University of Kelaniya- Sri Lanka

Faculty of Management

Department of Marketing Management

Marketing Fundamentals
BMKT 11223

Group Assignment
Date of Submission-14/07/2019

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Bachelor of Business Management (Special) Degree in
Marketing
For Group and Individual Assignements
Subject Details
Subject Marketing Fundamentals
Subject Code BMKT 11223

Students Details
No Group Name
Student Name Student Number Signature
1 Adikari A.A.N.M. BM/2017/005
2 Alawattegama N.N.K. BM/2017009
3 Amalka M.D.H. BM/2017/012
4 Amarasekara D.C.A. BM/2017/013
5 Amarasinghe G.K.A.G.V. BM/2017/016
6 Amunugama G.N. BM/2017/019
7 Bandara W.M.C.D. BM/2017/037
8 Bhagya R.M.H. BM/2017/040
9 Wickramasinghe W.N.S. BM/2017/479
Nature of the Assessment Report

Assignment topic Market Segmentation for Rizbery Chocolate

Learning Outcomes Market Segmentation

Word count 1061

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Time for the presentation (Eg: 10 Min & 5 min Q &A)
Due date / Time 12/07/2019

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Abstract
This report is a brief report about segmentation of the local chocolate brand-Ritzbery chocolates.
This report mainly focuses on how can segment the market regarding of chocolates. It further
includes bases of segmentation and recommendations in-detail.

Acknowledgment
The success of and outcome of this assignment required a lot of guidance and assistance from
many people and we extremely fortunate to have got this all along the completion of our
assignment work. Whatever we have done is only due to such guidance and assistance we would
not forget to thank them. We respect and thank Dr.Bandara Wanninayake (Doctor of DMM) and
Mr.B.S.S.U. Bandara (Senior lecturer of DMM).
We are grateful because we managed to complete this assignment within the time given by
Mr.B.S.SU.Bandara. This assignment cannot be complete without the co-operation from our
group members. Last but not at least, we would like to express our gratitude to our friends and
respondents for support and willingness to spend some time with us.

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Contents

..............................................................................................................1
Abstract...................................................................................................................................................4
Acknowledgment.....................................................................................................................................4
Ritzbury Chocolate......................................................................................................................................6
Segmentation of Ritzbury Chocolate...........................................................................................................7
Segments that RITZBURY chosen to offer their offerings.........................................................................7
Demographic segmentation.................................................................................................................7
Psychographic segmentation...............................................................................................................7
Behavioral segmentation.....................................................................................................................7
Demographic Segmentation....................................................................................................................8
Demographic...........................................................................................................................................9
sychographic Segmentation...................................................................................................................11
...............................................................................................................................................................11
Psychographic........................................................................................................................................12
Segmentation........................................................................................................................................12
Behavioral Segmentation.......................................................................................................................14
Behavioral..............................................................................................................................................15
Segmentation........................................................................................................................................15
Recommendations.................................................................................................................................17
Conclusion.............................................................................................................................................18

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 Ritzbury Chocolate

In contemporary competitive business world Ritzbury’s product is one of the strongest and
leading flavors developing with many innovations. According to the Marketing Measurement
Service of an independent research company Ritzbury’s Chocolate is the number 1 chocolate in
Sri Lanka.
The Ritzbury brand was established by Ceylon Biscuits Limited (CBL) to present their collection
of chocolates in the early ‘90s. By conducting numerous observations about the contemporary
market, Ritzbury prepared numerous strategic changes they have today. It has given them the
biggest market portion for chocolates in the country.
Although Ritzbury put a broad energy to increase the market share, competitors detained over
80% of the market. Ritzbury presented several innovative chocolate be innovative as an
alternative of challenging with another chocolate brand. The organization managed to recognize
the changing needs of the customer. Ritzbury familiarized products such as Chit Chat which was
handy to bring everywhere as a snack to be used both at home or at the work place. In additional
they had followed unique inventions with creative and upgraded packet and the strategic
demonstration of products at sales outlets.
Ritzbury established their new product Revello which manufactured using 100% cocoa butter. As
a result of that within two years the organization has attained their goals for the product.
With the lounging of Revello they have been able to revolution the sensitivities and triumph the
hearts of the Sri Lankan.
Revello manufacture 17 dissimilar diversities of chocolate, three various sizes of slab and three
diversities of chocolate bars. Customer interest in superiority chocolate and chocolate associated
sweet has increased with some of the trademarks such as, Pebbles Chit Chat, Chunky Choc and
Nik Nak .

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 Segmentation of Ritzbury Chocolate

Market segmentation is a superb strategy adopted by the marketers. Marketers adopt this
segmentation to provide more satisfaction to customers as well as make profits. This method will
reduce risk in the market. There most of companies are adopt this method for their survival.

