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Scanning the Demographic Environment

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

Sri Lanka has gone through many important eras that have shaped up the demographics environment of the country. Introduction of the tea plant to Sri Lanka has contributed to a main change in the demographic environment especially in up country. Thirty years of war has created lot of challenges to marketer particularly in segmentation exercise.

These changes have challenged the way a marketer will 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 customer relationship management. The chain is planning to open exclusive thirst quenching service centers (outlets that sell drinks only). These outlets would be placed adjoining the existing supermarkets. You have been asked to prepare a report with details of the demographics of expected consumers and asked to evaluate the habits they demonstrate 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 might use published reports from central bank and department of census and statistics. Every significant and relevant demographic variable must be taken into consideration.

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

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