Scanning the demographic environment, Marketing Management

Segmentation is an integral part of marketing process and it is common to witness many marketing campaigns fail due to improper segmentation strategies. Lack of knowledge of the demographic environment is a main contributor to some of the improper segmentation strategies. Students are supposed to read and understand the demographic environment of Sri Lankan consumers in this study.

Sri Lanka has gone through many significant eras which have shaped up the demographics environment of the country. Introduction of the tea plant to Sri Lanka has contributed to a major change in the demographic environment especially in up country. Thirty years of war has created lot of challenges to the marketer specially in segmentation exercise.
These changes have challenged the way a marketer would handle the market from segmentation exercise to the product, service or experience offered to that market.

You are working for a supermarket chain and are responsible for the customer relationship management. The chain is planning to open exclusive thirst quenching service centers (outlets that sell drinks only). These outlets will be placed adjoining the existing supermarkets. You have been asked to prepare a report with the details of the demographics of the expected consumers and asked to evaluate the habits they show on drinks they take when stay out of home doing shopping or other activities.

In doing this study students are first expected to prepare a detailed report of the demographic details of the Sri Lankans. You may use published reports from central bank and department of census and statistics. All important and relevant demographic variables to be taken in to consideration.

The second part of the study would focus on the new business venture. Taking in to consideration the type of customers who would patronize supermarkets Identify habits, interests, etc towards drinks that may be demanded by consumers when they are thirsty. Consider the variety of needs and wants based on the demographic variables. You may suggest the product types to carry in the outlets based on the identified demographic variables. The first part of the study should be used to do the second part of the study.

Posted Date: 2/19/2013 12:27:15 AM | Location : United States







Related Discussions:- Scanning the demographic environment, Assignment Help, Ask Question on Scanning the demographic environment, Get Answer, Expert's Help, Scanning the demographic environment Discussions

Write discussion on Scanning the demographic environment
Your posts are moderated
Related Questions
New Product Development Organizations have to develop new services and products. A company must be good at making new products. It also ought to manage them in the face of mod

What is the job function of public relation? Introduction about Public Relation: The initial goal of a public relations department is to improve a company. Reputation of

What is the role of market intermediaries? Marketing Intermediaries: Marketing Intermediaries Firms which help the company to promote sell and distribute its goods to la

explain the various approaches that are followed by FMCG companies in test marketing

Communication mix is changing no longer can the traditional grouping of promotional tools be assumed to be most effective forms of communication. This brief outline of elements


Considering the concept of product life cycle, where would you put video games in their life cycleuestion #Minimum 100 words accepted#

What is test marketing? Explain the various approaches that are followed by FMCG Companies in test marketing.

Q. Effect on Prices in advertising? Effect on Prices:- The supporter of advertising quarrel that advertising helps to reduce prices Advertising results in decrease of per uni

Marketing control: Because many surprises occur during the implementation of the marketing plan, the marketing department must practice constant marketing control. Marketing