STDP Assignment By PGDM-3

YASH KUNTE Segmentation, Targeting, Positioning and Product DifferentiationHyattHyatt is a global hospitality company with widely recognised, industry leading brands. As of June 30, 2012, the company has 540 properties across the world. The company owns eight brands across various target markets.Segmentation: The Hyatt Group is a 5 star premium range of hotels. Hence the market segmentation is lifestyle based and social class based. Every Hyatt hotel is designed to cater to the needs of a premium guest for whom luxury comforts and exclusive service is a part of the daily lifestyle. The properties are located at exclusive resort destinations as well as in tier 1 and tier 2 cities in India. The hotel caters to the needs of the discerning guest who appreciates exclusive culinary fare, art and culture and above all, impeccable service.Segmentation is also social class based. Hyatt serves customers belonging to class A according to the SEC classification i.e. people who constitute less than 0.5% of the Indian population.The eight different brands of the Hyatt Group are as follows:1) Park HyattHyatt's luxury brand, Park Hyatt hotels are mid-sized properties located only in premier destinations and cater to affluent individuals.

Locations in India: Chennai, Hyderabad and Goa- Resort and spa

Target: Business and Leisure travellers. premium class travellers on holiday

Positioning: Experience luxury on a personal level in warm and hospitable surroundings that invite you to return time and time again. Your own new personal address in the city. Understated luxury and gracious service in an intimate sanctuary.

Product Differentiation:World-renowned architects and interior designers custom design each hotel, brilliantly combining modern style and timeless regional trademarks. Award-winning chefs create the finest in culinary arts. Each hotel is designed to combine distinctive regional character.

2) Andazupscale, boutique-inspired lifestyle properties

Locations in India: Delhi (opening in 2014), Jaipur (opening in 2016)

Target: style conscious business traveller

Positioning: Andaz is a Hindi word meaning personal style. Creating a personalised experience unique to each guest. An environment free of barriers.

Product Differentiation: The hosts get to know each guest and have the freedom to curate an inspiring experience based on the guests personal preferences. Each hotel features indigenous designs capturing the sights, sounds and tastes of its surrounding area.

Andaz Salon: Andaz Salon is a series of events and a virtual venue that delivers cultural experiences for Andaz guests to engage in creative inspiration with the guidance of a unique host through a spirited discussion with local influencers. The events reflect the vibe of the local community.

3) Grand HyattLarge-scale hotels that provide upscale accommodations

Locations in India: Goa, Mumbai

Target: primarily meetings, incentives, conventions, exhibition (MICE Business)

Positioning: See and Be Seen Destination. Throw the wedding of your dreams, plan your yearly conference, or just settle in for a romantic weekend of luxury for two. Our hotels will meet and exceed all your needs throughout your stay.

Product Differentiation: Dramatic architecture; exquisite dining options; state-of-the-art technology; spas, fitness centres; and comprehensive business and meeting facilities.

4) Hyatt HotelsUpscale, full-service hotels

Locations in India: Ahmedabad, Amritsar, Bangalore, Hyderabad, Pune, Raipur

Target: Guests on business. A place to relax as well as work. Leisure travellers.

Positioning: Upscale business hotel with an intimate, tranquil and serene ambience

Product Differentiation: Easy access, located to close to airports and business hubs in the city. Also located close to historical city landmarks. Concierge: Expert guide within the area with contacts so that you can get into any place of your choice and are treated well. 5) Hyatt RegencyAirport hotel, business hotel

Locations in India: Chennai, Delhi, Gurgaon, Kolkata, Mumbai, Pune, Ludhiana

Target: Convention goers, business travellers, leisure seekers.

Positioning: One stop destination for a business traveller or executives in transit; quick and efficient service; a sought after location for events.

Product Differentiation: Conveniently located in urban, suburban, airport, convention, and vacation destinations. Provides luxury business facilities.The property is known for events such as large business conventions as well as weddings.

6) Hyatt PlaceLocations in India: Hampi, Pune (opening in 2013)

Target: short duration business travellers. Leisure travellers on a budget.

Positioning: Business, Airport hotel. Uncomplicated, stylish, business casual experience.

Product differentiation: Select service hotel.

7.Hyatt HouseLocations in India: Currently exists only in North America.

Target: guests wishing to stay for an extended period of time. Eg: a senior corporate executive at a particular location for about a month or two.

Positioning: Extended stay hotel. Homely environment.

Product differentiation: Contemporary apartment style suites as an alternative to hotel accommodation.

8. Hyatt Residences Locations in India: Grand Hyatt Mumbai, Park Hyatt Hyderabad. Target: Guests intending to stay for a very long time. Positioning: A place you can call your own. Your home away from home. Product Differentation: Fully equipped, full service apartments complete with a stocked kitchen and housekeeping services.Segmentation1. Geographic segmentation:Zee Network offers Zee TV as a nationwide Hindi TV channel. It also provides regional channels such as Zee Marathi, Zee Bangla etc. Even channels of Zee News are segmented based on regions. Eg. Zee 24 taas is the Marathi news channel.

MTR Foods offers ready to eat foods subjective to various regions. Eg paneer tikka masala for northern India and Upma in the South.

The size of stock keeping units varies in urban and rural markets.2. Demographic Segmentation:

Age based segmentation: eg Funskool India.0-12 months: Giggles Infants- range of toys for infants as they become aware of their surroundings and learn new things. First Bite Teethers teethers for babies to bite into as they develop their Teeth.1-2 years: Rattlepals, Giggles Toys2-3 years: Giggles Pre School- creative toys for preschool kids.3-4 years: Play Doh4-5 years: Fantastic jewel designer, flowers, Junior monopoly, Disney toys and puzzles

Gender Based segmentation: Garnier India.Garnier WomenGarnier Men

Fructis Lon and Strong Shampoo

Color Naturals (burgundy etc)Color Naturals (brown etc)

Daily Care Moisturising CreamPowerlight Oil Control and Fairness Moisturiser

Extra care deodorantAbsolute dry deodorant

Pure Active Neem Face WashPowerlight Face wash

3. Psychographic Segmentation:Lifestyle based segmentationTitan Watchesa. Raga- for the modern working woman. Mixture of sensuality and elegance.b. Purple- bold and brazen. For the woman of style and the trendsetter.c. Nebula- watches crafted from solid gold. Understated luxury.d. HTSE- a must have for every watch aficionado.e. ZOOF- funky watches for the energetic child of today.f. Tycoon- for the man seeking to make a statement.g. Obaku- simplicity combined with beauty.h. Automatic- energetic watches for the young and technosavvy.i. Bandhan- watches for couplesj. Octane- sporty and stylish, for the youthk. Orion- adventure enthusiast, explorer.

Muqsit patel

Segmentation

Market Segmentation: It is a technique used to enable a business to better target its products at the right customers. It is about identifying the specific needs and wants of the customer groups & then using those insights into providing those products & service which meet customer needs.

Types:

Geographic Segmentation: It is done by dividing markets with different geographic allocation like the country, the state, neighbourhood, climate etc all play a role in market strategies.

Examples:

Mahindra: Mahindra sells its cars/vehicles by dividing the country into various segments.

In urban areas they sell cars like XUV 500, Scorpio, Quanto, Xylo etc. In the desert/mountain regions they sell cars like THAR. THAR is a 4 wheel drive SUV & and off road vehicle which is best suited for such regions. In the rural areas they sell tractors & agricultural equipment vehicles. Apart from India, it is also sold in many different countries like USA, China, Australia etc.

Marriott Hotels: They have market segmentation hotels.

J.W. Marriott is a luxury hotel. It is the flagship hotel by Marriott located at Juhu. It has many sea facing rooms. Courtyard by Marriott is a hotel by Marriott designed for business travellers. Hence it is located in Andheri east close to the airport. This is a perfect example of Segmentation within the city.

Behavioral Segmentation: It is based on customer needs & subsequent reaction to those needs or towards the purchase of intended products & service. It is based on Occasions, Benefits to customers Etc.

Examples:

Occasions: Some products are launched/introduced or promoted heavily during certain occasions.

Cadbury Celebration is sold in the market every year during RAKSHA BANDHAN & DIWALI. It offers special festival packs during these occasions. It is heavily promoted through T.V ads such as Rakhi par ek Meetha Sa Uphar during Rakhi & Iss Diwali Aap Kisse Khush Karenge for Diwali

Greeting card maker Archies also comes up with various cards for different Occasions such as Eid, Diwali, Weddings etc.

Benefits: The company Highlights the benefits derived by using their products.

Sunsilk has many variants in its shampoo line up which provide different benefits for different variant such as: Anti Dandruff: Prevents dandruff from coming back. Long & Strong: Helps in making hair long & strong. Reduces Split ends. Hairfall Solution: Reduces hairfall overtime.

Psychographic Segmentation: Segmenting people according to their lifestyle & values & how they translate into consumption or purchase of products or service is known as Psychographic Segmentation. How ones opinions, values, interests, attitude, & the activities they perform all affect how & why a group of people would lean towards one product more than others. Values: Values are some things engraved in our minds according to religion etc. Attitudes: Attitudes are deeper perceptions. Behavior: It can be a cause of or revolt of values & attitude.

Examples:

Lifestyle:

BMW the German car maker makes cars for a specific group of people. It cannot be afforded by people of every income group. This brand targets people who value style & elegance. Within the high income group group they further segment the market depending on peoples lifestyle. For people who like a car with good mileage they have the BMW X1. For people who like a sedan they have BMW 5 Series. For people who like a spacious car packed with power & features they have the BMW 7 Series. Demographic Segmentation: It refers to wide study of potential customers. While marketing a product many variables are taken into considerations such as:

1. Income: Income segmentation is a long standing practice in a variety of products and services.2. Age: Consumers desire & abilities change with age3. Gender: Men & Women have different attitudes & behave differently based partly on genetic makeup & partly on Socialization.4. Occupation: Products are designed & targeted as per Occupation.

