Market segmentation by HUL Demographic

Income Social Class

Affluent

Aspiring

WealthyLess in number

Striving for recognition or advancement Relatively high

purchasing power

Very low incomeHighest in number

CUSTOMER PYRAMID

Personal care – Soaps/personal wash

Personal care – Hair products

Personal care – Skin care

Personal care – Cosmetics

Personal care – Body Spray

Personal care – Oral health

Home care – Detergent

Food & Drink - Coffee

Food & Drink - Tea

TAAZA

Rs. 7/- off“ ab achhi chai saste main”

Red label

Tasty and healthyWithin budget

Taj Mahal

“Wah Taj”

Source and references

ASIAN JOURNAL OF MANAGEMENT RESEARCH ISSN 2229 – 3795 Study of the key market segmentation and

targeting strategies followed by the leading FMCG companies in India. - Amandeep Singh, Assistant Professor, DBS, Bhai Gurads Institute of Engg and Technology, Sangrur (Punjab); Anil Chandhok, Professor, MM Institute of Management, Mullana (Ambala)

www.hul.co.in