Scanning the demographic environment, Marketing Management

Assignment Help:

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.


Related Discussions:- Scanning the demographic environment

Enumerate about the two stage channel of distribution, Two stage channel of...

Two stage channel of distribution   This is the most commonly used channel of distribution for the sale of consumer goods. In this case, there are two middlemen used, n

Explain the term- promotion of product, Explain the term- Promotion of prod...

Explain the term- Promotion of product Promotion:   If product is manufactured keeping the consumer needs in mind, is rightly priced and made available at outlets convenient

Co-branding, what is meant by line extension of a product?

what is meant by line extension of a product?

What is internal marketing, What is internal marketing? Internal Marke...

What is internal marketing? Internal Marketing: Holistic marketing includes internal marketing, making sure that everyone into the organization embraces suitable marketing

Cyclical or stable earnings, When founded, when listed • Major lines of bus...

When founded, when listed • Major lines of business • Market share • Ranking within industry (e.g., largest of four companies...) • Exports • Major institutional owners (if any), p

How are maximum benefits by marketing effort acquired, How are maximum bene...

How are maximum benefits by marketing effort acquired? But maximum benefits under the circumstances are guaranteed when the client the country, for immediate implements a rigor

Develop a strategy for work plan, Develop a strategy to help work teams imp...

Develop a strategy to help work teams implement change       1. Develop a work plan including timetable, key performance indicators, training needs, occupational health and safe

Determine the number of decision-makers, Determine the Number of decision-m...

Determine the Number of decision-makers In consumer markets a single person very often makes decision. In organisational markets decisions are made by many people within buy

Give the example of marketing communications mix, Give the example of Marke...

Give the example of Marketing Communications Mix For instance, there has been a dramatic rise in the use of direct-response media as direct marketing becomes adopted as part o

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd