STDP Assignment By PGDM-3

YASH KUNTE
Segmentation, Targeting, Positioning and Product Differentiation
Hyatt
Hyatt 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 Hyatt
Hyatt'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.




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2) Andaz
upscale, 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 Hyatt
Large-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 Hotels
Upscale, full-service hotels

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


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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 Regency
Airport 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 Place
Locations 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 House
Locations 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.

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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.
Segmentation
1. 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 Toys
2-3 years: Giggles Pre School- creative toys for preschool kids.
3-4 years: Play Doh
4-5 years: Fantastic jewel designer, flowers, Junior monopoly, Disney toys and
puzzles

Gender Based segmentation: Garnier India.
Garnier Women Garnier Men
Fructis Lon and Strong Shampoo
Color Naturals (burgundy etc) Color Naturals (brown etc)
Daily Care Moisturising Cream Powerlight Oil Control and Fairness
Moisturiser
Extra care deodorant Absolute dry deodorant
Pure Active Neem Face Wash Powerlight Face wash

3. Psychographic Segmentation:

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Lifestyle based segmentationTitan Watches
a. 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 couples
j. Octane- sporty and stylish, for the youth
k. 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.

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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.


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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 age
3. 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:

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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)

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

Product Segmentation Targeting Positioning Differentiation

1) B Class
( Rs.25
Lakhs)
Income:
Rs.50-55
Lakhs/year
25 30 years The 360
degree
experience
First ever
Luxury Sport
Tourer
2) C Class
(Rs.60 Lakhs)
Income: Rs.80
Lakhs-1
Crore/year
30 45 years The Best Or
Nothing
On road
service,
Panoramic
Sunroof,
Concentration
alert
3) S Class
(Rs.91 Lakhs)
Income: More
than 2.5
crores/year
45 years and
above
Vision
Accomplished
Blue
Efficiency
Technology,
Intelligent
Drive makes
driver aware
of pedestrians
in the dark.

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B Class E Class



S Class






















x

Nikita Seghal
MARKET 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

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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



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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

Product Age Group
Kelloggs Froot Loops 6 8 years
Kelloggs Chocos 8 12 years
Kelloggs Special K 20 44 years
Kelloggs Oats 35 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 Income Type of Packages
5 12 lacs. Domestic Holidays
12 20 lacs. Far East/ South East Asia
24 lacs. and above Europe/ USA/ Australia

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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 size Group Size
Cups/ Cones/ Ice-cream sticks Individual 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 York
Professional product line Kerastase, Matrix
Luxury 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



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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)





xvi

STPD for 3 Brands

1) Zara

Segmentation Targeting Positioning Differentiation
Demographic
Segmentation and
Lifestyle
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
extremes
Cutting 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

Segmentation Targeting Positioning Differentiation
SEC Segmentation,
Demographic
Segmentation,
Lifestyle
Segmentation
SEC A1 and A2

Age group of 25-35
years

For the Explorers
who are energetic,
autonomous and for
A powerful
motorcycle for bike
adventures
499 cc engine with
90 kmpl (average)
mileage and max
speed of 130 kmph


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whom brand choice
highlights sensation
and adventure



xviii

3) Royal Enfield

Segmentation Targeting Positioning Differentiation
SEC Segmentation,
Demographic
Segmentation,
Lifestyle
Segmentation
SEC 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
adventures
499 cc engine with
90 kmpl (average)
mileage and max
speed of 130 kmph




4) The Body Shop Shea Butter

Segmentation Targeting Positioning Differentiation
SEC Segmentation,
Demographic and
Lifestyle
Segmentation
SEC 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
products
Product line Main
focus is skin care
which provides
exclusivity

No brand
promotions done

Against animal
testing




Aashit Mehta
PGDM Batch 3

xix

MARKETING 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 SEGMENTATION
A) 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 season
B) 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

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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

xxi

Eg TITAN watches TITAN xylus upper class
Sonata middle class
D) 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 aarambh
2) 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 breath
TARGETING
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



xxii

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
annually
POSITIONI
NG


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

xxiii




SHASHANK S. BIRAJDAR
PGDM-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.

xxiv

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:-

xxv

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


xxvi

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 Juice
1) 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.

xxvii

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

xxviii


Geographic :- Geographic segmentation is on the basis of factors like :-
Regions
Cities
States
o 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
Market
Segmentation
Geographic
Demographic Psychographic Behavioural

xxix

Occupation
Income
Education
Religion
Family size

o 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

o 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.

xxx

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

o 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.





Brands Segmentation
Geographic:-
E-TV:-
E-TV Marathi
E-TV Guajarati
E-TV Bengali

Regional
Times Group:-
Mumbai Mirror
Pune Mirror

Cities
MTR Ready to Cook:- States

xxxi

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


Demographic:-
Colgate:-
Shrek bubble fruit tooth paste for
childrens below 6 years and
Colgate Kids for age group of 6-15
years
Age
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
Benefit Sought

xxxii

Pantene Hair Fall

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


xxxiii












HDFC Life
Life Personal
Pension Plus
Life Pension
Super Plus
Immediate
Annuity
Pension Plan
Brands Segmentatio
n
Targetin
g
Positionin
g
Differentiatio
n

xxxiv












Life
personal
pension
plus
Age and Income 25-35 age
group with
annual
income of
3-10 lakhs
Longer
Duration
smaller
instalment
s
Retirement
ke baad sir
utha ke jiyo
Guaranteed
regular income
Life
Pension
Super
Plus
Age , Income
and lifestyle
35-50 age
group with
annual
income of
10 lakh +
Small
duration
but high
instalment
s
Retirement
ke baad sir
utha ke jiyo
Guaranteed
regular income
Plus Death cover
Immediat
e Annuity
Age and Income 50+ Age
group with
high
corpus but
no time for
instalment
s
Retirement
ke baad sir
utha ke jiyo
Guaranteed gross
income for a
period of your
choice
Death cover

xxxv








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

xxxvi

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: Scholl
For 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 youth
Steel: Young executives
Raga: Womens ethnic range
Nebula: Luxury watches
4,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 smooth
Sunsilk hair fall control
Sunsilk soft and smooth
Sunsilk stunning black shine

STPD OF HERO HONDA:
Brand Segmentation Targeting Positioning Differentiation
Pleasure For females Ladies Why should 21 exclusive

xxxvii

between age
group 18 to
35
boys have all
the fun?
For Her
Showrooms
Passion Pro For stylish
youth and
middle age
Men between
age group 18
to 35
Ab sirf style
hi style
bolega
Has designer
graphics
Karizma
ZMR
For young
men
Men between
18 to 30
Unleash the
hero within
It has integrated
LED tail light








xxxviii

Name- bhakti doshi pgdm 3
STPD OF LOREAL


product segmentation targeting positioning differentiation
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 care
Image
differentiation-
Luxury hair care
product
Channel
differentiation-
Made available
in premium
salons only
Product
differentiation-
Natural
ingredients are
used
LOREAL
PROFESSIONAL
(Price-550-
1500)
Demographic
segmentation-
Person having
a salary of rs
70000-100000
per month
It is distributed
in all the salons
across India.
But it is not
commercialized
Having
professional
hair care at
home and at
a cheaper
price
Product
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
shops
Providing
qualities of
high end
shampoo at
a reasonable
price
Product
differentiation-
Long & strong
shampoo,
shampoo n oil
shampoo
provides benefit
of two product in
one product


xxxix



SEGMENTATION
GEOGRAPHING DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL
World region-
Tupper ware
rectangular
box for spices
City 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 button
Climate-winter
fairness cream
by fair n lovely



Age-relaxo
School mate for
kids
Flite for women
Sparx sport
shoes for adult
Gender- hero
pleasure
directed for
gals n women
Family size-
reliance all
share post paid
plan is one
bill for entire
family.
Family life
cycle-
Hdfc pension
plan for retired
people
Income- lodha
world one
targeted for
income group
having salary of
10cr per year.
Occupation-
lakme 9-5
product for
office goin
women
Religion- jain
magi launched
by nestle
Personality-taste
the thunder by
thumbs up
Lifestyle-titan
nebula watches for
people who prefer
luxury watches,
Purple watches for
daily usage
Values- mc
Donalds not using
beef products in
India
Occasions-cadbury
celebration during raksha
bandhan
Benefits- sunsilk shampoo
having shampoo foe
different hair type
Usage rate- marks n
Spencer loyalty card
Loyalty-apple products


xl









ADITI SONDHI
SEGMENTATION
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 baby
For Adults Neutrogena
B) 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 , SX4
Above 160K Kizashi , Grand Vitora

3) PSYCHOGRAPHIC
A) Lifestyle Bajaj Bikes Avenger 220 DTS i For people who like to go for long
rides. Positioned as Long Cruise
Pulsar 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 Buffs
4) BEHAVIORAL

xli

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
BRAND COMPANY SEGMENTATION POSITIONING DIFFERENTIATION
Calcium
Sandoz
Novartis Age Based

Calcium Sandoz
Kids

Calcium Sandoz
Women
Calcium 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
Sensitive
Colgate -
Palmolive
On the basis of
benefit it
provides to the
target consumer
-People with
Sensitive teeth
Toothpaste that
provides instant
relief from sensitivity
- " Fast relief from
the pain of sensitive
teeth
Addition of chemical which
helps in soothing sensitivity
Maruti
omni
Maruti
Suzuki
On the basis of
Income for
people whose
income upto
40,000


Kamyabi khushiyon
se sajaiye

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

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

xlii
















Vinita Kulkarni
Lifestyle Segmentation:
Fabindia: Within that first gender segmentation
WOMEN MEN
Kurtis Kurits
Dupattas ,Shawls Shirts, Pants
Sarees , Skirts ,Pants Jackets
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
HOME PERSONALCARE ORGANIC GIFTS
Bed sheets Silk Protein Range Teas Gift Certificates
Cushion Covers Organic Personal
Care
Natural drinks and
sweetener
Bags and purses
Curtains Hair Care Spices, herbs For the home
Table Cloths Skin Care Natural candid fruits
Placemats and
Napkins
Grains & flours
&pastas

Seeds and pulses
Breakfast foods,
soups, snacks


BEHAVOURIAL (BENEFIT) SEGMENTATION: LOreal Paris India
BRAND Benefits

xliii

Excellence Crme Avoid ingredients like ammonia which
damages hair ,for hair dying and
strengthening of hair
LOreal Casting Crme Gloss Glossy shine and covers grey and coloring
hair
LOreal Hair Shampoo The benefits ranges from nutrient-gloss,
color protect, total repair, fall repair and
smooth intense.

BRITANNIA BISCUITS
BISCUITS SEGMENTATION
TIGER , creamy ice-cream For kids (age)
Bourbon Behavioral (Occasions)
50-50 Housewives (gender)
Cookies and veg cakes Health and nourishment (psychographic)



STPD EXAMPLE: Bacardi-Martini
SEGEMENTATION TARGETTING POSITIONING DIFFERENTIATION
Bacardi Breezer Young drinkers
Age group- (22-30
yrs)
Sent message that
breezer is beer like
in another way by
giving baseline
Serve chilled, drink
straight
Ready to Drink
Bacardi Clear Lemon Youth- to keep up
with increasing
popularity of white
spirits in India
Clear lemon replaced
blueberry and
introduced colorless
factor.
Bacardi plus range Men Introducing
Bacardi+pre-mixed
cocktails. Lets Party!
Pre-mixed cocktails ,
available in cans-
introduced in grey
and black bottles









xliv























Niharika P.
1.GEOGRAPHIC SEGMENTATION
a) Region- Star Network
Channel Details
STAR Plus Hindi general entertainment
STAR Gold Hindi movie channel
STAR Movies
English-language movie channel which broadcasts in India, Pakistan,
Vietnam, Mainland China, Taiwan, Philippines, and Middle East.

xlv

STAR World English-language entertainment channel
STAR Movies
Action
An Action Movies Channel Of English
Life OK Hindi general entertainment channel
Movies OK Current Movies Hindi Channel
Channel V Hindi music video channel
STAR Utsav
Hindi channel which shows some of the popular programs from STAR
Plus.
STAR Cricket
consisting of full cricket programming and broadcast by ESPN STAR
Sports (ESS), a Joint Venture with ESPN International
STAR Sports A sports channel
STAR Sports 2 A sports channel
ESPN
broadcast by ESPN STAR Sports (ESS), a Joint Venture with ESPN
International
STAR Jalsha Bengali-language general entertainment channel.
Jalsha Movies Bengali-language movie channel

xlvi

STAR Pravah Marathi-language general entertainment channel in India.
STAR Vijay language general entertainment channel.
Asianet Malayalam-language general entertainment channel
Asianet Plus Malayalam general entertainment channel
Asianet Sitara Telugu-language general entertainment channel.
Asianet News Malayalam-language news channel
Asianet Movies Malayalam-language movie channel
Asianet Suvarna Kannada-language general entertainment channel.
Asianet Suvarna
Plus
Kannada-language general entertainment channel.
Asianet Suvarna
News 247
Kannada 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.


xlvii

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

Junior Horlicks Young Children (123 and 456)
Mothers Horlicks Breast feeding mothers
Womens Horlicks For women
Lite Horlicks For adults

b) Gender- Titan

Men Women
HTSE Raga
Edge Purple
Tycoon Nebula
Octane Obaku
Orion Automatic
Obaku Bandhan
Automatic
Bandhan

c) Family Size- Bisleri
Bisleri 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/ Taj Luxury brand, full service hotels, resorts and palaces.
Taj Exotica Premium resort brand in Maldives, Mauritius and Goa
Taj Safaris Nascent wildlife lodge brand
Vivanta by Taj Contemporary 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
Ginger Economy hotel brand across India

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

xlviii



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

Femina It 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.
Vogue For women who want latest fashions from both catwalk and
high street
Shape For women who want to be entirely content with their body
Cosmopolitan It indulges in every part of womens life and is renowned for
its sexualized nature and sex tips.
Grihshobha Aimed at Indian women. Carries features on housekeeping,
cookery, knitting, interior decoration, hobbies, handicrafts,
besides helping women understand social, national as well as
universal issues.
Goodfood For 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 SEGMENTATION
a) Occasions- Various products offered by companies specifically for occasions

Brand Company
Celebrations Cadbury/ Kraft
Rejoice Amul
Occasions Parle
Shubh Kaamanayein Brittania
Assorted Gift Pack Nestle

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


xlix

Oat cookies Diabetic friendly
Ragi cookies Diabetic friendly
5 Grain For healthy snack and wholesome
energy
Sugar Out Diabetic friendly
Digestive biscuits 50% 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 MOTORS
Brands Segmentation Positioning Differentiation
Indica eV2 BS4
(Rs. 431547)
Income <5 l ITS A WHOLE
NEW EXPERIENCE.
THE NEW INDICA.

STORAGE/MAGAZINE
POCKETS WITH
BOTTLE HOLDER
PARTIAL FABRIC
SEATS
Indigo eCS
(Rs. 500000)
Income >5l ALL NEW CAR.
ALL NEW ATTITUDE.
ANTI-ACOUSTIC
CHAMBER
PREMIUM FINISH
CENTRE CONSOLE
OCTA INSTRUMENT
CLUSTER
4 SPOKE STEERING
WHEEL
REAR PARK ASSIST
CHROME RINGED
FRONT SMOKED
HEADLAMPS
Tata Sumo Gold
(Rs. 650000)
Income >6.5 l THE ULTIMATE
UNSTOPPABLE POWER
Best in class power for
enhanced driving
pleasure
Best in class torque for
excellent pulling power

l

and reduced gear shifts
Excellent pick up
results in enhanced
driving pleasure and
drivability in city
traffic conditions.







































li






Karishma Makhijaney
Market 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:
o Junior Horlicks 123 for kids aged between 1 and 3 years
o Junior Horlicks 456 for kids aged between 4 and 6 years
o Women Horlicks for women aged between 19 and 50 years
o Mothers Horlicks for pregnant and lactating mothers
Gender Hero Honda offers two-wheelers for both men and women:
o Hero Honda Pleasure for women
o 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:
o Maruti 800, Alto Low income group
o Wagon R, Swift, Swift DZire, Ritz Middle income group
o Maruti Suzuki Kizashi, Grand Vitara High income group
Family Size Bisleri offers drinking water in different packages based on
family size as follows:
o 250ml, 500ml bottles for individuals
o 1 litre, 1.5 litre, 2 litre bottles for families
o 5 litre, 20 litre bottles for corporate

Psychographic Segmentation Anita Dongre has launched various brands based
on lifestyle and personality traits:

lii

o Signature brand concentrates on luxury market consisting of
3 sub-brands called Timeless, Interpret & Grassroot
o AND high street western label
o 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:
o Cosmetic brands like Lakme have hard-core loyals as
consumers do not take a chance with their skin.
o Personal care brands like Lux & Dove have many split loyal
consumers who keep shifting between 2 similar brands.
o Food and Beverage brands have shifting loyals who keep
shifting across 5-10 brands like Pepsi, Coke, Thumbs Up, etc.
o Apparel and footwear industry come across switchers who do
not stick to one brand.
STPD in Automobile Sector of Volkswagen Group
BRANDS SEGMENTATION TARGETING POSITIONING DIFFERENTIATION
Volkswagen
Polo
Small car
segment falling
in the Compact
category costing
3 to 5 lakhs;
Income
segmentation
For a household
monthly
income of
50,000-
1,00,000
Das Auto
which in
German
means The
Car
17-inch Budapest
alloy wheels, twin
exhaust tailpipes
Skoda Superb
Sedan falling in
the Premium
category costing
10 to 25 lakhs;
Income and
Occupation
For a household
monthly
income of
1,00,000-
5,00,000;
Targets
Simply Superb
Very large wheel
base compared to
any other sedan

liii

segmentation businessmen
and top-level
executives
Audi A4
Sedan falling in
the Luxury
category costing
25 lakhs and
above;
Income and
Lifestyle
segmentation
for a household
monthly
income of
5,00,000 and
above;
Targets the
elite segment of
the society
leading the
premium urban
class lifestyle
See the future
in a new light
LED Eyelids,
soon other luxury
cars followed suit






























liv



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.


lv



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 LOreal
Loreal 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.

lvi


Differentiation of LOreal
Best 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 income
The 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.

lvii



Positioning of Lakme
A 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 Lakme
Lakme brings expert products and services that are
borne out of true understanding of the needs of the
Indian woman.





lviii


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 Olay

lix

Love 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 Olay
The 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.

lx

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 Segmentation
Everest 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

lxi

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 Shah
PGDM -3

Segmentation

1.Airtel
Geographic Segmentation

lxii

Region wise
East 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 Area
Urban (Cities such as Mumbai, Delhi, Pune, Jaipur)
Semi-Urban (Nasik, Aurangabad, Ahemadnagar)
Rural (Baramati, Khed, Saswad)

Behavioural Segmentation
Brand Loyalty
Airtel 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.Maruti
Demographic Segmentation
Income group
Below 5 lakh Maruti 800, Alto
5-10 lakh WagonR, Swift, Swift Dzire, Ritz
Above 10 Lakh Maruti Suzuki Kizashi, Suzuki Grand Vitara

3.Nivea
Demographic Segmentation
Gender Based
Male
Nivea Sport, Oil Control Face Wash, Extra Moisture Face Wash, Fresh Blue Spray
Female
Moisturiser Crme, Nivea Soft Fairness Crme, Strawberry Lip Care, Refreshing Cleansing Milk

4.Amul
Demographic Segmentation
Age Group
Kids Amul Kool, Chocolate, Nutramul Energy Drink
Youth Amul Cheese Spread, Amul Pizza Cheese
Senior Citizen Amul Shakti Health Food Drink, Amul Lite Slim and Trim Milk, Amul Lite,
Sagar Skimmed Milk Power




lxiii

5.Pepsi
Behavioural Segmentation (occasions)
Parties Pepsi 2.5 L
Family occasion Pepsi 1.5 L
Sports occasions Gatorade drinks
Regular occasion Pepsi 200 ml and Pepsi 500 ml



6.PVR Cinemas
Psychographic Segmentation
Lifestyle based
As 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



Brand

Segmentation

Targeting

Positioning

Product
Differentiation
Mahindra Scorpio People who prefer
Sturdy vehicle with
luxury and comfort
Tier I and Tier II
cities of India
Tag line-Nothing
else will do. Luxury
of a Car and Thrill of
an SUV,
Combined benefits of
an SUV and a Car.
Maruti Suzuki Dzire Semi-urban and
Urban population of
India
Tag line Desire
Again. It not only
encourages
consumers to think
Highly fuel efficient,
technologically
advanced K series
engines have been

lxiv

big but also makes
him desire for
something more.
very well appreciated
by consumers.
Honda City It 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.
































lxv





Ankita K.

Segmentation
Geographic
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 EGGLESS
Zee 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
X1 Compact Crossover SUV/Sports Activity Vehicle (SAV) :- Students( 18-23yrs)

lxvi

X3 Compact Crossover SUV/Sports Activity Vehicle (SAV) :- Females
X5 Compact Crossover SUV/Sports Activity Vehicle (SAV) :- Males


Nokia


Psychographic
Nokia
Nokia 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.
McDonalds
McDonalds 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 selling greeting cards and other social
expression products such as gifts and posters. The company's main product, greeting cards, was
introduced in 1980. Cards were introduced for major Indian festivals such
as Holi, Diwali and Rakhi, apart from the usual New Year, birthday and anniversary occasions.
Lumia 925
33,000
Lumia 625
20,000
Asha 305 4000
Nokia 109 2000

lxvii


STDP
Honda Segmentation Targeting Positioning Differentiation
Brio Sec B,C Students,Housewifes. Loves you
back
Hatchback
CR-V Sec A Employees with
salary 20 lacs
Do more
new
Live up
SUV,D-
segment
City Sec A,B1 Working
women,men
Enjoy your
challenges
Sedan
Paritosh P.

Brand Bisleri
Segmentation Targeting Positioning Differentiation
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 Airtel
Segmentation Targetting Positioning Differentiation
Geographic
East Region
West Region
South Region
North Region
Central Region

Airtel has targeted
consumers across
income groups and
geographic
through its
different tariff
plans like Friends,
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
Wide network
base,
Excellent terrify
rates for
different user
segments, good
customer care

lxviii

Demographic
Age -16 to 35 years
35 and above

Income
Prepaid and post-paid.
Students by
introducing post-
paid plans for
students with zero
rentals, free calling
groups and bulk
sms packs etc.
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.
and good brand
image.

Brand Axe Deodorant
Segmentation Targeting Positioning Differentiation
Demographic
Gender
Age

Psychographic
Males 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
confidence
2. 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.





lxix






















Garnier products
- Avnita agrawal
pgdm 3
Product Segmentation Targeting Differentiation Positioning

Garnier
Fructis Kids
Demographic-
Age : Kids
Kids between
5 to 14 years
Sporty
Strawberry
extracts
Tears ko bolo
bye, Fructis
kids dont cry
Garnier
Fructis
Demographic:
Gender : women
Women in the
age group 15
to 25
2 in one shampoo;
oil+ shampoo;
gives healthier
looking hair in
just one wash
Take care
Garnier
power light
For Men
Demographic:
Gender: Men
Working men
in the age
group of 22 to
35
Remove Dark
Dead Cells,
Prevents Skin
Production, SPF
15, Exfoliating
Take care

lxx

and Anti-
pigmenting
Properties;
lightens your skin
tone and removes
pollutants.
Garnier bb
cream
Demographic:
Gender: women
Women in the
age group of
21 to 30
5 in one solution-
Evens tones,
hydrates, renews,
protects and
lightens skin tone
Take Care
Garnier age
lift cream
Demographic:
life style
Women in the
age group of
31 to 45
Ultra-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

Nokia
Product Segmentation Targeting Differentiation Positioning

Nokia vertu Demographic:
Income and life
style
High income
group of 5 lacs
and above per
month
Created to
complement the
discerning
customer's
lifestyle, Vertu
offers tailored,
luxury services in
Nothing will
ever feel the
same

lxxi

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.
Nokia Asha
210
Demographic :
Income
Middle income
group of 55,000
per month
Java based phone
which is the only
qwerty phone
available at a
cheaper rate in
the market these
days with
applications like
whatsapp,
facebook, twitter
etc
Connecting
people
Nokia Lumia
800
Behavioural:
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
Pureview
Behavioural
:benefits
Youngsters
who are into
photography
Nokias
PureView 808 is
designed to offer
mobile phone
Connecting
people

lxxii

users a
delectable
camera for the
avid handset
photographer.

the Titan Industries: watches

Product Segmentation Targeting Differentiation Positioning

Dash Demographic: Age Kids between
6 to 14 years
of age
For sport kids and
adventurers with
trendy packaging
Fun watches
for kids
Fast Track Demographic :
Age
Youngsters
(Teenagers)
between 15
to 20
Contemporary,
Sturdy and reliable;
young vibrant and
cool packaging
Move on
Sonata Demographic :
Income
The mass
market: Low
income group
It is available in
different sub brands
like Yuva 2008 and
Super fibre;
Fashionable watch
in an affordable
price
No
compromise
watch

lxxiii

Titan Raga Demographic :
Gender- women
Women
between the
age group 25-
45
It 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 Edge Demographic : life
style
Fashion
conscious
customers
Worlds slimmest
watch
Less is more

Nebula
Zeus
Demographic :
Gender and
Income
Men 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
Octane Demographic :
Gender- Men
Urban Man Chronographic,
multifunction and
retrograde watches
with more than 35
styles with a price
range of 5,000 to
7500.
Blending Style
and
Technology



lxxiv







ANNA KATARIA- PGDM3

SEGMENTATION
Market 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 and other touch-points that best allow to
reach them.
BASIS OF MARKET SEGMENTATION
I. 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 tastes
north- plain salted
south-spicy red/chilly
west-mustard sting
east- nimbu flavor
II. 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 :

lxxv

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 brands
Rogain, Marlboro, Camel- for men
Eve, Virginia- for women

Gillette sensor excel and Gillette venus for women
Gillette 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 like
Insurance plans for individual needs
Pension plans to gaze financial stability in old age
Unit plans for investment purposes
Special plans are benefits or opportunities that is provided once in a lifetime, they are a blen of
insurance and investment

lxxvi

Group 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 brands
Raga for modern women
Purple 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
behaviour
For example: Thumbs up has an ad campaign which says taste the thunder
It 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 customers
For example: Subways have offers on Tuesdays and Saturdays for veg subs since people believe
not to eat non veg on Tuesdays and Saturdays.
V. BEHAVIOURAL SEGMENTATION :
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 usage
350 msgs free in 35 Rs
1000msgs free in 125 Rs

Occasion:divides the customer based upon their varied purchase requirements during
various occasions
For example:

lxxvii

Golds gym had yearly membership for 1499
In diwali- 1299 for yearly membership
On 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 citezons
Lilliput 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 a product or
service from others, to make it more attractive to a particular target market. This involves
differentiating it from competitors' products as well as a firm's own products.
For example,

lxxviii

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 ANALYSIS
BRAND
(category: eatables)
SEGMENTATION TARGETING POSITIONING PRODUCT
DIFFRENTIATION

Geographic
segmentation:
Preferred tastes
north- plain salted
south-spicy red/chilly
west-mustard sting
east- nimbu flavor

Targeting the
youth
Age- 20 to 35
years
They targeted
consumers who
could be out
going, fun
loving and
bindass
It is positioned as
a youthful and
innovative snack
no confusion,
great
combination
Crisp and clear
punch line.
The brand name
bingo! had a
musical sound to
it which made it
easy for people to
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.


lxxix





NAME:MANDAR PAPADKAR
TOPIC :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 audience
According 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 mix
recall.

