MARKET SAGMENTATION

Prepared By :
1) Mayur Kachhela
2) Sagar Bhensdadia
3) Milan Katba
4) Parth Garala
(MSMP Group)
COMPANY INTRODUCTION
Sector = FMCG
Company = Colgate Palmolive
Type = Public Sector
Industry = Consumer goods
Founded = 1806; 211 years ago
Area Served = Worldwide
Key People = lan M. Cook ( CEO )
Revenue = US $16.034 billion (2015)
PRODUCT INTRODUCTION
Colgate Visible White

Price = 49/- (50 gm)

79/- (100 gm)
Tag line = Make your smile, Shine like a diamond
Competitor = Cavity Pain, Dry Mouth,
Tooth Sensitivity,
Wisdom Teeth, Dental visit
MARKET SEGEMENTATION
Definition =
The process of defining and subdividing a
larger homogenous market into clearly identifiable
segments having similar needs, wants, or demand
characteristics. Its objective is to design a marketing mix
that precisely matches the expectations of customers in
the targeted segment.
The four basic market segmentation:

1. Behavioural.
2. Demographic.
3. Psychographic.
4. Geographical differences.
Demographic Segmentation :
Demographic segmentation is the splitting up of the
market into smaller portion or groups according to
age, income, occupation, educations, religion and
social class.

Colgate has a variety of product which they do their

possible best to segment their market on both the
adult age group and for the kids. ( 2-12 years).
Product Introduction
Dove Anti Dandruff shampoo.

Price Rs 170 / 180 ml.

Rs 225 / 340 ml.

Tagline The secret of beautiful hair.

Competitors Sunsilk, Head & shoulder, Pantene,

Clinic plus, Tresemme
Psychographic And Behavioural
Segmentation :
Colgate markets its products to different people based
on their oral health care needs.
For customers who want whiter teeth, they sell
whitening toothpaste and toothbrushes.
For people who are not always at the same place such
as travellers and office workers they created Wisp
toothpaste already on them which can be used at any
moment at any time.
Dove Anti Dandruff Shampoo
Company Introduction
Sector - FMCG
Product Type - Personal care
Head Office U.K.
Company-HINDUSTAN UNILEVER LTD.
Type- Public Sector
Web site- www.dove.com
Key People Harish Manwani
Revenue 30,170 cr
CEO Sanjiv Mehta
Segmentation
Demographic Segmentation
Gender Females(working women), Age (18-34)
Income High Income Groups & Upper Middle
Class
Psychographic Segmentation
It tries to change the psychology of an
average looking women that she can look
equally beautiful.