GROUP MEMBERS - Kasun Indrajith Bandara (183AIB006)

Dinuka Sachin Game Liyanage (183AIB004)

MARKET SEGMENTATION

Toys –
The worldwide toys market has been segmented created on type, distribution channel, and region.

Founded on type, the worldwide toys market has been segmented into preschool toys, soft toys and dolls,
action toys, arts and crafts toys, construction toys, vehicles, and others.

On the basis of distribution channel, the global toys market has been classified as store-based and non-
store-based. The store-based segment has been further divided into hypermarkets and supermarkets,
specialty stores, and others.

The non-store-based segment is expected to register the higher CAGR during the assessment period
owing to technological advancements in the e-commerce industry and growing consumer preference for
online purchase.

Toothpaste –
The toothpaste industry is one typical model of an oligopoly meaning that it is dominated by a small number
of major firms such as Colgate-Palmolive, Procter and Gamble and GlaxoSmithKline (Aqua fresh) (Industry
structures 17. 2008.). The competition among the different companies have always been ferocious with
companies launching new products with new features regularly be it whitening toothpaste, mouth fresheners
toothpaste or economic toothpaste. This is just an example of how the competition is harsh and how the
companies want to target different market segments and the Mauritian market is far from being spared by
this harsh competition.

This report analyzes the worldwide markets for Toothpaste in US$ Thousand by the following
Product Segments:

• Regular Toothpaste
• Anti-Caries Toothpaste
• Whitening Toothpaste
• Childrens Toothpaste
• Desensitizing Toothpaste
• Gum Protection Toothpaste
• Multi-Benefit Toothpaste
• Tartar Control Toothpaste

The report profiles 74 companies including many key and niche players such as:

• CCA Industries, Inc. (USA)

• Church & Dwight Co., Inc. (USA)
• Colgate-Palmolive Company (USA)
• Colgate-Palmolive GmbH (Germany)
• Colgate-Palmolive (India) Limited (India)
• Gaba Holding AG (Switzerland)
• Dabur India Limited (India)
• GlaxoSmithKline plc (UK)
• Henkel AG & Co. KGaA (Germany)
• LG Household & Health Care Ltd. (South Korea)
 • Lion Corporation (Japan)
• Procter & Gamble Company (USA)
• Ranir, LLC (USA)
• Sunstar Suisse S.A. (Switzerland)
• Unilever NV (The Netherlands/The UK)
• Hindustan Unilever Limited (India)

Breakfast Cereal –
The global breakfast cereals market depicts the presence of an intensely competitive vendor landscape,
notes Transparency Market Research on the basis of a newly published report. Such a competitive
scenario mainly exists thanks to numerous players existing in this sector, coupled with low entry barriers.
However, of all the businesses operating in this domain, Kellogg’s, PepsiCo, and General Mills depict a
consolidated position by comprising about 50% of the total market shares in recent times.

Most players are attempting to improve cereal quality, enhancing taste factor, and facilitating an increase in
the nutritional content of their products. Manufacturers are also focusing on bringing forth innovative flavors
to their products, in order to appear more lucrative to their customers.

From a statistical perspective, experts peg the global breakfast cereals market to gain revenue worth
US$43.2 bn by 2019. This is a decent growth considering an initial revenue valuation of US$32.5 bn
registered by the market in 2012. Thus, growth is prophesized to occur at a healthy CAGR of 4.1% during
the forecast period ranging from 2013 to 2019.

Accounting Software –

Market segmentation is a part of any given research study. Segmenting a market into different groups helps
understand the market better. It is also easier to study a smaller sample size rather than the market. For
the purpose of the study, the Accounting Software market was segmented into product type, end user,
product usage, major players, manufacturing, and region. By region, the Accounting Software market was
segmented into North America, Europe, Asia Pacific, Latin America, Middle East and Africa.

Regional segmentation allowed to uncover various market influencers and how these influencers can be
adopted into the marketing strategy. By segmenting the market based on the product type, it was easier to
determine which products were more in demand and which ones needed attention. The manufacturing
segment shed more light on the cost of manufacturing compared to the price of the product. By studying
the manufacturing segment thoroughly, the necessary changes in the pricing strategies were made.

Car Cosmetics –

There are a variety of ways of segmenting the market for cars. Remember that market segmentation should
be focused on consumer groups and their needs, not on the class of car. This means that classifying
different types of cars (such as sedans, people movers, convertibles, and so on) is NOT an acceptable
approach to market segmentation. These types of cars are product solutions designed to meet the needs of
specific consumer segments.

In this market segmentation example, seven different market segments have been identified, as follows:
• Just getting around
• Family needs
• I’ve made it
• Environmentally aware
• Second family car
• Quality matters
• Off roaders