Targeted all age
groups.
It is positioned as
very good quality
with international
taste
no one can eat
just one
Lays 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
the Kolkata region are
sold under the brand
name of "Haldiram's
Prabhuji" or
"Haldiram
Bhujiawala" while
products in
the Nagpur region are
sold under the brand
name of "Haldiram's
Nagpur", which is the
original Haldiram
family.
Targeted mainly
families
Specially
gujaratis and
marwadis
It was first
company to brand
namkeens
it positioned itself
for its taste
always in good
taste
The 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

lxxx

The 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 segmented
Example: (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 income
Example: 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.

lxxxi

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 SEGMENTATION
This 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 SEGMENTATION
1. 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 personalities
Example: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.

lxxxii

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 only
EXAMPLE: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

lxxxiii

company finds a market it wants to serve and then develop a product appropriate for thar
market.







POSITIONING
Positioning 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



DIFFERENTIATION
Product 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 1
STPD OF HONDA:


lxxxiv

OFFERINGS: ACTIVA(50000-60000)

SEGMENT: NON-GEAR SCOOTER

TARGET: FAMILY\ YOUTH

DIFFRENTIATION: FIRST MOTO- SCOOTER

POSITIONING: FAMILY VEHICLE: COMPETITIVE
POSITIONING


OFFERINGS:HONDS SHINE(45000-50000)

SEGMENT:BIKE FOR INCOME OF INCOME MIDDLE-LEVEL

TARGET: FAMILY/ WORKING PROFESSIONAL

DIFFERENTIATION: RIDING SIMULATOR, FUEL INJECTION
TECHNOLOGY

POSITIONING: MOST EFFICIENT BIKE


OFFERINGS:CBR-250R

SEGMENT: PREMIUM BIKE

TARFET:UPPER-MIDDLE CLASS(YOUTH)

DIFFERENTIATION: ABS, HYPER VTEC TECHNOLOGY,FIRST
BIKE TO HAVE SINGLE CYLINDER WITH FUEL INJECTION
POSITIONING: KNOW THE UNKNOWN



EXAMPLE 2


lxxxv

STPD OF MAGGI NOODLES


SEGMENTATION:IT HAS SEGMENTED THE MARKET ON THE BASIS OF
LIFESTYLE AND HABITS OF URBAN FAMILIES

TAREGETING: MAINLY TARGETS THE KIDS,YOUTH,OFFICE GOERS AND
WORKING WOMEN, CONVENNIENCE SAVVY TIME MISERS WHO
WOULD LIKE SOMETHING INSTANT AND BE OVER WITH IT QUICKLY

POSITIONING:IT HAS POSITIONED ITSELF IN THE SNACKS CATEGORY.
MAGGI HAS DEVELOPED ITS BRAND IMAGE OF INSTANT FOODS
PRODUCTS WITH POSITONING STATEMENT SUCH AS 2MINUTE
NOODLES AND EASY TO COOK, GOOD TO EAT.

DIFFFERENTIATION: TASTE,FLAVORS,PACKAGING,MAGGI HAS
LAUNHED WIDE VARIETY OF PRODUCTS WHICH CAN ATTRACT LARGE
SET OF CUSTOMERS. MAGGI PRODUCTS ARE AVAILABLE IN DIFFERENT
SIZES CATERING TO CUSTOMER NEEDS.



EXAMPLE 3


STPD OF MAHINDRA SCORPIO

SEGMENTATION:PEOPLE WHO PREFER A STURDY VEHICHLE WITH
LUXURY AND BENEFIT

TARGET: HIGH INCOME FAMILIES IN CLASS I AND CLASS II

POSITIONING: NOTHING ELSE WILL DO LUXURY OF CAR AND THRILL
OF A SUV

DIFFERENTIATION:COMBINED BENEFITS OF AN SUV AND A CAR








lxxxvi






Puneet Sharma
PGDM Batch 3
MARKETING 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 SEGMENTATION
E) 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:-
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 season
F) 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
6) AGE
Wants and needs change with age
Eg AMUL BEVERAGES

lxxxvii

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.

7) 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.

8) 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).

9) GENERATION
A specific generation can influence the consumer buying
behavior.
Eg NOKIA NGAGE gaming mobile for youth.

10) FAMILY SIZE
Eg COKE has bottles ranging from 500 ml to 2 ltr.
Toyota Innova for big family.
G) PSYCHOGRAPHIC
3) LIFESTYLE
Dailmer manufactures high end luxury car Mercedes-
Benz. This is a product that cannot be afforded by people

lxxxviii

from every income group. This brand targets people who
value style and elegance.
4) SOCIAL CLASS
Social class has a strong influence on preferences in cars,
clothing, furnishings etc
Eg TITAN watches TITAN xylus upper class
Sonata middle class
H) 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
3) OCCASIONS
Eg:- Kelloggs have always encouraged consumers to eat breakfast
cereals occasionally.
Archies, hallmark
Cadbury shubh aarambh
4) LOYALTY:-
Eg:-Nokia customers remained loyal to nokia because
they admired the design of the handsets.
In the US people who use Apple products are so loyal that
they even tattoo apple logo on their body.

TARGETING
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


lxxxix



xc

PROD
UCT

1.
FAST
TRAC
K

2.
SONAT
A



3.
XYLYS


SEGMENTA
TION


Demographic




Demographic





Demographic



TARGETI
NG


Youth
(18-30 yrs
old)


Youth &
Older
people
(18-60 yrs
old)

Office
goers (25-
60 yrs old)
POSITION
ING


How many
do you
have.


Wait mat
kar.




Design it
matters
PRODUCT
DIFFERENTIA
TION

Available in
cool straps.



Available in
gold & rubber
straps.



Available in
leather straps.

xci




Umang Gupta.
STPD- Principles of Marketing- Trimester 1
Segmentation:
Markets are not homogenous. Consumers vary on various dimensions and can often be
grouped according to one or more characteristic. Although each customer is different from
each other, it is not economically viable to have a tailored marketing mix for each segment.
Hence a marketer needs to segment the market, and club similar customer in groups of
near homogeneity, so that they can be served with a marketing mix.
A Market segment consists of a group of customers who share similar needs and wants. A
marketers job is to identify and classify segments and choose which one to target.
There are two broad approaches that can be used for segmenting markets.
i. Descriptive Characteristics
ii. Behavioral Characteristics

Descriptive Segmentation

Behavioral Segmentation
Geographic Characteristics
1 Region 1 Occasions


Demographic
Characteristics 2 Benefits
1 Age
2 Family Size 3 User Status
3 Gender
4 Income 4 Usage Rate
5 Occupation
6 Education 5 Loyalty of User
7
Socio-Economic
Classification
6 Readiness of Markets

Psychographic
Characteristics
1 Lifestyle 7 Attitude of user
2 Personality

Case Studies & Examples:
Geographic Characteristics:
1. Region Based:

xcii

i. Quaker Idli (Oats): Made of oats, this product is targeted specifically for
health conscious, Idli and Fermented batter products consuming market in
South India. This is in competition with Gits & MTR readymade foods.
ii. Nescafe: The brand communicates the message of trying the first cup. This is
specifically targeted to the predominantly tea drinking North India, urging
them to switch over to coffee.
iii. Ezee Liquid Detergent: This detergent is specifically produced for the soft
wash that Wollens and other sensitive clothes, generally worn in the colder
North & North East region

Demographic Characteristics:
1. Age Based:
i. Vi Johns Almond Drop Oil: With Brand Ambassador Sonali Bendre, the
product is specifically segmented for Middle, and older women in the age
group of 30-65. The product is positioned as Only Shine- No Side Effects,
with a specific emphasis on no damage caused due to application.
ii. Kellogs Special K- The product is positioned as a health conscious alternative
to breakfast, for women in age group of 18-45, who live in Urban Settings and
actively participate in economic activities.
iii. Mc Donalds Happy Meal: While the remaining Mc Donalds product targets
the youth and fast food consuming; employed, teenage generation, Happy
Meal is a product designed keeping children in mind. The toys and
combination of Ice-Cream, Soda and Burger products is the ideal pull for the
children in age bracket 6-14 make their parents pull towards visiting Mc
Donalds

2. Family Based:
i. Pepsodent Germicheck: Positioned as a toothpaste that protects the entire
family by protecting against germs, the brand uses imagery of a perfect
family of kids, where papa Shah Rukh Khan instructs his kids about benefits
of using Pepsodent regularly
ii. Nerolac VOC Paint- A paint that does not emit harmful chemicals and also
protects the house from external damages. The brand uses imagery of Shah
Rukh Khan, the caring father and his pregnant wife, clearing all doubts of
security and safety of the family.

3. Gender Based:

xciii

i. Bajaj Wave: A light 110 cc vehicle, specially designed for women, with shock
absorber suspensions for light city travel

4. Income Based:
i. Taj Mahal Tea: Premium Tea, with a consistent positioning of Wah Taj and a
reputation of class and quality. Offers exotic variants like Nilgiris, Cardomom
& Darjeeling, that differentiate it from other, lower priced brands
ii. Honda Dream Neo: Priced at INR 43,150, for the economy class buyers, this is
a low cost, low feature motorbike, with a promise of high mileage (74 kmpl)
at reduced performance
iii. Branded Inner wear: The segment is divided on income basis, where the
Economy Brands are dominated by Amul Macho, VIP & Rupa; who are priced
in the range of INR 50-200, and Premium and Middle segment is dominated
by luxury brands like Hanes, Triumph and Jockey (INR 200-1000)

5. Occupation Based:
i. JK Wall Putty: The product is marketed only for the direct consumers; i.e,
Civil Engineers and employees of Construction and Housing industry

6. Socio-Economic Classes:
i. Godrej Matrix: A high tech innovation in safes and lockers, this product is
marketed to SEC A1, A2 & B1 classes only, for the product will be used and
understood by people of that level of education and occupation
ii. Caf Coffee Day: While competitor Barista and Costa vie for the attention of
more savvy, older professionals and Businessmen, positioning the brand as
an alternative for offices for conducting appointments and meetings; CCD has
distinctly designed itself for the Urban youth and young professionals, either
in college or recently out of it. The zany interiors, funky ambience and
combo-culture inspired menu offerings clearly earmark it for SEC A2 and B1
category of consumers
Behavioral Characteristics
1. Usage Status:
i. Ozo Deo: Positioned as a Play Easy brand, it communicates the message of
easy-going, carefree attitude while styling up, as compared to a very
conscious and careful imagery that other brands like Axe and Zatak convey. It
tries to communicate to the frequent users to opt for wearing cool styling,
rather than obvious, in your face fragrance

xciv

ii. Ghadi Detergent: Very clearly attacks the regular users of the product
category, by appealing for a trial before forming Brand Loyalty

2. Usage Rate:
i. Tata Ace: Redlined the last mile in cargo distribution, by making a product in
the light commercial vehicle segment that is sturdy and reliable. Key
differentiating factor of a 4 wheeler vehicle, instead of the regular three
wheeler one
ii. Amul- In the Eats Milk Everyday Campaign the brand pitches for benefits of
regular consumption of Milk and Milk products for health benefits
iii. NECC(National Egg Coordination Committee): With the tagline, Sunday ho
Ya Monday, Roz khao Ande the brand very effectively communicated the
importance of regular consumption of eggs

3. Readiness of the market:
i. Skore Chocolate Condoms: Its a naughty world. Get ready is the tagline for
the brand. The product is clearly marketed for active users, educated about
the need of the product, and also aware of the benefits of variants like
flavored condoms.

4. Attitude of the user:
i. Ujala Fabric Whitener: With a memorable jingle describing the products
efficacy and technological edge, and a packaging that clearly differentiated
the product from competitors, Amar Ujala was segmented for the users who
were in look out for a change or a new product

Targeting:
Choosing which and how many segments a product has to be marketed to is called
targeting. Companies need to choose whether they will cater to mass markets or a few
niche ones. This choice is determined by the marketing mix and the positioning chosen for
the brand.
Types of targeting:
1. Undifferentiated Targeting
2. Differentiated Targeting
3. Focused/ Concentrated Targeting

Positioning:

xcv

In most markets, many companies provide the same basic solution to a customer need.
Positioning is the process of creating a distinct offering and communicating it. Elements of
a positioning are:
1. Target Market (Who do we create a positioning for?)
2. Differential Advantage (What is the Unique Selling Proposition?)
3. Communicating the differential advantage (How do we sell the USP?)
In short, one broad proposition that summarizes the product and its benefit is the
positioning of the brand.
Examples:
i. SantoorSandal Soap- Ageless Skin positioning
ii. Mahindra & Mahindras SUV Xylo- Age of Sedans is over positioning
iii. Dalda Rebranding- Change from being perceived as a Vanaspati brand to the
Husbands Choice oil

Differentiation
The process of distinguishing a product/service from a host of other similar
products/services in the market, by the virtue of product use, distribution channel,
packaging, promotion and other marketing factors is called Differentiation.
The obvious and most compelling means for differentiation relate to the core value of the
product.
Examples:
i. Fastrack- Offers stylish, colorful watches through dedicated outlets and MBOs at
a price range the TG can afford
ii. Himalaya- Offers medicines which are made of natural ayurvedic ingredients,
marrying the concept of allopathy and Indian medicine.
Types of differentiation:
1. Packaging
2. Product
3. Distribution
4. Price
5. Promotional
6. Image







xcvi
















Marketing STPD Assignement
By Shubham Bhatia


Segmentation: The process of breaking down all consumers into groups of potential buyers wit
similar characteristics.
Need of Segmentation:
In terms of potential buyers, not all of them are created equals. Some people are more
equal than others.
In Terms of marketing budget, as marketing budget is limited so to get the biggest bang
for your bucks, focusing on segment is important for selling and tailoring the offering
towards them.

Bases for Segmentation in Consumer Markets:

Consumer markets can be segmented on the following customer characteristics.
Geographic
Demographic
Psychographic
Behavioralistic



xcvii




Fig 1.1 Bases of sementation in India






Geographic Segmentation

The following are some examples of geographic variables often used in segmentation.
Region: by continent, country, state, or even neighbourhood
Size of metropolitan area: segmented according to size of population
Population density: often classified as urban, suburban, or rural
Climate: according to weather patterns common to certain geographic regions
Examples of geographical segmentation:


McDonalds globally, sells burgers aimed at local markets. For e.g. burgers are made from
lamb in India because of religious issues and in Mexico more chilli sauce is added
according to local taste preferences of Mexicans. And so on.

xcviii

Bennett Colemon and Co. Ltd. Divided markets according to geographical units of their
tabloid. For e.g. Mumbai mirror, Kolkata mirror, Ahmadabad mirror, Pune mirror and so
on.
HUL sells fair and lovely its brand of fairness cream only in India.
Rasna internationally gives instant syrup which dissolves in glass of water and does not
contain a lot of sugar but in India it offers its product in powder form with high content of
sugar.

Demographic Segmentation:

Demographic segmentation divides the groups based on variables such as:
Age
Gender
Family size
Family lifecycle
Generation: baby-boomers, Generation X, etc.
Income
Occupation
Education
Ethnicity
Nationality
Religion
Social class

Many of these variables have standard categories for their values. For example,
family lifecycle often is expressed as bachelor, married with no children (DINKS:
Double Income, No Kids), full-nest, empty-nest, or solitary survivor. Some of these
Categories have several stages, for example, full-nest I, II, or III depending on the age of the
children.


Examples of Demographic Segmentation:
Based on Age:
Amul has segmented its production different groups.
For kids: Amul Kool, Chocolate Milk, Nutramel energy drink.
For Youth: Amul cool Kafe.
For Women And Older people: Amul Calci+, Amul shakti Energy drink.
Nivea Cream has product for age groups ranging from kids to adults.
For Kids: Swim and play Kids sun Lotion.
For Adult (18 to 28): Nivea Soft.

xcix

For Adults(30 and above): Nivea Anti wrinkle Cream.

Based On Gender:
Fair and lovely has cream for male (Fair and handsome) and female (fair and lovely)
segments.
Titan has watches for
Men: Titan Classique and so on.
Women: Titan Raga and so on.
Based on Family Size:
Maruti has Car segmented based on Family size:
Alto: for 4 members.
SUV XA alpha: For 6 members.
Omini: for 7-8 members.

Based on Income:
Big Bazaar specifically targeted households with monthly income in the range of 20k to
50k through its wide variety of offer sales and tagline isse sasta aur kaha
And has targeted Households with monthly income in the range of 50k and above by a
specific offers offering them 20% extra on prepaid recharge cards for shopping.

Titan has segmented Buyers on the basis of Income Groups.
Titan Aurum, Titan royale in gold/jewellery watch segment targeted at HMIG of 1 lakh
and above.
Titan also offers Titan Exacta for daily user segment targeting consumer amongst the
HMIG of below 40k range.

Psychographic Segmentation
Psychographic segmentation groups customers according to their lifestyle. Activities,
Interests and opinions (AIO) surveys are one tool for measuring lifestyle. Some
Psychographic variables include:

Activities
Interests
Opinions
Attitudes
Values
Examples for Psychographic segmentation:

c

Tata Tea through the opinion based ad campaign has used the psychographic mode of
marketing in their recent commercials like Tata Tea Jago Re!! POWER OF 49.
Suzuki in their ad Campaign Apna Way of Life focused on Values as a psychographic
marketing strategy.
Coca Cola with its campaign Live like Grandpaa did targets lifestyle and is promoting
awareness of need to live a healthy lifestyle.


Coca Cola AD campaign for Obesity Awareness
Tata Nano Targets youth with its new advt campaign Awesome.


Tata Nano Advt. Targeting the youth and rebranding
the car from a budget car to a youth car.

Behavioralistic Segmentation:

Behavioural segmentation is based on actual customer behaviour toward products.

Some behavioralistic variables include:
Benefits sought
Usage rate
Brand loyalty
User status: potential, first-time, regular, etc.
Readiness to buy

ci

Occasions: holidays and events that stimulate purchases


Behavioural segmentation has the advantage of using variables that are closely related to the
product itself. It is a fairly direct starting point for market Segmentation.

Examples of Behavioralistic Segmentation:
Cadbury targeted customers through behavioural segmentation by closely associating
their product Cadbury celebration for festivals and occasions.

Cadbury Celebrations poster Advt for Raksha Bandan.
UCO bank in its advt. campaign with a tagline Honours your trust


UCO Bank Logo
Nescafe launched a campaign to target first time/ potential users by promoting the brand
with a tagline have you had you first cup? and also the same was launched as a
different packaged product.

cii



Nescafe MFC Sachet.







STPD Analysis Brand wise:

STPD analysis of HONDA bikes in three different segments:

Product Segmentation Targeting Positioning Differentiation
Shine

Demographic(Household
Monthly Income based)
(HMI 25,000 to 40,000)
Priced at 50,000

-Business class
-Working
professionals.


Indias first
Ergo Tech
City Rider
-125cc
optimax
engine
-Ergo tech
CBF Stunner
PGM - FI
Demographic(HMI
40,000 to 70,000 )
Priced at 80,000
- College
goers.


First of its
kind sporty
bike in 125 cc
segment.
-Tubeless tyres
-black Alloy
wheels
-Maintenance
Free battery
Honda CBR
250 cc
Demographic(HMI-
70,000 and above)
Priced at 2 lakh.
-Youth
-professional
stunt
performers.
Targeted at
mid power
segment for
the range of
200cc to
400cc.
Single Cylinder
engine, noise
less crankshaft,
fuel capacity of
3.4 gallons.

ciii






Abhay Wagale
1) Moov




Brand Segmentation Targeting Positioning Differentiation

civ

Moov
Tube
Demographic
(Gender). Indian
Housewife.
Targeted the Indian woman
as she is the key influencer
in the household and more
prone to backaches.
Focused only
on backache
segment aah
se aaha tak
and chain ki
garmahat
Purple color to catch
the eye of the Indian
woman.1
st
to
introduce lamitube.
Where competitors
were providing glass
bottles.
Moov
spray
Demographic
(Enthusiast
Male
sportsperson)
Single unattended male.
People who live alone,
sports enthusiast.
Instant relief
positioning.
For people
who do not
have anyone to
apply and
maalish. Jab
koi na ho
saath
Easy to use spray,
Stain free for your
clothes. Counter
irritant.
Moov
tube
Psychographic
(Physically
active adults,
housewife
values, dreams
and unmet
needs)
Active adults were told
backaches driven by
stressful lives, driving,
accessing computers, faulty
posters while sleeping, state
of roads. Housewifes
tireless commitment
towards her family.
Rama ki aah
and Aap ke
ghar kaun rehta
hai
Family sized tube for
all. Moved on from
backaches to all joint
pain and other aches
5gm
economy
pack
Geographical Individual pack and also for
the rural section
For 2-3 times
use
1
st
to launch a 5gm
economy pack in this
section


cv



2) Bisleri.high on water




Brand Segmentation Targeting Positioning Differentiation
Bisleri 1 litre Geographic
based on
For the
travelers where
Aqua green
color used for
PET bottles. Sparkling
clear water. Tamper

cvi

travelers and
commuters who
do not get good
drinking water
in rural areas
good drinking
water might
not be
available and
city commuters
for their
convenience
freshness and
purity.
proof seal.
Bisleri 20litre
pack
Demographic
based on family
size and also
Corporate firms
(Size),which
did not have a
piped water
connection
Corporate
firms and small
scale offices
Convenience
for the firms
and corporate
offices
1
st
to introduce it.
(500ml/1litre/2litre/5litre)
variants for family and
20litre bottles for
corporate usage.
Bisleri
Mountain
water
Psychographic
and Geographic
segmentation
for premium
users. Only 2-
5% of packaged
water is
Himlayan
water.
Premium users,
health
conscious and
urban people,
who know
what they are
buying. Niche
market Europe
and The United
states
Wellness
proposition
Bottled at source. Low on
Na content and sulphates
as detoxifiers. Range of
200/500/1000ml




cvii




3) Nivea (Suncare)


Brand Segmentation Targeting Positioning Differentiation
Nivea sun
SPF 50plus
Geographic
segmentation based on
the regions weather
For all consumers
located at
different regions
with diff. climatic
conditions.
People in
Protection from sun
and informing the
consumers of the
importance of sun
protection
Varying products for
varying climates and
regions. Based on
consumer feedbacks.
Different SPFs ranging
from 10 to 50 and above

cviii

Mumbai wont
required the same
SPF as people
who live in Jaipur
for different climates and
regions.
Nivea sun
spray
Psychographic
segmentation for sun
avoiders and for quick
application for men.
Men and sun
avoiders, careless
tanners, Nave
beauty conscious
people
Educate and
convince sun
avoiders and
careless tanners the
importance of sun
protection
Easy to apply. Quick
protection. No need to
wait for 10 mins and then
head out in the sun.
Nivea sun
Kids
Demographic
segmentation based on
age
Kids but through
their parents, who
are protective
about their kids
getting sunburns
and tans
Parents who are
concerned for their
kids skin were
informed about the
harmful effects of
UV to make them
realize sun
protection is imp for
kids too.
Colored formulation for
childrens sun products,
making it fun
Nivea light
feel
Psychographic
segmentation based
concerned consumers,
nave beauty conscious
people
Daily usage for
people who are
concerned for
their sensitive
skin and for sun
avoiders.
Making sun care
simple. Reinforcing
the immediate care
message.
Quick sun protection.
Moisturizing lotion
inclusive.















cix








SEGMENTATION (Harish pg3)
The process of defining and subdividing a large homogenous market in to
clearly identifiable segments having similar needs, wants or demand
characteristics .Its objective is to design a marketing mix that precisely
matches the expectation of customers in the targeted markets.
Bases for segmentation
Geographic segmentation -: Geographic segmentation calls for division of
market in to different geographical units such as nations, states, regions,
countries etc. For eg- MTR readymade foods have different products which
caters to people in south & north like upma ,dosa for southindian people and
palak paneer ,aloo matar for northindian people .Ananda bazaar patrika has
news channel for different region like ABPNEWS for north,ABP MAAGA,ABP
ANANDA.


