IDENTIFICATION,SEGMENTATIO N,CLUSTERING &TARGETING OF 2 FMCG PRODUCTS

PRESENTED BY RAHUL CHATURVEDI NIT DURGAPUR

Overview: Identification of 2 FMCG Products. Survey and data collection. Cluster Analysis using SPSS Package. Segmentation process. Targeting Specialized Segment.

Identification
Two identified FMCG Products :
Toothpaste Shampoo

Survey & Data Collection:

Basis

of Survey : (i) Variable identification and initial survey, (a) Personal Interviews (b)Telephonic Interviews

(ii) Survey and data collection for doing Cluster analysis & Segmentation

Initial Survey & Questionnaire Formation:

Interviewed

people from various working fields and identified the variables.

and identified the variables.

Surveyed

IDENTIFIED VARIABLES FOR TOOTHPASTE

Flavours Product appearance Colour, Gel form Granules Whiteness of teeth Price Worries Ingredients Extracted From Freshness

IDENTIFIED VARIABLES FOR SHAMPOO

Anti Dandruff Shine Suited Exclusively For Your Type Of Hair Ingredient Hair fall control Price Added Features Conditioning

Scaling & Survey

Classified the variables into scales ranging from 1-7 Basis Of Scaling
7 High Importance(H) 1 - Low Importance(L)

Survey and data collection from 200 people through questionnaire in DURGAPUR

How do you rate the following variables? (Tick the appropriate box) Tooth paste:

Flavours : (i) (ii) Mint Flavour Strawberry Flavour

(iii) Lemon Flavour

Product appearance : (i) White

(ii)
(ii)

Pink
Mixture of White with other shades Red Gel Blue Gel Green Gel

Gel form : (i) (ii) (iii)

Granules (i) Micro Granules (ii) Crystal Granules (iii) Calcium Granules Whiteness of teeth (i) High (ii) Medium (iii) Low

Price (i) High (ii) Medium (iii) Low

Freshnes (i) All Day Long Freshness (ii) Limited Freshness

Worries

(i)
(ii) (iii) (iv) (v) (vi) (vii)

Decay /Cavity
Foul Smell Tooth Ache Root Caries Germ Protection Stains & Spots Gum Bleeding

Ingredients Extracted From

(a) Plant extracts i.e. Herbal Origin

(b) Inorganic Extracts (i) (ii) (iii) (iv) (v) Calcium Carbonate Sodium Monofluro Phosphate Silica Triclosan Other Calcium Compounds

