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Aabhas Rustogi
Ashish Babaria
Sandeep Satishchandra
Shalini Mukerji

Market Segmentation
What is segmentation?
Why Segmentation?
What are the requirements for market
Process of segmentation
Benefits & Limitations of Segmentation
Segmenting Consumer Markets

Case Illustrations

Target marketing Strategies:

Mass Market- The term mass market refers to a large,
undifferentiated market of consumers with widely varied
backgrounds. Products and services needed by almost every
member of society are suited for the mass market. Such items
as electric and gas utilities, soap, paper towels and gasoline,
for example, can be advertised and sold to almost anyone,
making them mass market goods.

Mass Marketing – 1. An attempt to appeal to an entire
market with one basic marketing strategy utilizing mass
distribution and mass media. Also called undifferentiated
marketing. Mass marketing is a market coverage strategy in
which a firm decides to ignore market segment differences and
go after the whole market with one offer. It is type of marketing
(or attempting to sell through persuasion) of a product to a
wide range of consumers. The approach results in a single
marketing plan with the same mix of product, price, promotion,
and place strategies for the entire market. The appeal of mass
marketing is in the potential for higher total profits. Companies
that employ the system expect the larger profit to result from
(1) Expanded volume through lower prices and
(2) Reduced costs through economies of scale made possible
by the increased volume. In order for the system to work,
however, certain conditions must exist. One is that the product
must have broad appeal and a few features that distinguish it
from competing products. Another is that it must lend itself to
mass production. In addition, the opportunity must exist, and
the marketer must have the ability to communicate and
distribute to the aggregate market. Two of the most widely
recognized examples are Ford and Coca-Cola. Henry Ford
applied the concept in the automobile industry. His Model T was
conceived and marketed as a "universal" car—one that would
meet the needs of all buyers. By adopting mass-production

techniques and eliminating optional features, he was able to
reduce costs and sell his product at an affordable price. The
combination catapulted the Model T to the top of the market.
Also Candler was equally successful at using mass marketing in
the softdrink industry. Like Ford, he also viewed his product as
being the only one that consumers needed. His initial massmarketing efforts focused on an extensive national advertising
campaign. As product recognition grew, he established a
network of bottling operations throughout the county to
facilitate sales and distribution. No product in history has
matched Coca- Cola's total sales. Other mass marketers of this
era achieved success by focusing on one aspect of the
approach. Manufacturers such as Quaker Oats, Proctor and
Gamble, and Eastman Kodak used refined mass-production
techniques to establish consistent product quality. Still other
manufacturers, such as Singer Sewing Machine, developed
integrated distribution systems to ensure reliable delivery to
the market. In general merchandise retailing, Sears and
Montgomery Ward developed a mass-marketing niche through
mail order. Grocery retailer A&P, on the other hand, established
its mass market through private branding and systematic
operation of multiple stores. Mass marketers continued their
domination in major industries well into the 1960s. Many of
them maintained essentially the same mix, while others
expanded their use of the strategy. Sears and Montgomery
Ward, for example, added store retailing in the 1920s. In the
1930s, supermarkets appeared with a different emphasis than
previous grocery retailers—national brands. Over the next
several decades, large discount stores came into prominence
with a format similar to the supermarkets.

Differentiated Marketing- Is a market segmentation and
market coverage strategy whereby a product is developed and
marketed for a very well-defined, specific segment of the
consumer population. The marketing plan will be a highly
specialized one catering to the needs of that specific consumer

segment. Concentrated marketing is particularly effective for
small companies with limited resources because it enables the
company to achieve a strong market position in the specific
market segment it serves without mass production, mass
distribution, or mass advertising. It enables firms to capitalize
on the respective serve market share.

Niche Marketing- The strategy of developing a single
marketing mix aimed at one target market (niche) is called
focused marketing or niche marketing. For example- Marketing
and promoting a book to a specific group of buyers, such as
people in a certain geographical region, or people with a
specific hobby or interest. Books published for a niche market
may be sold nationally, but mainly are sold through specialized
retail outlets. Here is another example of niche marketing: a
brand new print magazine, called Magazine Soho. The
publication targets not small business — a broad category to be
sure. No, it targets a segment of small business: Soho’s — small
office, home office workers and with a particular geographic
emphasis on southeastern Wisconsin, USA.
Customised Marketing- A type of marketing method whereby
an advertiser tries to customize the message to the unique
needs of a specific customer or specific subset of customers.
Custom marketing is usually targeted toward a high net worth
niche. A fascinating development in marketinng in recent years
has been the introduction of mass customization in consumer
markets. This is the marketing of highly individual products on
scale. Car companies like Audi, BMW, Mercedes Benz and
Renault have the capacity to build to order where cars are
manufactured only when there is an order specification from a
customer. Dell builds customized computers ordered online.