Demographic segmentation -: Demographic segmentation is the method of
dividing markets on the basis of demographic variables.
AGE- TITAN Zoop for kids between 5-17, fast track for 18-30, Titan Karisma
for 40 and above

Gender - Product is divided on the basis of gender
Male Female
Fair &lovely Fair & handsome
Scooty streak Scooty pep
Titan Automatic,Edje,Tycoon,Octane Titan Raga,Nebula,Obaku




cx

Income
Products Income range( per month)
Maruti alto,astar,omni Rs 30000-Rs40000
Maruti desire,Ertiga,Ritz Rs50000-Rs60000
Maruti Kizashi Rs 100000-Rs 200000


Family Size- Dominos offers pizza in various sizes like small, large, medium
depending upon the number of people.
Occupation Hush Puppies offers shoes based on occupation. For e.g.Mocca
Zero, Hpo2 flex, Maycomb are formal shoes for business people. Montrose sl,
Leo for students.
Psychographic segmentation it is the method of dividing markets on the
bases of attitude & values.
Values- when Indians buy products they want maximum features & benefits
for that cost. Micro max came with fun book tablets which had various
features & benefit at minimum cost.
Attitude- Raymonds advertise their product with tagline saying a complete
man. Fast track has various watches based on attitude of people.
Behavioural Segmentation
Personality-

Occasion Cadbury came up with Cadbury celebration which can be used for
diwali & rakshabanshan
Specific needs- Coalgate active salt, Coalgate herbal, coalgateplax, Coalgate
sensitivity are the toothpaste that cater for specific needs.
Life Style- Titan Raga for modern working women, Titan zoo for kids, Britania
multigrain biscuits for people who follow healthy lifestyles.

STPD OF 3 BRANDS
PRODUC
T
SEGMENTATIO
N
TARGET DIFFERTIATI
ON
POSITIONIN
G
Honda
Pleasure
Gender-Female Young women-
18-30yrs
Lightweight,l
ow&easy
maintainence
,better
mileage
Why should
boys have all
the fun

cxi

Fast track Age Young male &
female 18-30
Cool straps,
oversized
Displays
How many
you have
Mahindra
scorpio
Income Person who has
an income of Rs
100000-
200000 per
month
Power full
engine,
suitable for
Indian roads
& more space
Live young ,
live free





Vidita Agarwalla


Brand



Segmentation


Targeting


Positioning

Differentiation

Samsung
Guru 1200
(Rs.1040)


Income


People with
income of less
than
Rs.10000/month

Dil toh jeb
main rakha
hai

1.Reliability ,
Good battery life
2.Dual SIM
option
3.Basic functions
like Torch,
Internet, Camera,
Audio player,
video player


Samsung
Galaxy Y
Duos
(Rs. 6500)


Income

People with
income range of
Rs. 20000-
Rs.30000

Mera pehela
smartphone

1.Android OS
with 3G support
2. Light weight


cxii

Samsung
Galaxy
Note 2
(Rs.
35881)

Income People with
income of
Rs.50000 or
above
Be creative 1. S pen
2. HD super
amoled
3. Multi-
window





Segmentation: There are various types of segmentation. Some of them are
A) Geographical Segmentation: Star India has various channels at state level
like Star Jalsa in West Bengal, Star Pravah for Maharashtra and Star Vijay for
Tamil Nadu.






B) Demographic
Segmentation: This segmentation can be done
on the basis of gender, age, Income, education,
occupation. In gender based segmentation, Emami has products like Fair and
Ageless for women while Fair and Handsome for Men.


cxiii


In age based segmentation, Kellogs has honey loops and chocos for kids and
Kellogs k cornflakes for women. It also has regular cornflakes for regular
consumer.






cxiv


In income based segmentation, Maruti swift is for people with income of Rs.5-6
lakhs pa and Maruti SX4 for people with income range of Rs. 7 to 10 lakhs pa.





In family size segmentation, Maggi noodles offer different size packages
ranging from 1 cube pack to 12 cube pack.


Psychographic segmentation: Titan offers different watches for different lifestyles
and attitudes-
Fastrack for youth
Steel for young executives
Raga as womens ethnic range
Nebula luxury watches



cxv
















MARKETING Assignment On Segmentation, Targeting, Positioning And Differentiation

Name: Nikita Patil
Batch: PGDM-3


SEGMENTATION
Segmentation is the procedure that an organisation goes through to segregate the market into
different groups according to the different characteristics which might need different products.
The Marketer, groups various people into segments on the basis of similar characteristics, tastes,
perception etc. so that they will have a similar view/response to a particular product launched
specifically for each segment.

In simpler terms, it is the way a marketer cuts the universe into groups or smaller
parts having similar needs is segmentation.
The product of the company cannot be for everybody and hence as a segment, marketer
1) Prioritise and
2) Focus










Heterogeneous Market
Micro segment Niche Market Mass Market

cxvi



MASS MARKETING :
It is a market coverage strategy in which a firm decides to ignore market segment differences
and appeal the whole market with one strategy.

Example:

Coca Cola :
This brand was launched ignoring all the market segments.
1) One colour(black)
2) One Size (6.5 ounce)



MARKET SEGMENT DIMENSIONS:

Demographic Geographic Psychographic Buying
Behaviour
Age Region Values Occasions
Gender City Lifestyle Benefits
Income Continent Personality User status
Occupation Climatic Zone SEC Usage Rate
Education Urban/rural Loyalty
Family Size


1) DEMOGRAPHIC :

This consists of various factors :
1) AGE :

Example:

I. Proctor N Gamble ha different types of Diapers :

Diaper brand Year Category
Pampers 0-2 years
Whisper 15-50 years (only Women)

cxvii

Adult Diapers(wings) 50+

II. Pepsodant Toothbrushes
Pepsodant came out with two types of brushes : one for kids and other for
Adults.

KIDS ADULT
More attractive Soothing colors
Soft bristtles Medium / hard bristtles
Cartoon designer More Flexible
Smaller to medium size
Attractive colors


2 ) GENDER :

Example:

I. Hindustan Unilever Limited(HUL)


CREAM(COSMETICS) GENDER
Fair N Lovely Female
Fair N Handsome Male


II. Titan


GENDER MALE FEMALE
BRAND HTSE, TYCOON,
OCTANE, ORION
RAGA, NEBULA
3. INCOME

Example:
I. SAMSUNG

PRODUCT PRICE RANGE INCOME
Samsung Guru series 500-5001 <8000 monthly
Samsung Omnia and
Galaxy Core , Duos
7000-15000 >8000 but <18000
monthly
Samsung S Series 20000 onwards >20000 monthly

cxviii


4. FAMILY SIZE:

Example:
I. General Motors

Car Name No of Persons that can be
accommodated
Reva 2
Chevrolet Spark 4
Chevicruze 5
Chevorelete Traverse(SUV) 6
Cadillac Escalade 8



II. Coca Cola

It came up with different sizes of bottle fitting consumer needs.
1) 250 ml
2) 350 ml
3) 500 ml
4) 1 lt
5) 2 lt





2. GEOGRAPHIC

1. Urban/ Rural:


cxix

Example: I. Dove Shampoo
PACKAGING
Bottles Urban
Sachet Rural

2. Climatic Zone :

Brand : Lifestyle
Winter Collection.
This brand has their Winter collection in city like Delhi and Nagpur because the
climate types include WINTER as one of the climate.
However it does not have winter collection in Mumbai since there is no WINTER
weather there.

3. Region
Matrimony Websites- Shadi.com

This company has different sections on the basis of region like
Bengali
Guajarati
Marathi
Koshta
Orrisa, etc

2) The biggest example is of ZEE Entertainments Ltd.


Channel Details
9X Hindi general entertainment
Zee TV Hindi general entertainment Channel and flagship
station
Zee Cinema Hindi Movie channel
Zee Cafe English general entertainment channel
Zee Alwan Arabic drama channel with dubbed Hindi serials,
dramas and shows
Zee Salaam Urdu
Zee Variasi
Zee's Malaysian Channel
Zee Telugu
Telgu Channel
Zee Bangla
Bangla Channel
Zee Kannada
Kannada Movie
Zee Marathi
Marathi channel
Zee ETC Punjabi
Punjabi Channel


cxx

4. Continent :

Examples: Mac Donalds

It has identical menus all over the world. However there is exception in case of
India.
Mac D doesnt serve any dishes that are made up of Beefs.
The reason being in India, cows are considered as holy figure.


Psychographic:

Values: These are the principles in which we have been culturally born with or grown
up with.

Attitude: Deeper perceptions formed on these values.

Behaviour: It is cause of values and attitude Or it is revolt of values and attitude.

Values:
Example : Subway

There are no non vegetarians Subway On Tuesday In India.
Because in Indian values, Tuesday is supposed to be day of All Gods.

Lifestyle:
Example: Titan


Nebula Most premium consumers(Gold)
FastTrack Youngsters showing style quotient
Raga Women for sophistication
Purple Style-Trend setting
Zoop Funky Watches for children
Tycoon Business Class
Bandhan Couples


PERSONALITY:

Example: Mountain Dew
This was associated with guys having adventures personality.

cxxi


BEHAVIOUR:

OCASIONS:
Example: Celebrations

Cadbury celebrations Rakhi
Cadbury celebrations Kuch Mitha ho jaye
Cadbury celebration Bandhan
Cadbury celebration Tohfa
Cadbury celebration Diwali



BENEFITS:
Example: Dove

It has come up with different series of Shampoos.
1) Antidandruff
2) Hair Fall
3) Damage Repair
4) Smooth N Silky
5) Dry hair repair
6) Daily use

USER RATE:
Example: VODAFONE


SMS PACK 35/-
Night TalkTime 22/-
STD Call Pack 99/-


LOYALTY:
Example: AMUL

Amul has got highest market share.
Amul Butter is sold highest in India.
This can be defined as Loyality of Customers towards brand.




cxxii



POSITIONING:

The position is the way the product or the brand is defined by consumers on important
attributes.
Positioning is the perception of a brand or product it brings about in mind of a target
consumer and reflects the essence of that brand or product in terms of its functional and non-
functional benefits as judged by consumer.

Example :
Maggie 2mins
Navratna Thanda Thnada Cool Cool
Head N Shoulders Anti dandruff
Benadryl Cough Syrup
BMW Ultimate Driving Machine
Silk Molten Choclate
Godrej Quality Locks



TARGETTING :

In evaluating different market segments. The firm must look at two factors.
1) The segments overall attractiveness
2) Companys objective and Resources

Then, Does potential segment have characteristics like
1) Attractive
2) Size of Market, growth and profitability
3) Available resources
4) DIFFERENTIATION:

Basically How your product is different from other product in terms of Tangible Things
is nothing but Differentiation


STPD of Whole Product:

1) Godrej


cxxiii

Washing Machine (Tilted washing machine): EON ERGOZ Series (GWI 5511
REOS)
Godrej initially had 2 Types of Machine
1) TOP Load
2) FRONT Load

Machine Type Advantages Disadvantages
TOP Load Working Ease/Convenient Efficiency not good
FRONT LOAD Efficiency Good Working
Ease/Convenience not
good

Now looking at the disadvantages they came up with an idea to design a washing
machine which would include all the advantages (WORK EASE+ EFFICIENCY)
Hence they came up with an concept of Tilted washing Machine

Segmentatio
n
Targetting Positioning Differentiation
Gender
Age

Physical
Behaviour
Working
Women,
Housewives
25+
Back Problems
Convinience +
Quality

Vibrant colors to
attract women

A design that helps
you maintain a
good posture which
enhances your
comfort and
efficiency by
preventing back
and knee problems.
1
st
such product
in market
Kilt tilted at 45
degree angle
Allowable
movement of 15
degrees


cxxiv

2 . GODREJ FRIDGE
CHOTU KOOL

This Fridge is a 15 L small fridge.


Segmentation Targetting Positioning Differentiation
Income(Monthly)

Geographical
<10,000

Rurals/Slums
Small ,
Power
savour(less
electricity),
Cost effective


Only concept in
market








3) TITAN

Titan has launched may different brands of watches.
Let us take one RAGA.

Segmentation Targetting Positioning Differentiation
Gender

Female

Inspired by
Women who
Delicate
Designing

cxxv

Age

Lifestyle


SEC
30+

High Class Living
or Fashion
Oriented
Segment
A1,A2,B1
transcends roles
with poise

Exquisite
Watches

Sensuality+
Elegance



Studded with
Diamond


















cxxvi


















Ankur Sheth
PGDM-3
Segmentation
Market segmentation is the subdivision of the market into several sub-markets (segments)
each of which tends to be homogeneous in all significant aspects Philip Kotler
Simply put, it is the strategy of dividing the markets in order to conquer them.

Types of Segmentation:
Geographic Segmentation: The marketer divides the market into different
geographical regions like countries, states, cities and neighborhoods.

Eg: The Sun Group has segmented its channels to cater to its audiences as per the
states.

Channels Language State
Sun Tv Tamil Tamil Nadu
Gemini Tv Telugu Andhra Pradesh
Udaya Tv Kannada Karnataka
Surya Tv Malayalam Kerala

Demographic Segmentation: It means the process of dividing the market variables
which include age, gender, income, family size, occupation, religion and education.

Eg: 1) Age: Nestles Cerelac offers a unique range of baby foods as per the infants
age.

cxxvii


Age Product
4-6 months Cerelac Infant Cereal Rice
6-8 months Cerelac Infant Oats with
Prunes
8 months onwards Cerelac Multi-grain Cereal
with Pear

2) Gender: Emami offers the Fair & Handsome fairness cream for men. The prime
reason behind launching this product is that since men are generally more exposed
to sun and dust, fairness creams meant for women may not be as effective. The
product was a runaway success by doing a business of Rs.30 crores in the very first
year of its launch.

3) Income: Tata Motors offers a wide range of cars across income groups. Its
product portfolio ranges from a Nano to the Jaguar XJ makes it a classic example
for Income based segmentation. The Exhibit below would substantiate the same.




4) Family Size: HUL markets Kwality Walls depending on the number of consumers
who would be having the ice-cream. The frozen candy Paddle pop is ideally made
to be consumed by 1-2 people whereas its premium dessert offering Carte Dor is
being sold in bigger packs which are meant for 4-5 consumers.
Jaguar F-type,
XJ ( Rs.90 lakhs
to 1.80 crores)
Free Lander (
37lakhs - 46 lakhs)
Tata Safari (8.6lakhs - 13.5
lakhs)
Tata Sumo ( 7lakhs to 9 lakhs)
Tata Vista, Manza ( 5 lakhs- 8.14 lakhs)
Indica V2, Indigo (4lakhs - 5.8 lakhs)
Tata Nano (Rs 1.45 lakhs- 2.2lakhs)

cxxviii


5) Occupation: Dell India markets its Latitude E5430 and Latitude E5530 which
are meant for small and medium businesses and the configurations of the XPS-12
are meant for professional gamers.

6) Education: Education provider TIME offers its courses as per the aspirations of its
customers. It offers its CAT & CMAT coaching services for students who wish to
make a career in the field of management and MCA entrance preparatory classes for
students who are interested in computer science.

7) Religion: Cycle Agarbathies markets its offerings by targeting Hindus who follow
a custom of lighting incense sticks while doing their morning pooja.

Psychographic Segmentation: The buyers are divided into different groups on the
basis of their personality traits, lifestyle and values.

1) Personality Traits: In the year 2008, Citi Bank had come up with an ad campaign
Citi never sleeps. The aim of such a campaign was to make its products appeal
to customers who are urbane, socially active, and hardworking.
2) Lifestyle: McCain Foods markets is frozen foods such as Veggie Nuggets, Aloo
Tikki, French Fries, etc for working women who need to balance their work and
family and are always on the move as it saves time or women who dont know
how to cook.
3) Values: LIC marketed its insurance plan Jeevan Anand which focused on the
values of a responsible father who cares for his wife and childrens financial well
being even after his death.

Behavioral Segmentation: Marketers segment their customers as per occasions,
benefits, user status, usage rate, and loyalty status.

1) Occasions: Archies sells its special greeting cards as a special offering during
Diwali, Rakshabandhan, and Valentines Day.
2) Benefits: The buyers are classified by the benefits they seek from the product.
Marico markets its product, Livon for women who are looking to have straight
hair after drying their hair after shampooing them.
3) User Status: Every product has its set of Users, non-users, potential users, and
first time users. LIC is currently running a campaign for revival of its lapsed
policies by levying lower charges.

cxxix

4) Usage Rate: Airtel has special packages and offers to retain their customers
patronage.
Subscribers with only incoming call volumes are offered a Rs.54/- recharge
voucher with a 6 months validity. The outgoing call charges are levied at 1.5p
per second. They have formulated a post paid rate plan for subscriber with
heavy usage. The subscribers are charges Rs.1599 per month as a rental and are
offered 10,000 free local and STD calls. They are also offered 8GB of 3G data
usage for free under this rate plan.
5) Loyalty Status: Jet Airways has a customer loyalty program called Jet Privilage
in which it categorizes its customers as per the Jet Miles they have accumulated
over a period of time. It has 5 membership tiers viz, Blue, Blue Plus, Silver, Gold
and Platinum.




JetPrivilege tier benefits at a glance Applicable on Blue Blue Plus Silver Gold Platinum
Promotional offer valid till September 30, 2013 for JPMiles redeemed online
For award tickets (within India) - at a 20% discount on JPMiles
redeemed***


For award tickets to Gulf and Asean routes - at a 25% discount
on JPMiles redeemed***


Before you travel
Booking
Bonus JPMiles for e-services^ - Online / IVR
Jet Airways e-booking services - 500 Bonus JPMiles


JetKonnect e-booking services - 250 Bonus JPMiles


Check-in
Bonus JPMiles for Web / Kiosk*
Jet Airways e-check-in services - 250 Bonus JPMiles


JetKonnect e-check-in services - 125 Bonus JPMiles


Tele Check-in


Reservations and cancellations
Guaranteed reservations up to 24 hours prior to departure on a
full-fare Economy ticket - Y / M class (9W code) and W / Y class
(S2 code) for flights within India


Pre-reserve seat(s) (331 days in advance and up to 48 hours
prior to flight departure)^^

cxxx

International


Within India for Jet Airways and JetKonnect flights (9W code)
booked at jetairways.com
Cancellation fees waived on fares (flights within India)


At the airport
Check-in at Dedicated counters^^^


Priority Stand-by at airport


Priority Baggage Tagging


Additional baggage allowance
Within India (not applicable on ATR flights)

10 kgs 15 kgs 20 kgs

10 kgs 15 kgs 20 kgs
Lounge Access within India (Self only)
Premire


Economy

Economy


Lounge Access International (Self only)
Premire / First Class


Economy



Earning of JPMiles
Tier Points and Tier JPMiles on eligible classes


100% Base JPMiles across all Economy revenue fare
types on Jet Airways (except G class - 75%) and in
Premire and First Class


75% Base JPMiles across all Economy revenue fare
types (except G / V class - 50%) and 100% JPMiles
in Premire


Cabin Bonus JPMiles
First Class

100% 100% 100% 100% 125%
Premire 50% 50% 50% 50% 60%
Tier Bonus JPMiles

10% 20% 30%
Claim missing JPMiles online through jetairways.com


Claim missing JPMiles by contacting the JetPrivilege
Service Centre


Purchase JPMiles (Rs. 1.25 per JPMile)


Redemption of JPMiles
Eligibility criteria: on accumulating 3500 JPMiles and 2 activities

cxxxi

Online / Offline / Redeem at JetPrivilege Service
centre / IVR / online request form*

Transfer JPMiles (Rs. 200 per block of 500 JPMiles)


JPMiles Upgrade


Cash N Miles for Jet Airways and JetKonnect (9W
code) for select flights within India booked at
jetairways.com


Cash Upgrade on award travel (within India)


Other Benefits
First flight bonus: 250 Bonus JPMiles



Blue Plus tier attainment bonus: 750 Bonus JPMiles



Non-expiry of JPMiles


Upgrade vouchers**


1 3 5
JetPrivilege account updates - online


Baggage Tags

2 2 2


STPD Example

Vodafone Segmentation Targeting Positioning Differentiation
Wireless
Services (2G)
User benefit and
Usage patterns
Youth and
cricket lovers.
Superior
network
coverage via the
Wherever you
go our network
follows
Wide range of
VAS like missed
call alerts,
railway
ticketing, news
on the move,
etc.
Vodafone 3G Age, User
benefit and
Usage patterns
Youth
(Especially
gamers and
movie buffs.)
Super Zoozoo
campaign
Easy Recharge
options starting
from Rs.103
Vodafone Mi-Fi User benefit and
Usage patterns
Youth & SMEs. Switch on and
surf! Easy to
use.
Allows 5 people
to use the
internet at once.







cxxxii









































Zen H Udeshi
Segmentation

cxxxiii

Market segmentation is the practice of dividing a large heterogeneous market into
smaller subgroups with shared characteristics in order to deliver a market offering that
satisfies unmet needs as closely as possible.

Types of Market Segments : -

1. Geographic Segmentation :- Dividing the market into different geographical
units such as nations, regions, state, cities, or even neighbourhoods.
Example :- MAYCO-Monsanto Biotech India Ltd (MMBIL), which is into
production of hybrid seeds has divided India on regions denoted by Rivers
(Narmada,Godavari,Ganga etc), and its products are targeted separately as each
product is suitable for one particular soil type & climate. The hybrid seeds contain
Bt Cotton.

a. Paras Brahma BGII is targeted to the western & southern region due to heavy
rainfall & loose soil.
b. Paras Chetak BGII is targeted in those regions which have less rainfall & thus
require minimal soil-water content.
c. Paras Sudarshan BGII is a product which requires average water, therefore is
targeted to such regions.

2. Demographic Segmentation :- Limitation of Geographical Segmentation can be
that within a particular region, there can be a heterogeneous mixture of
population with a different Demographic distribution.
Types of Demographic Segments:-
a. Age :-Hindustan Unilever had a successful product Pears, which they
launched in Pink colour to target infants & small children.
b. Life Stage :- ICICI prudential targets its offering to many different stages of life
cycle
They have the ICICI Pru smartkid child insurance plan for young couples with
small children.
They have the ICICI Wealth Plan & Retirement plans for Matured adults
planning for their retirement.
c. Gender :- Raymond had Park-Avenue positioned as a Musculine brand and
they launched a brand targeting women called Be.
d. Income :- Volkswagen India has classified Indian Car Segment into Budgeted,
Compact cars, mid-level cars, luxury cars, Premium car segment, based on
the Incomes.
1. Volkswagen Polo (Compact Car Segment) , Annual Income 8-10 Lakhs
2. Volkswagen Vento & Jetta (Mid-Size Segment), Annual Income 15-25
Lakhs.
3. Volkswagen Beetle & Passat (Premium Segment), 25-40 Lakhs.
4. Volkswagen Phaeton & Toureg (Luxury segment) 50 lakhs to 1.5 crore

cxxxiv

I-Land -(2-4 Crores)
Regalia (Borivali) - 30-50
Lakhs
Yogidham (Kalyan) - 5-15 Lakhs
Upcoming project in Khardi - 3-5 Lakhs
Volkswagen is planning to launch the Up! In the Budget Car
segment,targeting individuals earning around 3-7 lakhs per annum.

Ajmera Realty has also segmented their market on basis of Income.



