Examples:

Hero Bikes:

Income: Less than 1.5 Lacs/year (CD, Deluxe) 1.5 3 Lacs/year (Splendor, Ambition) Above 3 Lacs/year (CBZ, Karizma)

Age: 18 22 years (CD, Deluxe) 22 30 years (CBZ, Karizma) More than 25 years (Splendor, Ambition)

Gender: Men All the bikes Women Pleasure

Occupation: Business ( Splendor, Ambition, Passion) Student (CBZ, Karizma)

Segmentation, Targeting, Positioning, Differentiation ( STPD)ProductSegmentationTargetingPositioningDifferentiation

1) B Class ( Rs.25 Lakhs)Income: Rs.50-55 Lakhs/year25 30 yearsThe 360 degree experienceFirst ever Luxury Sport Tourer

2) C Class (Rs.60 Lakhs)Income: Rs.80 Lakhs-1 Crore/year30 45 yearsThe Best Or NothingOn road service, Panoramic Sunroof, Concentration alert

3) S Class (Rs.91 Lakhs)Income: More than 2.5 crores/year45 years and aboveVision AccomplishedBlue Efficiency Technology, Intelligent Drive makes driver aware of pedestrians in the dark.

Mercedes Benz: It targets the high income group market. Within the high income group, it further segments the market.

B Class E Class

S Class

Nikita SeghalMARKET SEGMENTATION

Segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and then designing and implementing strategies to target their needs and desires using media channels that best reach them

TYPES OF SEGMENTATION

1. Geographic Segmentation: Marketers may segment according to geographic criteria nations, states, regions, countries, cities, neighborhoods and postal codes

Example: TATA groups jewelry retail brand Tanishq designs jewelry (pendant pieces) specific to the regions and their regional Gods. Ganpati pendants in Maharashtra, Balaji in Tamil Nadu, Vitthal in Gujarat, Krishna in North India and Durga in East India

2. Behavioral Segmentation: Dividing the market into groups based on their knowledge, attitudes, uses and responses to products

Example: RIN Detergent Bar HUL observed the common Indian to be using washing soaps (oil based) for washing clothes and being in the habit of using the soap bar to rub on the clothes while washing. With oil becoming scarce, HUL introduced washing powder, which was synthetic (chemical based) and therefore better. It was economical and a bucket washing technique. However this powder wash was much ahead of its time and the transition from rubbing a bar to wash clothes to using to using powder-bucket wash did not happen. HUL then realized that remodeling the powder substance to a bar (similar in look and feel to the oil based soap) was in line with the typical Indian washing behavior RIN detergent bar was hence a huge success as it was able to tap the typical behavior of Indians.

The following are commonly applied in behavioral segmentation:-

a. Occasions: Grouping individuals according to when they purchase, use or think of buying a product

Example: Cadbury India began packaging chocolates in boxes of Cadbury Celebrations specially for occasions like Diwali and Raksha Bandhan when the sale of sweets is the highest, thus branding Cadbury Celebrations as equivalent to sweet offerings Archies popularized special days like Mothers Day/ Fathers Day/ Valentines Day by customizing cards to these occasions to ultimately increase their sale of gifting

b. Benefits Sought: Grouping individuals according to the benefits they seek from the product

Example: Low-cost vs Full service airlines - Jet Airways provides its customers full service through excess baggage facilities, lounge access, inflight food and entertainment and loyalty points which are not provided by other low cost airlines

c.

d. Usage Rate: Grouping individuals according to the level of usage they make of a product

Example: Manforce targeting newly married couples for the use of their condoms for that special night group with high usage of the product

e. Loyalty Status: Grouping individuals according to their level of loyalty to the product

Example: Loyalty towards Apple products that comes from buying one product of the brand making consumers realize the compatibility restrictions of apple which converts into the need to buy only apple gadgets

3. Demographic Segmentation: Dividing the market into groups based on demographic variables like age, gender, income group and occupation

a. Age: Consumer needs and wants change with age. Marketers may therefore need to adapt strategy depending on which age segment is being targeted

Example: Kelloggs India has cereal products for consumers of different ages

ProductAge Group

Kelloggs Froot Loops6 8 years

Kelloggs Chocos8 12 years

Kelloggs Special K20 44 years

Kelloggs Oats35 years and above

b. Gender: Division based on sex has been common for products like cosmetics, clothing, magazines etc.

Example: Adidas womens sports apparel by overhauling the womens apparel lines, revamping the adidas website, opening adidas women stores, taking up targeted advertising and investing more on campaigns through niche women-oriented magazines, Adidas has tied up with gyms to tap women customers.

c. Income Group: Marketers often look at Annual Household Income (AHI) when devising marketing strategies

Example: Cox and Kings Tour and travel packages are often customized to suit the budget of customers by which they are able to tap all income group segments

Annual Household IncomeType of Packages

5 12 lacs.Domestic Holidays

12 20 lacs.Far East/ South East Asia

24 lacs. and aboveEurope/ USA/ Australia

d.

e. Family Size: Marketers come up with strategies to tap consumers of all family sizes

Example: Kwality Walls Icecream HUL brand Kwality Walls is packages and marketed differently to meet the demands of different family sizes

Packaging sizeGroup Size

Cups/ Cones/ Ice-cream sticksIndividual consumption

Family pack (ice-cream brick)8 people

Party Pack (ice-cream brick)15 20 people

f. Occupation: Company offerings also change basis the occupation of the customers

Example: Kotak Life Insurance offers life insurance to customers in high-risk jobs occupations like those of stuntmen, pilots, doctors, fishermen and oil and gas workers

4. Psychographic Segmentation

a. Lifestyle

Example: Loreal group aims to provide easy access to their hair and beauty products through presence in outlets that match different lifestyles

Consumer product line LOreal Paris, Garnier, Maybelline New YorkProfessional product line Kerastase, MatrixLuxury product line Lancome, Kiehls

Example: Harley Davidson While others have only machinery to sell, Harley Dvaidson goes a step ahead and sells its customers a lifestyle as well. We are a culture on wheels is how they position themselves to their customers in India. They have developed a strong brand identification with those who desire the passion for freedom

b.

c. Social Economic Class (SEC): SEC classification of Indian consumers is on the basis of 2 parameters: occupation and education of the chief wage earner (head) of the household

Example: Brooke Bond HULs Brooke Bond is targeted towards consumers in SEC A and B categories who have mostly leaf tea whereas consumers in SEC D and E have loose or dust tea (which is unbranded and local)

STPD for 3 Brands

1) Zara

SegmentationTargetingPositioning Differentiation

Demographic Segmentation andLifestyle Segmentation

Primary Target: Women in the age group of 25 40 years and who lead hectic lives and are busy. This combines with Zaras strategy of making the customer buy by instinct

Secondary Target: Men in the age group of 30 45 years. For classic men who like being fashionable but will not dress in extremesCutting edge fashion at affordable prices by following fashion and identifying which styles are hot- Quickest TAT. They can move from identifying a trend to having them ready for sale within 30 days (most retailers take 4-12 months). This is made possible by controlling the whole garment supply chain from design to retail

- Produces 12,000 styles per year (average for other retailers being 3000)

- Spends only 0.3% of revenue on advertising (as againast 3-5% as other retailers)

2) Royal Enfield

SegmentationTargetingPositioning Differentiation

SEC Segmentation, Demographic Segmentation, Lifestyle SegmentationSEC A1 and A2

Age group of 25-35 years

For the Explorers who are energetic, autonomous and for whom brand choice highlights sensation and adventure A powerful motorcycle for bike adventures499 cc engine with 90 kmpl (average) mileage and max speed of 130 kmph

3) Royal Enfield

SegmentationTargetingPositioning Differentiation

SEC Segmentation, Demographic Segmentation, Lifestyle SegmentationSEC A1 and A2

Age group of 25-35 years

For the Explorers who are energetic, autonomous and for whom brand choice highlights sensation and adventure A powerful motorcycle for bike adventures499 cc engine with 90 kmpl (average) mileage and max speed of 130 kmph

4) The Body Shop Shea Butter

SegmentationTargetingPositioning Differentiation

SEC Segmentation, Demographic and Lifestyle SegmentationSEC A1 and A2

Women between the ages of 20-55 years

For the working women in particular who may be Reformers anti- materialistic, supporting product categories for their intrinsic quality and aware of the social aspects of the brand Organically grown and environment friendly body productsProduct line Main focus is skin care which provides exclusivity

No brand promotions done

Against animal testing

Aashit MehtaPGDM Batch 3MARKETING ASSIGNMENT STPD

SEGMENTATION Segmentation is basically the process of subdividing the total market into different subsets or groups The marketer can then select one or more segment Consumers in a particular segment have common needs BASES FOR MARKET SEGMENTATIONA) GEOGRAPHIC It is the division of markets into geographical units for eg. Nations, states, regions, countries, cities etc Some marketers divide the market into rural and urban It can be divided on the basis of climate, density and size Eg Navratna cool oil is has a greater demand in places that show extreme hot climate in india People down south use talc excessively aspiring to be fairer Nestle promotes Nescafe all throughout the year in cold states compared to states which have a proper summer and winter seasonB) DEMOGRAPHIC The market group is divided on the basis of age, family size, family life, gender, income, occupation, education. It is associated with consumer needs and wants 1) AGE Wants and needs change with age Eg AMUL BEVERAGES For kids (4-16) : amul kool chocolate, nutramul energy For youth(18-25) : amul kool milkshake, kool koko For older people (30 and above) : amul shakti, amul lassi MATTEL TOYS have toys for children of different age groups 2) GENDER Men and women differ in their buying behavior Eg EMAMI for women : naturally fair Men : fair and handsome HERO MOTOCORP has pleasure targeted at women TITAN RAGA targets ladies in premium segment 3) INCOME Gives an idea of the purchasing capacity of a segment HERO MOTOCORP > less than 1.5 l 1.5l-3l Above 3 l (annually) NOKIA 2600 ( less than 5000 monthly)NOKIA 5130 (5000-12000 monthly)LUMIA 5200 ( 12000 and above)

