Download - Case Study HUL Market Segmentation
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Market segmentation by HUL Demographic
Income Social Class
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Affluent
Aspiring
WealthyLess in number
Striving for recognition or advancement Relatively high
purchasing power
Very low incomeHighest in number
CUSTOMER PYRAMID
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Personal care – Soaps/personal wash
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Personal care – Hair products
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Personal care – Skin care
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Personal care – Cosmetics
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Personal care – Body Spray
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Personal care – Oral health
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Home care – Detergent
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Food & Drink - Coffee
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Food & Drink - Tea
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TAAZA
Rs. 7/- off“ ab achhi chai saste main”
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Red label
Tasty and healthyWithin budget
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Taj Mahal
“Wah Taj”
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Source and references
ASIAN JOURNAL OF MANAGEMENT RESEARCH ISSN 2229 – 3795 Study of the key market segmentation and
targeting strategies followed by the leading FMCG companies in India. - Amandeep Singh, Assistant Professor, DBS, Bhai Gurads Institute of Engg and Technology, Sangrur (Punjab); Anil Chandhok, Professor, MM Institute of Management, Mullana (Ambala)
www.hul.co.in
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