3. Psycographics is the science of using psychology and demographics to better
understand consumers. Here products are marketed primarily on the prevalent
Value System.
Eg. McDonalds changed their menu in India to adapt to the consumer
preferences. Beef is avoided in the menu as not to offend Hindus, which make
the majority of the Population.
Titan watches have many brands to appeal to different Lifestyle segments.
Titan Product Psychographic Attribute
Raga Modern Women, Sensuality, Elegance
Purple Modern trend setter, leaders
Nebula Traditional & Affluent women
Zoop Talented & Energetic Child
Tycoon Men, Jetsetters, leaders
Obaku Fragile by nature, calm, seeking simplicity
Bandhan Romantic
Octane Adventurous , Excited

4. Behavioral Segmentation :- In this, marketers segment buyers into groups on
the basis of their knowledge of, attitude toward, use of, on response to a product.
Behavioral Roles :

cxxxv

Colgate (General
benefits are cleanliness
& hygiene)
Cosmetic (Colgate
Visible White) -
protection against foul
smell, cosmetic value.
Fluoride (Colgate
Total) - Extra
protection for children
Herbal (colgate active
salt) - Traditionally
good for health.
a. Occasions :- Greeting cards company Hallmark makes cards specially for
occasions like Diwali, Raksha- Bandhan, or Generic occasions like birthdays,
anniversaries etc.
b. Benefits :-

















cxxxvi

S.T.P.D Analysis of 3 Brands of the same product type

Brands Segmentation Targeting Positioning Differentiating
Frooti Geographic
Pan India
Youth between
16-21
Mango juice
that is fresh
and juicy
First Tetrapack
fruit juice in
India.
Tropicana Geographic
Pan India
Youth who
prefer fruit
drinks over
cola
Healthy fruit
juice to give
daily nutrients
Coconut
blended fruit
juice flavors
Real Fruit
juice
Geographic
Pan India
Youth who
want natural
juice
A fruit juice
made from real
fruits.
Made from real
fruits






























cxxxvii













































cxxxviii













Adarsh Bablani
PGDM 3

SEGMENTATION


Basis for segmenting consumer Markets :-

1. Geographical Segmentation.
2. Demographic Segmentation.
3. Psychographic Segmentation.
4. Behavioral Segmentation.


1. Geographical Segmentation: - Division of Markets into different geographical units such as
nation, states, regions, countries, cities or neighborhood.

Examples:

a. ITC Launched Bingo in 16 flavors to cater to tastes of the people living in different parts of
the country. ITC segmented Indian market into Northern where it targeted the plain salted
flavor; Eastern region it targeted Nimbu flavor, south spicy red and chilly flavor; western
region with Mustard string flavor.

b. Regional language based channelizing Zee Marathi, zee Tamil, Zee Bangla.

2. Demographic Segmentation: - In Demographic Segmentation the market is divided into
groups on the basis of variables such as age, family size, gender, income, occupation,
education, religion, race, generation, nationality and social class.

a. Age:-
Amul:- For Kids Amul Kool, Chocolate Milk; Youth Amul Cool Cafe; Older people Amul
Shakti, Energy drink.


cxxxix

b. Gender:-
Emami: - Women Naturally fair, Men - Fair & handsome.

c. Income Group: -
Honda Dream Neo Rs. 43,000.
Honda Unicorn Rs. 70,000.
Honda CBR Rs. 1, 30,000.

d. Occupation: -
Bata Shoes: For School Kids Bubble Gummers; For Professionals - Hush Puppies &
Ambassador.


e. Family Size: -
Amul Ice cream Cup 125ml, 100ml, 80ml
Amul Ice cream Container - 750ml, 1litre
Ice cream container size ranges from 40ml to 5litre depending on the family size.

3. Psychographic Segmentation: - Psychographics is the science of using Psychology and
demographics to better understand consumers. In psychographic segmentation buyers are
divided into different groups on the basis of psychological/personality traits (behavior),
Values or Lifestyles.

Examples: -

a. Religion has a significant influence on values and lifestyles. In India people worship cow
and avoid beef. Keeping that psychology in mind McDonalds changed their menu in
India to adapt to the consumer preferences. Therefore beef is avoided in the menu of
McDonalds.

b. Titan watches: -
Brands and their Symbolism: Aqura- Affordable; Insignia Exclusivity; Fast track
trendy; Nebula Luxury Watches; octane Unique.

4. Behavioral Segmentation: - Many marketers believe behavioral variables occasions,
benefits, user status, buyer readiness and attitude are the best starting point for
constructing market segments.

Examples: -

a. Greeting card brands such as Archies, hallmark for different occasions such as birthday,
marriages etc.
b. Occasions: Cadbury chocolates are promoted as a gift for various occasions.
c. Benefits: Clinic plus strong & long Health Shampoo, Anti Dandruff Shampoo and strong &
long natural Shampoo.



cxl
















Segmentation, Targeting, Positioning and Product Differentiation

1. STPD of TITAN:

Brand Segmentation Targeting Positioning Product
Differentiation
FastTrack



Youngsters,
Gender :
Male/Female
18-30yrs
old
How Many
Do you
Have?
Available in
cool straps
Xyls


Male/Female 25-50yrs
old
Design. It
Matters.
Earlier it
had a
tagline of
you dont
possess
Xyls, it
possess
you.
Available in
leather straps.
Sonata

Male/Female Budget
Conscious,
college
Wait mat
kar
reflects
Affordable and
quality.

cxli



going
youngsters.
urgency,
impatience
and go
getter
attitude of
the youth.
















Sakshi khemka
PGDM 3

STPD OF LIFESTLYE RETAILING OF ITC

PRODUCT SEGMENTATION TARGETING POSITIONING DIFFERENTIATION



The world
wants to be you

Wills
Classic
Formal
Demographic on
the basis of gender
and occupation
Working Men
and women
New age formal
wear let your
charm stand tall
as your stature
High count Egyptian
cotton fabrics, mother
of pearl buttons and the
highest quality fused

cxlii

collar bands.
Wills
Sport
Psychographic and
demographic on
the basis of Lifestyle
and age
Youth , Men
and Women
Relaxed wear
when good life
is calling , live
it up
Premium fabric mixes
that are yard dyed in
the brightest of
summer hues, contrast
pocketing and colour
blocking to create a
passionate, tasteful
clothing style.
Wills Club
life
Demographic and
psychographic on
the basis of gender
and lifestyle
Men and
women
Evening wear Fabrics used are
chiffon, cotton and
viscose blends along
with satin.
Wills
Signature
Psychographic and
behaviour on the
basis of Lifestyle
and occasion.
High and up
scale
customers
Designer wear Ensembles from
Indias leading fashion
designers.



Demographic on
the basis of age
Youth Bring out the
new you
everyday
It offers a varied
collection especially
for the youth.

Wills Lifestyle - Synonymous with elegance and style that is effortless and chic, Wills
Lifestyle presents a premium fashion wardrobe for men and women. Offering a tempting choice
of Wills Classic formal wear, Wills Sport relaxed wear, Wills Club life evening wear and Wills
Signature designer wear, Wills Lifestyle offers a truly delightful shopping experience for the
discerning customer.


Wills Classic Formal

cxliii


Demographic Segmentation It segments its customers on the basis of gender as
well as occupation.
Targeting It targets men and women who are a part of the corporate world by
providing a line of formal wear.
Positioning - This line of clothing is positioned as a new age formal wear .
Differentiation This collection uses high count Egyptian cotton fabrics, near invisible
seams, mother of pearl buttons and the highest quality fused collar bands differentiating it
from the other clothing lines available.

Wills Sport

Psychographic & Demographic Segmentation It segments its customers on the
basis of lifestyle and age.

cxliv

Targeting It targets men and women by providing a casual clothing collection.
Positioning - This line of clothing is positioned as a relaxed wear when good life is
calling, live it up
Differentiation This collection uses premium fabric mixes that are yard dyed in the
brightest of summer hues, contrast pocketing and colour blocking to create a passionate,
tasteful clothing style.
Wills Club Life

Psychographic and Demographic Segmentation It segments its customers on the
basis of gender and lifestyle.
Targeting It targets men and women who prefer sophisticated and simple clothing.
Positioning - This line of clothing is positioned as an evening wear for both men and
women designed to complement your glittering style.
Differentiation The Collection uses fabrics like chiffon, cotton and viscose blends
along with satin.

Wills Signature

cxlv


Psychographic and Behaviour Segmentation It segments its customers on the basis
of gender, occassion and lifestyle.
Targeting It targets men and women who prefer designer wear for special
occasions.
Positioning - This line of clothing is positioned as a designer wear.
Differentiation It offers a varied collection especially for the youth.
John Players embodies the spirit of the modern youth that is playful, fashionable and cool. John
Players presents a complete wardrobe of meticulously crafted smart formals, trendy casuals,
dazzling party wear, edgy denims & accessories incorporating the most contemporary trends in
an exciting mix of colours, styling and fits.
Demographic Segmentation It segments its customers on the basis of age.
Targeting It targets the youth.
Positioning Bring out the new you every day, it is positioned as a brand with cool
attitude.
Differentiation The Collection is designed by Indias leading fashion designers.


cxlvi

MARKET SEGMENTATION
It is the process of breaking down all customers into segments of potential buyers with the
similar characteristics. This helps the company to serve and enlarge customer base.

BASIS OF MARKET SEGMENTATION

Geographic Segmentation dividing the market into different geographical units such as nations,
regions, states, cities, neighbourhood etc.
1. Region
40% of the Indians do not eat meat; therefore Mc Donalds decided to offer different
varieties of meat free products specifically designed for the Indian masses.
Amritsar and Katra are places of religious interest; therefore Mc Donalds as decided
to launch totally meat free outlets at these two cities.
2. Climate Dermi cool powder is segmented keeping in mind the climate of a place, it is meant
for places with relatively hotter climate.

Demographic Segmentation dividing the group on various demographic variables such as age,
gender, family size, family life cycle, religion, occupation etc.
1. Age PediaSure segments on the basis of age and is meant to meet the kids protein and 25
essential vitamins and minerals requirements for children between 2 to 13 years of age.
2. Life cycle stage Morthers Horlicks is specifically designed keeping the nutritional needs of
pregnant women.
3. Gender Clinic all plus targets women who are experiencing hair fall.
4. Income Citi bank credit cards categories are designed keeping in mind the income groups it
aims to cater to.
5. Occupation
Van Heusen designs formal apparels to serve the working men and women.
For professionals, Titan created the steel series watches and also the famous, Sonata.
6. Family size - Mc Donalds offers various combos and offers which are specifically designed
for families who intend to dine together.

cxlvii


Psychographic Segmentation dividing the market into different segments on the basis of social
class, lifestyle or personality.
1. Social Class the market is divided on the basis of social class of an individual.
2. Personality Markets are segmented on the basis of values, beliefs a person has.
Mc Donalds launched various vegetarian options in India keeping in mind the culture
and religion followed by the people of the country.
Subway designs its menu for subway at a particular price according to the days of a
week, it does not enlist non-veg subs on a Tuesday as most in people in India refrain
from eating non veg on tuesdays
3. Lifestyle
Snapple has a variety of diet products for the customers who want a healthy lifestyle.
Manchester United Cafes are specifically designed keeping in mind the football fans
and provide an apt atmosphere for them to enjoy.
Behaviour segmentation dividing the market on the basis of purchase occasion, benefits sought
etc.
1. Occasion
Cadbury tried to instil the idea of chocolates instead of traditional sweets on special
occasions and festivals like Rakshabandhan, Diwali etc by launching Cadbury
celebrations.
Tata Sky offers several recipes on active cooking as per the upcoming festivals.
2. Benefits
Maybelline introduced a kajal pencil that can be conveniently twisted up and down
like a lipstick without causing much damage or wastage.

Sensodyne toothpaste is for the people
with sensitive teeth which works to relieve tooth pain due to sensitive teeth and
provides lasting protection, improves oral health.




cxlviii






Dr.Gaurav Mehta
Segmentation
1) Geographic Segmentation
Urban Rural
Colgate Toothpaste Colgate Tooth powder

Urban Rural
Mahindra Maximo & Gio Mahindra Xylo & XUV 500

2) Demographic Segmentation
Age
Hero Cycles
7-10 years Hero Super Start Series
Sun Dancer, Swirl, Blaze (with training
wheels)
10-13
years
Maxim Fun Zone Series
Krokx 10X, Shine 12T, Buddy 14T
13-16
years
Hero B, ATB, Fast & Furious Series
X-Sport, Street Racer, Escape, Ranger Max
Above 18
years
Jet, Jet Master, Jet Plus, Royal Series

Gender
Raymond Group
Men Women
Raymond Premium Apparel,
Park Avenue
Be, Park Avenue Women

Bajaj Group
Men Women

cxlix

Bajaj Pulsar, Discover, Boxer Bajaj Wave

Samsonite
Men Women
Savio, Focus Ultra, Herios, Viz
Air Plus
Winfield, Elite Spinner,
Hyperspace Spinner

Income
Future Group
Upto 15 Lakhs/year Brand Factory, Central
6-15 Lakhs/year Pantaloons
Below 6 Lakhs/year Big Bazaar

Family Size
Coca Cola
Personal Coca Cola 300ml
Couple Coca Cola 500ml
Family of 4 Coca Cola 1 litre
Family of 6 Coca Cola 1.5 litre
More than 6/ Party Pack Coca Cola 2 litre

3) Psychographic Segmentation
Values
Many Muslims eat only Halal meals which are certified by relevant Islamic
Organizations.
To attract Muslim customers, Shamia restaurant in Mumbai started serving Halal
certified meals alongwith their regular meals, thus catering to their community.

Lifestyle
Air India

Luxury Lifestyle Customers First Class
Businessmen & Executives Business Class
Value seeking customer Economic Class

4) Behaviour Segmentation

cl

Occasions -
a) Cadbury Celebrations. There is a tradition in India of exchanging gifts between
friends and families on occasions such as Raksha Bandhan and Diwali. Cadbury
created a box full of mixed chocolate called Celebrations specially targeted on
such occasions
b) Hallmark came out with different greeting cards for different occasions such
as Friendship Day, Mothers Day, Fathers Day, Diwali
Benefits -
a) Colgate Tartar removal specifically targeted towards the benefit of tartar
removal
b) Dr Batra offers herbal shampoo for the benefit of natural elements and Anti
Dandruff Shampoo for Dandruff removal.









STPD Analysis
Volkswagen India Pvt. Ltd.
Brand Name Segmentation Targeting Positioning Differentiation
Polo Income
Compact car
3-5 Lakhs/year There is a Polo
for everyone
Bluemotion
Technology
Vento Income,
Sedan
5-10
Lakhs/year
Elegance
redefined
Anti-Pinch
Protection
Touareg Income,
SUV
10-25/year It breaks all
Opposition
Dynamic Light
Assist
Beetle Income Above 25
Lakhs/year
The Peoples
Car
Third Brake
Light





cli























Purav Shah
PG 3
Market Segmentation
Market Segmentation refers to identifying the right market segment for its product on the
basis of the customers distinct needs and wants for the product. For E.g.:- Sunsilk has
segmented its products in hair care industry to serve their customers distinct needs.

Sunsilk Perfect Straight, Sunsilk Radiant Shine, Sunsilk Lusciously thick and long, Sunsilk
Stunning Black Shine, Sunsilk Dream Soft and Smooth and Sunsilk Hair fall Solution.

clii


Brands Segmentation
Geographic:-
Aashirvaad Spices : The offering currently consists
of Chilli, Turmeric, Coriander powder. Aashirvaad
spices have emerged as a major player in selected
markets of South and East. Its pickle mirch powder
is famous in Andhra Pradesh. Aashirvaads sambar
and Rasam holds a special place in every Tamilians
Heart
States/Regions
Amity University is situated in many Cities.
However, it has been particularly doing very well in
Jaipur. One of the reasons of its increasing
Popularity is being the official University partner of
Rajasthan Royals. It has targeted the youth in city
through aggressive marketing strategies. (Print ads
and Media)
Cities

Demographic:-
Horlicks:- Junior Horlicks- Kids
Mothers Horlicks- Pregnant Women
Womens Horlicks-Women
Horlicks Lite- Adults(To suit Nutritional Needs)
Horlicks For All.
Age
Market
Segmentation
Geographic
Demographic Psychographicc Behavioural

cliii

TVS : The bikes are for men and the scooties
are targeted towards Women.
For Women: Scooty Pep+
For Men : TVS Apache Series RTR,
Pheonix 125, Flame 125, Jive, Mayur,
Starcity, Sport
For Men/Women: Wego, Scooty Streak
Gender
Toyota : 5 Seaters- Liva, Etios, Altis, Camry, Prius
and 6+ Seaters: Fortuner, Innova, Prado, Lan Cruiser.
Amul Ice Creams, Amul Taaza Milk, Amul Butter
provided in quantities depending on family size .
Family size
Psychographic :-
Rolex: - Worn by Luminaries, Visionaries and
Champions. By Artistes, statesmen, explorers and
leaders in their field. Only Rolex can claim such a
distinguished group of wearers from the past and
present.
Its products:- Baselworld, Oyter, Oyster Lady, Sky
Dweller, Cellini.




Personality

BMW: - They give lifestyle accessories to enhance their
involvement with their brand lovers, especially people
who cannot buy a BMW. Its a style statement to possess
a BMW Accessory. Its provides bags, Bicycles, Caps, Gifts,
Golf, Keychain, Leather Goods, Miniatures, Mugs and
Bottles, Pens, Toys, Umbrellas and Watches.

Lifestyle
Mc Donalds had to change their Menu in India to adapt
to customer preferences. In India, beef is avoided in the
Menu of Mc Donalds. Instead the company had to
introduce vegetarian burgers such as the Mc Veggie and
Mc Aloo Tikki.
Values
Behavioural :-
Cadbury(Kraft):-
Cadbury celebrations pack for special occasions like
Diwali and Raksha-bandhan.
Occasion
Harley Davidson India :
Its Products: Fatboy, Heritage Softail, StreetBob, Fatbob,
Superglide Custom, Superlow, Iron 883, Forty-Eight.

The Bikers are Hard Core Loyals and attend various
Loyalty

cliv

events arranged by Harley Davidson and have biker
clubs too.















STPD

THOMAS COOK INDIA LTD (TCIL)
The information for the following company was provided by Abhipraya Kaviratna, General
Manager, Marketing, TCIL through a telephonic Interview.
Services Segmentation Targeting Positioning Differentiation
Holidays
In India
and
Abroad.
Socio-economic
Class, Age,
Gender and
Income.
Age 18-44
However they
also provide
service to Senior
Citizens based
on their account
size and funds
provided by
them.

Travel
Smooth is
their tagline.
They position
themselves as
the
Favourite
Specialist
Tour
Operator
Holiday Experts,
Worldwide
Presence, 173
Years of trust and
100% secure are
the reasons to
book with them.
Foreign
Exchange,
Travel
Insurance
and Visa
and
Socio-economic
Class, Age,
Lifestyle and
Occupation.
(Whoever wants
to travel abroad
Age 18-44
Lifestyle of a
person is
considered,
through the help
of their internal
Apart from
the reasons
provided
above in the
previous
service
Holiday Experts,
Worldwide
Presence, 173
Years of trust and
100% secure are
the reasons to

clv




























Karishma Shah

SEGMENTATION EXAMPLES
GEOGRAPHIC SEGMENTATION:
Passports. is a market for
them)
software they
track what
essential goods
and white goods
they purchase
and their
purpose of
travel.
category,
they provide
prepaid
cards, U-
Special cards
for salaried
people going
abroad.
book with them.

clvi

ZEE TV:- It has different channels in different languages for different
regions. Zee telegu- Andhra Pradesh, Zee Marathi- Maharashtra, Zee
Bangla- West Bengal.

Marriott hotels: - It has hotels all over India.
Courtyard Marriott- Ahemdabad, Jw marriott-Bengaluru, Courtyard mariott-
Bhopal, jw marriott- Chandigarh,Courtyard marriott-Chennai,Courtyard
marriott-gurgaon, Jw marriott-Mumbai.

DEMOGRAPHIC SEGMENTATION:
AGE:
Edelweiss Tokio Life Insurance Company Pvt.Ltd
0-18yrs- Education plan
19-35yrs- Protection plan
36-60yrs- Cashflow Protection Plan (Retirement Plan).

Amul
Children- Amul kool chocolate milk, chocolates
Adults- Amul kool caf, flaavyo yoghurt
Old People- Amul mast dahi, buttermilk.

FAMILY:
Toyota
Joint family Innova
Nuclear family- Etios

GENDER:
Reebok
Woman- Easy tone, Real flex, CL Chi kaze
Men- Ventilator HLS, SL 211Ultralite, NPC II Ultralite.

INCOME:
Maruti Suzuki
Swift- 0- Rs.40000 (Monthly Income)
Ritz-40000-80000
Kizashi-80000-150000
Grand Vitara-150000 and above.

clvii


PSYCHOGRAPHIC SEGMENTATION
MC Donalds
They changed their menu card for India.They had almost everything non veg
but then they added mc veggi and mc aloo tikki to their menu card.

LIFESTYLE:
TITAN
Zoop- Rs.350-rs995.funky for kids
Raga- Rs.1495-rs25495.fashion
Obaku- Rs.5995-rs8995
Nebula- Rs.29000-rs275000..luxury

BEHAVIORAL SEGMENTATION
OCCASION:
Hallmark cards and gifts for diwali ,birthdays and christmas
Cadbury celebrations- chocolates for diwali and raksha bandhan

BENEFITS:
SHAMPOO:
Sunsilk- damage repair, soft and smooth
Pantene-helps to prevent split ends in 14 days.

SOAPS:
Liril-freshness
Dettol-total protection.


LOYALTY:
Shoppers Stop give the special cards to their loyal customers
If u shop normaly u hav your basic card . if you cross the amount of more
than 10000rs you get a silver card and more than that you get a platinum
card.

STPD Of Coca Cola.

clviii

Product Segmentation Targeting Positioning Product
Differentiation
Minute Maid
Juice
400 ml- Rs.20
1Ltr- Rs.57







Their main
purpose is
serving it cold
in hot areas.
Generally,
everybody can
afford it. It has
pack for
different
lifestyle.
Children (4-15
Yrs)
100% Real
Fruit Juice easy
to serve,
different flavors
such as Lime
and Mix Fruit.
It is a good
source of
Vitamin C.

Nestea Ice Tea
500 gms-
Rs110
It is basically
made for hot
areas. It sales
increases
during summer.
Youth Flavors- Peach
& Lime. Agar
hona hai baccho
ki duniya me
mix ho jao
Remix.
It is also
available in
small packets.
Maaza
200 ml Bottle-
Rs.15
500 ml- Rs.35
Everyone Real mango in
the bottle, you
need not wait
for the season
of mango as it
is available for
the entire year.
Its taste, color,
thickness &
wholesome
properties. The
very spirit of
mangoes














clix











Segmentation Jasbir Singh Nagi
PGDM-3

The Indian market is hugely heterogeneous in terms of language, culture, religion, income,
traditions etc. In such a scenario it is imperative that we direct all our efforts towards selling our
product to the right consumer as every product is not for everyone. This can be achieved through
segmentation which is dividing the market into smaller homogeneous groups with similar
characteristics.

This practice is not just beneficial but also necessary to survive in an extremely heterogeneous
market like India.
Ex: MacDonalds is known for uniformity in their products all over the world. But when they came
to India they had to make an exception and give up all their beef products in favour of lam keeping
in mind Indian traditions.

Segmentation can be done using the following factors:
Geographic
Demographic
Psychographic
Behavioural

Geographic Segmentation Factors
o Nations
Honda Accord was launched
only in its petrol version in India
but in Europe the car was
launched in both petrol and
diesel variants.

o States
Winter collections of most
houses are launched in Delhi
and not Mumbai because Delhi
has the winter season while
Mumbai doesnt.

clx


o Regions
ITC Ashirwaad Atta sells different qualities of atta in different regions of the country to keep
up with the local texture and grain preferences of different regions.

o Cities
Audis launched its model only in Tier-I cities like Mumbai and Delhi

o Rural/Urban
Tractor companies market their products only in rural parts of the country

Demographic Segmentation Factors
o Age
Colgate offers different products on the
basis of the age of the consumer
My First Colgate: Fluoride free
toothpaste and toothbrushes for Infants
and Toddlers which made it safe even
when swallowed.
Colgate Mild Bubble Fruit: Fruit
flavoured toothpaste for kids aged
between 2 and 6 years with cartoon
characters like Dora and Sponge Bob on the pack.

o Gender
Fair and Handsome is a fairness cream targeting only men.
Adidas opened the EVA mall in Bangalore exclusively for women who till then contributed
only 15% of their revenue in India.

o Income Group
Huls Bru coffee offers several variants for different
economic classes. Bru Select is for households with a
monthly income between Rs. 20,000 and 40,000.
Bru Exotica is priced at Rs. 395 per 100 grams targeted
at premium customers with a monthly income of Rs.
1,00,000 and above.

o Family Size
KFC offers bucket for family consumption while it also
offers combos for couples.

o Occupation
Action shoes launched School Time shoes for students, Milano for office goers and Campus
for sportsmen.

Psychographic Segmentation Factors


clxi

o Values
Subway offers only vegetarian subs on Tuesdays keeping in mind the Indian tradition of not
consuming non-vegetarian food on Tuesdays.

o Attitudes
Cadbury Shubh Arambh campaign highlighted the Indian tradition of having something
sweet before starting an important task.

Behavioural Segmentation Factors

o Personality
Hard Rock Caf caters to a
young segment of crowd
who are fans of Rock
music.


o Occasion
Cadbury Celebrations was
a product launched to
replace traditional Indian
sweets on festive
occasions.

o Specific Needs
Colgate offers variants like Colgate Sensitive and Colgate Visible White for specific
requirements of customers.

o Lifestyles
Royal Enfield bikes cater to mainly consumers who have a macho and rough lifestyle with
inclination towards travelling.

