Consumer Behavior (Mkt530) Spring 2014

Assignment No.1
Due Date: 18 May 2014
Marks: 10 Marks
TOPIC: Segmentation


Learning Objectives: The basic objective of this assignment is making students familiar with
the concept of segmentation.

Learning outcomes:
After attempting this assignment, the students will be able:
To comprehend the significance of segmentation.
To comprehend the practical implications of segmentation.

Scenario

It is not possible for all companies to connect with all customers in large or diverse markets.
Companies can segregate such markets into cluster of consumers or segments with distinctive
needs and wants. Companies then require identifying which segments they can serve more
efficiently. Marketers need to completely understand each segment requirements and uniqueness;
such decisions require deep understanding of selected segments of consumers.

LOreal is famous for its beauty products in the world, its headquarter is located in Paris, France.
It has developed different cosmetic products such as hair color, skin care, sun protection,
makeup, perfume and hair care. This company is running in 103 countries with 18 brands
through two major divisions Cosmetic and dermatology. Further the cosmetic division has four
categories which are professional products, consumers products, luxury products and active
products. Like many other top companies L'Oreal did segmentation to cover its national as well
as international consumer markets. Instead of scattering marketing efforts LOreal marketers are
targeting those consumers where chances of satisfying them are high.


Note

You are advised to read out the LOreal in detail on internet while attempting this assignment. It
will give you good idea about the product but do not copy any material from the websites.




Requirements

By keeping in view the above mentioned scenario, what might be the possible basis of
segmentation in typical south Asian countries for o Loral? (10 Marks)

(The core countries of South Asia include Maldives, Bhutan, Bangladesh, Nepal, Sri Lanka,
India and Pakistan)


IMPORTANT INSTRUCTIONS
Studentsareadvisedtostudythewholetextcarefully.
Trynottoincludeanyirrelevantmaterialinthesolution
Trytocomeupwithpreciseandoriginalanswers.
AnyactofplagiarismlikecopypastefrominternetwillresultinZEROmarks.
Assignmentsreachingaftertheduedatewouldnotbeconsidered.
OTHER IMPORTANT INSTRUCTIONS:
DEADLINE:
Make sure to upload the solution file before the due date on VULMS.
Any submission made via email after the due date will not be accepted.

FORMATTING GUIDELINES:
Use the font style Times New Roman or Arial and font size 12.
It is advised to compose your document in MS-Word format.
You may also compose your assignment in Open Office format.
Use black and blue font colors only
REFERENCING GuIDELINES:

Use APA style for referencing and citation. For guidance search APA reference style
in Google and read various website containing information for better understanding or
visit http://linguistics.byu.edu/faculty/henrichsenl/apa/APA01.html

RULES FOR MARKING

Please note that your assignment will not be graded or graded as Zero (0), if:
It is submitted after the due date.
The file you uploaded does not open or is corrupt.
It is in any format other than MS-Word or Open Office; e.g. Excel, PowerPoint, PDF
etc.
It is cheated or copied from other students, internet, books, journals etc.

NOTE RELATED TO LOAD SHEDDING: PLEASE BE PROACTIVE

Dear students!

As you know that Pre Mid-Term semester activities have started and load shedding problem is
also prevailing in our country. Keeping in view the fact, you all are advised to post your
activities as early as possible without waiting for the due date. For your convenience; activity
schedule has already been uploaded on VULMS for the current semester, therefore no excuse
will be entertained after due date of assignments, quizzes or GDBs.


Good Luck