4) GENERATION A specific generation can influence the consumer buying behavior Eg NOKIA NGAGE gaming mobile for youth 5) FAMILY SIZE Eg COKE has bottles ranging from 500 ml to 2 ltr AMUL ice cream family pack C) PSYCHOGRAPHIC 1) LIFESTYLE TITAN has fastrack targeted to the youth SONATA targeted to people who want to own good looking watches at affordable prices RAGA targeted at urban high segment women MAGGI is targeted at time constrained customers 2) SOCIAL CLASS Social class has a strong influence on preferences in cars, clothing, furnishings etc Eg TITAN watches TITAN xylus upper class Sonata middle classD) BEHAVIORAL Different customer groups expect different benefits from the same product and accordingly they will be different in their motives in owning it and behavior in buying it 1) OCCASIONS Eg FTD.com (flowers to deliver) Archies, hallmark Cadbury shubh aarambh2) BENEFITS Mainly focuses on the specific benefit consumers receive after purchasing goods of a company Eg COLGATE provides the benefits of strong teeth CLOSE UP provides whiter teeth freher breathTARGETING Once the marketer creates different segments within the market, he forms strategies according to the taste of the individuals Second stage and done when segments are created

POSITIONING Positioning is the last stage Once the organization decides the target market it strives hard to create an image of its product in the minds of the consumers

PRODUCT

1.Dawn

2. Hunk

3. Karizma zmr SEGMENTATION

Income

income

income

TARGETING

Less than 1.5 l annually

1.5l -3 l annually

More than 3 l annuallyPOSITIONING

Public ka apna transport, as the low cost bike

Because muscles matter, a tough bike

Above all PRODUCT DIFFERENTIATION

Improved headlights, shock absorbers

Ridged muffler, with front and rear disc brakes, chrome ring console

Integrated led tail light, astra gold disc brakes, fuel injection

SHASHANK S. BIRAJDARPGDM-3 (2013-15)MARKETING PRINCIPLES

SEGMENTING, TARGETING, POSITIONING, PRODUCT DIFFERENCIATION

Market Segmenting:-It is a market strategy that involves dividing a brand target market into subsets of consumers who have common needs and then designing and implementation strategies to target their needs and desires using media channel and other means that best allow reaching them.

Criteria for segmenting:-An ideal market segmenting meets the following criterias :-1) It should be possible to measure.2) Must be large enough to earn profit.3) It should be stable enough so that, must not getting vanish after some time.4) It should possibly reach the potential customers via organisations promotional strategies.5) It should be internally homogenous i.e. potential customers in the same segment prefer the same qualities.6) It should be extremely homogenous i.e. potential customers from different segments should have different qualities.7) It should respond to the market situations consistently.8) It should be in the cost effective manner.9) It should be easy on deciding the market mix.

Methods of market segmentation:-1) Geographic Segmentation :-It depends on the geographic regions like:- Region- 1) South India, west india, East India, North India.2) ITC Aashirwad aata is different in North as compared to other regions they vary in the grain size.3) Even Zee television have Zee 24 taas channel for particular region.4) ABP maza also specially for Maharashtra people.

Cities- 1) Depending upon the type of cities under segmentation. 2) Set wet zatak deo specially targets urban youth with usp it Increases your style quotient and confidence 3) Also Times of India provides supplements in the paper Depending upon the city like Pune times or Mumbai times.

Rural and semi urban areas:-1) Rural and semi urban areas are decided on the basis of population.2) In the rural areas due to negligence towards your health the cracks are developed in feet thus Paras Pharama came out with the cream called crack cream, which protects and cures cracks.2) Demographic Segmentation:- This type of segmentation depends upon the following categories Age and family size:-1) Johnson and Johnson came out with baby powder called Johnsons baby powder for kids.2) Also they launched the products like no tear shampoo and bathing soap for babies.3) Mumbai born magazine JAM i.e. Just another Magazine that targets the youth.4) In media also TV channels llike Aastha targets old generation on religious basis. Gender:-1) Raymond also launched fashion wear brands for woman and men separately like for men they launched Park Avenue and they positioned it as a Masculine brand and for woman they launched the brand called Be.2) Also Hero launched Pleasure for woman with positioning that why should boys have all the fun.3) Garnier also launched fructise shampoo for woman also face wash named pure for woman and garnier men for men. Income and occupation:-1) Hero target different income class people with different bike variants like for people earning 50,000/-per month they launched splendour and similarly for people earning 1lac and above per month they have Karisma ZMR.2) Nirma also targeted middle class people and along with value for money status.3) Arvind eye care system, a group of institutes that offers free eye treatment to below poverty line people.

3) Psychological Segmentation:- Its a science using psychology and demographics to better understand the customer.1) LIFESTYLE:-In India maximum people are vegetarian and also the people who eat non veg, they do not prefer to have beef so taking into mind this condition Mc Donalds came out with the products like Mc Aaloo Tikki and Mc Chicken.2) Most of the people like to wear watches that best suits to their personality so Titan launched the brands like Raga and Nebula for business class, Fasttrack for the youth and Sonata for the people who wants good looking watched at affordable prices.

4) Behavioural Segmentation:-It is again classified in the following classes Occasion:- Products like Lays, Kurkure from PepsiCo and Cadbury Celebrations from kraft food targets the festival market like Diwali, Holi and the Raksha Bandhan. User Status. User rate. Loyalty Status. Benefits:-1) Products like Johnsons and Johnsons Clean and Clear face wash targets the market with the benefits there product can offer. 2) Similarly Dettol by Rckit Benkiser also gives protection against germs and this is the benefit that customer is looking for.

STPD ANALYSIS OF Caf Coffee Day

1) Parent company Amalgamated Beans coffee trading company.2) Pioneered the concept of out of home premium coffee consumption.3) They followed the psychographic segmentation.4) They targeted the young generation, usually collage going students and the young generation.5) They opened there outlets near collage, software companies and the places where target costumers are present in large numbers.6) CCD positioned themselves as Hangout place for youngsters where they can meet and make friends and promoted there outlet as place where A lot can happen over coffee.7) As compared to stylish and sober ambience of competitors like Barista, CCD differentiated there outlets with spirited music and bright lighting, which complemented the interiors to reinforce the concept of a chill-out zone i.e. product differentiation for CCD.

STPD Analysis of Tropicana Orange Juice1) Parent Company PepsiCo group.2) Tropicanas current demographical focus is on middle-aged moms looking to increase their own health and the health of their family.3) But, considering the competitions, now the Tropicana is targeting the virtually untapped market of orange.4) They positioned themselves in the market with USP of 100% juice not from concentrate and free of artificial additives.5) They are trying to differentiate themselves by doing campaigns showing Tropicana 100% orange juice as a necessity for a healthy lifestyle.6) Consumption of Tropicana orange juice would keep them active, alert and ahead of the game.7) And in this way, they started differentiating there product from competitors.

STPD ANALYSIS OF HONDA UNICORN 1) The segmentation used by them is Demography, Geographic and psychographic principles.2) With the Honda Unicorn they targeted the youth who are in need of power, style, pichup, look, mileage, design and style and also features like 150cc, alloy wheel, smooth operation.3) They positioned the unicorn in the market with Be a wing rider and they used attribute positioning.4) The major product differentiating parameters for Unicorn were:1) Fuel injection technology.2) Anti lock breaking system.3) Hyper V-TEC technology.4) Safety and security.5) Riding simulator.6) Marketing strateg

PRASAD C BHADANG SEGMENTATION ON THE BASIS OF DIFFERENT FACTORS

Segmentation :- Segmentation is identifying and grouping people according to similar needs and behaviour. Targetting :- Targetting is actual selection of group of people yo want to serve. Positioning :- Positioning is to form a image of your product in the mind of people. Differentiating :- How you product is different and better than other products available in that particular category. Segmentation is done to :- To make efficient use of marketing resources. Better understanding of consumer needs.

Factors affecting Segmentation

Geographic :- Geographic segmentation is on the basis of factors like :- Regions Cities States Examples:- Regional :- E-TV has different channels in regional languages like E-TV Marathi E-TV Guajarati E-TV Bengali Cities :- Times group has different papers particular for cities like Mumbai Mirror Pune Mirror States:- MTR ready to cook has different products for different states:- MTR Ready to Cook Palak Panner MTR Ready to cook Dosa.

Demographic :- Demographic segmentation is on the basis of factors like :- Age Sex Occupation Income Education Religion Family size

Examples :- Age:- Colgate has different tooth paste for different age group Shrek bubble fruit tooth paste for childrens below 6 years and Colgate Kids for age group of 6-15 years Sex :- HDFC life has different pension plans for different sexes HDFC Life Womens Plan HDFC Life Mens Plan Income:- Honda has different bikes for different income segments Honda Shine for Income group of annual income of 2 Lacs Honda Unicorn for Income group of annual income of 2-4 Lacs Family Size:- Maruti Suzuki has different cars for different family size Alto for a family of 4 members Eco for a family of 5-8 members

Psychographic :- Psychographic segmentation is on the basis of factors like :- Lifestyle Product Knowledge Hobbies Interests

Examples :- Lifestyles:- Adidas has different brands depending upon lifestyle Reebok sports for fitness loving people Tailor-made for golf loving people Hobbies:- Nike Hypervenom for football lovers and flynite for comfortable running. Interests:-Espnstar network have come up with Star cricket as a dedicated channel for cricket loving people in Asia.

Behavioural :- Behavioural segmentation is on the basis of factors like :- Occasion Benefits Sought Usage rate Personality Loyalty

Examples:- Occasion:- Cadbury celebrations pack for special occasions like Diwali and Raksha-bandhan. Benefits Sought:- Pantene shampoo for different users Pantene Shine Shampoo Pantene Anti Dandruff Pantene Hair Fall Usage rate:- Airtel has a Friends card for college going people whose majority usage is SMS and Data pack. Personality:- Pantaloons has a specific brand called aLL specifically for plus sized people.