STPD for 3 brands

Brand Name Segmentation Targeting Positioning Differentiation

clxii

HCL Budget PC
(Priced at Rs.
12,990)
Income Based,
Behavioural
Segmentation
Families with a
monthly
income less
than Rs. 10,000
who wanted a
PC as an
educational
tool but could
not afford it.
Budget PC,
Economical
with basic
features
Only PC at such
low price.
Created a
separate
segment for
itself.
Tata ACE
(Priced at Rs.
2,50,000)
Income based,
Occupation
Based,
Behavioural
Drivers who
wanted a safer
vehicle and also
wanted to move
up the social
ladder with a
four wheeler
Chota Haathi
Indias 1
st
Mini
Truck
Four wheeler
commercial
vehicle, small
turning radius,
flat loading
area, protection
from weather,
Sense of pride
for the owner
Kingfisher
Airlines
Income based,
State, Lifestyle,
Brand Loyalty
Frequent flyers
who wanted
good services
and were ready
to pay but
lacked options
with only Jet
Airways and Air
India as the
main players
Fly the good
times, Brand
ambassador
Vijay Mallya
respresented
luxury and
good times
Concierge
service both in
flight and on
ground, in-
flight
entertainment
systems, meals,
leg space in
economy,
services in
Raipur,
Guwahati



Mukul Bedi.
STPD

1. SEGMENTATION :
Segmentation means dividing a market into a distinctive groups based on
age,income,occupation,family size,lifestyle,etc. A market segment
comprises of a group of customers who share a similar set of needs and

clxiii

wants. Rather than creating the segments, the marketers task is to identify
then and decide which ones to target.


TYPES :

A) Geographic Segmentation :
Focuses on dividing markets into different geographic units, such as
regions, nations,states,etc.

Example:
Region And States:
MDH Masalas (Mahashian Di Hatti) have different masalas which are sold in the
different regions of India.
In north side, Masalas like channa masala , chicken chasala ,Punjabi masala are
readily sold.
Whereas in case of south , masalas like Idli masala , sambar masala are bought by
the customers.

In case of newspapers, The Tribune is famous in northern states, whereas The
Hindu is more famous in southern states.
Nation:
In India, we have different McDonalds menu with different varities of burgers like
chicken Macgrill, chicken Maharaja. Whereas in USA, we have different burgers
like Big Mac, Southern Style Chicken.

clxiv


B) Demographic Segmentation :
Factors such as age, sex, education, income all comes under demographic
segmentation.
Example:
Gender:
For women, we have HUL Fair and Lovely. Whereas for men , we have
Emami Fair and Handsome.
For women we have NIVEA moisturising cream, essential care, whereas for
men we have Nivea cool kick, oil control face gel.

Age:
For babies, Johnson & Johnson have Baby soap and powder.

clxv

Whereas for adult age group they have clean and clear face
wash.
In case of AMUL , we have different products for different age
groups.
For kids (0-12) , we have Amul Kool, chocolate milk.For Youth(15-25),
they have Cool Kafe.
For older generation, they have Amul Calci+, shakti energy drink.

Horlicks have introduced different products for different age
groups.
It has Junior Horlicks for young children,
Mothers Horlicks for breast feeding mothers,
Lite Horlicks for adults.

Income :

In case of MARUTI, different cars come under different
ranges.

For families having monthly income of 40,000, we have Zen.
For 80,000 , we have Swift DZire.
For1,00,000 , we have Ertiga.

In case of HYUNDAI ,
For families having monthly income of 45000, we have Santro.
For 70000, we have i20.
For 100000, we have Verna.

Family Size :

clxvi

In Dominos ( Jubilant Food Works ), we get different pizzas on
the basis of size of family.
We have Singles for one person and size varies as small,
medium and large according to the family.


In case of Pepsi(Pepsico), we have a small bottle (Pet bottle )
And for whole family we have 2 litre bottle.

Occupation:
Raymond offers a variety of brands for different occupations
Raymond apparel, Park Avenue, color plus,parx, makers &
notting hill.

Liberty offers a variety of brands for diffrent occupations
Fortune, windsor, warrior, Force 10.

C) Psychographic Segmentation :
Segmentation is based on personlity or lifestyle characterstics.

Example:

Lifestyle :
Audi(A6,A7) and Mercedes(Benz) cater to mainly consumers
who have a luxurios lifestyle with inclination towards
travelling.


clxvii

Rado watches signifies special class of lifestyle.

Values :
Subway serves the vegetarian Sub on Tuesdays and Thursdays ,
as it is a belief that Indians donot have non-vegetarian food on
these days.

Attitude :
Raymond : People whohave a high quotient towards
gentlemanship.

Fastrack advertising campaigns are targeted at youth as they
would not go down well with other brands.

D) Behavioral Segmentation :
Dividing market on the basis of variables as use occasion, needs ,
loyality, etc.

Example :

Occasion :
Archies greeting cards are used on different occasions like
Diwali, friendship day, rakhi, birthday.
Cadbury Celebrations specially gifted on the occasion of
diwali.


Brand Loyality :

clxviii

If some person uses HUL Clinic All clear shampoo, and he wants to buy it. In case
he doesnt find it in one of the shop, instead of buying other shampoo he will go to
other shop to buy the same shampoo.
Needs :
Colgate offers variants like colgate sesnsitive and colgate visible white for specific
requirements of customers.
Pentene provides different shampoos :
1.)Shining
2.)Damage Repair
3.)Dandruff
2. Targeting :
After the process of segmentation i.i once the various segments have been divided,
the process of targeting begins which signifies selecting a segment to target.
Example:
IBall was made a phone which targets the senior citizens Aasaan.
Titan Zoop which targeted the kids of the age group 6-14 having different funky
colors.
3. Positioning :
Decision reached by a marketer to try to achieve a defined brand image relative to
competition within market segment. Any product or brand is noticed only when it
occupies a particular point or space in the indvidual consumers mind relative to
other brands in same product category.
Example :
Nestle Maggi brand of noodles has been successfully positioned as the 2 minutes
noodles in minds of target consumers and has created a distinctive brand image .

BMW cars signifies Ultimate driving Experience.

4. Differentiation :
The process of distinguishing the differences of a product or offering from others ,
to make it more attractive to a particular target market.

clxix

- Quality, functional features or design, differences in availibilty.
- Examples :
Hero Honda Pleasure 21 exclusive For Her showrooms managed by women
employees.
Parle Agro India Pvt. Ltd. Frooti
First tetra pack fruit juice in India, - Green Mango variant.

STPD of Products :

1.

S.No
.
BRAND Segmentatio
n
Targeting Positioning Differentiation
1 Titan
Royal
Income,Age
(Rs. 2,00,000)
(Youth,Adults
)
High
income
people
who
prefer
gold
18 Carat gold
watches, Blossy
Made by gold
2 Titan
Fastrack
Income ,Age
(Rs. 60,000)
(Youth)
Youth
with good
purchasin
g power
Cool watches
by Titan
Seperate
advertising,
packaging.
Ana-digi model
3 Titan
Zoop
Age,Income
(Rs. 30,000)
(Kids)
Kids
funky
watches
For todays
imaginative,tale
nted and
energetic
Durable,rubber
straps,bright
colors

clxx



2.
S.No. Brand Segmentation Targeting Positioning Differentiation
1 Hero
Dawn
Income
(45,000)
Less than
1.5 lakh
Public ka
apna
transport
Improve
headlights, shork
absorbers
2 Hunk Income
(78,000)
1.5-3.0
lakh
Because
muscles
matter
Ridged muffler
front & rear disc
brakes
3 Karizma
ZMR
Income
(1,10,000)
More than
3 lakh
Above All Integrated LED
lights, Front and
rear disc brakes,
flashy head lights


clxxi




3.

S.N
o.
Brand Segmentation Targeting Postioning Differentiation
1 Tata
Nano
(1,50,000
)
Family
Size,Income

Small
families
having
income
Less than
1.5L
Bring home
happiness
Small urban car,
fuel efficient and
comfort,variety
of colors
2 Manza Income Income A Class Modern Sedan,

clxxii

(7,50,000
)
1.5 to 3 L Apart contoured rear
seat that gives
unmatched
comfort,remote
control keyless
entry
3 Safari
(11,50,00
0)
Income,
Family size
Big
families
having
income
more than
3L
Reclaim
your life
Anti-theft
device,immobilz
er,foldable
jumpseats,rugged
body on frame
construction










Dheeraj Thakre

clxxiii


STPD
1.TATA ACE
Model Segmentation Targeting Positioning Differentiation




1.ACE HT












Demographic
Segmentation
based on
Occupation
and Income
Groups



Long distance
transporters






-Indias 1
st

Mini-Truck




-Chota Hathi





-Small is
BIG







-Feel good
about the job

Suitable for Steep gradients &
Long journeys(over 500
kms/day) & better safety
measures



2.ACE
CNG



Economy and
Environment
friendly users

Eco-friendly fuel, low operating
costs, better economy.



3.ACE ZIP


Cities with
smaller roads
and less space

Smaller Size, 3-wheeler like
mileage, low turning radius

4.ACE
MAGIC



Passenger
Vehicle Users
in Rural areas
4-7 passengers, All steel cabin,
suitable for semi-urban and
rural areas

clxxiv


5.SUPER
ACE


Premium
LCV(Light
Commercial
Vehicle) users

Super Comfort, Carlike
Interiors, 125 km High Speed.
2.Nickelodeon (Viacom 18)

Channels Segmentation Targeting Positioning Differentiation

1.Nick
India

Demographic
Age Group (6-17 yrs)

School going
kids and
teenagers


Kids cartoon
Channel
Telecasted in 4
languages
(English, Hindi,
Tamil, Telugu)


2.Nick Jr.
Age based blocks

B1(Nick Jr.) 6am-7pm

B2(Teen Nick) 7pm-
6am


B1- Infants (2-
6yrs)

B2-Teens (10-17
yrs)


Special division for
infants(2-6)
Single channel
is divided in
two blocks to
cater two
different age
groups

.
3.Sonic

Demographic
+Psychographic
Segments


Children loving
Action &
Adventure

Action-Adventure
based cartoon
channel
Telecasted in 4
languages
(English, Hindi,
Marathi,
Bengali)












clxxv












SEGMENTATION, TARGETING, POSITIONING AND
DIFFERENTIATION
By KRITI KATARIA

Market contains buyers and buyers always differ in their wants, resources, location buying
attitudes and practices.This implies that the consumers of the product search for different
benefits and attributes from different products launched by different companies.Hence
companies usually divide or segment the entire market into small segments depending on
different criteria and thereafter target only 1 or few segments which they can satisfy easily.
SEGMENTATION :
Companies or firms divide large,heterogenous markets into smaller segments that could be
reached more efficiently and effectively with products and services to match their unique
needs.This entire process is called segmentation.
SEGMENTING CONSUMER MARKET
A. GEOGRAPHIC SEGMENTATION-
This involves dividing the entire market into different geographical units such as nations,
regions, states etc.Regional consumers have relatively same tastes and preferences and hence the
markets can cater to their needs by providing them with the same variants of the original
products.
EXAMPLES:
MADAME the most popular apparel brand among women offers special summer and
winter collection in the northern parts of India specially J&K,Himachal Pradesh, Punjab,
Haryana, Delhi NCR, because these areas experience extreme climate (excessive winters
and summers). But in the rest of India the brand comes up with only summer
collection(Mumbai,Bangalore, Chennai etc).
Mirc electronics ltd came up with IGO a complete TV designed for the rural population
keeping their necessities in mind.But the same company supplies Onida to the urban
population because of their different requirements.


clxxvi

B. DEMOGRAPHIC SEGMENTATION-
In this segmentation, companies segment the entire market into groups based on variables like
age, lifecycle stage, gender, income, family size and occupation.
AGE AND LIFECYCLE STAGE-
Examples:
P&G has launched Olay(cream) for women belonging to different age and life cycle
stages:
Stage 1: 20-30 years :- Olay white radiance (for fair and clear skin)
Stage 2: 30-45 years :- Olay total effects (fights 7 signs of aging )
Stage 2: 45 years + :- Olay regenerist (for younger looking skin, wrinkles, lines, spots)

Johnson & Johnsons produced different products for different age groups
Stage 1 : 0-7 years :- Johnsons baby powder,oil,soap, shampoo.
Stage 2 : 12 + years :- Johnson and Johnsons clean &clear face wash.
Stage 3 : 10+ years :- Ear buds which are used by consumers of all the age groups.

GENDER
Examples:
Raymond launched Park Avenue posing it to be the masculine brand for men and under
the brand Be it launched women apparel making it the feminine brand.
Hero Pleasure are special light weight scooters produced for women available in
various attractive colours .These scooters are positioned in the market as Why should
boys have all the fun?.Alternately hero has also launched various motor bikes for men
namely: Karizma, Impulse, Hunk, Ignitor etc and are positioned in the market as Hum
main hai HERO.

INCOME-
Examples:
Maruti Suzuki comes with a variety of models to suit the necessities and monthly
incomes of families.
Rs 40000 pm : Maruti Alto,Maruti 800
Rs 70000 pm :Maruti A star, Maruti Ritz, Swift
Rs 100000 pm: Maruti Swift Dzire
Rs 200000 pm : Maruti Kizashi.
HUL launched bathing soap bars for satisfying all income groups.
Rs 30000 pm : Hamam
Rs 45000 pm : Lux
Rs 70000 pm: Dove

clxxvii


FAMILY SIZE-
Examples:
Lays came up with super saver pack which is a jumbo pack and because we are buying
more it turns out to be economical family pack.It weighs around 200gms.On the other
hans we also get small packs for individual serving or bi sharing weighing
20gm,40gm,100gm
Tropicana juices came up with bigger tetra packs to cater to the needs of families with a
serving of 6 glasses.It also comes up in small tetra packs for individual servings.So
according to your family size you can buy the juice packs.

OCCUPATION-
Examples:
TATA motors launched a variety of automotors depending on the occupational needs of
the consumers.
Tata magic - Taxi purposes
Tata Indica Xeta - Family car
Tata Ace -Transportation vehicle (supply car)
Tata Venture spacious car , can carry 8-10 people
Bata offers a variety of footwear suited for different occupations and occasions.
Ambassador : Men business wear(formal shoes)
Marie Claire : Women formal and stylish shoes
Safari : Dessert shoes (tough and rough)
Power : Sport shoes suited for athletics etc
Toughees : School shoes for kids.

C. PSYCHOGRAPHIC SEGMENTATION:
This type of segmentation is done by dividing groups of people on the basis of personality
traits(value, attitude and behavior) and lifestyle of the consumers.
PERSONALITY TRAITS-
Examples:
Mcdonalds in India avoided selling beef as cows are considered to be sacred and holy in
India.It however thought of targeting vegetarian consumers and hence started offering
veg burgers, puffs, drimks and clubbed them together as a Happy Meal including
Mcaloo tikki, veg pizza Mcpuffs and ice tea.However it continues selling non veg items
in the form of Mcegg, Chicken Mcgrill,crispy chicken pops etc.


clxxviii

LIFESTYLE -
Examples:
Honda offers a variety of scooters , bikes for consumers with a different lifestyle.
Vespa LX 125 : Young, stylish, independent, rebellious youth who love their
independence
Honda dio : Comfort seeking consumers who demand ample leg space
Honda Activa : Most popular sought after scooter with all necessary amenities.
Honda CRF 250L : For sporty people who love to race and speed.
Titan offers a wide range of watches for consumers belonging to different lifestyles.
Nebula : gold plated for customers with a class and status
Sonata : Good looks for the customers looking for a reasonably priced watch
Fastrack : For youth who like cool styles and sporty looks
Raga : for women with elegance and taste for delicate bracelets.

D. BEHAVIOURAL SEGMENTATION
This segmentation groups the consumers on the basis of decision taker of the family or firm,
special occasions, benefits sought from the product and a customers loyalty towards the brand.
DECISIONS
Examples :
In kitchen and household electrical appliances and goods, women are believed to be the
decision makers and hence whatever appeals to the lady of the house comes home.Bajaj
understanding this concept targeted women and came up with a campaign Bajaj Utsav
Uphaar For Super Moms , attracting all the moms and women of the house to buy Bajaj
appliances,like steam press,mixer grinder,juice maker,microwaves etc.

OCCASIONS
Examples :
Monaco biscuits promote themselves as perfect snacks(along with a tasty topping) to be
served at different parties and occasions.
AMUL chocolates come with a promotional tag line A gift for someone you l,ove to
be offered on special occasions like Diwali, New year, Birthdays etc.

BENEFITS
Examples :
Colgate came up with different varieties of taste and benefits to suit the requirement of
different consumers.

clxxix

Colgate strong teeth : for strong teeth and gums with calcium
Colgate active salt : For germ and cavity fighting
Colgate Herbal : for those who believe in herb and ayurvedic medicinal properties
Colgate visible white : for thoise who are social people and want to look attractive with
sparkling white teeth
PRODUCT SEGMENTATION TARGETING POSITIONING DIFFERENTIATI
ON
Johnson&John
sons baby
shampoo no
more tears
Demographic(Age) Kids(0-7yrs) no more tears for
any fears
1
st
non irritant
,mild
shampoo,whose
lather if enters the
eyes does not cause
any irritation or
tears.
Cadbury Gems Demographic and
behavioural
Kids,teens,
adults (with
sweet tooth)
Rangeele panda
ki rangeen
pasand
1
st
button chocolate
with an attractive
coloured candy
cover(to make dull
life colourful)
Nissins cup
noodles
Geographic,Demograp
hic and psychographic
Kids,teens,busy
professionals ar
working people
Instant masala
noodles
1
st
product to offer
a great taste of
masala noodles in a
cup with a fork
attached to avoid
mess and save
time, prepared
instatntly by adding
warm water
















clxxx



























Name RAHUL JUWATKAR Batch -PG3
Category- Oral Care
Brand- Colgate
Product-Toothbrush
Sub products Segmentation Targeting Positioning Differentiation
My first
Toothbrush
Age Age group 0-2
years.

Colgate offers
infant
toothbrushes
designed to
specially fit
growing hands.
Specially designed for
small children who have
developing
teeth.
1)Dora the explorer
2)Go Diego Go

Age Age group 2-5
years.

Our soft-bristled
toothbrushes
provide effective
cleaning and
protection. Plus,
our designs
Indicator on the brush to
tell you how much tooth
paste to take.

clxxxi

feature
characters your
children love so
maintaining a
routine is always
fun.

1)Colgate Barbie
2)Colgate
Spiderman

Age Age group 5+


Weve sized our
toothbrushes
perfectly for
better coverage
of newly
developing adult
teeth.

Battery powered
toothbrushes.

Category- Hair care
Brand- uniliver , Product- clinic
Sub
Products
Segmentation Targeting Positioning Differentiation
Clinic Plus Type- Behavioural
Variable used-Benefits that the
user seek.

Primarily
aimed at
women.
-Strengthens week
hair.
-Prevents hair
breakage
-Softens rough ,dry
hair
-Shiny thick,
healthy hair.
Promoted usage of
shampoo everyday
rather than once or
twice a week.
Clinic All
Clear(Now
known as
Clear)
Type -Demographics Gender-Male
Age-Youth to Adult.
Behavioural- Benefits

Appearance
conscious
youth.
Dandruff solution
for everyday use
ZPTO technology
effective against
dandruff.
Brand - ITC
Product- Bingo
Sub Products Segmentation Targeting Positioning Differentiation
Potato chips
Bingo
Yumitos
Type-Geographic
Variable used- Region
Different flavours for
different regions like
North- plain salted
West-Mustard string
South-spicy red/chilly
East-Nimbu flavoured
20-35 age
group
Take a Yumitos
Break.
Chips with Indian twist.


clxxxii

Finger snack
Live
wires(Pakoda
inspired)
Mad
Angles(Khakra
inspired)
Tedhe Medhe
Type-Psychographic
Variables used are
Life style and personality


Fun loving
and outgoing
youth
Mad angles-har
angle se Mmmm..
Tedhe Medhe-
Khaoge to
khilaoge
Tangible differentiation in
terms of shape.
The unique shape in which
they come like mad angles
in triangular shape and
Tedhe Medhe in spindle
shape.
This makes them easily
recognisable.





























Shweta Ahir.

STPD

Geographic Segmentation :

clxxxiii

Examples: Mc Donalds globally sells burger aimed at local market. Burgers are made from lamb
in India rather than beef .
Demographic Segmentation:
Age: Amul has segmented its product in different age group
For Kids: Amul kool, Nutramilk energy drink
For Youth: Amul Cool kafe
For Older People: Amul Calci +,Amul Shakti drink
Gender : Emami segmented its product
Women: Naturally Fair Cream
Men: Fair & Handsome cream
Income: Maruti segmented its market
Income group (1- 3 lac per annum) : Maruti 800
Income group (4-7 lac per annum) : Wagon R
Income group (more than 8 lac per annum) : Maruti Suzuki Kizashi
Family Size : Coco Cola offer variation in their bottle size such as 500ml,1L,2L pack .People
can easily choose suitable pack based on their family.
Occupation : Bata School Shoes for students and and Bata Elite Black for working men
Psychographic Segmentation:
Titan watch segmented its market for
Raga: for modern working women in premium segment
Timex: for sporty and fashionable men
Xylys: for new generation achiever
Raymond : targets the ambitious achiever



STPD : Hero Honda

Segmentation Targeting Positioning Differentiating
CD Delux
(upto 40,000 to
50,000)

Occupation:Students
Income:1.5 lac per
annum
Age group: 18-
22 yrs
Jo chalayenge
Naye India ko
wohi chalate hai
Nayi CD Delux
First 100 cc 4
stroke bike .
Splendor
(55,000)
Occupation:Working
People
Income:2 to 3 lac
per annum
Age group: 30-
35yrs
Fill It -Shut It-
Forget It
It had excellent
fuel efficiency
and low
maintenance.
Futuristic
Quantum core
engine
Karizma
(more than
80,000)
Occupation:Students
and Working people
Income:more than 4
lac per annum
Age group: 18-
35 yrs
Always Game 5 speed constant
mesh heal and
toe shift.

clxxxiv













































clxxxv





RIYON PEREIRA

SEGMENTING, TARGETING, POSITIONING, DIFFERENTIATION
(STPD)

Market segmentation is dividing a large heterogeneous market into smaller
subgroups with shared characteristics in order to deliver a market offering that
satisfies unmet needs as closely as possible.
Bases of segmenting consumer market
Geographic
Demographic
Psychographic
Behavioral

GEOGRAPHIC SEGMENTATION
REGION
ITC launched Bingo! in 16 flavors to cater tastes of the country. ITC segmented
Indian market based on the regions. East where it made a Nimbu flavor, Spicy red
chilly flavor for south, Plain salted for northern region and Mustard sting flavor for
Western market segment. It also targeted its product to an age group of 20-25. Its
main strategy was to position Bingo as a youthful and innovative snack, offering the
customers with choice in terms of both formats and flavors including local tastes.

CITY
In 2005 Bennett, Coleman & Co Ltd launched a compact newspaper Mumbai
Mirror in the city of Mumbai. It mostly consisted news form Mumbai city and
nearby places. Subsequently by its successful response similar themed paper was
launched in Pune, Kolkata, Ahmedabad & Banglore which was only targeted and
circulated in those cities.

RURAL AND URBAN AREAS
Asian Paints Ltd in 1999 launched Ustav distemper exclusively for rural markets in
India. They had found that there was a gap in demand in the market for paints used
for houses. Basically there were two choices available, the traditional chuna powder
which cost around Rs 9 per kg & enamel paint which cost around Rs 50 per liter

clxxxvi

which was very expensive for the rural customers. This was when they launched the
distemper at Rs 28 per liter. Another thing that they did was the size of the
packaging. Traditionally smallest size available was 1 liter and most of the times
farmers or rural people need was much less than that so they came up with 50 ml
tins which were more suitable for them.




DEMOGRAPHIC SEGMENTATION
AGE
HDFC Bank offers different account according to age groups.
Age Account
Minor - < 18 Child Advantage Account
< 18 years Regular saving Account
> 60 years Senior Citizens Account


GENDER
Titan Watches
Men Women
Orion Nebula
Edge Purple
Automatic Raga
HTSE Bandhan
Octane Obaku
Obaku


INCOME
Taj hospitality brand
Brand Description
Taj Luxury / Taj Luxury brand with resorts and palaces
Taj Exotica Premium resort brand in Goa, Maldives & Mauritius
Taj Safaris Nascent wildlife lodge brand
Vivanta by Taj Contemporary luxury hotel brand
Gateway Mid market positioned below Vivanta
Ginger Economy hotel brand in India


clxxxvii


OCCUPATION
Action Shoes segmented market based on occupation
Brand Description
SchoolTime School shoes
Milano/Dotcom Office-Goers
Campus Sport shoes


PSYCHOGRAPHIC SEGMENTATION
PERSONALITY TRAITS
Womens magazines for different personalities
Magazine Description
Vogue Fashion magazine
Femina Features articles on relationships, beauty and fashion, travels,
women fight back, cuisine, and health and fitness, celebrities
and cultural facets of Indian women
Cosmopolitan It indulges in every part of womens life
Shape Diet, fitness and beauty magazine
Grihshobha Features on housekeeping, cookery, knitting, interior
decoration, hobbies, handicrafts, besides helping women
understand social, national as well as universal issues.

LIFESTYLE
Titan has targeted its Fast track brand to the youth between 18-25 years. These
customers are bold individualistic, fashionable. Titan edge was launched as worlds
thinnest watch with thickness of 3.5mm, this was targeting executives. Titan-
WWF(world wide fund for nature) series was launched targeting new generation
who wants to express the concern about animals and nature.

