SEGMENTATION;
Segmentation involves dividing the market into various group of customers who desire similar value propositions from a product. The aim of segmentation is to serve customers more effectively and efficiently.
Demographic
Psychographic
Behavioral
What is FMCG ?
FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month
FMCG Products
Detergents
Toilet soaps
Toothpaste Shampoos Creams Powders Food products Confectioneries Beverages Cigarettes
products put together account for a significant part of the consumers budget Many of these products are perishable The consumer spends little time on the purchase decision. Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision Trial of a new product i.e brand switching is often induced by heavy advertisement, recommendations of the retailers
Hair Oil
Shampoo Styling products
Herbal Remedies
Hair Dyes / colors
wives Upper class rural consumers Teenagers - they are the major segment
platforms
Herbal
shampoo sold in the country Rural areas - 80 %, accounting for 20 % of shampoo sold in the country All India Shampoo - 14 % Urban - 40 % Rural - 10 %
platform ) Clinic Plus launched in 1971 ( Family, health shampoo platform ) Clinic All Clear launched in 1987 ( Therapeutic AD Shampoo ) Sunsilk re-launched in 1987 - Shampoo + Conditioner ( Beauty platform ) HLL Goes rural with Sachet Clinic Active launched in 1991
HLL Dominance
Clinic, Sunsilk, Organics and Lux and their various
brand extensions dominate the shampoo market In 1998, the company re-launched Clinic and Sunsilk brands Sunsilk was re-launched with Fruitamins. Today HLL has a 63 % market share in the shampoo market In South India, Clinic Plus and Clinic All Clear put together have a market share of about 70 %
Chik
Herbal Shampoos
Ayush Dabur Vatika Nyle
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