TARGETED STRATEGIC ANALYSIS OF AN INDUSTRY

COMPONENT 2:
Market Segmentation

Report on Internal product segmentation

PROJECT REPORT
ON
MARKET SEGMENTATION
(Internal product segmentation)

MEET SHAH

Page | 1
Sl no contents Pg no

1 Executive summary 3
2 Research Objective 3
2.1 Research Methodology 3
3 Internal product segmentation 3
4 Conclusion 20

Page | 2
 Executive Summary

This report is prepared to have a better understanding of Internal product

segmentation and the insights of Market segmentation of FMCG Industry. These
reports aim to identify the 10 major products and services of FMCG industry used by
customers and also identify key factors that drive current usage and outlining the
statistics of demographics, behavioral, psychological and geographical segmentation.

2. Research Objective

 Identify 10 major products and services of the particular market

 Conduct Internal product segmentation of that particular market.

2.1 Research Methodology

 Research methodology consists of secondary research data i.e. data and

statistics obtained from secondary resources such as research papers, journals,
Euromonitor, Sage journals, Techsci research resources etc.
 This research study is descriptive and exploratory research and data provided
is qualitative which mean research is generally followed by further exploratory
conclusive research

3. Identifying the 10 major products and services in FMCG Industry

 Fortified sugar
 Candy
 Hair Color
 Detergent
 Tea
 Edible oil
 Grain
 Hand Sanitizer
 Food Market
 Personal care

4. Internal product segmentation

1. Personal care

By Market Segment

o Premium
o Popular
o Mass

By, Product Type

Page | 3
  Skin care
 Hair care
 Oral Care
 Makeup/Color Cosmetics
 Others

By Technology

 Emulsification
 Extraction
 Downsizing

By Distribution Channel:

 Skin care
 Hair care
 Oral Care
 Makeup/Color Cosmetics
 Others
 Market, By Distribution Channel:
 Store Based Retail
 Exclusive Brand Outlets
 Multi-Brand Stores
 Supermarkets
 Others
 Non-Store Retail
 Online
 Teleshopping

By End Users

 Residential
 Commercial

By Application

 Direct Selling
 Hypermarkets and Retail Chains
 Specialty Stores
 Pharmacies
 E-Commerce

GEOGRAPHICAL

By Region
Page | 4
  Middle East Africa
 South America
 North America
 Europe
 Malaysia
 Singapore
 Australia
 Asia Pacific

DEMOGRAPHICS

By age

 18-34
 34-55
 55+

By gender

 Male
 Female

Men Personal Care Market

By Type

 Hair care
 Shaving
 Oral Care
 Personal Cleanliness
 Skin care
 Others
o Facial Makeup
o Eye Make up
o Bathing Essentials
o Nail Care

BEHAVIOURAL SEGMENT

 Purchasing behavior
o Brand loyalty
o Variety seeker

 Usage based
Page | 5
 o Heavy users
o Medium users
o Light users
 User status
o Nonusers
o Prospects
o First time users
o Second time users
o Defectors
 Occasional Timing
o Universal occasions
o Rare personal occasional
o Recurring personal occasional

PSYCHOGRAPHICAL SEGMENT

 Grooming
 Beauty
 Exclusivity seeker

2. Food Market

By Product Type

 Fruits & Vegetables

 Meat, Poultry & Dairy
 Processed Food s
 Beverage

By Technology

 Green Technology
 Ecological Technical Extension
 Genetic selection
 Genetic Breeding

By Distribution Channel

 Store-based Retail
 Non-Store-based Retail

GEOGRAPHICAL SEGMENT

By Region

 Asia-Pacific
Page | 6
  China
 India
 Japan
 Australia
 South Korea
 Europe
 France
 Germany
 United Kingdom
 Italy
 Spain
 Netherlands
 North America
 United States
 Mexico
 Canada
 South America
 Brazil
 Argentina
 Colombia
 Middle East and Africa
 South Africa
 Saudi Arabia
 UAE