Mass markets are breaking up into dozens of mini markets each with its own special needs . It involves using separate marketing programs to sell to different market segments.Market segmentation Today the market is not a single homogenous group.Market Segmentation consists of taking the total heterogeneous market for a product & dividing into several sub-market of segments. each of which tends to be homogenous in full significant aspects – William Stanton .This is known as segmentation. Market Segmentation is the sub-dividing of customers into homogenous sub-set of customers where any sub-set may conceivably selected as market target to be reached with distinct Marketing Mix – Philip Kotler 2. Definition:1.

6. Undertaking this process allows marketing efforts to be targeted at select groups. Market Segmentation is the marketing process of identifying and breaking up the total market into groups of potential customers with similar motivations. 4. who are likely to exhibit homogeneous purchase behaviour. or demand characteristics is called Segmentation.Market segmentation is a technique based on the recognition that every market consists of . Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. wants.CIMA the subdividing subgroups of can be selected with a distinct 7. The world is made up of billions of buyers with their own sets of needs and behaviour.The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs. .3. needs or characteristics. Segmentation aims to match groups of purchasers with the same set of needs and buyer behaviour.Market segmentation involves of a market into distinct customers. where any subgroup as a target market to be met marketing mix. Such a group is known as a 'segment'. 5. Segmentation is essentially the identification of subsets of buyers within a market that share similar needs and demonstrate similar buyer behaviour.

potential buyers with different needs and different buying behaviour. within which customers share a similar level of interest in the same or comparable set of needs satisfied by a distinct marketing proposition. in a market into different groups. Segmentation is a form of critical evaluation rather than a prescribed process or system. By making this division there is a high chance that each group responds in favour to a specific market strategy. 9. 10. and hence no two markets are defined and segmented in the same way. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. 8 A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. However there are a number of underpinning criteria that assist us with segmentation: . – CIMA . Market Segmentation is the process of splitting customers. These different customer characteristics may be sub grouped (or segmented) and a different marketing mix applied by an organisation to each target market segment. Market segmentation is the process of dividing the whole market of a good or service in groups of people with similar needs. or segments. or potential customers.

For example. Is the segment viable? Can we make a profit from it?  Is the segment accessible? How easy is it for us to get into the segment?  Is the segment measurable? Can we obtain realistic data to consider its potential? There are many ways that a segment can be considered. WHY SEGMENTATION? . the auto market could be segmented by: driver age. and so on. cost. model type. engine size.

Choosing the right markets is one of the most important strategic decisions you can make for your business. The 2010 census results will put a nail in that coffin. No segment forms a majority in their 10 largest cities. of people prefers living alone. In the US no race or ethnicity comprises a majority of the population anymore. Twenty five years earlier. Also family life has diversified. However same is not the case today. as more & more no. Resources spent on choosing the wrong markets are resources not spent on choosing the right markets. & the author of the research report 2010 America – “There is no more ‘Average American’. America. the concept of John Doe. Grouping customers into market segments is standard business practice. was real. The more a market suffers from over supply and under demand .the new status quo in a ." Fifty years ago. are multicultural nations.” All this has resulted in a diverse population which makes it almost impossible to sell a product by mass marketing . an average American in a relatively even society where vast numbers of people had similar consumer needs.According to the Peter Francese a consultant to Ogilvy & Mather an advertising megalith. A societal uniformity existed that has not been equalled since. or for that matter most of the developed countries. two-thirds of the population consisted of married couples.The right market for your product needs to be selected before making any other move.

The iPod and iTunes have not only boosted Apples bottom line. dog as child (love). and quite separately increased the sales of its Macintosh computers. for example. You can not do it well using only methods based on simple demographics. as some have done. on the basis of type of dog – old dogs versus small dogs. Segmentation is both a science and an art. and perhaps help create attractive sub markets and provide tailor value propositions for them. would you segment the dog food market? You might start of. But think how much greater insight you might gain from examining the relationship between owner and dog. and the emotional relationship embodied in the owners choice of dog food: dog as grand child ( indulgence). . When we accept the fact that average consumers and average people don’t exist. big dogs versus little dogs.relentlessly globalizing economy for both hi tech and low tech goods and services – the more vital it becomes to identify. That is what apple has done with the iPod and iTunes under Steve Jobs leadership. How. but have also accelerated the growth of the mp3 player market as a whole.  generate greater customer satisfaction. It demands a high degree of insight into customers and competitors. dog as best friend (health and nutrition) and dog as dog (cheap/ convenient fuel). we can use market and consumer segmentation to:  increase marketing effectiveness.

