Market Segmentation and Targeting for Fast Moving Consumer Goods: A Case Study of HUL and P&G

This study examines Segmentation and Targeting for the Fast Moving Consumer Goods (FMCG) and it is focused on the product categories of Soaps and Detergents of the two leading players Hindustan Unilever Limited (HUL) and Proctor and Gamble (P&G). However, a major shortfall in the research literature is the lack of formal research pertaining to these two companies. It is intended to discern how segmentation and targeting is designed and implemented by these two market players. The study has surveyed the existing marketing strategies and practices of these two companies. The markets to which they are catering have been studied not only from the company’s perspective but also from the viewpoint of consumers. This could lead to generalization about segmentation and targeting practiced. The study of the market will generate information that can be used for further research or application.

DR. MOHAN KUMAR T.P is currently working as Assistant Professor in Business Administration, Pooja Bhagvat Memorial Mahajana Post Graduate Centre, Mysore, India. He has done PhD in Management Sciences under the guidance of Prof. B. Shivaraj from University of Mysore, India in 2011. His area of interests are Rural Marketing and Consumer Behavior.