Question

Pick a company’s product/brand that you either like or are familiar with enough to know about their segmentation and targeting strategies. If you don't have a company that you are familiar with enough, pick one that you are familiar enough through the advertisements and general marketing you see them conducting.
1. Name the company/product/brand and discuss what you think their marketing strategy seems to be, in general.

2. How does your company choice go about segmenting markets? What segmentation criteria do they use?

3. Should they be using any other (additional) segmentation criteria? Why?

In general, how do you think advances in technology have made it possible for smaller segments to be profitable?

Answer 1

Answer:

1.The brand “Dettol” started its journey in 1933 as antiseptic liquid, but over the years, it has been extended to a number of product categories like toilet soaps, liquid hand wash, liquid body wash, shaving cream and plaster strips.  Dettol has been widely accepted and positioned as a 100% germ fighter with complete protection and control for entire family as its core value.

Their Marketing Strategy

Consumers see Dettol as an ‘expert’. It is perceived as a product which is effective and versatile and guarantees protection from germs.

2.

It uses demographic segmentation and can be used by most people of any age group.

People from all generation are the targeted customers of Dettol. Dettol follows Product specialization strategy in order to penetrate the market and increase the usage rate.  

Dettol has been successful in positioning itself as an antiseptic which safeguard/protect the people from germs. Dettol’s effective communication has always focused on the core brand positioning of protection from germs.

3.

They should continue with their current segmentation criteria. Why? It is because it has been super effective, when you think antiseptics, dettol naturally comes to mind first as they have successfully embedded the benefits of their products in our heads through mind-blowing marketing strategies.

4.

Technology has helped smaller segments become profitable by;

• Helping to future-proof businesses while ensuring one is not running behind his/her competitors.
• Facilitating Workforce Productivity.
• Reducing Operational Costs.
• Engineered a number of processes that has helped improve the Quality of Products and Processes.
• Increasing Business Growth.
• It has greatly helped in Managing Uncertainty.