In 2004, HLL (Now HUL) was thelargest FMCG company in India.It was present in manysegments.HUL is a highly consumer-focused company with differentbrands catering to differentconsumer segments with differentneeds and purchasing power Surf high-end consumers Rin mid-market segment Wheel lower end market Axe men Ponds & Rexona women Elle 18 (Lakme) early teens & young adults Sunsilk(shampoo) hair expert Clinic plus healthy hair (anti-dandruff)
Defining market segmentation • The process of dividing the market on various criteria like age, sex, region, culture, etc. • Segmentation can take place at various levels – – Segment marketing : dividing the market into large homogeneous segments on the basis of variables like common needs, purchasing power, region, or age. Lakme cosmetics, for e.g., caters to the basic need of women to look good. – Niche marketing: is a specialized market segment, niches are quite small and have much less competition. E.g., magazines targeted at specific sports like golf (Golf Digest). – Local marketing : involves customizing the global products to suit local tastes. E.g., McDonald’s McAloo Tikki and McVeggie. – Individual marketing : is the highest level of customization, where each product or service is tailor-made for an individual consumer. E.g., designer cars by DilipC habria (DC)
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