BrandsSegmentation

Geographic:-

E-TV:- E-TV Marathi E-TV Guajarati E-TV Bengali

Regional

Times Group:- Mumbai Mirror Pune Mirror

Cities

MTR Ready to Cook:- MTR Ready to Cook Palak Panner MTR Ready to cook Dosa.

States

Demographic:-

Colgate:- Shrek bubble fruit tooth paste for childrens below 6 years and Colgate Kids for age group of 6-15 yearsAge

HDFC Life :- HDFC Life Womens Plan HDFC Life Mens Plan

Sex

Honda Bikes:- Honda Shine for Income group of annual income of 2 Lacs Honda Unicorn for Income group of annual income of 2-4 Lacs

Income

Maruti Suzuki:- Alto for a family of 4 members Eco for a family of 5-8 members

Family size

Psychographic :-

Adidas India:- Reebok sports for fitness loving people Tailor-made for golf loving people

Lifestyle

Nike India:- Nike Hypervenom for football Flynite for Jogging.

Hobbies

Espnstar network:- Star cricket a dedicated channel for cricket loving people in Asia.Interests

Behavioural :-

Cadbury(Kraft):- Cadbury celebrations pack for special occasions like Diwali and Raksha-bandhan.Occasion

Pantene Shampoo:- Pantene Shine Shampoo Pantene Anti Dandruff Pantene Hair Fall

Benefit Sought

Airtel:- Airtel has a Friends card for college going people whose majority usage is SMS and Data pack.Usage

Pantaloons:- Pantaloons has a specific brand called aLL specifically for plus sized people.Personality

STPD OF THREE BRANDS

BrandsSegmentationTargetingPositioningDifferentiation

Life personal pension plusAge and Income 25-35 age group with annual income of 3-10 lakhsLonger Duration smaller instalmentsRetirement ke baad sir utha ke jiyoGuaranteed regular income

Life Pension Super PlusAge , Income and lifestyle35-50 age group with annual income of 10 lakh +Small duration but high instalmentsRetirement ke baad sir utha ke jiyoGuaranteed regular incomePlus Death cover

Immediate AnnuityAge and Income50+ Age group with high corpus but no time for instalmentsRetirement ke baad sir utha ke jiyoGuaranteed gross income for a period of your choiceDeath cover

Sukriti S

SEGMENTATION:1.Geographic Segmentation: MTR Ready to eat food products: They offer a wide variety of ready to eat food products belonging to different parts of India. Like it offers flavours from South such as Rasam Mix or Sambhar mix. From North, Chana Masala or Dal Makhani.

Different channels are there for different regions offered by Zee as Z tv Marathi, Z Tv Tamil, etc.

2.Demographic Segmentation: Age: Amul: For kids: Amul koool, chocolate milk Youth: Amul cool cafe Women and older people: Amul calc+, Amul shakti energy drink

Gender: Emami offers fairness cream for women called Naturally Fair, while for men it has Fair and Handsome

Income group: Nokia offers a wide range of phones to suit different income gropus of customers. It has low range phones like Nokia2600 and Nokia5310 to higer range phone like Nokia N73. It also offers higher model like Nokia N95.

Occupation: Bata shoes offer :For school going kids: SchollFor Professionals: Ambassador

Family size: Coca cola offers different packs for different family sizes. Like it has 500ml bottle for 2 people, 1litre for a small family and 2.5 litres for larger family.

3.Psychographic segmentation: Titan offers different watches for different lifestyles and attitudes:Fastrack: For youthSteel: Young executivesRaga: Womens ethnic rangeNebula: Luxury watches4,Behavioural segmentation: Occasions: Archies cards for Birthdays, New Year, Christmas,etc

User benefits: Sunsilk shampoo offers different kind of shampoos for different user needs :Sunsilk long and smoothSunsilk hair fall controlSunsilk soft and smoothSunsilk stunning black shine

STPD OF HERO HONDA:BrandSegmentationTargetingPositioningDifferentiation

PleasureFor femalesLadies between age group 18 to 35Why should boys have all the fun?21 exclusive For Her Showrooms

Passion ProFor stylish youth and middle age Men between age group 18 to 35Ab sirf style hi style bolegaHas designer graphics

Karizma ZMRFor young menMen between 18 to 30Unleash the hero withinIt has integrated LED tail light

productsegmentationtargetingpositioningdifferentiation

KERASTEA(Price- 1500-4300)Demographic segmentation- Income group having more than 100000 per month It is made available only in premium salons like b:blunt, tony & guy.As technology for advanced hair careImage differentiation-Luxury hair care productChannel differentiation-Made available in premium salons onlyProduct differentiation-Natural ingredients are used

LOREAL PROFESSIONAL(Price-550-1500)Demographic segmentation-Person having a salary of rs 70000-100000 per monthIt is distributed in all the salons across India. But it is not commercializedHaving professional hair care at home and at a cheaper priceProduct differentiation-product generally consists of high concentration of chemicals which are designed only for hair care

GARNIER(price-299-500)Demographic segmentation-People with salary of about 20000-50000 per month

It is commercialized and made available in local shopsProviding qualities of high end shampoo at a reasonable priceProduct differentiation-Long & strong shampoo, shampoo n oil shampoo provides benefit of two product in one product

Name- bhakti doshi pgdm 3STPD OF LOREAL

SEGMENTATIONGEOGRAPHINGDEMOGRAPHICPSYCHOGRAPHICBEHAVIORAL

World region-Tupper ware rectangular box for spicesCity or metro-star bucks concentrated mainly on tier 1 city of India.Density-urban & rural Crompton greaves have sb1 model of induction cooker for rural area which do not have feather touch buttonClimate-winter fairness cream by fair n lovely

Age-relaxoSchool mate for kidsFlite for womenSparx sport shoes for adultGender- hero pleasure directed for gals n womenFamily size-reliance all share post paid plan is one bill for entire family.Family life cycle-Hdfc pension plan for retired peopleIncome- lodha world one targeted for income group having salary of 10cr per year.Occupation- lakme 9-5 product for office goin womenReligion- jain magi launched by nestlePersonality-taste the thunder by thumbs upLifestyle-titan nebula watches for people who prefer luxury watches,Purple watches for daily usageValues- mc Donalds not using beef products in IndiaOccasions-cadbury celebration during raksha bandhanBenefits- sunsilk shampoo having shampoo foe different hair typeUsage rate- marks n Spencer loyalty cardLoyalty-apple products

ADITI SONDHISEGMENTATION 1) GEOGRAPHIC

A) City Wise The Hindu New Delhi , Chennai , Banglore, Hydrabad , Kochi B) Rural and Urban GSK launched Horlicks Asha for rural India. Price was 40% less than what they sell in urban markets for the same quantity.

2) DEMOGRAPHIC

A) Age Johnson & Johnson For infants and kids they have hair and skin care products under the brand name of Johnsons babyFor Adults NeutrogenaB) Gender Hero Honda For male Karizme ZMR Unleash the hero in you For Female Pleasure Why should boys have all the fun C) Income Maruti Suzuki Upto 40K Maruti 800 , Alto 40K- 80 K Ritz , Swift 120K- 160K Desire , SX4Above 160K Kizashi , Grand Vitora

3) PSYCHOGRAPHICA) Lifestyle Bajaj Bikes Avenger 220 DTS i For people who like to go for long rides. Positioned as Long CruisePulsar 200 NS Boasts of Adrenaline pumping figures 0-60 in 3.1 sec.Platina 100 Targeting people who use bikes daily. Economical with high mileage.B) Personality Star TV Channel V For Youth Star Sports For sports lovers Star Movies Movie Buffs4) BEHAVIORAL A) Occasions During festive seasons like Diwali and Rakshbandhan certain brands come up with Celebration packs like : Cadbury celebrations Kurkure mast occasions B) Benefits Colgate Sensitive . Positioned itself as a brand which provides instant relief from sensitivity.

STPD BRANDCOMPANYSEGMENTATIONPOSITIONINGDIFFERENTIATION

Calcium SandozNovartisAge Based

Calcium Sandoz Kids

Calcium Sandoz WomenCalcium Sandoz kids Makes kids Solid Everyday . Thus, positioned itself as calcium supplementary and makes kids strong .

Calcium Sandoz Women Be Solid , stay strong. Thus, positioned itself as calcium supplementary and keep women strong .

Pioneer in calcium Supplementation

Packaging and different flavours

Calcium Sandoz kids Dog shaped box. 3 Flavours American ice cream Chocolate &Orange

Calcium Sandoz Women Face of a woman shaped box

4 Flavours lemon , pineaaple , Mixed fruit , Strawberry

Colgate SensitiveColgate - PalmoliveOn the basis of benefit it provides to the target consumer -People with Sensitive teethToothpaste that provides instant relief from sensitivity - " Fast relief from the pain of sensitive teethAddition of chemical which helps in soothing sensitivity

Maruti omni Maruti Suzuki On the basis ofIncome for people whose income upto 40,000

Kamyabi khushiyon se sajaiye

Dual Usage Caters both professional and personal needsPioneered a segment Indian Automotive Industry

Provides option b/w 8 seater and 5 seater. Available in 4 variants like Cargo , Ambulance ,LPG , CNG

Vinita KulkarniLifestyle Segmentation:Fabindia: Within that first gender segmentationWOMENMEN

Kurtis Kurits

Dupattas ,ShawlsShirts, Pants

Sarees , Skirts ,PantsJackets

Capris , Salwar , jumpsuits

Bags and jewellery

Then they further segmented their products in other areas apart from clothing sector which led to lifestyle segmentation?