DEMOGRAPHICAL SEGMENT

By age

 10-18
 18-30
 30-65
 65+

By gender

 Male
 Female

By Social class

 Low
 Low middle

Page | 7
  Middle
 Upper middle
 Upper

By users

 Young
 Adults
 Old age

BEHAVIOURAL SEGMENT

 By Purchasing behavior
o Frequent buyer
o Occasionally buyer
o Weekly buyer
o Monthly buyer

PSYCHOGRAPHICAL SEGMENT

 Unconcerned
 Cook
 Out of home Consumers
 Convenient shoppers
 Rational purchaser

3.Hand Sanitizer

By Product type

 Gel
 Foam
 Spray
 Sanitizers Based on Alcohol
 Sanitizers Based on Triclosan
 Sanitizers Based on Essential Oils

By Distribution

 Departmental Store
 Hypermarket/Supermarket
 Pharmacy Store
 Online Channels

By End Users

Page | 8
  Household
 Hospitals
 Restaurants & Hotels
 Schools

By Application

 Home
 Commercial


GEOGRAPHICAL

By Region

 Asia-Pacific
 Europe
 North America
 South America
 Middle East

DEMOGRAPHIC

By age

 9-18
 18-40
 40-65
 65+

By gender

 Male
 Female

By users

 Young
 Adults
 Old age

BEHAVIOURAL SEGMENTS

 Purchasing behavior
Frequent buyer
Commercial buyer
Benefit sought

Page | 9
PSYCHOGRAPHICAL SEGMENT

Activity based like eating, drinking and working on computer keyboards

4. Grain Market

By Grain Type

 Cereals
 Oilseeds
 Pulses

By Target Tested

 Pathogens
 Pesticides
 GMO
 Mycotoxins

By Technology

 Traditional Technology
 Agar Culturing
 Rapid Technology
 Convenience-Based
 Polymerase Chain Reaction (PCR)
 Immunoassay
 Chromatography & Spectrometry

By End User

 Food
 Safety
 Quality
 Feed

By Components

 Instruments
 Reagents & Consumables
 Reference Materials

GEOGRAPHICAL SEGMENTS

By Region

 Asia Pacific
 Australia
Page | 10
  Singapore
 Malaysia
 Europe
 North America
 South America
 Middle East and Africa

BEHAVORIAL SEGMENTS:

 Frequent Buyer
 Occasion Buyer

PSYCHOGRAPHICAL SEGMENTS:

