This Marketing Dissertation Explores Market Segmentation Within The FMCG Sector - A Multiple Case Study Approach. Market Segmentation in the FMCG Sector Dissertation – This dissertation examines segmentation from the viewpoint of the Fast Moving Consumer Goods (FMCG) industry. However, one of the key drawbacks in the literature is the lack of formal evidence referring to these FMCG companies. In Haley’s (1985) book Developing Effective Communication Strategy: A benefit Segmentation Approach, he mentions that the first segmentation study was conducted in 1961 for Procter and Gamble. By the late 1960s and early 1970s, market segmentation studies had become rampant, which was the period when the majority of literature was written on this topic. Interestingly it seems that this early literature was written primarily from a FMCG perspective, whereas current literature is based on the Telecom and Banking industries. The world of segmentation has changed with the introduction of new met
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