In Lifestyle Segmentation: Home, Personal Care, Organic, gifts HOMEPERSONALCAREORGANICGIFTS

Bed sheetsSilk Protein RangeTeasGift Certificates

Cushion CoversOrganic Personal CareNatural drinks and sweetenerBags and purses

CurtainsHair CareSpices, herbsFor the home

Table ClothsSkin CareNatural candid fruits

Placemats and NapkinsGrains & flours &pastas

Seeds and pulses

Breakfast foods, soups, snacks

BEHAVOURIAL (BENEFIT) SEGMENTATION: LOreal Paris India BRAND Benefits

Excellence CrmeAvoid ingredients like ammonia which damages hair ,for hair dying and strengthening of hair

LOreal Casting Crme GlossGlossy shine and covers grey and coloring hair

LOreal Hair ShampooThe benefits ranges from nutrient-gloss, color protect, total repair, fall repair and smooth intense.

BRITANNIA BISCUITS BISCUITSSEGMENTATION

TIGER , creamy ice-creamFor kids (age)

BourbonBehavioral (Occasions)

50-50Housewives (gender)

Cookies and veg cakesHealth and nourishment (psychographic)

STPD EXAMPLE: Bacardi-Martini SEGEMENTATIONTARGETTINGPOSITIONINGDIFFERENTIATION

Bacardi BreezerYoung drinkers Age group- (22-30 yrs)Sent message that breezer is beer like in another way by giving baseline Serve chilled, drink straightReady to Drink

Bacardi Clear LemonYouth- to keep up with increasing popularity of white spirits in IndiaClear lemon replaced blueberry and introduced colorless factor.

Bacardi plus rangeMenIntroducing Bacardi+pre-mixed cocktails. Lets Party!Pre-mixed cocktails , available in cans- introduced in grey and black bottles

Niharika P.1.GEOGRAPHIC SEGMENTATIONa) Region- Star NetworkChannelDetails

STAR PlusHindi general entertainment

STAR GoldHindi movie channel

STAR Movies English-language movie channel which broadcasts in India, Pakistan, Vietnam, Mainland China, Taiwan, Philippines, and Middle East.

STAR WorldEnglish-language entertainment channel

STAR Movies ActionAn Action Movies Channel Of English

Life OKHindi general entertainment channel

Movies OKCurrent Movies Hindi Channel

Channel VHindi music video channel

STAR UtsavHindi channel which shows some of the popular programs from STAR Plus.

STAR Cricketconsisting of full cricket programming and broadcast by ESPN STAR Sports (ESS), a Joint Venture with ESPN International

STAR SportsA sports channel

STAR Sports 2A sports channel

ESPNbroadcast by ESPN STAR Sports (ESS), a Joint Venture with ESPN International

STAR JalshaBengali-language general entertainment channel.

Jalsha MoviesBengali-language movie channel

STAR PravahMarathi-language general entertainment channel in India.

STAR Vijaylanguage general entertainment channel.

AsianetMalayalam-language general entertainment channel

Asianet PlusMalayalam general entertainment channel

Asianet SitaraTelugu-language general entertainment channel.

Asianet NewsMalayalam-language news channel

Asianet MoviesMalayalam-language movie channel

Asianet SuvarnaKannada-language general entertainment channel.

Asianet Suvarna PlusKannada-language general entertainment channel.

Asianet Suvarna News 247Kannada News Channel

b) Rural and Urban-ICICI Bank customized its rural ATMs, so they can operate biometric authentication. ICICI rural ATMS are battery operated so that power failure is not an issue.

Kisan credit card is a credit card to provide affordable credit to farmers in India. It was started by RBI and NABARD to help farmers access timely and adequate credit.

1. DEMOGRAPHIC SEGMENTATIONa) Age and Lifecycle stage- Horlicks manufactured by GSK has a wide variety of products.

Junior HorlicksYoung Children (123 and 456)

Mothers HorlicksBreast feeding mothers

Womens HorlicksFor women

Lite HorlicksFor adults

b) Gender- Titan

MenWomen

HTSERaga

EdgePurple

TycoonNebula

OctaneObaku

OrionAutomatic

ObakuBandhan

Automatic

Bandhan

c) Family Size- BisleriBisleri is available in various sizes to suit different family sizes:250 ml, 500 ml, 1 lit, 2 lit, 5 lit, 15 and 20 lit jars.

d) Income- Taj hospitality brand

Taj Luxury/ TajLuxury brand, full service hotels, resorts and palaces.

Taj ExoticaPremium resort brand in Maldives, Mauritius and Goa

Taj SafarisNascent wildlife lodge brand

Vivanta by TajContemporary luxury hotel brand. It caters to upscale market and is a step below flagship Taj hotels.

Gateway It is a mid market positioned below Vivanta

GingerEconomy hotel brand across India

e) Occupation- Liberty offers shoes for various occasions.Fortune, Coolers, Gliders, Windsor, Warrior and Force10.

2. PSYCHOGRAPHIC SEGMENTATIONa) Personality Traits- Womens magazines for different personalities

FeminaIt is primarily a women's magazine and features articles on relationships, beauty and fashion, travels, women fight back, cuisine, and health and fitness. It also features articles on celebrities and cultural facets of Indian women.

VogueFor women who want latest fashions from both catwalk and high street

ShapeFor women who want to be entirely content with their body

CosmopolitanIt indulges in every part of womens life and is renowned for its sexualized nature and sex tips.

GrihshobhaAimed at Indian women. Carries features on housekeeping, cookery, knitting, interior decoration, hobbies, handicrafts, besides helping women understand social, national as well as universal issues.

GoodfoodFor women interested in cooking.

Verve Fashion and lifestyle

b) Lifestyle-Breakfast mixes by MTR for people who want hot breakfast and do not have time to cook in the morning.

Daburs culinary range under the Homemade brand includes a range of cooking pastes, tomato puree, coconut milk. It is positioned on convenience and taste enhancement platform.

3. BEHAVIORAL SEGMENTATIONa) Occasions- Various products offered by companies specifically for occasions

BrandCompany

CelebrationsCadbury/ Kraft

RejoiceAmul

OccasionsParle

Shubh KaamanayeinBrittania

Assorted Gift PackNestle

b) Benefits Sought- Brittania introduced NutriChoice the healthy biscuits.

Oat cookiesDiabetic friendly

Ragi cookiesDiabetic friendly

5 GrainFor healthy snack and wholesome energy

Sugar OutDiabetic friendly

Digestive biscuits50% whole wheat and added fibre.

c) Attitude-Titans Fasttrack advertisement appealed to the attitude of youth to Move on.

MTV Stay Raw appealed to the attitude of young India to be what they are.

Cadburys Shubh aarambh campaign appealed to the belief that having something sweet before an important event is auspicious.

STPD-TATA MOTORSBrands SegmentationPositioningDifferentiation

Indica eV2 BS4 (Rs. 431547)Income 5lALL NEW CAR.ALL NEW ATTITUDE.ANTI-ACOUSTIC CHAMBERPREMIUM FINISH CENTRE CONSOLE OCTA INSTRUMENT CLUSTER4 SPOKE STEERING WHEELREAR PARK ASSIST CHROME RINGED FRONT SMOKED HEADLAMPS

Tata Sumo Gold(Rs. 650000)Income >6.5 lTHE ULTIMATE UNSTOPPABLE POWERBest in class power for enhanced driving pleasureBest in class torque for excellent pulling power and reduced gear shiftsExcellent pick up results in enhanced driving pleasure and drivability in city traffic conditions.

Karishma MakhijaneyMarket Segmentation involves division of the total market into subgroups of consumers with similar tastes and product needs so that an appropriate marketing and selling strategy can be designed aimed at targeting chosen markets.Basis for segmenting consumer markets: Geographical Segmentation Asian Paints targets the urban segment with brands like Royale Play for superior colours and effects; while it has introduced cost-effective distemper for the rural market called Utsav to upgrade the chuna (whitewash) users.

Demographic Segmentation Age & Life Cycle Horlicks offers products for various age groups: Junior Horlicks 123 for kids aged between 1 and 3 years Junior Horlicks 456 for kids aged between 4 and 6 years Women Horlicks for women aged between 19 and 50 years Mothers Horlicks for pregnant and lactating mothers Gender Hero Honda offers two-wheelers for both men and women: Hero Honda Pleasure for women Hero Honda Maestro and other bikes like Karizma, Impulse, Hunk, Splendor for men Income Maruti Suzuki offers cars in different income segments based on the household monthly income of the consumer: Maruti 800, Alto Low income group Wagon R, Swift, Swift DZire, Ritz Middle income group Maruti Suzuki Kizashi, Grand Vitara High income group Family Size Bisleri offers drinking water in different packages based on family size as follows: 250ml, 500ml bottles for individuals 1 litre, 1.5 litre, 2 litre bottles for families 5 litre, 20 litre bottles for corporate

Psychographic Segmentation Anita Dongre has launched various brands based on lifestyle and personality traits: Signature brand concentrates on luxury market consisting of 3 sub-brands called Timeless, Interpret & Grassroot AND high street western label Global Desi high street ethnic label

Behavioural Segmentation Occasion Archies and Hallmark make different cards for different occasions like birthdays, anniversaries, Diwali, Christmas, etc. Benefits Sunsilk provides consumers with different variants for different benefits like silky hair, anti-dandruff, egg protein, dry hair, oily hair, anti-hair fall, etc. Usage Rate Ponds fairness cream is made available to consumers in forms of sachets (for light users), tubes (for medium users) and bottles (for heavy users). Loyalty Status: Cosmetic brands like Lakme have hard-core loyals as consumers do not take a chance with their skin. Personal care brands like Lux & Dove have many split loyal consumers who keep shifting between 2 similar brands. Food and Beverage brands have shifting loyals who keep shifting across 5-10 brands like Pepsi, Coke, Thumbs Up, etc. Apparel and footwear industry come across switchers who do not stick to one brand.STPD in Automobile Sector of Volkswagen GroupBRANDSSEGMENTATIONTARGETINGPOSITIONINGDIFFERENTIATION

Volkswagen PoloSmall car segment falling in the Compact category costing 3 to 5 lakhs; Income segmentationFor a household monthly income of 50,000-1,00,000Das Autowhich in German means The Car17-inch Budapest alloy wheels, twin exhaust tailpipes

Skoda SuperbSedan falling in the Premium category costing 10 to 25 lakhs; Income and Occupation segmentationFor a household monthly income of 1,00,000-5,00,000;Targets businessmen and top-level executivesSimply SuperbVery large wheel base compared to any other sedan

Audi A4Sedan falling in the Luxury category costing 25 lakhs and above;Income and Lifestyle segmentationfor a household monthly income of 5,00,000 and above;Targets the elite segment of the society leading the premium urban class lifestyleSee the future in a new lightLED Eyelids, soon other luxury cars followed suit

Ambika Singh

Segmentation, Targeting, Positioning & Differentiation.

