How Market Segmentation Is Carried Out in the Toothpaste Market of Sri Lanka

Individual Assignment – MCP 2131

MBA in HRM - 2010/2012

Registration No. 610047223

Objective

The objective of this paper is to discuss how market segmentation is carried out in the toothpaste market of Sri Lanka, and how products are targeted at the selected segments. This paper will provide;     An introduction to the toothpaste market of Sri Lanka and its segmentation An introduction to the selected company operating in the toothpaste market and the segments it is targeting Reasons for the company to select the toothpaste market and segments in particular The role of the Human Resource Department of the company in this context

Introduction to the Toothpaste Market of Sri Lanka and its Segmentation

Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced generally within a years’ duration. Examples of FMCG commonly include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. 

Introduction to the toothpaste market of Sri Lanka

The toothpaste market in Sri Lanka is very competitive and there are many local and multinational companies involved in manufacturing toothpaste in Sri Lanka. Oral care may have once been a narrow market segment; but today, it represents a booming sector with several sub segments. It serves as a channel for products that address gum disease, cavities, plaque and tartar build up, sensitive teeth and even a condition known as dry mouth. There is also another segment that represents fresh breath and white teeth. The ingredients that go into toothpastes are often used to position them differently across different

References:    Hoffman, K.D., Bateson, J.E.G. (1997). Essentials of Services Marketing. Randall, G. (1993). Principles of Marketing. Cartwright, R., Collins, M, Green, G. and Candy, A. (1993). Managing People – A Competence Aapproach to Supervisory Management.  Pride, W.M., Ferrell, O.C. (2010). Marketing – Planning, Implementation, and Control. Other Sources    Lanka Market Research Bureau (LMRB) website – www.lmrbint.com Unilever Sri Lanka company website - www.unilever.com.lk Lanka Business Online website (LBO) - www.lankabusinessonline.com 13