COLLECTED DATA OF TOOTHPASTE

Clust er serial No 1 2 3 4 5 6 7 8 9 10

flavour

Whitenes s of Teeth

colour

Gel form

Granule form

Extracte d from

Price

Worries

Ingredients

Product Appearanc e

3 4 5 4 5 4 4 5 3 3

5 5 3 4 5 4

5 3 3 5 5 5

5 5 5 5 5 5

5 4 4 5 5 4

3 4 5 3 2 1

5 5 5 5 5 5

5 5 5 4 5 5

5 5 5 5 3 4

3 3 3 4 2 4

5
5 3 3

5
4 3 5

5
5 5 2

5
5 5 5

5
4 2 4

5
5 5 5

4
5 5 3

4
5 5 4

2
1 5 3

Cluster serial No

flavour

Whiten ess of Teeth 5 5 5 3 5 5 3

colour

Gel form

Granul e form

Extract ed from 2 1 1 3 4 3 2

Price

Worrie s

Ingredi ents

Product Appear ance

15
16 17 18 19 20 21 22 23 24 25 26 27 28 29

5
5 5 5 5 4 5 4 5 5 5 4 5 4 5

5 5 5 3 4 5 5

5 5 5 5 5 2 4

5 5 5 4 5 5 5

5 5 5 5 5 5 5

5 5 5 4 4 5 3

5 5 5 5 5 5 5

3 3 4 3 2 2 2

4
4 4 4 5 4 3 4

4
5 5 5 4 5 1 4

5
5 5 5 5 3 5 5

5
5 5 5 5 4 2 5

2
3 1 2 3 4 1 5

5
5 5 5 5 5 5 5

4
4 4 4 5 5 5 5

3
4 3 3 4 2 3 3

2
2 1 2 2 1 1 2

Custo mer serial No

flavour

Produ ct
appear ence

colour

Gel form

Gran ule form

Extr acte d from

Pric e

Worr ies

Ingr edie nts

Whit enes s of Teet h

1

31 32 33 34 35 36 37 38 39 40 41 42

5 4 4 4 4 5 5 5 3 5 5 5

5
5 5 5 5 5 4 5 5 5 5

3
3 5 2 5 1 5 1 4 4 5

3
5 3 4 2 3 4 2 3 4 1

3
1 3 3 4 3 2 2 2 2 2

5
3 4 4 5 5 4 5 4 4 3

4
4 5 5 5 5 4 5 4 4 4

1
2 4 2 5 4 5 3 3 4 3

2
1 3 1 4 4 4 4 4 1 1

3
2 1 5 4 2 4 1 4 3 2

Cluster serial No 2 46 5 47 5 48 4

flavour 5 2 5 5 5 5 5 5 3 5 4 4 4

Whiten ess of Teeth 1

colour
5

Gel form 4

Granul e form 5

Extract ed from

Price 5 5 5 4 5 5 4 4 4 4

Worrie s 4

Ingredi ents 2

Product Appear ance

5
5 5 5 5 3 5 4 4 4 4 4 3 4 4

5 5 4 5 5 3 3 3 3

1
5 5 4 5 5 3 3 3 3 3 4 5 3 3

4 5 5 5 5 5 5 4 5

5
4 5 5 5 5 5 5 4 5 5 5 4 4 5

3 4 2 4 1 4 3 2 1

4
3 4 2 4 1 4 3 2 1 1 3 3 2 3

5 4 4 5 5 5 5 5 5

5
5 4 4 5 5 5 5 5 5 5 5 5 5 5

5
5 5 4 5 5 4 4 4 4 5 5 5 5 4

3 3 3 4 2 3 4 3 3

4
3 3 3 4 2 3 4 3 3 4 2 3 3 4

4 4 4 4 1 2 2 1 2

2
4 4 4 4 1 2 2 1 2 2 1 1 2 1

4 3
3 2 2 2 2 2 2 2 2 2 2 1 1 2 2 2 2 2 2 4 4 3 3 2 2 2 2 2

49 5
50 5 51 4 52 4 53 5 54 5 55 5 56 5 57 4 58 4 59 4 60 5

4
5 5 4 4 5 5 5 5 4 4 4

4
4 3 4 4 5

3
4 5 3 3 4

5
5 4 4 5 4

1
3 3 2 3 1

5
5 5 5 5 5

5
5 5 5 4 5

4
2 3 3 4 4

2
1 1 2 1 1

COLLECTION DATA FOR SHAMPOO

Clust er serial No
1 2 3 4 5 6 7 8 9 10 11 12 13

Anti dandr uff

5 3 3 4 5 5 5 3 4 4 4 3 4

Shine

Suited hair

In gradients

hair fall control

Conditionin g

price

Added features

5 3 4 4 3 5 5 4 3 5 5 4 4

5 5 4 5 5 5 5 5 5 5 5 5 5

5 5 4 5 5 5 4 5 5 4 5 5 4

5 5 5 5 5 5 3 3 5 4 5 4 4

5 4 5 5 5 5 3 3 5 3 5 4 5

5 5 5 4 5 5 5 5 5 5 5 4 4

3 3 3 4 5 5 4 4 5 5 5 3 4

Cluster serial No
16 17 18 19 20 21 22 23 24 25 26 27 28 29

Anti dandruf f

Shine

Suited hair

In gradients

hair fall control

Conditioni ng

price

Added features

3 4 3 5 4 5 4 3 4 3 4 2 4 5

4 4 4 5 4 4 3 4 4 3 4 4 3 4

5 5 5 5 5 5 5 5 5 5 5 5 5 4

5 5 5 5 5 4 4 5 5 5 5 4 4 4

4 3 5 5 4 3 5 4 4 4 4 4 3 3

4 3 4 5 3 3 3 3 3 3 4 5 3 3

5 5 5 5 5 5 5 5 5 5 5 5 5 5