CATEGORY: BEAUTY BRANDS

LOREAL: LOreal segments & markets products to both professional & non-professionals, departmental stores, boutiques.

Segmentation by age for LOreal skincare For women 25+Range called Youthcode with daycreams nightcreams serums etc.

For women 35+Ranges like Revitalift & Collagen with day creams,night creams,bbcreams,smoothing toner,etc.

For women 50+Ranges like age perfect, age reperfect & age intense nutrition with cleansers,deep restoring day creams,anti wrinkles night creams.

Psychographic Segmentation: Based on different lifestyles. Professional products:Matrix &loreal professional. Luxury products:Lancome,Giorgio Armani,Ralph Lauren,Diesel. Consumer products:Garnier,MaybellineNY,Loreal Paris.

Positioning of LOrealLoreal has a way of conveying the allure of different cultures through its products.It believes in reaching range of incomes & cultures. High end brand in consumer division, affordable luxury.

Differentiation of LOrealBest caters to the demands of women of different cultures through constant research and innovation.

LAKME : Lakme is an indian brand of cosmetics by HUL.

Segmentation by age

Age 15-24:Range called Youth infinity with skin firming serums & facial foams. Age 24+:Range called lakme radiance with day lotions creams capsule treatments.Range called 9to5 in the makeup section for office women as office stylists.Segmentation by incomeThe brand is known for its quality at affordable prices.Lakme perfect radiance is more of an affordable price range whereas lakme classics, 9to5 & absolute are more on the elite class side. Lakme doesnt really cater to the lower class but its elle 18 range is low priced compared to others.

Positioning of LakmeA brand that takes care of you and your beauty needs.Lakme tries to position itself amongst its consumers as a product range that will help them look beautiful as evident in these catchphrases - On top of the world& Source of radiant beauty Lakme hair colour:Magic of colours. Lakme fair perfect: For Flawlessly fair skin. Lakme moisturizer:Radiant skin D Lakme sun expert: Sun safe hamesha.

Differentiation of LakmeLakme brings expert products and services that are borne out of true understanding of the needs of the Indian woman.

OLAY : Its a product of procter & gamble.Over the years olay has extended its reach beyond being a simple moisturising product to clearly define itself as a leader in the anti aging segment. There is no such age segmentation for its products its a product for women of all ages who dont want to grow old to be forever young & youthful. Different Ranges: Regenerist: Microsculpting cream, regenerating serum, cleansers. Total Effects:7 in 1 anti aging cream, normal non UV, gentle UV. White Radiance: Spot corrector, CC cream, serums.

Positioning of OlayLove the skin you are in. The brand is positioned as the one which celebrates beauty within & outside. Brand believes that looking good & feeling good are inseparable.

Differentiation of OlayThe biggest differentiating factor of Olay brand is that it basically makes products for anti-aging purpose only which no other brand does.

Basis of Segmentation

1. Demographic Segmentation Age:Loreal has a range of products as per age for women.25+ : Youthcode.35+: Revitalift & Collagen. 50+ :Age perfect. Income:Tata motors has cars ranging from lowest to highest income.Utilityvehicles:nano,vista,indica,manza,indigo,safari,sumo gold,sumo grande,venture,aria.Luxury vehicles: Jaguar & Land rover. Occupation:City bank credit cards are divided into different cards like gold,platinum & silver. Family size: Bisleri have 500ml for individual users,2 5 & 10 litres for family users & 20 litres for corporate use. Gender: Emami has Naturally fair for women & Fair and handsome for men. Lifecycle:LIC insurance have different plans for children like yound scholar advantage,young scholar secure, for protection like aviva ilife shield plus & for retirement like aviva dhan vridhi.

2. Geographic SegmentationEverest masalas have a range of about 22 blended spices of different aromas which sells across different regions of india. These include pavbhaji masala,sambhar masala,chole masala,etc.

3. Behavioral Segemenataion Loyalty status:Jet airways have a programme called jet privilege for its Global frequent flyers where they give unique privileges to its members. Occasions:Cadbury Celebrations introduced as a typical range for festive occasions like rakhi,Diwali as a substitute for mithai and dry fruits. Benefits sought:Maggie by Nestle came up with aata,rice & whole wheat with beans pulses all these new variety of noodles for its health conscious consumers.

4. Psychographic segmentation Lifestyle & Personality: ITC group of hotels have different hotels as per lifestyles.Luxury collection:Super deluxe & premium hotels like ITC maurya,ITC grand central. Welcome hotels: For leisure travellers like Shreaton park.

Fortune hotels & Welcome heritage hotels for having an experience of architectural legacies.

Also Titan has a range of watches like Raga for modern women of cities , Fastrack targeted for youth to keep moving on, Nebula for women who love gold & funky watches Zoo F for kids.

Aashay ShahPGDM -3

Segmentation

1.AirtelGeographic SegmentationRegion wiseEast Region (West Bengal, Assam, Arunachal Pradesh)West Region (Gujarat, Rajasthan, Maharashrta)South Region (Andhra Pradesh, Karnataka, Kerala)North Region (Punjab, Haryana, Himachal Pradesh)Central Region (Madhya Pradesh, Jharkhand, Chhattisgarh)Density of AreaUrban (Cities such as Mumbai, Delhi, Pune, Jaipur)Semi-Urban (Nasik, Aurangabad, Ahemadnagar)Rural (Baramati, Khed, Saswad)

Behavioural SegmentationBrand LoyaltyAirtel provides with various schemes and offers to the loyal customers in order to retain them.It provides with plans according to the usage of individual customers(loyal customers) and also provides added benefits.

2.MarutiDemographic SegmentationIncome groupBelow 5 lakh Maruti 800, Alto5-10 lakh WagonR, Swift, Swift Dzire, RitzAbove 10 Lakh Maruti Suzuki Kizashi, Suzuki Grand Vitara

3.NiveaDemographic SegmentationGender Based MaleNivea Sport, Oil Control Face Wash, Extra Moisture Face Wash, Fresh Blue SprayFemaleMoisturiser Crme, Nivea Soft Fairness Crme, Strawberry Lip Care, Refreshing Cleansing Milk

4.AmulDemographic SegmentationAge GroupKids Amul Kool, Chocolate, Nutramul Energy DrinkYouth Amul Cheese Spread, Amul Pizza CheeseSenior Citizen Amul Shakti Health Food Drink, Amul Lite Slim and Trim Milk, Amul Lite, Sagar Skimmed Milk Power

5.PepsiBehavioural Segmentation (occasions)Parties Pepsi 2.5 LFamily occasion Pepsi 1.5 LSports occasions Gatorade drinksRegular occasion Pepsi 200 ml and Pepsi 500 ml

6.PVR CinemasPsychographic SegmentationLifestyle basedAs PVR Movie Goers are people with high resources and can be classified as Experiencers who seek variety and entertainment and Spend comparatively high proportion of income on fashion and entertainment. It comes across as superior brand in terms of cinema viewing and experience.

STPD of Various Brands

BrandSegmentationTargetingPositioningProduct Differentiation

Mahindra ScorpioPeople who prefer Sturdy vehicle with luxury and comfortTier I and Tier II cities of IndiaTag line-Nothing else will do. Luxury of a Car and Thrill of an SUV,Combined benefits of an SUV and a Car.

Maruti Suzuki DzireSemi-urban and Urban population of IndiaTag line Desire Again. It not only encourages consumers to think big but also makes him desire for something more.Highly fuel efficient, technologically advanced K series engines have been very well appreciated by consumers.

Honda CityIt tries to cater to the luxury and premium consumers in semi-urban and urban areas.Consumers who are willing to have a premium car at the price of luxury car.Tag line- The power of Dreams. It shows their capability of dreaming, imagining and innovating things.Distinctive image due to strong brand, unique style and design, comfort and safety.

Ankita K.

SegmentationGeographic McDonalds DONT OFFER ANY BEEF OR PORK ITEM IN INDIA IN PRODUCT LIKE MCVEGGIE, PIZZA MCPUFF ETC.THEY USE SPICES FAVOURED BY INDIANS SOFT SERVES AND MCSHAKES ARE EGGLESSZee television Regional Zee Marathi, Zee Bangla, Zee Telugu, Zee Kannada and ETC Channel Punjab English entertainment Zee Cafe, Zee Trendz and Zee Studio Music Zing and Zee etc Hindi Zeetv and Zee smile Edutainment Zee Q

Demographic McDonalds Kids :- Happy meal Students :- Mccafe Working Adults :- Drive-Thru, Takeaways, McDelivery, 24-Hour Families :- Drive-Thru, Takeaways, McDelivery, Happy Meal

BMW X1Compact Crossover SUV/Sports Activity Vehicle (SAV) :- Students( 18-23yrs) X3 Compact Crossover SUV/Sports Activity Vehicle (SAV) :- Females X5 Compact Crossover SUV/Sports Activity Vehicle (SAV) :- Males

Nokia

Psychographic NokiaNokia products indulge the tastes of people of working class and corporate CEO's. Different models of mobile devices appeal to customers with various lifestyles. For example, Nokia N79 was marketed as a sports phone with a wireless heart monitor implemented. The wireless Bluetooth WearLink heart rate belt helps monitor a heart rate along with a speed and distance while you are enjoying your jog.McDonaldsMcDonalds has adopted itself according to the convenience and lifestyle of the Indian consumers as India has a huge vegetarian population so McDonalds came up with a different and new product line which includes items like Mc veggie and Mc Aloo tikki burger. They also made McDonalds as a place to relax and even for entertainment Behavioural Archies Archies Limited is in the business of manufacturing and sellinggreeting cardsand othersocial expression products such as gifts and posters. The company's main product, greeting cards, was introduced in 1980. Cards were introduced for majorIndian festivalssuch asHoli,DiwaliandRakhi, apart from the usual New Year, birthday and anniversary occasions.

