SEGMENTATION, TARGETING AND POSITIONING

INTRODUCTION Medium scale company producing wafers and namkins.  Wide range of products.  . mainly in states like Gujarat.  Holds 70% market share in snacks market in Gujrat.  Operates its activities only in India.  30% market share in India in snacks market. Maharashtra & Rajsthan.

5 per 50 grams Rs.COMPETITORS Frito Lay’s SMART CHIPS BINGO UNCLE CHIPS PRICING Rs. 5 per 50 grams Rs. 5 per 50 grams Rs. 5 per 50 grams .

. Psychographic: People who want to have between meal snacks Behavioral: people who want quality and quantity together. Demographic: kids 3-12. wants.SEGMENTATION DEFINITION: The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs. or demand characteristics. with mid and lower level income group. Geographic: mainly in rural areas. Youth.

TARGET MARKET DEFINITION: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. .

.POSITIONING DEFINITION: Positioning refers to the creation of “top of the mind impact” in the minds of the target market due to its features and the advertisements.

BCG METRIX     STAR PRODUCT: BALAJI SALTED WAFERS. . QUESTION MARK: MUNG DAL. CASH COW: MASALA WAFERS DOG PRODUCT: FARALI CHEVDO.

5/ 50 grms .MARKETING MIX OF BALAJI WAFERS PRODUCT: BALAJI WAFERS PLACE: RURAL. URBAN AREAS PROMOTION: WITH THE REASONABLE PRICE AND MORE IN QUANTITY THAN THE OTHER COMPETITORS PRICE: RS.

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