The document discusses marketing segmentation and the cement industry. It provides definitions of marketing segmentation and lists characteristics of the cement sector, such as units being near raw materials/markets and high freight costs. It then lists major cement brands. The document also briefly mentions auto components, types of insurance, and helmets before discussing toilet cleaners and key players in that market like Domex, Lizol, Harpic, and Mr. Muscle. It provides details on these brands and compares Domex and Lizol. Finally, it provides a brief introduction of Harpic, Mr. Muscle, and Easy Off Bang in India.

1. Marketing Management
Submitted by
Alpha Shine Joseph
MACFAST

2. MARKET SEGMENTATION
Definition
Differentiating your product and marketing efforts to meet
the needs of different segments, that is, applying the
marketing concept to market segmentation

4. CEMENT SECTOR IS CHARACTERIZED BY
THE FOLLOWING:
•UNITS CONCENTRATED NEAR RAW MATERIAL
SOURCES OR MARKET
• HIGH FREIGHT COSTS
• SMALL VALUE CHAIN
• REGIONAL VARIATION AND VOLATILITY IN
PRICES AND MARGINS
• HIGH DEBT LEVELS
• REGIONAL DISTRIBUTION OF DEMAND
• SEASONALITY OF DEMAND AND CYCLICALITY
OF THE INDUSTRY
• HIGH ENTRY BARRIERS

5. CEMENT BRAND
 ACC CEMENT
 BIRLA WHITE CEMENT
 BIRLA SUPER CEMENT
 BIRLA SUPREME
 BIRLA COASTAL
 JK LAXSHMI CEMENT
 GUJRAT AMBUJA CEMENT
 MANIKGADH CEMENT
 ORIENT CEMENT
 DALMIA CEMENT
 CHETTINAD CEMENT
 DHANDAPANI CEMENT

6.  KAMDHENU CEMENT
 COROMANDEL CEMENT
 BIRLA STAR
 ULTRATECH CEMENT
 BIRLA GOLD
 BIRLA EVEREST CEMENT
 VIKRAM CEMENT
 VASODATTA CEMENT
 BINANI CEMENT
 SPAN CEMENT

7. CEMENT

9. AUTO COMPONENTS

15. TYPES OF INSURANCE

16. HELMETS

17.  TYPES OF HELMETS
 POC is a fast growing company for protective ware. POC
have since the start up of the company been focusing on
making more protective gear for active sportsmen.
They started of within the alpine segment and now
expanding throughout all sports where protective gear is
recommended.
SCOTT has added MIPS Brain Protection System (BPS) to its
family of bike helmets. MIPS contributes to drive innovation and
technology design towards making the safest helmets on the
market. Scott Lin and Taal, including MIPS, was launched at
Eurobike 2012 and will be available instore end 2012.

18. TSG (Technical Safety Gear) set out to develop superior
safety gear, which skateboarders would really want to wear
for its fit, style and protection performance. TSG strongly
cooperates with their team athletes in the
development, design and test of their products.
Sweet Protection has for over a decade put their heart, talent and
attitude into creating the best equipment possible. The company
revolutionized the helmet business when they launched their first
helmet in 2001.

19. TOILET CLEANERS
• Surface cleaners is used for cleaning surface of
different things and also to make them “Germfree”.
• The Indian Surface Cleaners Market comprises of
three main segments:-
• Toilet Cleaners
• Floor Cleaners
• Glass & Household Cleaners
• Surface Cleaners have become a vital product for
the Indian FMCG companies in increasing their
overall sales due to the importance given by Indian
consumers towards Cleanliness.

20. KEY PLAYER’S OF MARKET
• Domex
• Lizol
• Harpic
• Mr. Muscle
• Sanifresh
• Easy off Bang
• Dazzl
• Cif
• Colin
• Dettol

21. DOMEX
 Domex was launched by its Indian affiliate Hindustan
Unilever Ltd (HUL) in 1997 in India.
 Currently is a distant second to Harpic in the Lav Care
market in India with a share of 10.5% in2008.
• Domex was positioned in India
 as an all purpose disinfectant
 cleaner (APDC) product which
 could be used for floor, sinks, other
 surfaces, as well as toilet cleaning.

22. Lizol
• Lizol is recommended by INDIAN MEDICAL
 ASSOCIATION.
• When it comes to cleanliness of our home, we
 are very particular to keep the floors glazing,
 and free from germs and insects.
• Lizol was launched in January 1997 by Reckitt
 Benckiser.
 Lizol, the promising disinfectant surface cleaner
which has a soothing citrus scent and helps
keeping the floor clean and free from insects.

23. DOMEX Vs LIZOL
• Domex leads with a market share of 70 per cent
while Lizol's share is at 30 per cent. Two years
 ago, both the brands were running a neck-and-
neck race with market shares around 38
percent, which means that Domex has raced well
ahead of Lizol.
• Harpic is now sold in over 47 countries
worldwide on the platform of "Powerful Cleaning

24. HARPIC
• Harpic is the brand which changed the
 way toilets were cleaned in India .
• Launched in India in 1984 by Reckitt Benckiser.

25. MR MUSCLE
- SC Johnson &Co. was sometime back attracted
 by the lucrative and fast growing market of
 Lav Care & Surface Care in India and forayed
 into it with its global brand Mr Muscle.
• It first entered the Surface care segment
 via Kitchen Cleaners, Multi Purpose Cleaners
 and Glass Cleaners. Thereafter, it did a test
 market for Mr Muscle toilet cleaner in
 Dec 2008 ( in Tamil Nadu).

26. EASY OFF BANG
 New Delhi- 10th February 2006: After fantastic success
across Europe, America and South Africa, Easy Off Bang is
now available in India.
• In Tamil Nadu, where it was launched in June 2005
 (TN was the test market), it is already a huge success with
15% market share.

27. T H A N K Y O U