MARKET SEGMENTATION: Markets consist of buyers and buyers differ in one or more ways.

They may differ in wants, resources, locations, buying attitudes and buying practices. Dividing a market into smaller groups of buyers with distinct needs, characteristics or behaviours who might require separate products or marketing mixes. This is what we call market segmentation. To target the market in a better way, we have divided our market on the basis of following four variables:Geographic-Company divides a country in segments on the basis of provinces. But their targeted segment is always the biggest keeping in mind the factor of population. They have targeted cities as well as rural area, covering all the regions of India(east, west , north and south) Demographic-The basic selected variable from demographic segmentation is age. For example, Colgate Junior is specifically manufactured for kids, so they target kids from 4 to 9 years of age. Also the toothpaste segment caters to the needs of the age group 25 and above. For instance Colgate max fresh targets younger generation. Psychographic It comprises attributes relating to how a person thinks and what are the personality characteristics (persona, behaviour, traits) and also lifestyle. The Colgate products thus depict lifestyle strategy having different products to meet different needs like dental cream, sensitive pro-relief cream, active salt, kids, herbal, gel and peppermint/fresh mint. Behavioural According to a national survey by Colgate Palmolive only 16% of the total population of had been using toothpastes as a mean of daily oral cleansing. Since now toothpaste is a product which is not used occasionally in urban areas round the country. People use toothpastes daily and their attitude towards toothpaste is quite positive because dentists advise to clean teeth after every meal and at least twice a day for healthy teeth. Kids are specially advised to use toothpaste because of different reasons. MARKET TARGETING: Market segmentation reveal1s the firms market segment opportunities. The firm now has to evaluate the various segments and decide how many and which segments it can serve best. Target marketing can be carried out at several different levels. The company can target: Very broadly (undifferentiated marketing), Very narrowly (micro marketing) Or somewhere in between (differentiated or concentrated marketing).

Colgate Palmolive is serving customers through Differentiated Marketing. Using different flavours and alterations, it has focused on people with different age groups and with different preferences. For example: - Colgate launched a flavour of meswak for people who preferred meswak to paste thereby attracting new customers having different attitude towards a product. Another target audience of the company is of consumers who are concerned about oral health issues, such as fighting plaque and gum disease. These consumers are known as therapeutic consumers, because they purchase products, that will be the most effective

when it comes to oral health care. These consumers buy and use products for themselves, for example- colgate total 12 caters to such kind of audience. Another target audience- for Colgate max fresh: The gel properties of this product Colgate gives freshness along with protection. This product specially targets the young generation who avoids bad breadth and inculcate the word freshness. Colgate active salt-this product is popularly known as everyday family toothpaste, combined with minty taste with a dash of salt for a unique brushing experience. The product is designed for individuals who trust natural element like salt as a tooth care ingredient. Colgate Junior: - Colgate Palmolive is now planning to be part of the besieged customer group (children). It is basically an orange cooling crystal gel that is specifically manufactured for kids standing somewhere between 4 to 9 years. Kids of this age group normally do not like brushing their teeth. This flavour is preferred by the majority of kids (as stated in the market research) so they would love to try this new tasty toothpaste.Colgate total 12 pclaims to provide a 12-hour protection from germs.henc, it is targeted at educated,urban people who brush their teeth twice. Colgate active salt- consumers with orthodox thinking who believe that salt are good for teeth. MARKET POSITIONING: Market positioning involves the way a product is defined by customers on important attributes. It is the place the product occupies in consumers minds relative to competing products. The core strategy is the matching of company strengths and market opportunities and has two components: Identification of group of customers to whom the company can clearly show it has a differential advantage. The firm needs to position its offerings in the customers mind. Colgate dental cream positions itself as toothpaste that has the necessary calcium and minerals to provide decay protection, strong teeth, germ protection and fresher breadth. It has also positioned as always 100% vegetarian toothpaste. Also colgate total 12 has positions itself higher in terms of reliability of its claims by selling the consumers that its formula is patened one and the toothpaste is the most recommended one by the dentists. Its tagline DOCTOR KA SUJHAYA NO. 1 BRAND tries to create an image in the minds of the consumers. Improving the standard of oral health in India has been the guiding principle at Colgate for years. Believing that the mouth is the gateway to good oral hygiene, Colgate has been working towards better oral health awareness in association with the Indian Dental Association (IDA) since 1976. The IDA has also been supporting Colgate in conducting the Oral Health Month since the program introduction in 2004. Colgate seeks to make the children the true ambassadors of Oral Health .

Anuragh

Unilever is a multinational consumer product manufacturing giant operating in over hundred countries all around the globe. Unilevers one of the most popular brand is LUX. They segments LUX.s market according to geographical locations. It further differentiates these segments into Socio Economic Cluster (SEC) which takes into account the criteria of education and profession which ultimately measures the financial ability of consumers. The cluster is divided into five parts starting from A to E. Unilever targets the urban and sub urban upper middle class and middle class segment of the population, who falls under A to C of SEC.
This report is an outcome of an analysis of marketing strategies used by Unilever Ltd. The main purpose of the report is to find what strategies the company uses to market its world famous beauty soap.

Gender: Female Age: 16-35 Income: Middle income group (Rs. 15 to 20) Highest selling beauty soap in urban area(Rural area: Lifebuoy) Expensive Affordable, Target Area: Urban and Sub urban Uppermiddle and middle class people