Presentation1 MARKETING

8/2/2019 Presentation1 MARKETING

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IDENTIFICATION,SEGMENTATIO

N,CLUSTERING &TARGETINGOF 2 FMCG PRODUCTS

PRESENTED BY

RAHUL CHATURVEDI

NIT DURGAPUR


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Overview:

Identification of 2 FMCG Products.

Survey and data collection.

Cluster Analysis using SPSSPackage.

Segmentation process.

Targeting Specialized Segment.


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Identification

Two identified FMCG Products :

Toothpaste

Shampoo


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Survey & Data Collection:

Basis of Survey :(i) Variable identification and initialsurvey,

(a) Personal Interviews(b)Telephonic Interviews

(ii) Survey and data collection fordoing Cluster analysis &Segmentation


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Initial Survey & QuestionnaireFormation:

Interviewed people from variousworking fields and identified the

variables.

Surveyed and identified the variables.


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IDENTIFIED VARIABLES FORTOOTHPASTE Flavours Product appearance Colour, Gel form Granules Whiteness of teeth Price

Worries Ingredients Extracted From Freshness


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IDENTIFIED VARIABLES FORSHAMPOO Anti Dandruff

Shine

Suited Exclusively For Your Type Of Hair

Ingredient Hair fall control

Price

Added Features Conditioning


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Scaling & Survey

Classified the variables into scalesranging from 1-7

Basis Of Scaling -7 High Importance(H)

1 - Low Importance(L)

Survey and data collection from 200people through questionnaire inDURGAPUR


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How do you rate the following variables? (Tick the

appropriate box) Tooth paste:

Flavours :

(i) Mint Flavour(ii) Strawberry Flavour

(iii) Lemon Flavour

Product appearance :

(i) White

(ii) Pink

(ii) Mixture of White with other shades

Gel form :

(i) Red Gel

(ii) Blue Gel

(iii) Green Gel


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Granules

(i) Micro Granules

(ii) Crystal Granules

(iii) Calcium Granules

Whiteness of teeth

(i) High

(ii) Medium

(iii) Low

Price

(i) High

(ii) Medium

(iii) Low

Freshnes

(i) All Day Long Freshness

(ii) Limited Freshness


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Worries

(i) Decay /Cavity

(ii) Foul Smell

(iii) Tooth Ache

(iv) Root Caries

(v) Germ Protection

(vi) Stains & Spots

(vii) Gum Bleeding

Ingredients Extracted From

(a) Plant extracts i.e. Herbal Origin

(b) Inorganic Extracts

(i) Calcium Carbonate

(ii) Sodium Monofluro Phosphate

(iii) Silica

(iv) Triclosan

(v) Other Calcium Compounds


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Cluster

serialNo

flavour Whiteness of Teeth colour Gel form Granuleform Extracted from Price Worries Ingredients

