it is used as regular soap.

PSYCHOGRAPHIC SEGMENTATION:

 Social class: lifebuoy soap is mostly used by middle class and lower class of people.
 Lifestyle: it targets the one who is outdoor and sports oriented.