BEHAVIORAL SEGMENTATION
OCCASIONS
Greeting card Brands such as Archies and Hallmark make cards for birthdays,
weeding, Eid, Diwali, Raksha Bhandhan. They target specific occasion.

BENEFITS
Procter & Gamble offers Head & Shoulders 8 variants according to needs of
customers
Shampoo Benefit

clxxxviii

Cool Menthol Natural menthol with cooling, soothing relief
Smooth and Silky Hydrates hair and makes it manageable
For Men hair
retain
Formulated to stop hair loss
Anti-hairfall Reduces hairfall
Dry scalp care Hydrates hair
Apple fresh

Improves hair & scalp health


STDP HONDA

Brands Segmentation
(Income)
Positioning Differentiation
Brio
(Rs 4.12 - 6.12
lakhs)
Annual Income 4
lakhs
It loves you back' Interior space,
great design
Amaze
(Rs 5.05 - 7.69 lakhs)

Annual Income 5-6
Lakhs
Badle Aapki
Duniya
Engine
Immobilizer, Anti-
Lock Braking
System

City
(Rs. 7.29 - 10.62
lakhs)
Annual Income >6
Lakhs
Enjoy Your
Challenges
1.5 liter i-VTEC
engine, paddle
shifts on the
automatic gearbox
version














clxxxix






















Nikhil Jain
Segmentation
Geographic segmentation
Consumers in southern state like Tamil Nadu prefer freshly
brewed coffee while consumers in many other states in india
prefer tea. Even the taste and other quality parameters of tea
vary across region whereas consumers in othther parts of
India prefer Darjeeling or Nilgiri tea.
In ready to eat packaged food market , brands like Ashirvaad
and MTR assess the taste and flavour preferences for the
food items they promote in different regions based on
consumer preference. The same in the case with curry
powders or pickles.

cxc

Mahindra markets its Tractor in rural areas as it is highly
used by farmers instead of urban areas.

Demographic Segmentation

Disney have different channels for different age Group
Disney Junior For children upto age of 9 years
Hungama- For children of age 9-14years
Disney Channel - For children of age 15-19years

Kinetic Targeted women with their Kinetic Flyte scooter on
the other hand they have Kinetic Blaze scooter which are
heavy and gives masculine image.

Madhura Garments segmented its different brands on the
base of income group.
Peter England- Annual Income less than 3Lacs
Allen Solly - Annual Income 3-6 Lacs
Louie Phillpe Annual Income more than 6lacs.

Psychographic Segmentation
McDonalds had to change their menu in India to adapt to
consumer preferences . In India , beef is avoided in the menu
of McDonalds . Instead , the company has introduced
vegetarian burgers such as the McVeggie Burger and McAloo
Tikki Burger
Behavioral Segmentation

cxci

Brands such as Clinic , Chic, Pantene, Head & Shoulders, and
sunsilk offer variant products targeted at diverse benefit
segments. Like Head & Shoulders have Dandruff free, Silky
and shiny, Menthol.
Hallmark has different type of cards for different occasions
like Diwali, rakhi, friendship day, valentine day.
Airtel target market as per usage Rate Company came up
with many plans for youth like Airtel Friend group and
flexible call rates for night specifically targeted at young
couples.

STPD Analysis
Madura Fashion & Lifestyle

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo
Ltd, is one of Indias fastest growing branded apparel
companies and a premium lifestyle player in the retail
sector. After consolidating its market leadership with its
own brands, it introduced premier international labels,
enabling Indian consumers to buy the most prestigious
global fashionwear and accessories within the country.
The companys brand portfolio includes product lines that
range from affordable and mass-market to luxurious, high-
end style and cater to every age group, from children and
youth to men and women. Madura Fashion & Lifestyle is
defined by its brands Louis Philippe, Van Heusen, Allen

cxcii

Solly, Peter England and People that personify style,
attitude, luxury and comfort.
Louis Philippe
Louis Philippe was launched in India in 1989.
The brand draws its name and inspiration from King Louis
Philippe of France, who was famed for his generosity of
spirit and his appreciation of the arts.

From its inception, Louis Philippe has been seen as the
purveyor of fine clothing for the discerning European
gentleman.
Target :premium, international mens fashion market
Positioning :
Louis Philippe symbolises elegance, class, status, and a
lifestyle that is distinctly majestic and opulent.
Product Diffrentiation:
Garments under this label combined the finest fabrics with
designs inspired by the latest global trends, addressing the
needs of the style-conscious contemporary male. The
international superbrand offers elegant ensembles for the
new Indian man. The entire range of formals, semi-formals,
knits, custom-made apparel, and accessories is inspired by
the latest European fashion trends.

Van Heusen
Launched in India in 1990, A premium lifestyle brand, Van
Heusen follows the company mandate; fashion for the
corporate world.

cxciii

Target: The brands target audience is the successful,
sophisticated, erudite, multi-faceted professional.
Diffrentiation : The Van Heusen range is modern,
minimalistic and timeless. It is distinguished by its high
quality, and its relevance to the times, neither too edgy nor
too futuristic.
Van Heusen aims to be a complete lifestyle brand.
Allen Solly
Launched in 1993.
155 Stores / 74 cities / 23 States
Target: Income group 3-6lacs P.A
Positioning: innovative corporate clothing brand.
Differentiation: most innovative of the Madura Fashion &
Lifestyle's brands. Today it is one of India's most popular
and easily recognised brands in the branded premium
apparel segment. Consumers understand it as a vibrant and
upbeat work wear brand.

Peter England
Peter England is the largest menswear brand in India with
over 5 million garments sold every year. First launched by
Madura Fashion & Lifestyle (then known as Madura
Garments) in the mid-price shirt segment in 1997, the
company acquired the world rights for the brand in the year
2000. Today, Peter England has a strong national presence
with 589 exclusive stores and over 1600 multi-brand outlets
in more than 250 towns.

cxciv

Target: mid-priced value for money range, young men in the
early years of their career
Positioning: Affordable corporate clothing brand.
Differentiation: offers relaxed office wear and weekend
casual wear through its Peter England Elements line In
affordable price range.





























-KEYUR PANDYA
SEGMENTATION
MEANING: Dividing the prospective buyers into groups that have
common...

cxcv

Needs
Demand characteristics
Taste & preferences
Behaviour etc.

NEED: No product is for all. Its very difficult to reach the whole
market & so it is better to segmentize the whole market and focus on some of
them.



BASIS OF
SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC

cxcvi

GEOGRAPHIC SEGMENTATION:
Segmentation based on geographic areas.
Basis can be...
Nation
State
Region
Rural v/s Urban
Example:
(a)






(b) BIRLA SUNLIFE INSURANCE CO. has insurance policies specially
for people in rural areas like...
BSLI Dhan sanchay Yojna
BSLI Suraksha Super
BSLI Bimla Kavach Yojna


Target segment is people
in URBAN area

Target segment is
people in RURA & SEMI-
URBAN area.


cxcvii

DEMOGRAPHIC SEGMENTATAION:
Segmentation based on demographic
factors like...
Age
Gender
Income
Family size
Occupation etc.

(1) Age : Taste and preference of the people of differs according to their
Age & so it becomes criteria for segmentation.

Examples:
(a)





(b) PLAYSKOOL is a toy company & it is targeting the segment of children.
But it has further segmented them as per their age group & have different
Brands for those age group.
Giggle Infants : 0 to 1 year
First Bite : 1 to 2 years
Giggle Pre-school : 2 to 4 years
Play & Learn : 4 years+


(c) BATA has separate brands for the children apart from their regular male &
female customers.
Targeted towards
children

Targeted & promoted as
drink for youngsters.

cxcviii









(2) GENDER:

Examples:

(a) Hero Maestro : for Men
Hero Pleasure : for women

(b) BATA

For Men : WEINBRENNER, AMBASSADOR

For Women: MARIE CLAIRE (Tag line: Confident femininity)
NUTRALIZER (Tag line: Shoes with beautiful feet)




(3) INCOME : Income of the consumer is the element that decides
the ability to participate in the market. So it is an important criteria.

Examples:

(a) INDIAN HOTELS LTD.
ANGRY BIRD
5 years +
BUBBLEGUMMERS
1-2 years, 3-5 years, 6-9 years


cxcix




(b) STATE BANK OF INDIA

One Rupee A/C for people below poverty line.
Regular Savings A/C
Privilege A/C- Minimum a/c balance to keep Rs. 1crore.



(4) FAMILY SIZE :
Example: Maruti Alto v/s Maruti EECO



PSYCHOGRAPHIC :
Segmentation based on...
Personality trait
Lifestyle
Values
TAJ, VIVANTA
GATEWAY
HOTELS
GINGER HOTELS
MARUTI ALTO
Regular hatchback car
MARUTI EECO
(Tagline: Happiness
Familisize)

cc

Behaviour
Because the people in the same demographic group also
can have different psychology & so different expectation from
the product.


(1) LIFESTYLE: Lifestyle can also become the basis for segmentation

Example: TITAN has many sub-brands in its wrist-watch category, each
targeting at different segments, each for people with different lifestyles.

NEBULA: Gold watches for people who consider gold /Gold
jewellery as style statement.
HTSE : young men who are techsavy.

(2) BEHAVIOURAL ( Benefit sought) : Though the product may be similar
but the benefit seek from that may differ from person to person.

Example:
(a)
BATA INDIA LTD. Is in the category of footwear but it has different sub-
brands as per the need of the prospective customer.




POWER- Play On Power
Brand targeting sports
footwear.

cci

















SEGMENTATION, TARGETING, POSITIONING, DIFFERENTIATION
Of Wrist watch Brands from TITAN INDUSTRIES LTD.
BRANDS SEGMENTATION TARGETING POSITIONING DIFFERENTIATION

Demographic
Age based
People in the
age group of
18 to 30 years
cool watches
From TITAN

Move On
Funky and
Oversized
displays,
Flashy colours,

WEINBRENNER- Think
Weinbrenner
Think Outdoor

Ruff & tuff products for outdoor
& trekking use.
DR SCHOLLS
Brand precisely taking care for
the people with back, knee ,heel
etc.

ccii


Demographic
Income based

Psychographic
Lifestyle
People
Considering
Gold/gold
Jewellery a
Style
Statement.
Watch for
discerning
individual
Designs of the
Dials.
Inspired by
Designs of
great palaces
of India.

Demographic
Gender

Psychographic
lifestyle
Techsavy ,
Young Men,

People
Believing it a
Style statement
Runs On
Light

Till There is
Light,
Some things
Are Here To
Stay

It runs on
light.

Even from a
small source
as candle or
LED







Thank you.













cciii














Pranav.P

GEOGRAPHIC SEGMENTATION
c) Nationwise Segmentation: Ford Motors:
Ford adapted its offer to suit the indian target market. Modifications such
as:
Higher ground clearance to make the car more compatible to
rougher road surface india.
Stiffer rear springs to enable the negotiating the ubiquitous
potholes on indian roads.
Changes in colling requirement, with greater airflow to the rear.
Higher resistance to dust.
Compatibility of the engine with the quality of fuel available in
india.
Location of horn buttons on d steering wheelas indian frivers use
horn far more frequently than the European.

d) Region-wise segmentation: Godrej No.1
REGION PRODUCT
North Consumers in north prefer colored soaps which have
floral profile. Also freshness soaps with lime and
citirusare popular as the climate in North is very hot
and citrus/lime are seen to be refreshing. Thus, Godrej

cciv

No.1 jasmine and natural came into the picture.
Jasmine variant combines the goodness of jasmine and
milkcream to keep the skin soft and radiant whereas
natural has goodness of coconut oil, neem and tulsi to
keep the cool quotient.
East The east is not a big soap market, hence no particular
preference skews.
West Consumers in the west exhibit preferences for strong
and impactful fragrances. Preference are more for pink
soaps with floral fragrances, primarily rose, which are
positioned on the beauty platform. Thus, Godrej No.1
Rose, Jasmine and Sandal are the main products
here.Rose variant has a pleasant rose perfume and is
an excellent beauty soap whereas sandal has the
goodness of sandal and turmeric which makes the skin
radiant and glowing.
South In the south, the skew is towards specific soap
segments like herbal/ayurvedia and also the sandal
profile. Thus Godrej no.1 Ayurvedic and Sandal
became the high selling variants here. Ayurvedic
variant has 21 proven ayurvedic herbs to keep the skin
soft and radiant.


e) 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.

f) Cities: Tanishq realized that given the diverse nature of indian ethnicity, it would
have to satisfy the tastes of all regions. So the designs became more ethnic.
Tanishq also decided to transpose designs by stocking Bengali deisgns in Delhi ,
keralite designs in Tamil Nadu and typical designs from Tamil nadu in Mumbai
in order to appeal to a variety of people.

ccv




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

Junior Horlicks Young Children (123 and 456)
Mothers Horlicks Breast feeding mothers
Womens Horlicks For women
Lite Horlicks For adults

2)Barista made available various consumable products for different age groups
such for teens they had Ice-cream sodas/slushes and dessert, for young adults
they iced-teas and different variants of cold coffee and for 35 above they had hot
coffee variants.

g) Gender-
Hero Motocorp has Hero Maestro for the males in the society and Hero Pleasure
only for women. Also when Hero markets its Pleasure it calls out to young,
rebellious, independent women and girls.

h) Family Size- Bisleri
Bisleri 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.

i) Income- Maruti Suzuki
Income per annum Cars
3 lakhs per annum or less Maruti alto , omni
3-5 lakhs per annum A-star, swift , versa
Above 5 lakhs SX4, Ritz, Kazashi

j) Generation:
Kesari tours, of the 50000 people who travelled with them in 2003 said that
9000 were above 50. For this reason they started a special tour for this older
generation of people called second innings apart from vacation and honeymoon
packages which were targeted towards the relatively younger generation.


5. PSYCHOGRAPHIC SEGMENTATION
c) Lifestyle-

ccvi

Tanishq found that 40% of the indian women were working women.
Therefore they targeted this segment with specific group of products called
Collection-G a 9-5 jewellery specifically designed for working women.

CCD chooses lifestlyle oriented, urban consumers as target with youth. They
make coffee an experience and provide a special experience to chosen
segments.







6. BEHAVIORAL SEGMENTATION
d) Occasions- No other brand knows how to utilize occasion for marketing its
product better than Cadbury. Cadbury comes out with different packaging and
offers for all occasions such as Christmas, Diwali, valentines day etc.

e) Benefits Sought- Nestle has found a segment atta noodles as distinct from the
maida noodles for health conscious consumers.


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








STPD-Hero Honda Motorbikes
Brands Segmentation Positioning Differentiation
Karizma zmr
(100000)
Targeted at the youth of
india. Youth which is
sport look oriented.
Unleash the hero within.

Oil cooled, 4 - stroke
single cylinder OHC,
fuel injection.
Telescopic hydraulic
shock absorbers


ccvii

Impulse
(70500)
Targeted mostly at the
rural population and
working population.
Play the road
Air cooled, 4- stroke
single cylinder OHC
,Electric star
Xtreme
(66275)
Targeted the daily office-
goers in urban areas and
cities.
Live off the edge
Air cooled, 4 - stroke
single cylinder OHC.
CV with CCVI
Carburettor
controlled with
variable ignition.





















Sahil Jain.
Brand Zandu gluco charge
Segmentation Targeting Positioning Differentiation
Demographic
Age- youth,
Income - middle

Psychographic
Lifestyle - travel,
health conscious etc.
Targeted customers
in middle class
families
Zandu positioned
itself as not only a
replenishing energy
but also as immunity
provider against
common illness
caused by
heat,humidity.
A glucose based
energy drink mix
fortified with the
goodness of vitamin c.


ccviii


Brand 18+ deodorant
Segmentation Targetting Positioning Differentiation
Demographic
Age- youth


Psychographic -
outdoor oriented,
fashion oriented
trendy.

Urban youth from
the upper middle
class families.
A deodorant with a
difference, one which
smells like a real perfume &
not an alcohol
Came up with
limited edition
fragrances, a
deodorant with
a difference, tie
up with large
organization
like gym chains

Brand Garnier mineral deodorant
Segmentation Targeting Positioning Differentiation
Demographic
Gender
Age
Upper middle
class

Males aged 16-25
primarily.
Upwardly mobile
consumer
48 hr non stop
protection
To differentiate
itself, garnier came
up with the first
anti perspirant that
gives 48hr
freshness powered
with perlite which
has 5 times the
absorbing power of
talc.










SEGMENTATION, TARGETING, POSITIONING, PRODUCT
DIFFERENTIATION(STPD)
MARKET SEGMENTATION
Market refers to people or organisations with needs or wants and ability and
willingness to pay.

ccix

Market segment refers to a group of people or organisations sharing one or more
characteristics that leads them to have similar product needs.
Market segmentation refers to the process of dividing the total heterogeneous
market for a good or service into several segments, each of which tends to be
homogenous in all significant aspects.


GEOGRAPHIC SEGMENTATION:
Divisions on basis of nations, states, countries, cities, neighbourhoods or on basis of
rural and urban.

TATA Motors has separate trucks specifically for rural areas like TATA Ace & TATA
Ace Magic which are variants of a mini truck that are suitable for the rural areas.
TATA Motors also has buses and trucks like TATA Starbus, Starbus Ultra, Divo &
Prima.

Bharatmatrimony.com has different matrimonial websites for different regions
such as bengalimatrimony.com, telugumatrimony.com, tamilmatrimony.com,
gujratimatrimony.com, punjabimatrimony.com, oriyamatrimony.com,
kannadamatrimony.com




MTR Foods has different masala powders and pastes for North & South regions.
North- Biryani paste, Garam Masala powder, Subzi masala powder, chana masala,
pav bhaji masala, Pulav masala

BASIS OF SEGMENTATION
Geographic
segmentation
Demographic
segmentation
Psychographic
segmentation
Behavioral
segmentation

ccx

South- Sambar powder, Rasam powder, idli chutney powder, puliogare powder,
Madras Sambar powder, Madras Rasam powder, Bisibele Bhath masala

Times of India has different newspapers for different cities like Bombay Times,
Delhi Times, Hyderabad Times, Pune Times, Bangalore Times.

DEMOGRAPHIC SEGMENTATION:
Age and life cycle stage-
Shopperstop has a separate section for kids and adults.
Kids section: clothing for new born infans, kids (0-3 years), girls wear (3 years and
above), boys wear (3 years and above). It also includes accessories, toiletries, toys,
shoes and socks for kids.

Adults section: Shopperstop has separate section for adults further divided into
Mens and Womens section consisting of clothing, accessories, footwear and
nightwear.

Ponds has products for women above the age of 30 such as Ponds Age miracle
overnight repair cream, Ponds Age miracle daily, Ponds Age miracle deep
Products for younger women- Ponds BB cream, Ponds BB+ cream, Ponds white
beauty

Gender-
Calcium Sandoz which was originally for children and adults came up with a
separate product for women i.e. Calcium Sandoz for Women.

Hero Moto Corp introduced a product in the scooter segment specifically for women
called Hero Pleasure.

Emami came up with a unique concept of fairness cream for men which is Fair and
Handsome.

Van Heusen which originally had formal apparel for men came up with a brand Van
Heusen Women targeting office going women.

Family size-
Coca Cola comes in a 1 litre bottle which is meant for large family consumption.
Lays party pack is a special large size packet meant for family gatherings and
parties.

ccxi

Maruti Suzuki Eeco is targeted towards bigger families .it is a spacious car which can
easily fir in a big family.

Occupation-
Central Bank of India has different loans for different occupations such as:
For doctors: Cent Doctor Scheme for purchasing equipments or setting up clinics or
laboratories.

For farmers: Cent Crop loan, agricultural loans for purchase of seeds, fertilizers,
irrigation.

For teachers: Special schemes of personal loan for teachers which provides loan up
to 10 times of Gross salary or maximum 2 lakhs whichever is lower without
collateral (only 3
rd
party guarantee)

3. PSYCHOGRAPHIC SEGMENTATION:
Lifestyle segmentation-
Incredible India tourism promotes different states according to the lifestyles
commonly followed there: Kerala- healing
Goa Leisure
Mumbai- Business & Entertainment
MTR with its product Ready to Eat meals targeted people with busy lifestyles
especially families with working women who do not find much time for cooking
from their busy schedules.
Ready to eat range- Sambar rice, palak paneer, Dal makhani, Paneer butter masala,
Mutter paneer

Personality segmentation-
Personality is comprised of values, attitudes and behaviour.
Titan has different products for different personalitites:
Titan Raga- for the modern woman
Titan Purple- a stylish range for women
Titan Nebula- Made of gold for women who love jewellery.
Titan Zoop- Funky range for young girls
Titan obaku- for the women who believe in simplicity
Titan Fastrack- for the youth who keep moving on

Values- Mc Donalds changed its menu in India and removed beef from its menu
since cow is worshipped in India.


ccxii

4. BEHAVIORAL SEGMENTATION:
It refers to consumers responses towards a product or store selling the product.
Occasions-
Cadbury Celebrations is a mix of different Cadburys chocolates packed together for
occasions and family gatherings. It promotes these products during Diwali and
Raksha Bandhan most.
Kurkure has special gift packs with different varieties of Kurkure packed together
and sold specifically during festivals like Diwali and also sold for corporate gifting to
companies.

Benefits-
Different people seek different benefits from shampoos. Hence, Sunsilk provides a
wide range of shampoos- anti-dandruff, hairfall solution, egg shampoo, hair
straightening.

Usage rate-
Vodafone keeps track of customers and offers prepaid cards to those prepaid
customers who have a high usage rate of the network.

Loyalty-
Loyalty segmentation enables marketer to tailor the promotional content and
product appeal to retain the loyal customers to attract new customers from rival
brands or to convert non-loyal into loyal buyers.
Makemytrip.com provides loyalty offers like mileage points or special gifts for
regular usage like free ticket on purchase of certain number of tickets.








STPD OF 3 BRANDS
1. Hero Pleasure-

ccxiii

Hero Pleasure is a light and zippy bike/scooter for girls from the house of Hero Moto
Corp

SEGMENTATION:
Geographic segmentation-
Hero concentrated on urban markets i.e. tier 1 and tier 2 cities only for Hero
Pleasure since rural markets were still not open to girls riding scooters or bikes.
Demographic segmentation-
Gender- This bike was specifically introduced for girls and has features that are
liked and preferred by girls.

Age- This bike is targeted most towards girls in the age group of 18-35 years since
they are most likely to use a bike.

TARGETING:
The major target segments of Hero Pleasure are
Working women-
Modern working women of cities are likely to use a bike for travelling to office and
for other purposes like shopping
College going girls-
Bikes are also commonly used by girls especially in tier 2 cities to travel to college.
They prefer having bikes rather than relying on public modes of transport.

POSITIONING:
Hero Pleasure is positioned as a Pleasure scooter which gives pleasure of
Space
Style
Smoother rides

ccxiv

Stress free living

Hero Pleasure has been positioned as a scooter for young girls through their brand
ambassador Priyanka Chopra who is shown as a young college girl riding Hero
Pleasure in the advertisements.

Hero Pleasure has strongly positioned itself with the statement why should boys
have all the fun? portraying that the fun and joy of riding can also be for the girls
which comes the pleasure scooter- Hero Pleasure

DIFFERENTIATION:
Tangible differentiators-
Stylish design- exciting body graphics with a stylish meter console
Stress free riding- due to tube with puncture endurance and maintenance free
battery
First bike specially designed for girls
Attractive colours for girls- pink, purple and orange which were never used for
bikes earlier.
Hero has 21 exclusive for her showrooms of Hero Pleasure in the country that
are managed by women employees.
Intangible differentiator-
Pleasure- Hero Pleasure provides pleasure of riding and comfort to girls.



2. Tata Nano

ccxv


Tata Nano is a city car manufactured by TATA Motors. Made and sold in India, Nano
is the cheapest car in the world.

SEGMENTATION:
Income Tata Motors introduces the Tata Nano specifically for the lower income
groups having income of Rs. 1,00,000 p.a. or more. They concentrated on this
segment and hence came up with the worlds cheapest car which can make a car
affordable for those who plan to buy a 2 wheeler.

Age- Tata Motors anticipated that most of the buyers of Nano would be newlywed
couples or freshers who just started working who come under the age category of
22-40 years.

Scooter segment- tata Nanos main target was the 2 wheeler segment. They wanted
Nano to create a transition of people from 2 wheelers to Nano simce the costs of
both are almost at par but benefits of Nano is higher since it gives benefits of a car.

TARGETING:
The main target of Tata Nano was the families that travelled on bikes i.e. husband,
wife, and children travelling in a bike.
Tata nano was a product with price as much as a bike providng benefits that of a car.
Hence, their main target was hum do humare do families of lower income segment
using a two wheeler
POSITIONING:

ccxvi

Cheapest car- Tata Nano was positioned as the cheapest car in the world costing
only Rs. 1,00,000 thus making it affordable to lower income group.
The peoples car- Tata Nano is called the peoples since it caters to the vast middle
class and lower class segment because of its low price.
Solution for families having 2 wheelers- Tata Nano potrayed itself to be a solution
for families that travelled on 2-wheelers . Tata Nano provided more comfort and
safety at around the same cost.
DIFFERENTIATION:
Tata Nano was the cheapest car without compromise on quality, safety and
environment.
Tata Nano achieved low price by minimizing cost in unnecessary luxuries. The
basic model of Nano comes without heater or air conditioner , without anti lock
brakes, only one single windscreen wiper, manually operated windows, manual
steering, no air bags.
The parts of Nano were made of plastic and joined with adhesive instead of
conventional metal and wiring.