ProductAppearance

1 3 5 5 5 5 3 5 5 5 3

2 4 5 3 5 4 4 5 5 5 3

3 5 3 3 5 4 5 5 5 5 3

4 4 4 5 5 5 3 5 4 5 4

5 5 5 5 5 5 2 5 5 3 2

6 4 4 5 5 4 1 5 5 4 4

7 4 5 5 5 5 5 5 4 4 2

8 5 5 4 5 5 4 5 5 5 1

9 3 3 3 5 5 2 5 5 5 5

10 3 3 5 2 5 4 5 3 4 3

COLLECTED DATA OF TOOTHPASTE

Cl fl Whi G l G l E P i W i I di P d t


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Clusterserial

No

flavour Whiteness ofTeeth

colour Gelform

Granule form

Extracted

from

Price Worries

Ingredients

ProductAppear

ance

15 5 5 5 5 5 2 5 5 5 3

16 5 5 5 5 5 1 5 5 5 3

17 5 5 5 5 5 1 5 5 5 4

18 5 3 3 5 4 3 5 4 5 3

19 5 5 4 5 5 4 5 4 5 2

20 4 5 5 2 5 3 5 5 5 2

21 5 3 5 4 5 2 5 3 5 2

22 4 4 4 5 5 2 5 4 3 2

23 5 4 5 5 5 3 5 4 4 2

24 5 4 5 5 5 1 5 4 3 1

25 5 4 5 5 5 2 5 4 3 2

26 4 5 4 5 5 3 5 5 4 2

27 5 4 5 3 4 4 5 5 2 1

28 4 3 1 5 2 1 5 5 3 1

29 5 4 4 5 5 5 5 5 3 2

C t fl P d l G l


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Customer

serialNo

flavour Product

appearence

colour Gelform

Granule

form

Extracte

dfrom

Price

Worries

Ingredients

Whiteness ofTeet

h

31 5 5 5 5 5 4 5 5 4 1

32 4 5 3 3 3 5 4 1 2 3

33 4 5 3 5 1 3 4 2 1 2

34 4 5 5 3 3 4 5 4 3 1

35 4 5 2 4 3 4 5 2 1 5

36 5 5 5 2 4 5 5 5 4 4

37 5 5 1 3 3 5 5 4 4 2

38 5 4 5 4 2 4 4 5 4 4

39 3 5 1 2 2 5 5 3 4 1

40 5 5 4 3 2 4 4 3 4 4

41 5 5 4 4 2 4 4 4 1 3

42 5 5 5 1 2 3 4 3 1 2


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2 5 1 5 4 5 5 4 2 4

5 5 5 4 3 5 5 3 4 3

5 5 5 5 4 4 5 3 4 2

4 5 4 5 2 4 4 3 4 2

5 5 5 5 4 5 5 4 4 2

5 3 5 5 1 5 5 2 1 2

4 5 3 5 4 5 4 3 2 2

4 4 3 5 3 5 4 4 2 1

5 4 3 4 2 5 4 3 1 2

5 4 3 5 1 5 4 3 2 2

5 4 3 5 1 5 5 4 2 2

5 4 4 5 3 5 5 2 1 4

4 3 5 4 3 5 5 3 1 3

4 4 3 4 2 5 5 3 2 2

4 4 3 5 3 5 4 4 1 2

5 5 4 4 1 5 5 4 1 2

Clusterserial

No

flavour Whiteness ofTeeth

colour Gelform

Granule form

Extracted

from

Price Worries

Ingredients

ProductAppear

ance

46 2 5 1 5 4 5 5 4 2 4

47 5 5 5 4 3 5 5 3 4 3

48 5 5 5 5 4 4 5 3 4 2

49 4 5 4 5 2 4 4 3 4 2

50 5 5 5 5 4 5 5 4 4 2

51 5 3 5 5 1 5 5 2 1 2

52 4 5 3 5 4 5 4 3 2 2

53 4 4 3 5 3 5 4 4 2 1

54 5 4 3 4 2 5 4 3 1 2

55 5 4 3 5 1 5 4 3 2 2

56 5 4 3 5 1 5 5 4 2 2

57 5 4 4 5 3 5 5 2 1 4

58 4 3 5 4 3 5 5 3 1 3

59 4 4 3 4 2 5 5 3 2 2

60 4 4 3 5 3 5 4 4 1 2


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Cluster

serialNo

Antidandruff

Shine Suited hair Ingradients

hair fallcontrol

Conditioning

price Addedfeatures

1 5 5 5 5 5 5 5 3

2 3 3 5 5 5 4 5 3

3 3 4 4 4 5 5 5 3

4 4 4 5 5 5 5 4 4

5 5 3 5 5 5 5 5 5

6 5 5 5 5 5 5 5 5

7 5 5 5 4 3 3 5 4

8 3 4 5 5 3 3 5 4

9 4 3 5 5 5 5 5 5

10 4 5 5 4 4 3 5 5

11 4 5 5 5 5 5 5 5

12 3 4 5 5 4 4 4 3

13 4 4 5 4 4 5 4 4

COLLECTION DATA FOR SHAMPOO


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Clusterserial

No

Antidandruff

Shine Suited hair Ingradients

hair fallcontrol

Conditioning

price Addedfeatures

16 3 4 5 5 4 4 5 4

17 4 4 5 5 3 3 5 4

18 3 4 5 5 5 4 5 4

19 5 5 5 5 5 5 5 3

20 4 4 5 5 4 3 5 3

21 5 4 5 4 3 3 5 4

22 4 3 5 4 5 3 5 4

23 3 4 5 5 4 3 5 4

24 4 4 5 5 4 3 5 4

25 3 3 5 5 4 3 5 4

26 4 4 5 5 4 4 5 4

27 2 4 5 4 4 5 5 4

28 4 3 5 4 3 3 5 4

29 5 4 4 4 3 3 5 4


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Clusterserial No

Anti

dandruff

Shine Suited

hair

In

gradients

hair fall

control

Conditioni

ng

price Added

features

31 4 2 5 3 3 4 4 5

32 2 2 4 4 3 5 4 4

33 5 4 3 2 1 5 4 3

34 3 4 5 5 5 5 5 5

35 4 5 4 3 3 5 4 4

36 4 5 5 3 3 5 4 5

37 5 5 3 2 1 5 4 3

38 4 1 5 3 5 3 4 5

39 5 5 5 5 5 4 4 5

