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Consumer Behavior (MKT 530) Spring, 2013
Assignment No. 1
Due Date: 02 May, 2013
Total Marks: 20
Topic: Market Segmentation
Learning objectives: The basic objective of this assignment is to make students
familiar with the importance of segmentation and its practical implication.
Learning outcomes: After attempting this assignment students will be able to:
 Identify the effectiveness of market segmentation.
 Know the practical implication of segmentation.
 Understand the imperative role of segmentation in building image and
increasing market share.
Marketing is about understanding the consumer needs and wants. Segmentation is
essential to cater the needs of individuals, as one brand cannot fulfill the desires of
every individual. As individuals in the market have diverse set of needs and are
scattered thus, companies cannot appealall buyers with one product. Market
segmentation is vital for businesses in order to maintain positive relationships with
its customers. Segmented market helps to identify the resources allocated to it and
then designing the strategies accordingly. Nowadays companies go for market
segmentation to better match the customer needs, to provide the best solution of
their problem, to retain customers, to gain large customer base and to enhance
profits for the businesses.
The Case
Reckitt Benckiser is British Multinational Corporation of UK,
founded in 1814. It is considered as the largest producer of
household cleaning goods. It serves in area of consumer health
care products, personal products and household products.
Reckitt Benckiser has a list of well known brands like Dettol
(soap), Strepsils (sore throatmedicine), Air Wick (air
freshener) and Clearasil (skin care product) around the globe.
Dettol soap is one of the famous brands of Reckitt Benckiser sold worldwide.
Beside this, Dettol soap is famous brand inPakistan considered as hygienic soap
that protect customers against germs. They always focus on making their products
innovative, cost effective and fast to market. They consult with consumers while
developing their products. This help continuously improve and create positive
image in the minds of the customers. Previously the market share of Dettol soap
was less than its competitors because it was only catering to the people who were
health conscious. Most of the people did notlike the fragrance of soap, actually the
fragrance of Dettol, and switched to other brands. Dettol soap re-strategized itself
by targeting all segments of market instead of focusing on one segment. Recently,
after realizing this phenomenon Dettol soap has launched Dettol re-energize soap
with germ protection and fragrance of orange. The innovative formula of soap not
only protects beauty but also gives full time protection and makes feel healthy. It is
for whole family and gives superior protection against germs and re-energizes the
strength. After introducing new soap, the image of Dettol soap has changed but
nobody knows that this segmentation will sustain the image and sales of Dettol or
1- Critically analyze the given scenario and give comments that how and why
Dettol re-considered segmentation strategy and what possible benefits they
might have gained from this? (10 Marks)
2- How Dettol soap can re-position the brand image from medicated soap to
soap for all purposes? (10 Marks)
24 hours extra / grace periodafter the due date is usually available to overcome
uploading difficulties. This extra time should only be used to meet the emergencies
and above mentioned due dates should always be treated as final to avoid any
 Students are advised to study the whole text carefully.
 Try not to include any irrelevant material in the solution.
 Try to come up with preciseand original answers.
 Any act of plagiarism like copy paste from internet will result in ZERO
 Assignments reaching after the due datewould not be considered.


Lesson 4 and 5 study them and you can solve the assignment.

Differentiation Strategy: In this type of strategy, company normally target

more than one segment at the same time. We must understand that

company should consider two things; External environment and internal

environment. If company has enough resources then they can easily go for

differentiation strategy. For example, Procter & Gamble has number of

products in its portfolio

 possible benefits kya hoon gain is may?

Asal main yeh startgy use hoge.

Counter Segmentation Strategy:

Combine the segments. There is a

possibility that over a period of time, different things normally vanish from

the segments and segments become similar. Hence, we combine the

segment because each segment is so small that is difficult to target each

individual. For example, universities. In the initial stages, the separate the

courses but in senior classes they combine the classes


Production cost on additional products, marketing expenses will be reduced and easy to sale one product in the whole market. less expenses more profit.

MKT530 Asignment No. 1 


Here the marketer takes into account the general behavioral patterns of the customers and tries to forecast what reactions they would possibly have to the adopted marketing strategies.
The benefits that the customers are looking for, and the value they seek and derive.
The degree of brand loyalty and brand satisfaction.
The willingness to buy a product, and also the rate of its usage.
The profitability of marketing there and also the income level of the targeted customer base.

When the producer of a specific commodity decides to undertake the marketing and promotional activities for that commodity, what makes him decide how to approach his potential customers? The base of his customers is obviously vast and varied and contains people from all walks of life and belonging to different income groups. Each of these different groups of customers require an altered and unique approach. The basis for this approach is arrived at by carrying out market segmentation analysis. 

One of the most widely used concepts in marketing management is that of STP, that is, Segmentation, Targeting and Positioning. What this implies is that the potential customer base is studied by the marketer by carrying out analysis, the most approachable and profitable segment is chosen and targeted, and the necessary marketing and promotion steps are taken. For a marketer his resources are absolutely vital and he cannot afford to waste these resources on useless purposes. He has to have a specific target audience in mind (for any form of promotion), and then take steps accordingly.

Steps in Segmentation Process Description
Needs-Based Segmentation
Group customers into segments based on similar
needs and benefits sought by customer in solving a
particular consumption problem.
Segment Identification
For each needs-based segment, determine which
demographics, lifestyles, and usage behaviors make
the segment distinct and identifiable.
Assess Segment Attractiveness
Using predetermined segment attractiveness criteria,
determine the overall attractiveness of each segment.
Evaluate Segment Profitability
Determine segment profitability (net marketing
Segment Positioning
For each segment, create a "value proposition" and
product-price positioning strategy based on that
segment's unique customer needs and characteristics.
Segment "Acid Test"
Test the attractiveness of each segment's positioning
Marketing-Mix Strategy
Expand segment positioning strategy to include all
aspects of the marketing mix: product, price,
promotion, place, and people.


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