STDPHonda SegmentationTargeting Positioning Differentiation

Brio Sec B,CStudents,Housewifes.Loves you backHatchback

CR-VSec AEmployees with salary 20 lacs Do more newLive upSUV,D-segment

CitySec A,B1Working women,men Enjoy your challengesSedan

Paritosh P.

Brand BisleriSegmentationTargetingPositioningDifferentiation

Geographic -Tourist destinations, place with no or impure water.

Demographic Family Size large, small, individual.

Psychographic Lifestyle - Travel freaks, health conscious etc. To target customers Bisleri launched product lines with different pricing and different sizes of bottles.

Pricing of the bottles was such that it is affordable to all segments. Bisleri positioned product on purity platform. After some time they repositioned their product to the sweet taste of purity considering the fact that Indians love drinking sweet water.

Bisleri repositioned itself by changing its logo to aqua green colour which synonymous to freshness and health.Bisleri has a very strong distribution network to ensued high availability across stores.

Different packaging styles was a key differentiator which competitors like PepsiCo etc. dont provide. This helped Bisleri to maximise its reach.

Brand AirtelSegmentationTargettingPositioningDifferentiation

Geographic East Region West Region South Region North Region Central Region

Demographic Age -16 to 35 years 35 and above

Income Prepaid and post-paid.Airtel has targeted consumers across income groups and geographic through its different tariff plans like Friends,Students by introducing post-paid plans for students with zero rentals, free calling groups and bulk sms packs etc. Airtel was initially positioned as an aspirational and lifestyle brand due to high calling rates and costly mobile handsets. As the prices started falling, it repositioned itself as the brand of the masses. It signed A R Rehman to compose a signature tone aligned to its value proposition live by every moment .It was the most downloaded tune and helped Airtel to build a significant brand recall. All its campaigns har ek friend zaroori hota hai, dil jo chaahe paas laaye , express yourself revolve around its key philosophy of connecting people.Wide network base,Excellent terrify rates for different user segments, good customer care and good brand image.

Brand Axe DeodorantSegmentationTargetingPositioningDifferentiation

Demographic Gender Age

PsychographicMales aged 16-25 primarily.Targeting was based on personality traits and attitudes of men in this age group.The brand was positioned around following messages 1. Axe users are high on confidence2. Women are seduced by Axe users and hence they make the first move.What makes this AXE even more appealing is that no hunks are used in this add, rather regular looking guys are seen being hit by girls.To differentiate itself, AXE comes up with a new fragrance every year. It has launched innovative campaigns to educate consumers about its wide range of fragrances.

Garnier products Avnita agrawalpgdm 3ProductSegmentationTargetingDifferentiationPositioning

Garnier Fructis KidsDemographic-Age : KidsKids between 5 to 14 yearsSporty Strawberry extractsTears ko bolo bye, Fructis kids dont cry

Garnier FructisDemographic:Gender : womenWomen in the age group 15 to 252 in one shampoo; oil+ shampoo; gives healthier looking hair in just one washTake care

Garnier power light For MenDemographic:Gender: Men Working men in the age group of 22 to 35Remove Dark Dead Cells, Prevents Skin Production, SPF 15, Exfoliating and Anti-pigmenting Properties; lightens your skin tone and removes pollutants. Take care

Garnier bb creamDemographic: Gender: women Women in the age group of 21 to 305 in one solution-Evens tones, hydrates, renews, protects and lightens skin toneTake Care

Garnier age lift creamDemographic: life style Women in the age group of 31 to 45Ultra-Lift and Ultra-Lift Intensive anti-wrinkle and firming products help you reverse the effects of time, your lifestyle, and the environment. These products are formulated with highly effective natural ingredients that are essential to skin health such as Pro-Retinol, Pro-Xylane and Pro-Elastin from Nature.Take care

NokiaProductSegmentation TargetingDifferentiationPositioning

Nokia vertuDemographic:Income and life style High income group of 5 lacs and above per monthCreated to complement the discerning customer's lifestyle, Vertu offers tailored, luxury services in combination with the finest in design, engineering and manufacture. Vertu uses innovations in manufacturing and mobile phone technology combined with traditional craftsmanship, assembling each phone at the company's headquarters in England. Nothing will ever feel the same

Nokia Asha 210Demographic : Income Middle income group of 55,000 per monthJava based phone which is the only qwerty phone available at a cheaper rate in the market these days with applications like whatsapp, facebook, twitter etcConnecting people

Nokia Lumia 800Behavioural: Loyalty status Youngsters who want technological gadgets Savour the smooth lines of a curved 3.7" AMOLED ClearBlack glass touchscreen display integrated into the handsets one-piece body.The amazing everyday

Nokia 808 PureviewBehavioural :benefits Youngsters who are into photography Nokias PureView 808 is designed to offer mobile phone users a delectable camera for the avid handset photographer.Connecting people

the Titan Industries: watches

Product SegmentationTargetingDifferentiationPositioning

DashDemographic: AgeKids between 6 to 14 years of ageFor sport kids and adventurers with trendy packagingFun watches for kids

Fast TrackDemographic : AgeYoungsters (Teenagers) between 15 to 20Contemporary, Sturdy and reliable; young vibrant and cool packagingMove on

SonataDemographic : IncomeThe mass market: Low income groupIt is available in different sub brands like Yuva 2008 and Super fibre; Fashionable watch in an affordable priceNo compromise watch

Titan RagaDemographic : Gender- womenWomen between the age group 25- 45It is available even the form of bracelets and kadas with textured or patterned look and mother-of-pearl dials.Feminine and sensuous accessory for todays women

Titan EdgeDemographic : life styleFashion conscious customersWorlds slimmest watchLess is more

Nebula ZeusDemographic : Gender and IncomeMen earning 10 lakhs and above per month(High income group)Swiss made mechanical automatic movement with gold finish and a sapphire crystal back cover; instant start, a second hand stop device for accurate time setting; 42 hours reserve powers and auto wind convenience.harks back to an older era of luxury and romance

OctaneDemographic : Gender- MenUrban ManChronographic, multifunction and retrograde watches with more than 35 styles with a price range of 5,000 to 7500.Blending Style and Technology

ANNA KATARIA- PGDM3

SEGMENTATIONMarket segmentationis amarketing strategythat involves dividing a broadtarget marketinto subsets ofconsumerswho have common needs, and then designing and implementing strategies to target their needs and desires using media channels and other touch-points that best allow to reach them.BASIS OF MARKET SEGMENTATIONI. GEOGRAPHIC SEGMENTATION :In geographic segmentation, the market is sub divided on the basis of area.Region :Regional segmentation is made because regional differences exist in respect of demand for products. For example, buyers from south India are different from the buyers in north.Urban / Rural :There are differences in buying behaviour of urban and rural customers. Accordingly, marketing strategies must be designed depending upon their likes, dislikes, moods, preferences, fashions and buying habits.Locality :Consumers buying behaviour is also reflected by the locality within a particular city. For instance, there are differences in terms of buying patterns of people residing at Parel and Parle, within a city like Mumbai.For example: Bingo Preferred tastesnorth- plain saltedsouth-spicy red/chillywest-mustard stingeast- nimbu flavorII. DEMOGRAPHIC SEGMENTATION :Demography refers to study4about the different aspects of population. Markets can be divided on demographic factors like age, gender, education etc. The various demographic factors are :Age :The primary method of analysing markets by age is to divide the total population into age groups and analyse the wants and needs of each group.Gender :Marketers devote much attention to male and female differences in purchasing. For example: Procter and Gamble cigarettes brandsRogain, Marlboro, Camel- for menEve, Virginia- for women

Gillette sensor excel and Gillette venus for womenGillette mach3, Gillette turbo, Gillette fusion for men Income :Buying patterns depends on income of the consumers. No two individuals or families spend money in exactly the same way. If a researcher knows a persons income, he can predict with some accuracy wants and needs of that person and how those wants are likely to be satisfied.For example: Toyota

Family Size :The consumption patterns of certain products definitely vary with the number of people in the household. For example: Qwality walls ice-cream market family packs in all flavours.Family Life Cycle :The market can be segmented as bachelors, newly married couples, married with grown up children, older married couples, etc. For example LIC has various plans likeInsurance plans for individual needsPension plans to gaze financial stability in old ageUnit plans for investment purposesSpecial plans are benefits or opportunities that is provided once in a lifetime, they are a blen of insurance and investmentGroup Schemes for ideal employee associations, societies etc.IV. PSYCHOGRAPHIC SEGMENTATION :It refers to individual aspects like life style and personality.Life-Stage:Sellers study the life-styles of the consumers. For example: Titan had various watch brandsRaga for modern womenPurple for for bold and graceful women Zoop for kids Automatic for techno lovers Personality:refers to individuals on the basis of their nature that influences their buying behaviourFor example: Thumbs up has an ad campaign which says taste the thunderIt has an emphasis on bold personality, it claims that the person would become fearless after drinking it.Values: They are connected to the thoughts and beliefs of the customersFor example: Subways have offers on Tuesdays and Saturdays for veg subs since people believe not to eat non veg on Tuesdays and Saturdays.V. BEHAVIOURALSEGMENTATION :In this case, buyers are divided into groups on the basis of their response to the product and so On. Usage Rate :One possible way to define target market is by product usage. There can be heavy users, medium users, light users, and nonusers. Targeting on this basis may be useful to the seller who want to increase consumption by present users and to convince and induce nonusers to become users.For example: Vodafone has message schemes as per usage350 msgs free in 35 Rs1000msgs free in 125 Rs Occasion:divides the customer based upon their varied purchase requirements during various occasionsFor example:Golds gym had yearly membership for 1499In diwali- 1299 for yearly membershipOn womens day- 1299 only for women yearly membership offer Loyalty Status: The marketers analyze customers according to different loyalty status and apply a suitable marketing strategy.For example: Citibank offers different balance transfer options at the lower rate of interest on its credit cards to attract the loyal customers of other banks

