Marketing Management

Submitted byAlpha Shine Joseph

MACFAST

MARKET SEGMENTATION

Definition

Differentiating your product and marketing efforts to meet

the needs of different segments, that is, applying the

marketing concept to market segmentation

CEMENT SECTOR IS CHARACTERIZED BY THE FOLLOWING:

•UNITS CONCENTRATED NEAR RAW MATERIAL

SOURCES OR MARKET

• HIGH FREIGHT COSTS

• SMALL VALUE CHAIN

• REGIONAL VARIATION AND VOLATILITY IN

PRICES AND MARGINS

• HIGH DEBT LEVELS

• REGIONAL DISTRIBUTION OF DEMAND

• SEASONALITY OF DEMAND AND CYCLICALITY

OF THE INDUSTRY

• HIGH ENTRY BARRIERS

CEMENT BRAND

ACC CEMENT BIRLA WHITE CEMENT BIRLA SUPER CEMENT BIRLA SUPREME BIRLA COASTAL JK LAXSHMI CEMENT GUJRAT AMBUJA CEMENT MANIKGADH CEMENT ORIENT CEMENT DALMIA CEMENT CHETTINAD CEMENT DHANDAPANI CEMENT

KAMDHENU CEMENT

COROMANDEL CEMENT

BIRLA STAR

ULTRATECH CEMENT

BIRLA GOLD

BIRLA EVEREST CEMENT

VIKRAM CEMENT

VASODATTA CEMENT

BINANI CEMENT

SPAN CEMENT

CEMENT

AUTO COMPONENTS

TYPES OF INSURANCE

HELMETS

TYPES OF HELMETS

POC is a fast growing company for protective ware. POC have since the start up of the company been focusing on making more protective gear for active sportsmen.They started of within the alpine segment and now expanding throughout all sports where protective gear is recommended.

SCOTT has added MIPS Brain Protection System (BPS) to its family of bike helmets. MIPS contributes to drive innovation and technology design towards making the safest helmets on the market. Scott Lin and Taal, including MIPS, was launched at Eurobike 2012 and will be available instore end 2012.

TSG (Technical Safety Gear) set out to develop superior safety gear, which skateboarders would really want to wear for its fit, style and protection performance. TSG strongly cooperates with their team athletes in the development, design and test of their products.

Sweet Protection has for over a decade put their heart, talent and attitude into creating the best equipment possible. The company revolutionized the helmet business when they launched their first helmet in 2001.

TOILET CLEANERS

• Surface cleaners is used for cleaning surface of different things and also to make them “Germfree”.

• The Indian Surface Cleaners Market comprises of three main segments:-

• Toilet Cleaners

• Floor Cleaners

• Glass & Household Cleaners

• Surface Cleaners have become a vital product for the Indian FMCG companies in increasing their overall sales due to the importance given by Indian consumers towards Cleanliness.

KEY PLAYER’S OF MARKET

• Domex

• Lizol

• Harpic

• Mr. Muscle

• Sanifresh

• Easy off Bang

• Dazzl

• Cif

• Colin

• Dettol

DOMEX

Domex was launched by its Indian affiliate Hindustan Unilever Ltd (HUL) in 1997 in India.

Currently is a distant second to Harpic in the Lav Care market in India with a share of 10.5% in2008.

• Domex was positioned in India

as an all purpose disinfectant

cleaner (APDC) product which

could be used for floor, sinks, other

surfaces, as well as toilet cleaning.

Lizol

• Lizol is recommended by INDIAN MEDICAL

ASSOCIATION.

• When it comes to cleanliness of our home, we

are very particular to keep the floors glazing,

and free from germs and insects.

• Lizol was launched in January 1997 by Reckitt

Benckiser.

Lizol, the promising disinfectant surface cleaner

which has a soothing citrus scent and helps

keeping the floor clean and free from insects.

DOMEX Vs LIZOL

• Domex leads with a market share of 70 per cent while Lizol's share is at 30 per cent. Two years

ago, both the brands were running a neck-and-neck race with market shares around 38 percent, which means that Domex has raced well ahead of Lizol.

• Harpic is now sold in over 47 countries

worldwide on the platform of "Powerful Cleaning

HARPIC

• Harpic is the brand which changed the

way toilets were cleaned in India .

• Launched in India in 1984 by Reckitt Benckiser.

MR MUSCLE

- SC Johnson &Co. was sometime back attracted

by the lucrative and fast growing market of

Lav Care & Surface Care in India and forayed

into it with its global brand Mr Muscle.

• It first entered the Surface care segment

via Kitchen Cleaners, Multi Purpose Cleaners

and Glass Cleaners. Thereafter, it did a test

market for Mr Muscle toilet cleaner in

Dec 2008 ( in Tamil Nadu).

EASY OFF BANG

New Delhi- 10th February 2006: After fantastic success across Europe, America and South Africa, Easy Off Bang is now available in India.

• In Tamil Nadu, where it was launched in June 2005

(TN was the test market), it is already a huge success with 15% market share.

T H A N K Y O U