3. Mahindra Scorpio
The Mahindra Scorpio is an SUV manufactured by Mahindra & Mahindra Limited,
the flagship company of the Indian Mahindra Group.



SEGMENTATION:
Geographical: Scorpio was launched in a phased manner in Mumbai, Bangalore,
Delhi, & Chennai .Within 4 months it was launched in 20 cities and within 1 year it
was launched in 50 cities of India.

ccxvii

Family size: Scorpio is targeted towards big families that need a spacious and
comfortable vehicle to travel.


TARGETING:
Mahindra Scorpios target segment is families in tier 1 and tier 2 cities since
Scorpio can satisfy the needs of the urban segment better than the rural segment.
Another target segment is people who travel a lot by road. Scorpio is a vehicle that
can be effectively used to travel long distances and provides comfort during the
travel.

POSITIONING:
Mahindra Scorpio positioned itself with a strong statement- nothing else will do
It provides the luxury of a car and thrill of an SUV

DIFFERENTIATION:
Scorpio has a sporty look and luxurious interiors- sporty fog lamps, illuminated
spoiler, alloy wheels & tiltable steering.
A unique aspect of Scorpio is that it is extremely spacious and comfortable with
middle row sliding seats, centre armrest, and individual armrests.










Made by:
Tanusri Gurudanti
PGDM 3









ccxviii


































MARKET SEGMENTATION - SHASHANK M
ANGADI

What is Market?
A Market by definition comprises people or businesses with potential interest,purchasing
power and willingness to spend money to buy a product or service that satisfies need.In
other words market is a place where trading of goods takes place.
What is Market segmentation?

ccxix

Markets are heterogeneous; segmentation divides them in homogenous sub units.
The market for a particular product is nothing but the aggregate of the consumer of that
product. Thus breaking up the market of a product into several subunits or sub markets,
each relatively more homogenous within itself is called market segmentation.

BUT REMEMBER IT IS THE CONSUMERS WHO ARE
SEGMENTATED, NOT PRODUCT NOR PRICE
POINTS TO BE CONSIDERED BEFORE SEGMENTATION OF
MARKET
IS IT SIZABLE
Is It Growing
Is It profitable
Is It accessible
Advantages Of Market Segmentation:
Helps distinguish one customer group from another within a given market
Facilitates proper choice of Target Market
Facilitates effective tapping of the market
Makes the marketing effort more efficient and economical
Helps spot the less satisfied segment and succeed by satisfying such segments
Helps achieve the specialization required in the product; distribution, pricing,
promotion matching the customer group
SEGMENTATION is done on four parameters:
Demographic
Geographic
Behavioural
Psychographic

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Demographic Segmentation
Segmentation of consumer based on variables such as age,gender,purchasing
capacity,family dimensions is known as demographic segmentation
AGE

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Amul as a brand has segmented its
consumers in different age groups and
has products specifically targeted
based on their ages

FOR KIDS: Amul Kool, Choclate Milk,Naturamul energy drink
FOR YOUTH:Amul Kool Caf,
FOR OLD PEOPLE:Amul Calci+, Amul Shakti Energy Drink




GENDER
Men and Women differ in their buying behavior and hence they form a different market
segment under demographic segmentation

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Emami has segmented its cosmetic products separately for men and women
MEN: FAIR AND HANDSOME
WOMEN: NATURALLY FAIR

PURCHASING CAPACITY
In the several elements of demographic,purchasing capacity is the most significant one.A
buyers preferred price range is related to the purchasing capacity of the consumers

NOKIA
Nokia has classified its consumers on the basis of their purchasing capacity and accordingly
targeted them with their handsets
It has handsets starting from the range of
Rs 2500 (Nokia 2600)
Rs 5000(Nokia Aasha 310)
Rs 12000(Nokia E72)
Rs 22000(Nokia Lumia series)

FAMILY SIZE

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Family size isone of the most important consumer segementation for Indian Automative
industry.Maruti as a brand has segmented its consumers on this basis and launched
vehicles on this basis.

Maruti has various vehicles based on the family sizes in the context of Indian families
Nuclear family(3-4): Maruti 800,Maruti zen
Mid size family(>4):Maruti esteem




GEOGRAPHIC SEGMENTATION
Segmentation done on the basis of geographical divides like
nations,states,regions,languages etc is known as geographical segmentation.
STAR India
Star India is a media and entertainment company has segmented its viewers on the basis if
geiographical regions and has different channels specifically targeting these segments and
thus retaining their hold on viewers
STAR TV (HINDI): General entertainment channel in hindi for North india viewers
STAR JALSHA( BENGALI): General entertainment channel in Bengali
STAR PRAVAH(MARATHI): General entertainment channel in Marathi
STAR ASIANET(MALYALAM): General entertainment channel in MAlyalam

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STAR SUVARNA(KANNADA): General entertainment channel in kannada
STAR SITARA(TELUGU): General entertainment channel in Telugu








PSYCHOGRAPHIC SEGMENTATION
Psychographic segmentation divides consumers based on their pyschology and
lifestyles.Many bussinesses offer products based on their attitudes,beliefs etc.one such
example is of Caf coffee day.They choose lifestyle oriented,urban youths as their
consumers

They make coffee drinking an experience and provide a special experience for the choosen
segment.recently CCD is trying to make a space in the students of urban areas

BUYING BEHAVIOUR
Market segmentation done on the basis of buying behaviours,the motives in owning a
product and the benefits they derive from it.Nestle as a brand has taken into consideration
and launched new products based on this segmentation
Nestle the owner of maggi noodles produced noodles of maida but has now launched a new
product MAggi ATTA noodles for the health conscious who prefer the whole some noodles
they launched it with the tag line of health bhi taste bhi




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Vaishali Soni
PGDM 3, 2013-2015

Marketing Assignment 1
Q 1) What is market segmentation? Explain with examples.
Ans) Market segmentation involves the division of 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.
Following are the major segmentation variables for consumer markets:
a) Geographic:

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Region: The sale of beauty and fairness creams like Fair and Lovely is more in South
India. MTR ready-to-eat food packets have different varieties to suit the needs of
different tastes in India- Paneer Tikka for north and Idli Sambar for south.

City: Audi has launched its cars only in the tier 1 cities of India as that is where they
would find customers for their products.

b) Demographic:
Age: Amul has segmented its products in different age groups.
For kids: Amul Kool, Chocolate milk, Nutramul energy drink.
For youth: Amul Kool Kafe.
For women and older people: Amul calcite, Amul Shakti energy drink
Another example is that of the toothpastes by Colgate. There is a Colgate Kids
Toothpaste especially for toddlers. Colgate Max Fresh is for the youth. Colgate Sensitive
pro-relief could be said for people over 30 years of age.
Gender: Fair and Handsome has been designed by Emami exclusively for men. 18
Again, Fair and Lovely, Satincare razors have been designed especially for women
keeping in mind the soft body hair for females.

Income: Products are available based on the purchasing power. Eg: Nokia 2600 is
currently available for Rs 3203. Affordable by people with income range of Rs 10,000
per month. Nokia Asha 501 is available forRs 5000. Income range: Rs 15,000-Rs
20,000 a month. We then have the Lumia series. Lumia 920, 925, 1020 which cost above
Rs 35,000 are affordable by people with a monthly salary of Rs 50,000 and above.

Occupation: Ultratech cement has its tagline as The Engineers Choice which
indicates its relevance with the Civil Engineers. Airtel targeted the students with the Har
Ek Friend Zaroori Hota Hai Campaign and came up with respective schemes.

Education: Brands like Crossword, Oxford Book Store, serve to the educated mass with
a variety of books and stationary catering to a huge variety of needs.

c) Psychographic:

Lifestyle: Coke came up with diet coke keeping in the changing lifestyle of people in
mind as the new generation was becoming more and more health conscious.

Personality:

Titan Watches:
Titan Raga- serves the needs of the present day woman.
Titan Fastrack- A brand specifically developed for the youth and is known for its creative
styles.
Titan Sonata- Elegant watches for men.

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d) Behavioral:

Occasions: Cadbury came up with its Celebrations range to be sold as substitute instead
of the traditional sweets. Kuch Meetha Ho Jaaye says that exactly.

Loyalty: It has been observed that people who use Apple products stay loyal to it and
always go for the new versions and products by Apple over other companies.

Q 1) Give STPD for three brands.
Brand Segmentation Targeting Positioning Differentiation
Frooti Demographic-Age
Behavioral-Benefits

Primary segment- Kids
Secondary segment-
Adults
Yo!Frooti targeted at
youth between age 16-
21
Change in
taglines-
Frooti-Just
Like That

Fresh and
Juicy! What
a Beauty!
Mango
Frooti!

Juice up of
Life
Green Mango
Variant-
Repositioned to
appeal to Cola
drinkers.

First drink with
tetrapack
packing.

Light weight and
easy to carry
with no need for
refrigeration.
Bournvita
Lil Champs
Age Kids within the age
group of 2-5
Your
Childs best
Friend
Designed with a
bundle of 13
vitamins and 5
minerals that are
essential to carry
out the bodys
important
metabolic
functions along
with DHA and
macronutrients.
Bingo A brand which is for
the whole country-
Geographic-Region-
With different tastes
The youth of India No
Confusion
Great
Combination
Not made with
potato. Its a
unique
concoction of
rice meal, gram
meal and corn
meal.


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Pradnya Rege

Segmentation and its Types

The starting point for discussing segmentation is mass marketing. In mass marketing the
seller engages in the mass production, mass distribution and mass promotion of one
product for all buyers.
Companies cannot connect with all customers in large, broad or diverse markets.
An organization cannot satisfy the needs and want of all customers. To do so, it may
result in a massive drain in company resources.
The argument for mass marketing is that it creates the largest potential market, which
leads to the lowest costs, which in turn can lead to the lower prices or higher margins.
However many critics point to the increasing splintering of the market and the
proliferation of advertising media and distribution channels which are making it difficult
and increasingly expensive to reach a mass audience.
Thus, companies are turning to micromarketing at one of the four levels-
o Segments
o Niches
o Local Areas
o Individual
The figure shows division of mass market into micro-market -





Mass
Marketing
Selling same
product to all
customers
Segments
Similar set
of needs
and wants
Niche
Dividing
Segments
into Sub-
segments
Local
Areas
Grass-root
level
Marketing
Individual
s
One-to-One
Marketing

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A market segment consists of a group of customers who state a similar set of needs and
wants.
The classical definition of market segmentation is the process of dividing a target market
into smaller and smaller markets to understand them.
We opt for segmentation as no company or organization can sell product to everyone, as
the needs and wants differ from person to person.
Segmentation is mainly about focusing on your end-user, set of people with similar
requirement.
Benefits of segmentation
o Faster products sell.
o Increase in the revenue, lower cost.
o Higher retention rate.

Bases for segmenting consumer markets
o Segmentation is based either on descriptive characteristics like
(1) Geographic Division on the basis of nation, states, region, cities and
neighborhood.
(2) Demographic - Division on the basis of age, gender, income, occupation,
family size, education.
(3) Psychographic Division on the basis of socioeconomic classification,
lifestyle and personality.

o Or segmentation is based on behavioral aspects such as
1. Occasions
2. Benefits
3. Usage Rate
4. Loyalty Status
5. Attitude towards product

Geographic Segmentation
India can be divided on the basis of
o Region North, South, East and West
o States
o Cities
o Urban/Rural areas
Geographic Segmentation example Dainik Jaagran, which is a leading newspaper
owned by Jaagran prakashan limited. The newspaper focused mainly on North and
North-Eastern region, where maximum people use Hindi as their first language of

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communication. It is mainly popular in the cities like Lucknow, Jhansi, Agra, Meerut of
Uttar Pradesh, Bhopal and Reva of Madhya Pradesh, Jamshedpur of Jharkand, Dehradun
of Uttarakhand, Patiala and Bhatinda of Punjab, Jammu of J&K, the metro city Delhi and
many more.
Demographic Segmentation It is relatively easy to segment on the basis of
Demographics. The following are the factors used for Demographic Segmentation
o Age Consumers wants and abilities change with age. Therefore, age and
lifecycle stages are important variables to define segments.
Ex. - Fastrack by Titan aims at the age group of 15-24 years. Started by Titan to
target the young and trendy generation, they came up with watches, sun-glasses
and bags which resonated with the youth.
o Gender Men and women have different preferences, which is partly based on
genetic make-up and partly on socialization. Gender differentiation has been
applied to product categories such as clothing, hair-styling, cosmetics and
magazines.
Ex. - Scooty Pep and Apache by TVS for women and men respectively and Secret
Temptation and Wildstone by McNROE for women and men respectively.
o Income Income segmentation is a long standing practice in a variety of products
and services, because it determines the ability of a consumer to participate in
market exchange.
Ex. - Micromax, which is an Indian consumer electronics company, manufactures
mobiles which have features similar to Samsung, HTC etc. but at a lower price.

Brand Name & Model
Number
Price(Rs.) Annual Income(Rs.)
Micromax Bold X088, X099,
X104C
1,000-1,500 50,000-80,000
Micromax X321, X446, X455 2,000-4,000 80,000-1,50,000
Micromax A34, A67 5,000-10,000 1,50,000-2,50,000
Micromax A101, A90S 10,000-15,000 2,50,000-4,00,000
Micromax Canvas HD A116,
Canvas Doodle
15,000-25,000 4,00,000-6,00,000

o Occupation Occupation based segmentation includes segments like unskilled
and skilled workers, petty traders, shop-owners, businessmen, share-owners and
industrialists.
Ex. Titan Raga for women ranging from managerial to executive level and
similarly Edge for men in the same occupation range.
o Education Comprises of people who are one of illiterates, have schooled upto
4th standard, have schooled between 5th-9th standard, SSE, HSC, non-graduate,
graduate/post-graduate.

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Ex. Navneet publications - It operates in 3 segments - Publications, Stationery
and Others. They have activity books for children upto 4th standard, notebooks
and digests for children from 5th standard to HSC etc.
Psychographic Segmentation In Psychographic segmentation, buyers are divided into
different groups on the basis of psychological/personality traits, lifestyle or values.
People within same demographic group can exhibit very different psychographic profiles.
Ex. McDonalds changed its menu to adapt to Indian market. Beef is avoided in the
menu as cow is considered as sacred. Also Halal meat is prescribed so as the muslim
customers can be targeted. Ashirwad targeted easy to cook, ready to cook brands such as
Maggi, Top Ramen and Ashirwad targeted at consumers having tough time schedules.
Everest Masala targeted females who can use instant readymade masala to cook a variety
of dishes.
Behavioral Segmentation In behavioral segmentation, buyers are divided on the basis of
their knowledge of attitude towards use of or response to a product. Thus, segmentation is
done on the basis of some behavioral variables like
o Occasions Cards by Archies on different occasions like Diwali, New Year,
Christmas, Valentines, Raksha Bandhan etc.
o Benefits Brands like Clinic Plus, Head&Shoulders give benefit to get rid of
Dandruff. Cinthol soap gives a benefit to escape from body-odour.
o User Rate Market can be segmented into light, medium and heavy
product/service user. Ex. - Vodafone has come up with a night calling plan as a
free calling plan for people who talk or only talk on phone at night. For less of
phone calls but extensive messaging like 1000 Messages per month, Vodafone
has SMS top-up packs avaiable
o Loyalty Status Hardocre Loyals - Loyal to one brand
Split Loyals - Loyal to 2-3 brands
Shifting Loyals - Shift loyalty
Switchers - No loyalty
Ex. - Fliers who regularly fly from one city to another for business purpose, are
loyal to one airlines, like Air India or Jet Airways.
o Attitude The five attitudes are Enthusiastic, Positive, Indifferent, Negative and
Hostile.
Ex. - Parachute Coconut oil - If hairfall stops, attitude towards it will stop, if it
reduces, the attitude will be positive, else it will be inclined more towards
negative or hostile.

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STPD

Sr.No Brand
Name
Product
Name
Segmentation Targeting Positioning Differentiation
1. Titan Zoop Demographic
segmentation
based on age
Imaginative
and talented
child of
today(6-13
yrs)
Positioned as
a watch with
distinctive
child-like
identity
Funky and
Cool
2. Marico Saffola Demographic
based on age and
occupation
Middle aged
people with
stressful
work life
Positioned as
a
scientifically
advanced
cooking oil
which makes
heart care
simple
Proven to
reduce
cholesterol
more than
single seed
oils
3. Britannia Nutri-
choice
5
grains
Psychographic
based on lifestyle
and Behavioral
based on benefits
Consumers
who are
health
conscious
and would
like snacks
which are
healthy
Positioned as
a
snack/biscuit
which is also
a healthy
combination
of ingredients
and an ideal
hunger buster
Combination
of 5 carefully
chosen
healthy
cereals- oats,
corn, ragi,
rice, wheat


















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TRISHA SHETTY
STPD FOR 3 BRANDS: AMWAY, MANGO AND TITAN.
AMWAY
SEGMENTATION:
AMWAY includes home care products, personal care products,
jewelry, electronics, Nutrilite , water purifiers, air purifiers,
insurance and cosmetics. Amway conducts business through a
number of affiliated companies in more than a hundred countries
and territories around the world. Amway was ranked No.114
among the largest global retailers by Delloite in 2006, and No.25
among the largest private companies in 2012.
DEMOGRAPHIC SEGMENTATION:
AGE:
Artistry and Attitude by Amway:
Artistry is a product line of skincare under the Nutrilite brand and
continues to utilize Nutrilite research and technology, including
patented Nutrilite extracts which are organically grown. It
announced actress Sandra Bullock as "the face" of Artistry Creme
Luxury. Attitude is the latest range of Amway products for the
young independent women of India.
It is further divided into:
Age group: 25 and above
The three steps of ARTISTRYs recommended daily routine for
youthful, healthy and vibrant skin. The ARTISTRY essentials line-
up is gentle enough to use every day, simplifying your skincare

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routine while boosting the results for youngsters with tagline that
says Beautiful skin is as easy as one, two, three Cleanse.

Age group: 35 and above
The YOUTH XTEND Skincare Collection helps unlock your skin's
natural Surtuins, extending the lifespan of skin cells which make
your skin look younger, smoother and more radiant far into the
future. It rejuvenates your skin to look 15 years younger with
ARTISTRYs scientifically tested 14 night repair treatment
program.


p


Behavioral segmentation:
The behavior of the People to this brand is loyal and this has
been proved by the experiment conducted by the company

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Positioning of Amway:

Amway is one of the world's largest direct sales companies.
Direct selling is based on person-to-person relationships and
involves the distributor going to the consumer rather than the
consumer going to a shop.

Within the Home Care division, products are promoted and sold
by Amway's independent distributors who develop their own client
base. It provides effective solutions to the customers such as:
better than anything else available on the market
just what they are looking for.


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Differentiation of Amway:
It understands the needs of the consumers in their day to day life
and provide products that give instant solution
It keeps on introducing latest products to retain its present
consumers at reasonable rates and the latest one being Attitude
skin care and cosmetics by Amway.

MANGO:


Mango the popular fashion brand for women is a prestigious
multinational company dedicated to the design, manufacture and
marketing of clothing garments & accessories. Mango goes beyond
the design, manufacture and marketing of clothing garments and
accessories for women: It is the creation of a concept.


MANGO FOR WOMEN:
Mangos own-label designs are specially created for urban women
between the ages of 20 to 35, who like dressing according to the latest
trends at a reasonable price, with a good price/quality quotient.

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HE BY MANGO:
It is aimed at young men who are in tune with the fashion trends.it
targets men of the age 20 to 30 who are office goers most
probably and have a busy schedule but can still afford to look
fashionable.

MANGO KIDS:
MANGO is to enter the childrens universe by launching its new
MANGO Kids clothing brand. The new line of children's clothing,
aimed at children aged 3-12,it will include both basic garments
and more on-trend garments, and will also adapt some of the
best-sellers from the women's collection for girls: the so-called
mini-me.

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Positioning of mango:
MNG focuses on the positioning of its shops in locations
frequented by a specific market segment young women
who like fashion. It says
Our women dont go shopping; they go to Mango."
In addition to various promotional campaigns, the values
of the brand are strengthened by stylishness and design
because it brings out four collections.


Product differentiation:
What differentiates Mango from its competition is that it
has done a very good job of identifying its core business
and that it has outsourced everything that it is not
interested in doing . Each of its shop is a fashion
boutique and unique in its own way unlike its competitor
ZARA. Its strategy involves looking for a balance between
two variables: price and exclusivity.

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TITAN


DEMOGRAPHIC SEGMENTATION:
AGE:
Titan markets its products for the following age groups:
12-20 age group has Brands like TIMEX.
18-30 age group has brands like FAST TRACK and
TECHNOLOGY.
30-55 age groups have brands like
SONATA,NEBULA,STEEL,REGALIA,BANDHAN.
GENDER:
TITAN markets its products across:
Sex:STEEL,REGALIA,NEBULA,FASTTRACK,TECHNOLOGY,
SONATA,EDGE,FLIP.
Men exclusively: FLIP.
Women exclusively: RAGA.
Married couples: BANDHAN.

INCOME:
TITAN offers its products with price range as follows:

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Between 500-1500
Between 1500-3000
Between 3000-5000
Between 5000-10000
Above 10000

SOCIAL CLASS:
TITAN has realized the demand of the society:
For the fashion segments it has ROYALE,AURUM and
NEBULA.
For the segment where fashion is involved but price
matters has brands like RAGA,TECHNOLOGY,FASTTRACK.
For the segment where watch is just a device to show
time includes TIMEX, SONATA, and KARISHMA.

PSYCHOGRAPHIC SEGMENTATION:
In the economy sectorit has 60 products
In the luxury category.it has 26 products.
In the spots and casual categoryit has 76 products.
In the fashion categoryit has 99 products.

BEHAVIOURAL SEGMENTATION:
BENEFITS:
It provides TITAN WORLD Service centre in 174 towns.
It has a huge range of products.
Its products have a good life cycle.

TARGETING:
Its sub brand RAGA is targeting the upwardly mobile
ladies in the upper premium segment.

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Its SONATA and FASTTRACK are targeting mass and mid
premium segment.

POSITIONING OF TITAN:
TITAN initially pioneered the concept of GIFTING WATCHES.
Then it approached Mr.Aamir Khan who gave an edge to the
brand and it became more of a fashion accessory. It also pushed
the concept of MATCHING WATCHES TO CLOTHES. Finally it
moved on to FASTTRACK saying HOW MANY YOU HAVE? And
introduced COOL WATCHES by TITAN.

PRODUCT DIFFERENTIATION:
TITAN is said to be a trusted brand since ages which makes it
more reliable in front of its customers. Moreover it has a variety of
watches of all range, be it mass category,mid-premium category
or luxury category.













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Lorem Ipsum Dolor
Lorem ipsum dolor sit amet, consectetur adipiscing
elit.

Ann Davis
PGDM-3
248
Lorem Ipsum Dolor
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
SEGMENTATION


Segmentation is a marketing concept, which divides the complete
market set up into smaller subsets comprising of consumers with a
similar taste, demand and preference. A market segment is a small unit
within a large market comprising of likeminded individuals. A market
segment comprises of individuals who think on the same lines and have
similar interests. The process of segmentation comprises of the
following four sub-activities:
1. Determining who the actual and potential customers are.
2. Identifying segments.
3. Analyzing the intensity of competitors in the market.
4. Selecting the attractive customer segments.
The need for segmenting a market is based on the fact that no
market is homogenous.
249


A. GEOGRAPHIC SEGMENTATION
Geographic segmentation is the division of the market according to
different geographical units like continents, countries, regions or
neighbourhood. This form of segmentation provides the marketer
with a quick snapshot of consumers within a delimited area.
Example:




McDonalds in India

McDonalds worldwide is well known for the high degree of respect
to the local culture. McDonalds developed a menu especially for
India with vegetarian selections to suit Indian tastes and culture.
Keeping in line with this, McDonalds does not offer any beef and
pork items in India as it is strictly against the religious beliefs of the
TYPES OF
MARKET
SEGMENTATION
GEOGRAPHIC
SEGMENTATION
DEMOGRAPHIC
SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION
250
countrymen, whereas McDonalds in US freely sells and promotes
beef products.
McDonalds has also re-engineered its operations to address the
special requirements of a vegetarian menu. The cheese and cold
sauces used in the Indian McDonalds restaurants is 100% vegetarian.
Vegetable products are prepared separately, using dedicated
equipment and utensils. Also in India, only vegetable oil is used as a
cooking medium. This separation of vegetarian and non-vegetarian
food products is maintained throughout the various stages of
procurement, cooking and serving.
Fair and Lovely

Fair and lovely is a skin-lightening product manufactured by
Hindustan Unilever Limited (HUL). It places itself as the worldss no.1
fairness brand. Skin colour is a powerful theme in India as a lighter
skin colour represents a higher status. Fair and lovely does well in
India as the notion of fair is beautiful is deeply rooted in Indian
culture. The brand is marketed primarily to young women in the 18-
35 years age bracket. Considered to be the most elite of the fairness
creams, the price of a standard tube of fair and lovely best suits the
middle class and above, but it is sold in many corner shops and drug
store in cities across India.
At the rural level, fair and lovely is being made available to poor
villagers in the form of inexpensive sachets. South India (where the
population is dominated by people with darker complexions) is the
largest market, while the relatively fairer populations in northern and
western India each have a small yet significant market share.