 And to identify strategic opportunities and niches. it is more successful if products and communications are adapted to individual segments. A company has to evaluate each segment based upon potential business success. Even when a company can afford to target an entire market. .  Accessible: the segments must be reachable through communication and distribution channels. for segments to be practical they should be evaluated against the following criteria:  Identifiable: the differentiating attributes of the segments must be measurable so that they can be identified. Opportunities will depend upon factors such as: the potential growth of the segment the state of competitive rivalry within the segment how much profit the segment will deliver how big the segment is how the segment fits with the current direction of the company and its vision. create savings. drives conversion and avoids Requirements of Market Segments In addition to having different needs. Segmentation erosion.

 Substantial: the segments should be sufficiently large to justify the resources required to target them.  Durable: the segments should be relatively stable to minimize the cost of frequent changes. The Process of Segmentation: Identify the total market Determine the segmenting dimensions Profile each . that is. and as different as possible between segments.  Unique needs: to justify separate offerings. as similar as possible within the segment. the segments must respond differently to the different marketing mixes. A good market segmentation will result in segment members that are internally homogenous and externally heterogeneous.

Benefits of Segmentation: •The Organisation gets to know its customers better. .Assess segment attractiveness Select target market Determine (marketing mix) for each segment . Limitations of the Segmentation: •Targeting multiple segments increases marketing costs. •It helps focus the strategy of the organisation. •Provides guidelines for resource allocation.

•Segmentation can lead to proliferation of products.  Geographic  Demographic  Psychographic . •Narrowly segmenting a market can hamper the development of broad-brand equity. Bases for Segmentation in Consumer Markets Consumer markets can be segmented on the following customer characteristics.

has long been common for many . 2. or rural  Climate: according to weather patterns common to certain geographic regions Demographic Segmentation: Demographic segmentation divides the market into groups based on demographic variables including age. suburban. Gender: Dividing a market into different groups based on sex. state. Behavioural Geographic Segmentation The following are some examples of geographic variables often used in segmentation.  Region: by continent. or even neighborhood  Size of metropolitan area: segmented according to size of population  Population density: often classified as urban. Age: Consumer needs and wants change with age. The marketing mix may therefore need to be adapted depending on which age segment or segments are being targeted. country. family size and life cycle. gender. The following four variables are examples of demographic factors used in market segmentation: 1.

and then cars. Many suggest that the range of interior and exterior colours schemes. creating marketing campaigns. specifically targeted at the female market. Life-cycle stage: Dividing a market into different groups based on which stage in the life-cycle. and emphasis placed on safety factors by car manufacturers today. as well as men. reflects the fact that people change the goods and services they want and need over their lifetime. presented in the table below. In the 1960's car companies such as Toyota began to realise the purchasing power of women.products including cosmetics. is due to in no little part to their desire to market cars to women. clothing and magazines. . 3.

Income: Income segmentation is a long standing practice in such categories such as automobiles. retired. Signature was positioned as apparel targeted at the . financial services and travel. single people not living at home young. clothing. Empty Nest II no children living at home Solitary in labour force Survivor I Solitary retired Survivor II 4. lines to mass market retailers Wal-Mart and Target. there is a considerable amount of difference in the PDI’s of USA and India. Levi-Strauss launched premium lines such as Levi’s Capital E to upscale retailers Bloomingdales and Nordstrom. However. For example. no Empty Nest I children living with them older married couples. income does not always predict tehe best customer for the products.Life-cycle stages Bachelor Stage Newly Married Couples Full Nest I Full Nest II young. and the less expensive Signature by Levi’s Strauss & Co. cosmetics. no children youngest child under six youngest child six or over older married couples with Full Nest III dependent children older married couples.

Multicultural Marketing is still in its nascent stages. This example clearly illustrates the effect of income in different countries with different levels of personal disposable income.  Occupation  Education  Ethnicity  Nationality  Social class . India however is a country of Multiple Ethnicities. Generation X. Whereas Levi’s Strauss & Co. 5. launched Signature (now Denizen) in India and positioned it as apparel targeted at the upper bracket youth in India. Race and Culture: Multicultural Marketing is an approach that different ethnic and cultural segments have sufficiently different needs and wants to require targeted marketing activities. etc. Race has little importance in India.middle bracket. Some other demographic segmentation variables include:  Family size  Generation: baby-boomers.

values. Segmentation. interests.Psychographic Segmentation Psychographic segmentation groups customers according to their lifestyle. Activities. interests. interests. Some psychographic variables include:  Activities  Interests  Opinions  Attitudes  Values Psychographics is the science of using psychology and demographics to better understand consumers. lifestyle or values. and Opinions). They are also called AIO variables (for Activities. and opinions concerning leisure time. or lifestyles. By psychographic variables we refer to any attributes relating to personality. Psychographics provide a useful supplement to demographics. Psychographics focus on general buyer habits. lifestyles.buyers are divided into groups on the basis of psychological/personality traits. attitudes. Interests. and attitudes as they might relate to a specific product class. and opinions (AIO) surveys are one tool for measuring lifestyle. Lifestyle is concerned with the activities. social class. work and consumption of the buyer alone or with other with respect to both general behaviour and the .

