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

3813 WordsFeb 25, 201316 Pages
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…show more content…
Unilever’s Oral Care brand Signal introduced the breakthrough technology of ‘Fluoride + Micro Calcium’ - a novel anti-cavity technology, which not only delivers effective fluoride but also 50% more calcium that helps remineralize the early carious teeth. Signal has been the iconic oral care brand in Sri Lanka leading the way for innovations and activations. Brushing introduced people to new ideas about dental and oral hygiene; and it is in this context that Signal’s success can be measured. Achievements: 3 Individual Assignment – MCP 2131 MBA in HRM - 2010/2012 Registration No. 610047223 Endorsed by FDI (the largest dental association globally) Endorsed by SLDA (Sri Lankan Dental Association) Signal offers a wide range of variants in its toothpaste and toothbrush portfolio, to suit all needs of oral care. As the focus in this paper will be on toothpaste, given below is the portfolio of Signal toothpaste variants manufactured and marketed by Unilever Sri Lanka at present.      Signal Core Signal Herbal Signal Whitening Signal Triple Action Signal Junior  Target Segments Segmentation divides customers into groups based on the way they respond to, use, or know of a product. This helps to divide the overall market into sub groups, and to target those

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