TARGETTING Once the firm has identified the market segment opportunities it must decide how many and which ones to target. Target marketing is a group of customers that the business has decided to aim its marketing efforts on.For example: iball mobile phones targeted senior citezonsLilliput targeted kids from 0 to 14 years of age for its kids wear

POSITIONING It can be defined as the process by which organisation creates an image or identity for its products in the mind of the target customers. It should create the first impression in the minds of the customers.For example, Amul positioned itself with the punch line the taste of India Santoor did ageless positioning, it positioned its brand on the context of the mistaken age. Santoor promised the customers to give them a younger looking skin with natural ingrediants. Mahindra Xylo positioned xylo with the tagline the era of Sedans is over as a replacement for Sedan

PRODUCT DIFFERENTIATION

Product differentiation(or simply differentiation) is the process of distinguishing aproductor service from others, to make it more attractive to a particulartarget market. This involves differentiating it fromcompetitors' products as well as a firm's own products.For example, Brooke Bond Sehatmand was started by HUL, HUL claimed that this product will fulfil all the vitamin needs of the customers of low income group. It said that if a customer has 3 cups of Brooke Bond Sehatmand tea, he will get 50% of the required dietary allowance of added vitamins. HUL believes that tea is an inseparable part of an Indians life. Oxyrich claims 300% oxygen Lux came up wid a chocolate soap

STPD ANALYSISBRAND(category: eatables)SEGMENTATIONTARGETINGPOSITIONINGPRODUCT DIFFRENTIATION

Geographic segmentation:Preferred tastesnorth- plain saltedsouth-spicy red/chillywest-mustard stingeast- nimbu flavor

Targeting the youthAge- 20 to 35 yearsThey targeted consumers who could be out going, fun loving and bindassIt is positioned as a youthful and innovative snack no confusion, great combinationCrisp and clear punch line. The brand name bingo! had a musical sound to it which made it easy for people to recall.Bingo came out with 16 flavors to cater to tastes. It had different shapes like mad angles, the live wire, tedhe medhe chips and the normal potato chips.

Targeted all age groups.It is positioned as very good quality with international tasteno one can eat just oneLays provides international tastes wid various flavours only under a single type that is potato chips. Its is d brand which provides different flavoured dips.

Products in theKolkataregion are sold under the brand name of "Haldiram's Prabhuji" or "Haldiram Bhujiawala" while products in theNagpurregion are sold under the brand name of "Haldiram's Nagpur", which is the original Haldiram family.Targeted mainly familiesSpecially gujaratis and marwadisIt was first company to brand namkeensit positioned itself for its tastealways in good tasteThe product differed because of its taste, ut had a typical taste of tradition.it has variety of bhujiyas with different mixtures like Bombay mis, Punjabi tadka, kashmiri mix etc

NAME:MANDAR PAPADKARTOPIC :SEGMENTATION

SEMENTATION: Segmentation divides a market into smaller groups with distinct needs,characteristics or behaviors that might require separate strategies or mixes.Segmentation helps the marketer to understand need of target audienceAccording to Philip Kotler,Market Segmentation is sub-dividing a market into distinct and homogenous sub-groups of customers, where any group can conceivably by selecting a target market to be met with distinct marketing mixThe main aim of market segmentation is to prepare separate programmes or strategies to all segments so that maximum satisfaction to consumers of different segments may be provided.TYPES OF MARKET SEGMENTATION DEMOGRAPHIC SEGMENTATION GEOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION

DEMOGRAPHIC SEGMENTATION

1. AGE: Consumers wants and liabilities change with age. On the basis of age , a market can be segmentedExample: (0-10 yrs)- Baby food, Toys,Nappies (10-20 yrs)-Toys,Apparel,Books,School Bags (20yrs and above)-Cosmetics, Anti-ageing products, Apparels etc.2. INCOME: Income varies along the population in any country.In India, it is diverse as fron few hundred rupees a month to millions a month. In the scenario the customer will behave differently in term of wants as per the incomeExample: LOW INCOME GROUP-MARUTI 800, ALTO (UPTO 4 LAKHS) HIGH INCOME GROUP-BMW OR MERCEDES

3. GENDER: The gender segmentation is one of the common forms of segmentation is one of the most common forms of segmentation as around the globe man and women have always been always been vocal about their separate need.EXAMPLE: GARNIER

WOMEN- FRUCTIS,DAILY CARE MOISTURISING CREAM, EXTRA CARE DEO AND PURE ACTIVE NEEM FACEWASH.

MEN-COLOR NATURAL,POWER-LIFE,OIL CONTROL FAIRNESS MOISTURISER,ABSOLUTE DRY DEO.4. FAMILY LIFE CYCLE: The size of the family affects the amount and size of purchase. The consumption pattern of a big sized joint class family differs from a small size nucleus family.

GEOGRAPHIC SEGMENTATIONThis generally the starting point of all market segmentation strategies .The geographic location of customer does help the firm in planning its marketing offer. The type of segmentation is quie common in dividing the rural and urban consumer market.Geographic segmentation refers to segmenting markets by region of a country or the world,market size, market density or climate market density means the number of people within the unit of land,such as census-tract

EXAMPLE:MCDONALDS IN INDIA DOESNT SELL BEEF PRODUCTS AS IT IS STRICTLY AGAINST THE BELIEF OF THE COUNTRYMEN.

PSYCHOGRAPHIC SEGMENTATION1. LIFESTYLES:Liffestyle concept is also considered as another important variable determining buyer behavior . Life-style reflects the overall manner in which person live and spend time and money. It is behavioral concept enabling us to grasp and predict buying behavior. Lifestyle concept has interdisciplinary approacg as it involves sociology,culture and technology.EXAMPLE:TITAN HAS DIFFERENT BRANDS SEGMENTED ACCORDING TO THE LIFESTYLE :

RAGA:MODERN WORKING WOMEN

ZOOF: FOR KIDS

OCTANE:YOUTH

2. PERSONALITY: Marketers have used personality variables to segment markets. They endow their products with brand personality that corresponds to consumer personalitiesExample:SOME PEOPLE ARE VERY BRAND LOYAL TO NOKIA HANDST AS THEY LIKE THE DESIGN OF THE HANDSETS.

3. VALUES: Some marketers segment by core values that is belief systems that underlie consumer attitudes and behavior. Core value go deeper than behavior or attitude and determine at a basic level, peoples choices over the long term. Marketer who segment by values believe that by appealing to peoples inner selves it is possible to influence their outer-selves their purchase behavior.4. BELIEFS:This is oone of the parameters of the segmentation used by marketers to sell products. People according to situation and bringing up develop their own beliefs.EXAMPLE:PEOPLE DEVLOP RELIGIOFS BELIEF AS OER THE RELIGION THEY FOLLOW. AND THEIR PURCHAS BEHAVIORS ARE GREATLY INFLUENCED BT THEIR BELIEFS. NOT ONLY DURING FESTIVALS BUT IN NORMAL LIFE ALSO PEOPLE WOTH DIFFERENT RELIGIOUS BELIEFS DEVELOP LIFESTYLE AND BEHAVIOUR AS SEGMENTATION.

BEHAVIORAL SEGMENTATION

1. OCCASION: Some marketers segment and positioned their product according to occasion.EXAMPLE:CADBURY HAS POSITIOND ITSELF AS AN ALTERNAATIVE FOR SWEETS TO BE SERVED DURING OCCASION CELEBRATION ETC.

2. BENEFIT:Some marketer segment their product according to benefit that the product provide to their consumer.This type of product target some kind of consumer onlyEXAMPLE:SUNSILK PROVIDE DIFFERENT TYPE OF SHAMPOO THAT IS LONG AND STRONG, SILKY BLACK,PREVENTS HAIRFALL,PREVENTS DANDRUFF.

TARGETING

Market targeting is a broad term that is used to describle the process of identifying groups of a consumers who are likely to purchase a specific goods or service. Market Targeting differs from target marketing in that a product is already established and decisions must be made as to which is more appropriate for it. In target marketing,a company finds a market it wants to serve and then develop a product appropriate for thar market.

POSITIONINGPositioning is a platform for the product or brand. It facilitates the brand to get through to the target consumers. Positioning is the act of fixing the locus of the product offer in the minds of the target consumers. In positioning, the firm decides how and around what parameters,the product offers has to be placed before the target consumers.

According to Philip Kotler,Positioning is the act off designing the companys offering and image to occupy a distinctive in the target markets mind.

EXAMPLE: FOGG HASS POSITIONED ISSELF AS THE ONLY NON GAS DEODRANT

DIFFERENTIATIONProduct in business ishaving something is different from others.IF your product is similar to another on the market it should be different enough to stand out as a better..Differentiation is the act of designing a set of meaningful differences to distinguish the companys offering from competitors offerings.Product differentiation is the incorporation of attributes such as quality or price into a product to encourage the intended customers to perceive it as different and desirable

EXAMPLE:FROOTI WAS THE ONLY DRINK THAT USED TO COME IN TETRA PACK WICH WAS A HUGE TANGIBLE PRODUCT DIFFRENTIATION ADOPTED.

EXAMPLE 1STPD OF HONDA:

OFFE