40 5 4 3 5 5 4 5 3

41 5 2 4 3 4 5 3 4

42 5 4 4 2 1 4 5 3

43 5 1 2 5 5 5 5 3


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Clusterserial No

Antidandruff

Shine Suitedhair

Ingradients

hair fallcontrol

Conditioning

price Addedfeatures

46 5 2 5 2 3 5 4 2

47 5 1 5 4 4 4 3 3

48 5 1 4 3 3 5 4 4

49 4 3 5 3 2 5 3 3

50 5 3 4 5 4 5 5 3

51 3 5 5 4 5 5 5 4

52 1 3 5 4 5 5 5 2

53 3 4 5 4 5 5 5 3

54 3 4 4 5 4 5 5 4

55 4 5 5 4 5 3 4 4

56 3 5 4 3 1 5 2 3

57 2 4 5 4 4 5 5 4

58 2 5 5 4 4 5 5 4

59 2 4 5 5 5 5 5 3

60 2 4 5 4 5 5 5 4


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CLUSTERING

Clustering means classifying objectsinto homogeneous groups.

The result of these data analysis inSPSS Package results into Clustering.


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Cluster No. Toothpaste Shampoo

Cluster 1 1 -26,28-30,35,

47,49

1-30,34-

36,39,40,50,51,53-55,57-60

Cluster 2 27, 31,38,41,45-49

Cluster 3 31,32,34,37,39,40,41,42,44,46,48,50-60

32,52

Cluster 436,38,43, 33,37,42,44,56

Cluster 5 45 43


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MARKET SEGMENTATION

DefinitionDividing a market into distinctgroups with distinct needs,

characteristics, or behavior who mightrequire separate products ormarketing mixes.

Dividing a big heterogeneous marketinto small homogenous unit.


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STEPS IN MARKET

SEGMENTATIONSteps involved in Market Segmentation are:-

Identified the current and the potential needs of the

customer existing already in the market to be

segmented.

Identified the unique and distinguishable features

that may divide the market into segments.

Selected those segments which offer higher potential

and which will also be tactible to the offering of the

firm


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Clusterserial

No

flavour

Whiteness

ofTeeth

colour

Gelform

Granule form

Extracted

from

Price Worries

Ingredients

Product

Appea

rance

Cluster 1

H MH MH H M H M H MH M

Cluster 2 MH M L H ML L H H M L

Cluster 3

MH MH MH MH ML H MH M ML M

Cluster 4

M H ML ML M H MH MH MH L

Cluster 5

ML H L H MH H H MH ML MH

Toothpaste


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Shampoo

Cluster serialNo Antidandruff Shine Suitedhair Ingradients hair fallcontrol Conditioning price Addedfeatures

Cluster 1 H MH H H MH MH H MH

Cluster 2 MH ML MH ML M MH MH MH

Cluster 3 ML ML MH MH MH H MH M

Cluster 4 H MH MH ML H MH MH M

Cluster 5 H L ML H H H H M


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Variables Priority forToothpaste According to our variables priority-

Whiteness

Freshness

Gel form

PriceGranules

Worries

Product appearance

Flavour

Ingredient extracted from

colour


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Variables Priority for Shampoo According to our variables priority-

Antidandruff

Hair fall control

Conditioning

ShineSuited for hair

Price

Added features

Ingredients


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TARGETING SEGMENTS :

Targeted Segment for Toothpaste:

Cluster 5

Targeted segment for Shampoo:

Cluster 4


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CONCLUSION:

Through this clustering andsegmentation process we came to

know the segments most suitable forour selected products .

Targeted the specific segments.


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THANK YOU

HAVE A NICE DAY

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Presentation1 MARKETING