Genelene Chua Consumer Behavior
A good example of a company who uses the strategy of market segmentation is the Colgate-Palmolive Company Philippines, with their shampoo-product line specifically Palmolive Naturals and Gard Anti-Dandruff Shampoo. Market Segmentation was applied by the company because they found the need to develop new variety of products that would fill the gaps in the shampoo market due to the diverse demands of its consumers. Palmolive Naturals is the flagship-shampoo brand of the company which caters mostly to the female consumers’ hair needs. It offers a range of products to solve most of the Filipino hair problems from dry hair, split ends and etc. The overall promise of this shampoo is too provide long lasting fragrance and the guarantee of having the straight shiny hair most women want. But because of the need to diversify, to get a fair share of the market, Gard Anti-Dandruff Shampoo was introduced. This product caters to the growing demand of anti-dandruff shampoo in the market. Instead of providing the ‘usual female finds’ of having a fragrant and straight hair, it offers a clean and refreshing feeling of having a dandruff-free scalp. It is mostly marketed to the male sector who in general wants this ‘clean-refreshing feeling’ not the girly concept of the previous brand. Another important market sector that the company is trying to satisfy is the children sector specifically the ‘tweens’ (having an average age between 6 to 17 years old). They launch the new Palmolive Naturals Fashion Girl and Cool Dude Brand. They found out children even if they don’t have the purchasing capability contributes a great influence on the purchases of their parents. This segment caters to both the young male and female consumers offering ‘fashion girl and cool dude’ shampoos.
With the available data supplemented by our research, Colgate-Palmolive’s shampoos can be segmented in...