 Cultural oriented lifestyle -Breakfast

 Healthy oriented lifestyle

5. Edible oil

By Type

 Mustard oil
 Soybean oil
 Sunflower oil
 Palm oil
 Olive oil
 Coconut

By Distribution Channel

 Modern Grocery Retail

 Traditional Grocery Retail
 Online Retail
 Direct/Institutional Sales

By Application

 Physicochemical

By Technology

 Flaking
 Filtering
 Extraction
 Distillation

Page | 11
  Bleaching
 Deodorizing

GEOGRAPHICAL SEGMENTS

By Region

 USA
 Germany
 India
 China
 Brazil
 U.A.E

DEMOGRAPHICS SEGMENTS

By age

 18-24
 24-55
 55+

By gender

 Male
 Female

By users

 Women
 Adults
 Old age

BEHAVIOURIAL SEGMENTS

By Purchasing behavior

 Frequent buyers
 Occasional buyers
 Ration based buyers

PSYCHOGRAPHICAL SEGMENTS

 Healthy lifestyle
 Personality

6. Tea

By Type
Page | 12
  Green Tea
 Black Tea
 Lemon Tea
 White Tea

By Application

 Food & Beverages

 Pharmaceuticals
 Cosmetics

By Distribution

 Store based
 Non -Store Based

GEOGRAPHICAL SEGMENTS

 Asia-Pacific
 Europe
 North America
 South America
 Middle East & Africa

DEMOGRAPHICAL SEGMENTS

By age

 18-24
 24-55
 55+

By gender

 Male
 Female

BEHAVIOURIAL SEGMENTS

By Purchasing behavior

 Brand Loyalty
 Frequently buyer
 Occasional buyer

By Usage

 Heavy users

Page | 13
  Medium users
 Low users

PSYCHOGRAPHICAL SEGMENTS

 Healthy lifestyle
 Quality-conscious

7. Hair Color

By Product

 Permanent
 Semi-Permanent
 Temporary Hair color
 Highlights &Beach

By Product Formulation

 TDS/TD formulation
 PPD formulation

By Application

 Total Grey Coverage

 Roots Touch-Up
 Highlighting

DEMOGRAPHICS SEGMENTS

By age

 18-24
 24-55
 55+

By gender

 Men
 Women
 Unisex

GEOGRAPHICAL SEGMENTS

By Region

Page | 14
  Asia Pacific
o China
o India
o Japan
o South Korea
 Australia
 Singapore
 Malaysia
 Europe
o France
o Germany
o United Kingdom
o Italy
o Spain
 North America
o U.S
o Mexico
o Canada
 South America
o Brazil
o Argentina
o Columbia
 Media East and Africa

BEHAVIOURIAL SEGMENTS

By Purchasing Behavior

 Occasional buyer

By Usage

 Heavy users
 Medium users
 Low users

PSYCHOGRAPHICAL SEGMENTS

Page | 15
  Beauty -conscious
 Attitude

8. Candy

By Product Type

 Sugar candy
 Chocolate candy
 Gum candy

By Distribution Channel

 Convenience Stores
 Traditional Grocery Stores
 Supermarkets/Hypermarkets
 Online Sales Channel

GEOGRAPHICAL SEGMENTS

By Region

 Asia-Pacific
 China
 India
 Japan
 South Korea
 Australia
 Indonesia
 Europe
 France
 Germany
 United Kingdom
 Italy
 Russia
 North America
 United States
 Mexico
 Canada
 South America
 Brazil
 Argentina
 Colombia
 Middle East & Africa
Page | 16
  South Africa
 Saudi Arabia
 UAE
 Qatar

DEMOGRAPHICS

By age

 10-18
 18-24
 24-55
 55+

By gender

 Male
 Female

BEHAVIOURIAL SEGMENTS

By Purchasing Behavior

 Frequently buyer
 Daily buyer

PSYCHOGRAPHICAL SEGMENTS

 Pleasant feeling
 Gift giving

9. Fortified Sugar

By Micronutrients

 Vitamins
 Minerals

By Sales Channel

 Modern Trade
 Convenience Stores
 Departmental Stores
 Drug Stores
 Online Stores

By End User

Page | 17
  Commercial
 Residential

By Technology

 Drying
 Extrusion
 Coating
 Encapsulation

GEOGRAPHICAL SEGMENTS

By Region

 Asia-Pacific
 China
 Bangladesh
 India
 Indonesia
 Philippines
 Europe
 France
 Germany
 Spain
 Italy
 North America
 United States
 Mexico
 Canada
 South America
 Brazil
 Argentina
 Colombia
 Middle East & Africa
 Nigeria
 Tanzania
 Kenya
 South Africa
 Saudi Arabia

10. Liquid Detergent

By Type

Page | 18
  Organic
 Inorganic

By Distribution Channel

 Store Based Retail

 Exclusive Brand Outlets
 Multi-Brand Stores
 Supermarkets
 Non-Store Retail
 Online

By End-Users:

 Residential
 Commercial Teleshopping

GEOGRAPHICAL SEGMENTS

 Asia Pacific
 Australia
 Singapore
 Malaysia
 Europe
 North America
 South America
 Middle east Africa

Conclusion:

The research work report on identifying 10 major products and services and also
internal product segmentation have been achieved.

Page | 19