Segments that RITZBURY chosen to offer their offerings

Demographic segmentation
 Age
 Gender
 Income
Psychographic segmentation
 Social class
 Lifestyle
Behavioral segmentation
 Benefits
 Occasions

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Demographic Segmentation

DEMOGRAPHIC
SEGMENTATION

AGE GEN INCOME

DER

3 - 10TEENAGERS
EX ; PEBBLES OT EX ; SUGER-FREE
EX ; REVELLO MALE
EX ; PEANUT
EX ; CHOCO-LA
FEMALE HIGHEX ; REVELLO
EX ; SUPER-FINE MIDDLEEXLOW
; BUBBLES
HE
RS

Age > 3-10 > ex; Pebbles / Chit Chat

Age > teenagers > ex; Revello
Age > others > ex; Sugar-free / Choco-la / Chocolate

Gender > male > ex; Revello (peanut / cashew nut)

DEMOGRAPHIC
Gender > female > ex; Choco-la (Armand / vanilla)
SEGMENT
Income > high > ex; Super-fine

Income > middle > ex; Revello (orange / milk / peanut)

Income > low > ex; Bubbles

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Demographic Age 3-10 Pebbles

Chit Chat

Teenagers Revello

others Sugar-free

Choco-la

Chocolate fingers

Gender Male Revello (peanut /

cashew nut)

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 Female Choco-la (Armand /
vanilla)

Income High Super-fine

Middle Revello (orange /
milk / peanut)

low Bubbles

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 sychographic Segmentation

PSYCHOGRAPHIC

SEGMENTATION

SOCIAL CLASS LIFESTYLE

UPPERMIDDLE LOWER HEALTH CONSIOUS SPORTS ORIENTED TASTERS

EX ; SUPER-FINE EX ; REVELLO EX ; BUBBLES EX ; SUGER FREE EX ; CHAMP EX ; TROPICA

Social class > upper > ex; Dark / Super-fine

PSYCHOGRAPHIC Social class > middle > ex; Revello / Choco-la

Social class > lower > ex; Bubbles
SEGMENTATION
Lifestyle > health conscious > ex; Sugar free / Dark
Lifestyle > sports oriented > ex; Champ / Rave
Lifestyle > tasters > ex; Tropica / Choc-a-nut / White

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Psychographic Social class Upper Dark

Segmentation

Super-fine
Middle Revello

Choco-la

Lower Bubbles

Lifestyle Health conscious Sugar free

Dark

Sports oriented Champ

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 Rave

Tasters Choc-a-nut

White

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Behavioral Segmentation

BEHAVIORAL
SEGMENTATION

BENEFITS OCCATIONS

TASTE
RECIPE WEDDING SEOSONAL GIFT
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EX ; ALL OF CHOCOS EX ; SUPER-FINE DARK
EX ; WEDDING FAV. EX ; SEOSONAL SPE.
EX ; GIFT PACK

Benefits > taste > ex; Revello / Dark / Tropica / Choco-la

BEHAVIORAL Benefits > recipe > ex; Super Fine/ Dark (most used caterers)
SEGMENTATION Occasions > wedding & anniversary > ex; Wedding favor
Occasions > seasonal > ex; Seasonal special pack
Occasions > gift > ex; Gift pack

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Behavioral Benefits Taste Revello
Segmentation

Dark

Tropica

Choco-la

Recipe Super Fine

Dark

Occasions Wedding and Wedding favor

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anniversary

Seasonal Seasonal special pack

Gift Gift packs

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Recommendations

Ritzbery chocolates are freely available to all individuals in all economic sections in a period
once consumption and they had segmented their market for several segments. But beside of that
we can recommend some other segments to the brand.
 Geographic Segmentation (region)
Ritzbery can segment their market as region too. They can expand their market to the
foreign countries as well. And can segment their market as local and international. As an
example,
o Europe countries
European customers prefer too much of sweetness from chocolate. Therefore we
can prefer white chocolate since they are too sweet for Europeans. And also
Riztbery can introduce new milk chocolate with too sweet.
o Countries like Russia prefer black chocolate more than milk or white. Therefore
Ritzbery can export black chocolate for Russia.
o Consumers in France like the taste of wine. So Ritzbery can provide chocolate
with wine for France.

 Demographic Segmentation (Family Size)

Ritzbery can segment their market as Family size too. According to the size of family
they can introduce different types of family packs.
Eg. Family pack
Jumbo pack
Twin pack

 Geographic Segmentation (Climate)

Ritzbery can segment their market as the climate. For hot zone, wet zone. As an example,
o For climtes like hot, they can offer white chocolate because white chocolate is
high enough to being solid even at room temperature.

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  Behavioral Segmentation (Usage)
Ritzbery can categorized their market as the usage time like for breakfast, for desert, and
for leisure time. Since small children love chocolate they can introduce breakfast with
chocolate. And a chocolate drink too.
 Psychographic Segmentation (Taste)
According to the taste Ritzbery can segment their brands. For those people who like
cheese they can categorized it. And also chocolate with peanut taste, dark, and white they
can segment.

Conclusion

Ritzbery is one of a leading chocolate manufacturing factory in Sri Lank. Ritzbury trades have
improved significantly over other resident products that have been in the marketplace longer and
CBL characteristics that to the quality and taste in addition to well-located supplier system.
Ritzbury expect to further drive the market in new guidelines with inventive concepts.
Continuing to design new products and markets and expands horizons with more consumers
while satisfy their cravings for chocolates.
In the present according to our analyze Ritzbery has segment their market, demographically by
age, gender, Income, psychologically by social class and life style, Behaviorally according to the
benefits and occasions.
And we recommended some other segments for the Rizbery brand as region, as family size and
as climate.

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