Baskin Robbins
251

Baskin Robbins is a global chain if ice-cream parlours founded by Burt
Baskin and Irv Robbins in 1953. It claims to be the worlds largest ice-
cream franchise, with more than 5,800 locations, 2800 of which are
located in the United States. Baskin Robbins began its operations in
India in 1993. The sale of ice-cream in India is seasonal and ice-cream
makers always bet on the summer sales. In rural areas, kulfis/ ice-
creams are made by small/ cottage industries. The market for
organized sector is mostly restricted to large metropolitan cities. In
small towns and villages, there are thousands of small players who
produce ice-cream/ kulfis in their home backyard and cater to the
local market.
Baskin Robbins has segmented the market in the urban area. It caters
to the chunk of the market where ice-cream is sold in the parlour.
B. DEMOGRAPHIC SEGMENTATION
Demographic segmentation consists of dividing the market into
groups based on variables such as age, gender, family size,
occupation, lifestyle and marital status.
The variables used for demographic segmentation help divide a large
population into specific customer groups. Each and every individual
has an age, gender, income etc. Thus for mass marketing, this
becomes one of the best ways to diversify individuals. This also helps
in analyzing lots of data in shorter time for market research as well as
promotions.
252

I. AGE
Age plays an intergral role in how companies promote their products
online and offline. Segmenting the market by age often involves
diversifying pricing and colour options and adjusting features to fit the
anticipated needs and expectations of each age group.
Example:

Bloomsbury publishes the Harry Potter series in adult and childrens
editions There is no difference between the content of the books, only
the covers are different. The adult covers appeal to older readers who
enjoy the story but may have felt uncomfortable raeding a book with a
bright cover and childish images.
Horlicks
Age
Gender
Income Level Marital Status
Variables of
Demographic
Segmentation
253
Horlicks, a product of GlaxoSmithKline offers the health food drink
across various age groups. The products offered by them are:
a. Horlicks Ninja: Offered to growing kids as a nutritional drink with
the tagline, Now Proven- Taller, Stronger, Sharper

b. Junior Horlicks offers to two distinct products:
Junior Horlicks 1-2-3: Offerd as a baby food supplement
Junior Horlicks 4-5-6: Offered to pre-school kids

c. Womens Horlicks: It was Indias first health drink designed
specifically for womens nutritional needs. It is targeted health
conscious urban working women, in metros and mini-metros
leading hectic lives.

d. Horlicks Lite: Health food drink for diabetic patients, which has
zero sugar and is low in cholesterol.
254


II. GENDER
While the target market for a given product can include females and
males, one gender may represent a larger share of a companys target
market. Businesses can segment their market by gender and come up
with variations of their product devoted to serving a specific gender or
alter their marketing campaign to appeal to the male or female
segment.
Example:
Emami has segmented its product on basis of gender. It offers fairness
cream for women and men.
WOMEN: Emami Naturally Fair

MEN: Emami Fair and Handsome- It was the first brand to create a
fairness cream exclusively for men in the Indian market.


III. Income Level
Companies segment the market on the basis of the income levels of
the population.

Example:
255

Landmark Group
The landmark group is an Indian retail chain multinational
conglomerate based in Mumbai, India and Dubai, UAE. Landmark
has clothing brands for different income groups.

MAX: It is the affordable line of clothing offered to the Indian
market for the Indian middle class families earning a monthly family
income of Rs.20,000.




Lifestyle: The lifestyle brand caters to the upper middle class
population earning a monthly income between Rs.60,000 and
Rs.1,00,000. Lifestyle offers a number of brands such as mlange,
code, fame forever and ginger.


Splash: Splash houses a gamut of international brands like ELLE and
Being Human.
Splash offers to its clothing to the upper middle class.


256

IV. MARITAL STATUS
A company can segment the market on the basis of marital status of the
population. A company might discover that married individuals are more
willing to pay higher prices than single individuals, or that single
customers purchase a certain product more frequently than married
people.
Example:
Tanishq

Tanishq is a prominent jewellry brand under the division of Titan
Industries Limited. Tanishq offers a range of jewellry for an array of
female consumers. It has segmented its market on the basis of the
marital status of its female consumers.
Single/ Unmarried Women: Tanishq caters to the single/ unmarried
women segments through its sub-brands like Mia, Tanishq Blush
collection and FQ teen diamonds.
Married Women: Tanishq caters to the married women segment
through its sub-brands like the wedding collection and Divine Chants.

C. PSYCHOGRAPHIC SEGMENTATION
Psychographic segmentation is sometimes also referred to as
behavioural segmentation. Psychographic segmentation is dividing the
buyers in the market into groups based on social class, lifestyle or
personality characteristics.

257

i. Lifestyle Segmentation
It refers to segmenting the market based on varying patterns of lifestyle.

Dominos

Jubilant Food Works Ltd introduced Dominos introduced Dominos in
India when the lifestyle of the Indian consumers was undergoing a
paradigm shift. It was introduced in India in 1995 when the concept of
fast food was introduced in India. Young and increasingly wealthy
consumers were developing an appetite for western tastes. Indians were
developing a culture of eating out or ordering in meals.
ii. Social Class
Social class is a strong determinant of individual purchasing preferences
in consumer goods as well as in services such as education, travel and
tourism. Social class ranges from the lower class to middle and to upper
class.
Example:
Hidesign
Types of
Psychographic
Segmentation
Lifestyle
Personality
Social
Class
258

Hidesign is a leather goods manufacturer based in Puducherry, India.
Hidesign is sold as a premium brand product in India. Hidesign
segmented its market to the upwardly mobile educated internationally
minded executive. The brand does not have any domestic brand
competition. The competition is from the Italian brands that are
available in the upward stores.
iii. Personality Segmentation
This is a method of segmenting markets based on a perception of how
differences in consumer personalities affect buying behavior.
Example:
Fastrack

Fastark is a barnd by Titan in 1998. Fastrack segmented the market
based on people who have a cool, trendy, youthful personality. Their
collection of watches, sunglasses and bags have a contemporary style
that is specifically designed for the young and distinctive. Fastrack
created a distinct personality through its advertisements.

TARGETING
After the most attractive segments are selected, a company should not
directly start targeting all these segments- other important factors come
into play in defining a target market. Four sub-activities form the basis
on which segments will actually be targeted. The four sub-activities
while targeting are:
259
1. Defining the abilities of the company and resources needed to
enter a market.
2. Analyzing competitors on their resource and skills.
3. Considering the companys abilities compared to the competitors
abilities.
4. Deciding on the actual target markets.


POSITIONING
Positioning is developing a product and brand image in the minds of
consumers. Effective positioning involves a good understanding of
competing products and its benefits that are sought by the target
market.

Market positioning is the act of designing the companys offering and
image to occupy a distinctive place in the minds of the target market.
The goal of positioning is to locate the brand in the minds of consumers
to maximize the potential benefit to the firm.

DIFFERENTIATION
Differentiation is the process of distinguishing a product or offering from
others, to make it more attractive to a particular target market. This
involves differentiating it from competitors products as well as a firms
own products.

Points Of Differentiation (PODs) are attributes or benefits consumers
strongly associate with a brand, positively evaluate and believe they
would not find to the same extent with a competitive brand.

Below I have done the STPD of 3 brands.
1. MAGGI BRAND

260
Nestle India Limited (NIL), the Indian subsidiary of the global
FMCG major, Nestle SA, introduced the Maggi brand in India in
1982 with the launch of Maggi 2 minute noodles, an instant food
product.

Segmentation
Maggi brand have segmented the market on the basis of
lifestyle and habits of urban families.
Maggi went on to launch various products under various
categories such as vegetable atta noodles, dal atta noodles,
rice noodles, maggi sauces and maggi healthy soups and
maggi taste cubes.
Targeting
The maggi brand have mainly targeted the kids, youth,
office goers and working women which falls into the
category of convenience savvy time misers who would
like to get something instant and over with it quickly.
Positioning
Maggi has positioned itself in the SNACKS category and not
in the meal category since Indians do not consider noodles
as a proper food item. Therefore, maggi have developed its
brand image of instant food products with positioning
statements such as, 2 minute noodles and Easy to cook,
good to eat.
Maggi has also positioned itself in the healthy food category
with the introduction of maggi soups and atta noodles.
Differentiation
The maggi brand differentiated itself its competitors in terms of
taste, flavours and packaging. Maggi have launched wide varieties
of products in different flavours which can attract larger sets of
customers.
Maggi products are also available in different sizes catering to
different customer needs.

2. FROOTI
261

Frooti is the flapship product of Parle Agro India Pvt Ltd. It was
launched in a green rectangular tetra pak as a raedy- to-serve
mango drink.

Segmentation
Frooti catered to PAN India. It segmented the market to those
who prefer fruit drinks against soft drinks

Positioning
Frooti positioned itself as Indias first national drink.
It placed itself as a healthy fruit drink. It contains vitamin A which
is essential for eye sight, growth and heathy skin.
It was also a drink that was light weight and therefore, easy to
carry.
Differentiation
Frooti differentiated itself from all the existing drinks as it was:
First tetra pak fruit juice in India.
First mango fruit juice.
Easy to carry and store.





3. AMUL PROBIOTIC PRODUCTS
262

Amul has introduced a number of probiotic products like:
i. Probiotic Dahi- Amul Profile Dahi.
ii. Probitotic flavoured yogurt- Amul flaavyo yogurt.
iii. Probiotic drinking yogurt: Amul Prolife Probiotic Lassee.
iv. Probiotic ice-cream- Amul introduced two categories:
Amul probiotic wellness ice-crea.
Amul prolife sugar free probiotic wellness frozen
dessert.



Segmentation
Amul probiotic had a PAN India coverage. It segmented the
market to the healkth conscious population and the higher middle
class society.
Targeting
Amul prolife probiotc products targeted all age groups.
It targeted all health conscious consumers as well as kids.
The prolife sugar free ice-cream targeted diabetic people as well
as calorie conscious consumers.

Positioning
Amul probiotic products positioned itself as a food product that
enhances health as well as provides basic nutrition.
Amul probiotic dahi and lassee positioned itself as a healthy
breakfast item.
Amul Flavvyo yogurt and prolife wellness ice-cream positioned
itself as a healthy dessert.

Differentiation
263
Amul introduced the first probiotic ice-cream in India.
It also differentiated by introducing probiotic ice-cream especially
for diabetic people, which was a first in India.









































264
By-Sagar Ahuja
Pgdm-03

Segmentation

Market Segmentation:- is a method of dividing a market
(Large) into smaller groupings of consumers or organisations
in which each segment has a common characteristic such as
needs or behaviour.

Types of Segmentation:-

Geographic Segmentation:-
Divide the market into different group based on :
Region South India , North , Western Region, East
City metro cities, cities with population more than 1 million
World
Density

Climate
States
Ex.- 1) Mcdonalds globally, sell burgers aimed at local markets, for
example, burgers are made from lamb in India rather then beef
265
because of religious issues. In Mexico more chilli sauce is added and
so on.
2) KFC sells only chicken , bacon in foreign markets. But when
launched in India they realized their sell is not upto to the mark as
majority being vegetarian in India so they started with the veg crispy
crunchy burger in India.


Demographic Segmentation:-




Age:- 1)Titan dash for kids (6-14 yrs)
266
2)Fastrack for youth
3) Raga for women.
Amul:- 1) for kids-amul kool , chocolate milk.
2) for youth- amul cool kafe.
3) for women and older people- Amul Shakti.

Gender:-
Emami for women natural fairness cream.
For men emami fair and handsome.

Income:-
Income segmentation is another strategy used by many
organisations. Stores like Harrods, Harvey Nicohals are
predominantly aimed at the affluent market. Daewoo aim their
vehicles at price sensitive buyers who require a bundle of
benefits for the price. In today's globally competitive
environment brands are specifically developed and positioned
within particular income segments inorder to maximise
turnover.
Lifecycle:-
Products and services are also aimed at different lifecycle
segments. Holidays are developed for families, the 18-30's
singles, and for those in their 50's.
Psychographic Segmentation:-
267



Lifestyle:- 1) Adidas comes with separate sports section for
women as modern day lifestyle.
2) People from rural area will prefer a dhabba compare from
people living in urban area where they will prefer having
food in air conditioned restaurant. Eg:- Guna village and
indore city.
Personality:- Dew promoted itself a drink for adventure
lovers. Their ad give message be fearless and tough. It
targets individuals with aggression and risk taking attitude.


268
Behavioral Segmentation:-


Benefits:- Airtel launched a special night plan for college students
with a lucrative offer of re.1 for 20 minutes after 11pm at night.

Occasions:- Archies and Hallmark cards during festitve time ,
Monaco at tea time.
Usage:- Pantaloons offer various membership cards to its
customers to avail discounts on their products.


STPD of Honda Motorcycles:-


Product Segmentation Targeting Positioning Differentiation
269

1) Dio
(Rs.50,000)
Income:
Rs.2 3
Lakhs/year
Youth,
College
going
students.
18 25
years
More
Tripping,
More
Timepass,
More
Getaways
Gearless
Scooter, Easy
to drive,
Budget
scooter
packed with
features.
2) Unicorn
(Rs.80,000)
Income:
3.5 5
Lakhs/year
Mainly
office
goers.
20 35
years
Be a Wing
Rider
New &
Aerodynamic
design, perfect
balance of
Pickup &
Mileage.
3) CBR - 250
(Rs.1.5
Lakhs)

Income:
5 7
Lakhs/year
25 35
years
Know The
Unknown
First bike to
have single
Cylinder, First
bike in India
to offer Anti-
Lock brake
system


DIO UNICORN


CBR - 250


270
















































271

Abhimanyu Rathi
PGDM Batch 3
Segmentation




Market Segmentation: It is a marketing Strategy that involves
dividing a brand target market into subsets of consumer who have
common needs & then designing & implementing strategies to
target their
needs & desires using media channels & other touch points & best
allow to reach them.

Criteria for Segmenting: An ideal market segment meets all the
following criteria:
It is possible to measure
Must be large enough that to earn profit
Must be stable enough that it does not vanish after
sometime
It is possible to reach potential customer via the
organisations promotion & distribution channel
It is internally homogenous.(Potential customer in the
same segment prefer the same product qualities)
It is externally homogenous that is potential
customers from different customers segments have different
quality preferences.

Methods for segmenting consumer markets:
1) Geographic Segmentation: Marketers may segment according
to geographic criteria - nations, states, region, cities.
Eg. With respect to region:
Mahindra Thar Desert areas
Mahindra Bolero Rural Areas
Mahindra XUV500 Urban Areas

2) Demographic Segmentation: In demographic segmentation
we divide the market into groups on the basis of variables such as
age, gender, income, education & social class.
Eg. Age & lifecycle stage:
LIC Policies
Komal Jeevan 0-5 years
272
Jeevan Anand 18-55 years
Fix Endowment 13-55 years

Hero Bicycles
Hero Swing 21 For Teens
Hero JetKing For Adults
Hero NEO 10T For Kids

Tv Channels
Cartoon Network For Kids
MTV, UTV Bindaas For youngsters
Jain TV, Sanskaar For older generation

Gender:
Hero MotoCorp 2 wheelers
Hero Pleasure For Females
Hero Splendour For Males

Garnier Products
Garnier Daily Care Moisturising
Care
For Females
Garnier Power light For Males
Garnier Hair color Naturals For Males
Garnier Hair color For Females
* Colors & packaging differs for Males & Females

In Apparels
Jack n Jones For Males
Vero Moda For Females

Income:
3-6 lacs p.a. Honda Brio
6-9 lacs p.a. Honda Amaze
9-12 lacs p.a. Honda City

3) Psychographic Segmentation : Segmentation is done on the
basis of psychology of consumers. Here buyers are divided into
different categories:
a) Values: Values are perception
b) Attitude: From the values that you have been brought up by
forms your attitude
273
c) Lifestyle Traits : 1) Income Group 2) Social Status
Eg, Restaurants like Sagar Ratna in India serve strictly Veg food

In Apparels
Levi's Costly brand
Denizen by Levi's Less expensive
* Both brands are of Levi's

4) Behavioural Segmentation: In behavioural segmentation
marketers divide buyers into groups on the basis of their
knowledge of attitude towards use of or response to a product.
Many marketers believe behavioural variables:
a) Occasions: It relies on special needs & desires of consumers
on various occasions.
For e.g.,
Diwali lamps, electrical lightings are marketed almost
exclusivey in this time.
Automobile industry heavily promotes & advertises
their vehicles during this time
Haldiram's Nagpur specially makes sweet boxes &
dry fruit gift boxes for Diwali Ossasions
Greeting cards are promoted for different occasions
such as birthday, new year, anniversaries Eg,
Archies,Hallmark.
b) Benefits: Segmentaion can take place according to
benefits sought by the consumer or according to perceived
benefits which a product/service may provide.
Head & Shoulders Anti Hairfall Prevents Hairfall
Head & Shoulders Smooth n Silky Gives smooth n silky hairs
Head & Shoulders Silky Black Gives beautiful black shine
Lifeboy Handwash & hand Sanitizers
c) User status: Every product has its own non-users, ex-users,
first time users & regular users.
Eg, Like in Cell phone industry: Apple, Samsung, Blackberry
Credit card companies: HDFC, HSBC, ICICI
Software industry: MS office, Tally, Flash
d) Usage Rate: Market can be segmented into light, medium &
heavy product users.
For e.g., In mobile industry, operators such as tata, reliance
provides scheme to their customers to retain their patronage.
This happens in Xylus Club of Titan Watches and provide
special discounts for their next watch.
274

STPD:


Product
Segmentatio
n
Targetting Positioning
Differentiatio
n
Hero
Pleasure
It is done on
Gender-
Females Sc
ooter is
Gearless
Ladies only
in age group
of 18-35
Positioned as
pleasure
scooter "Wh
y should
boys have all
the fun?"
21 exclusive
showrooms
'For
her' Variety
of colours, 5
years of
Warrenty
Hero
Splendour
pro
Gender-
Males,
B1&B2
income group
Company
has targeted
family &
working
professionals
. Age group
of 25-40
Motorcycle
with
Mileage,stren
gth &
comfort. "La
ge Aisa
Family Jaisa"
New
improved V-
Tec
technology
Double
cradle frame
Hero
Karizma
ZMR
For youths of
A!,A2
group,Power
bike segment
A1&A2
income group
youths Age
group of 18-
25
Powerbike
with Style &
Performance
& style
status "Abov
e All"
Fully
Transistorize
d ignition
sysytem Re
ar Disk
brakes for
safety


Product
Segmentatio
n
Targetting Positioning
Differentiatio
n
Nokia Asha
501
B1,B2 & C
Class, Price
from-Rs
4,352 to
5,049
People who
want budget
phone with
loads of
features Age
group: 16 -
25
Phone with
Power
Packed
features
"Everything
in front of
you"
Different
colours,
ASHA social
software,Dou
ble sim
Nokia Lumia
925
High end
Smartphone
for A1&A2
class Price-
Company
has targeted
people who
want a
Lumia 925 is
positioned as
the
smartphone
8.7 MP Pure
view
camera Ligh
t weight
275
Rs 30,000 smartphone
with a
powerful
camera
features so
that they
don't need to
carry a digi
cam always
with best
camera
features in
market "Mor
e than the
eyes can
see"
aluminium
body 4.5
inch HD+
Display







































276

















































277
Umang Rastogi

Brand Maggi

Segmentation Targeting Positioning Differentiation

Demographic

AGE

Its fast to cook and

good to eat

Taste : the product

targeted the taste of

the product

Eating habits

Lifestyle of urban

family

KIDS :Maggi was

a product initially

designed for kids and

their minds

Youth ( Maggi

hungroo)

Office going People

health people( Maggi

atta noodles )

2 Minute noodle

The packaging was the

278
attraction in this case

Taste bhi health bhi

Brand Airtel

Segmentation Targetting Positioning Differentiation

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 postpaid plans for

students with zero

rentals, free calling
279

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.

280
Wide network

base,

Excellent

terrify rates for

different user

segments, good

customer care

and good brand

image.

Brand AMUL kool

Segmentation Targeting Positioning Differentiation

Demographic

Gender

Age

Psychographic

Males aged 16-32

primarily.

Targeting was based

on usage rate of the

youth drinking milk

based drink.

The brand was

positioned around

Bin bole jo bole..

The Product was
281

was differentiated

as a sweet drink

containing a

tinch of variety of

flavours such as

chocolate ,kesar ,elai

cihi..etc



































282

Marketing Assignment Segmentation, Targeting, Positioning
And Differentiation By Sneha Amarnani

Industry Sector- Fast Moving Consumer Goods (FMCG) - Skincare Segment

Brands- Santoor, Lifebuoy and Lux

Brands Segmentation Targeting Positioning Differentiation
Santoor Geographic : 1.Initially
targeted in regions of
South India

2.Now Santoor has
broadened its base to
Maharashtra,north and
East of India

Demographic :
1.Gender : Females
2.Age : 25-35 yrs
3.Family life cycle
:Married women,
Married working
Women with Children

Psychographic : Middle
and Upper class women
1. Targeting only
women, mainly
between the age
group of 25-35
yrs.

2. Earlier the
brand targeted
only middle class
housewives, but
now the target
market includes
married and
working women,
with children
who are
asprational
towards their
career.
1. Initially when it was
launched, it was
positioned as soap
with turmeric and
sandalwood. Due to
competition from Moti
and Mysore Soap, it
repositioned it self as
soap with turmeric and
sandalwood at an
affordable price.

2. Today Santoor
advertises it self as
The secret of younger
looking skin in India,
as it wishes that the
consumer identifies
with the soap as the one
which can make all
women looker younger
than their age.
1. The soap has
the traditional
ingredients of
turmeric and
sandalwood at an
affordable rate,
which no other
brand offers in
todays market,
Lifebuoy Geographic :
1. Target Area : Urban,
Semi-Urban and Rural

Demographic :
1.Age : 6-50+ yrs
2. Income
Segmentation: A Person
earning Rs 5000+ as
monthly income.

Psychographic:
1. Social Class: Middle
and Lower class.

Behavioral :
1. Occasions : Regular
Occasion
1. Target Market is
all the
households who
can afford buying
the soap which
provides them and
their family
complete
protection from
germs.
1. When Lifebuoy was
launched it positioned it
self as a soap with
antibacterial qualities,
but faced competition
from Dettol. The brand
then improved its
quality and fragrance
and came ahead with
campaigns such as
Healthy Hoga
Hindustan- to create
awareness in minds of
people, specially
children and parents,
about personal hygiene.

2. Today it sells it self
1. The brand USP
of Lifebuoy is It
provides 100%
better protection
from germs
compared to
ordinary soaps
283
2. Benefits: Works as a
soap with antibacterial
benefits at an affordable
price available at every
shop.

on the basis of a soap
which provides
protection from germs
with its tagline
Lifebuoy hai jaha
tandurusti hai Wahan


Lux Demographic :
1. Gender : Females
2. Age Group : 16-35 yrs

Psychographic : Social
Class : Middle and
Upper Middle class

Behavioral :
1. Provides a wide range
of soap as per the need
of the consumer, with
each soap promising a
fresh and younger
looking skin.

The target
audience of Lux
comprises of
women in the age
group of 16-35
yrs, who want to
look young, fresh
and radiant all day
long, with
different soaps for
different users.
1. Lux has always used
famous celebrities for
advertising their soap,
as it wants to attract
women, who want to
look and feel like the
stars which they idolize.

2. They position
themselves as a beauty
soap which can provide
the women with the
glow and radiance,
which reflects on the
skins of their
celebrities, with its
tagline- Not just soap,
its skincare.

1. The factor
which
differentiates Lux
from other brands
is that the soaps
are available in
liquid bottled
form, which is
very rarely seen
with other brands.
2. Also although
Lux has a lot of
variants, all the
soaps provide the
consumer with the
promise of
younger and
radiant skin all
day long.



Examples of Segmentation

1. Geographic Segmentation: Mac Donalds
In 2013, Mac D has opened a Veg-Pure Jain outlet, at Ahemdabad in
Gujarat.
According to research conducted, Gujarat is the only state in India which
contributes 60% of the sales from vegetarian food, and hence the
segmentation.

2. Demographic Segmentation:
A) Star Plus.
Age Group 6-15 yrs ( Junior Master chef), 20+ -Diya aur Baati Hum
Gender : Male and Female

B) Lamiya Apparels India (For Abayas)
Gender : Females
Religion : Muslims
Family life Cycle : young, married women and housewives

284
3. Psychographic Segmentation: Amul Probiotic
Social Class : Higher Middle Class Society
Lifestyle: Most users are the ones who are health conscious.

4. Behavioral Segmentation: Hiranandani Estate By Hiranandani Group.
Hiranandani Estate is an up market township built by the Hiranandani
Group.
Benefits: The Township includes hospitals. Schools, clubhouse,
gymnasium, therefore providing quality, economy and convenience at
one location at an affordable price.