Professional Documents
Culture Documents
Marketing Management: Rin Detergent Case Study
Marketing Management: Rin Detergent Case Study
Submitted by:
Section: B
Date: 07 june,2020.
1
everyone has their own desires and wants, so it is difficult for marketer to fulfill needs of
everyone. For that reason, marketer does segmentation process divide the people into groups
and choose the from whom he must serve. Targeting a specific market does not mean that
you excluding people who does not fit in your criteria. Instead he allows you to focus your
marketing strategies and brand message on a market that is more likely to buy from you than
other markets. Nowadays we can obtain large amount of data about us by using analytic tools
from different digital marketing system.
There are some attributes of ideal target market:
Psychographic: Psychographic segmentation is a process which is used by seeing by the
personal characteristics of an individual keep in mind during selection of an ideal target
market which includes belief, values, attitudes, and their lifestyle pattern. But these
characteristics are observable sometimes and sometimes may not. Based on psychographic
attribute market can be divided on the personal traits of consumers.
Demographic: Demographic segmentation is defined as the process of market segmentation
in which target market should be selected based on age, gender, sex, religion etc.
Industry: Forcing yourself to think about and choose an industry lets you customize your
message, product, and services. As a result, the tailored approach leads to higher value
provided and better competitive resistance. Examples are automotive, healthcare, consumer
goods, food service and so on.
Needs: Needs are requirements, wills, or desire of the customer. They can be functional or
emotional, articulated, or unarticulated, satisfied, or unfulfilled. Marketer should have to
evaluate how we satisfy these wants and desires. At the time of research marketer should
have to be focus on two important measurements such as relevance and met/unmet. Unmet
need gives a competitive advantage to the marketer.
Socio cultural profile: We are reaching inside into the demography and search further about
the target market. It includes social class (from which class consumer belongs and what was
their purchasing power), educational level (either it literate or illiterate), profession and
values.
Identify and evaluate alternative available to Mr. Mustafa to increase sales of Rin
detergent. should MR. Mustafa take effort to position Rin detergent or reposition it
with another alternative solution?
there are few alternatives are possible to increase sale of Rin detergent.
Alternative 1. Relaunch Rin in to two different products as dishwash bar and fabric
wash bar.
ASSUMPTIONS: Rin uniquely reposition and differentiate separately as dish wash and fabric
wash bar to eliminate dilemma and to improve sale. thus, both markets will be targeted
separately and properly; dishwash, fabric wash.
Product description: both products will be different from each other in terms of color,
features, packaging, and from competitor’s product.
3