4 4 4 3 3 4 4 4 4 4 4 4 4 4

Cluster serial No
31 32 33 34 35 36 37 38

Anti dandruff 4 2 5 3 4 4 5 4

Shine

Suited hair 2 2 4 4 5 5 5 1 5 4 3 5 4 5 3 5

In gradients 3 4 2 5 3 3 2 3

hair fall control 3 3 1 5 3 3 1 5

Conditioni ng 4 5 5 5 5 5 5 3

price

Added features 4 4 4 5 4 4 4 4 5 4 3 5 4 5 3 5

39
40 41 42

5
5 5 5

5
4 2 4

5
3 4 4

5
5 3 2

5
5 4 1

4
4 5 4

4
5 3 5

5
3 4 3

43

Cluster serial No
46 47 48 49 50

Anti dandruff 5 5 5 4 5

Shine

Suited hair 2 1 1 3 3 5 5 4 5 4

In gradients 2 4 3 3 5

hair fall control 3 4 3 2 4

Conditio ning 5 4 5 5 5

price

Added features 4 3 4 3 5 2 3 4 3 3

51
52 53 54 55 56 57 58 59 60

3
1 3 3 4 3 2 2 2 2

5
3 4 4 5 5 4 5 4 4

5
5 5 4 5 4 5 5 5 5

4
4 4 5 4 3 4 4 5 4

5
5 5 4 5 1 4 4 5 5

5
5 5 5 3 5 5 5 5 5

5
5 5 5 4 2 5 5 5 5

4
2 3 4 4 3 4 4 3 4

CLUSTERING
Clustering means classifying objects into homogeneous groups. The result of these data analysis in SPSS Package results into Clustering.

Cluster No.
Cluster 1

Toothpaste
1 -26,28-30,35, 47,49

Shampoo
1-30,3436,39,40,50,51,5 3-55,57-60

Cluster 2
Cluster 3

27,

31,38,41,45-49

31,32,34,37,39,4 32,52 0,41,42, 44,46,48,50-60 36,38,43, 33,37,42,44,56

Cluster 4 Cluster 5 45 43

MARKET SEGMENTATION

Definition
Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes. Dividing a big heterogeneous market into small homogenous unit.

STEPS IN MARKET SEGMENTATION

Steps involved in Market Segmentation are:Identified the current and the potential needs of the customer existing already in the market to be segmented. Identified the unique and distinguishable features that may divide the market into segments.

Selected those segments which offer higher potential and which will also be tactible to the offering of the firm

Toothpaste
Cluster serial No flavo ur White ness of Teeth

colo ur

Gel form

Granul e form

Extrac ted from

Price

Worrie s

Ingred ients

Produ ct Appea rance

Clust er 1
Clust er 2 Clust er 3

MH

MH

MH

MH

ML

MH

MH

MH

MH

ML

MH

ML

Clust er 4
Clust er 5

ML

ML

MH

MH

MH

ML

MH

MH

ML

MH

Shampoo
Cluster serial No
Anti dandruff Shine Suited hair In gradients hair fall control Conditioning price Added features

Cluster 1 Cluster 2 Cluster 3 Cluster 4 Cluster 5

H MH ML H H

MH ML ML MH L

H MH MH MH ML

H ML MH ML H

MH M MH H H

MH MH H MH H

MH

MH MH MH M MH M H M

Variables Priority for Toothpaste

According to our variables priorityWhiteness Freshness Gel form Price Granules Worries Product appearance Flavour Ingredient extracted from colour

Variables Priority for Shampoo

According to our variables priorityAntidandruff Hair fall control Conditioning Shine Suited for hair Price Added features Ingredients

TARGETING SEGMENTS :
Targeted

Segment for Toothpaste:

Cluster 5 Targeted segment for Shampoo: Cluster 4

CONCLUSION:
Through

this clustering and segmentation process we came to know the segments most suitable for our selected products . Targeted the specific segments.

THANK YOU HAVE A NICE DAY