developed by SRI International. Believers 6. Thinkers 3. a family with young children is likely to have a different lifestyle . then products and marketing campaigns can be customised so that they appeal more specifically to customer motivations. For example. Achievers 4. the buyers of Isuzu Motors line of trooper sport utility vehicles tend to be more environmentally conscious and outdoor minded than other consumers. – VALS defined adult consumers into eight segments. Experiencers 5. If these are known. expectations and activities of consumers. Makers 8. INC. The main types of psychographic segmentation are: Lifestyle – different people have different lifestyle patterns and our behaviour may change as we pass through different stages of life.specific product class. Survivors Psychographic considers a number of potential influences on buying behaviour. For example. including the attitudes. They are 1. One of the most common psychographic profiling schemes is the VALS. Strivers 7. Innovators 2.

Some behavioralistic variables include: . or older childless couples). Good recent examples include the growth of demand for organic foods or products that are (or are “perceived” to be) environmentally friendly. Opinions. Family (parents with at least one dependent child). Behavioural Segmentation Behavioural segmentation is based on actual customer behaviour toward products. One of the most well-known lifestyle models. interests and hobbies – this covers a huge area and includes consumers’ political opinions. identifies four main stages in a typical lifestyle: Dependent (e.. children still living at home with parents). and there are. therefore. The opinions that consumers hold and the activities they engage in will have a huge impact on the products they buy and marketers need to be aware of any changes. sporting and recreational activities and arts and cultural issues. likely to be significant differences in consumption patterns between the two groups.g. and Late(parents with children who have left home. Pre-family (with their own households but no children).to a much older couple whose children have left home. views on the environment. Each group is then further subdivided according to income and occupation. the “sagacity lifestyle model”.

Behavioural segments can group consumers in terms of: Occasions When a product is consumed or purchased. Behavioural segmentation divides customers into groups based on the way they respond to. It is a fairly direct starting point for market segmentation. More recently.  Readiness to buy  Occasions: holidays and events that stimulate purchases Behavioural segmentation has the advantage of using variables that are closely related to the product itself. Kelloggs have always encouraged consumers to eat breakfast cereals on the "occasion" of getting up. Benefits sought  Usage rate  Brand loyalty  User status: potential. For example. regular. use or know of a product. etc. cereals have traditionally been marketed as a breakfast-related product. . they have tried to extend the consumption of cereals by promoting the product as an ideal. first-time. anytime snack food.

are valuable customers. JMC and First Choice have very low levels of customer loyalty . Air tours. An excellent example is the toothpaste market where research has found four main "benefit segments" . Benefit segmentation requires Marketers to understand and find the main benefits customers look for in a product. medium and heavy user groups. Benefits Sought It is an important form of behavioural segmentation . Compare this with specialist.Usage Some markets can be segmented into light. Many companies try to segment their markets into those where loyal customers can be found and retained compared with segments where customers rarely display any product loyalty. . niche operators such as Laskarina which has customers who have travelled with the brand in each of the last 15-20 years.those who buy one brand all or most of the time . cosmetic and taste.economic. The holiday market is an excellent example of this. Loyalty Loyal consumers .which means that customers need to be recruited again every year. The "mass-market" overseas tour operators such as Thomson. medicinal.

10 billion. salt and loyalty have been associated from time immemorial. after consuming salt at a person’s house the one who has consumed the salt should not cheat his/her host. Interestingly. the company needed fresh water for its boilers that produced soda ash at its Mithapur plant in Gujarat. The salt market is pegged at five million tones out of which 1.GEOGRAPHIC SEGMENTATION: CASE STUDY TATA SALT The ‘Maine desh ka namak khaya hai’ TATA advertisement campaign in 2002 offered viewers an instant connection.5 . the company began processing sea water. As fresh water was scarce in the area. The campaign connected with the consumer at an emotional level. the opportunity came accidentally.C. TATA Chemicals Ltd (TCL) started manufacturing salt in 1939 after establishing a solar salt works at Mithapur. Neilson in Brand Track 2002-03. Estimated to be worth Rs. According to cultural connotations. ‘Namak halal” and “Namak Haram” are commonly used terms for honoest and dishonest people respectively. In India. 90% of the people surveyed across the country had tried TATA salt at least once. TATA has a 21% share in the packaged iodized salt industry in India. Gujarat. when in 1983. Salt of high quality was the by-product. According to A. It pioneered the concept of iodized and vacuum-evaporated salt in India in the early 1980s and created a need that was not felt by consumers before.

is exploring the Middle East market and those of neighboring countries like Nepal and Bangladesh. hence the need for a strong and memorable advertising plank and better packaging. Dandi from Kumwar Ajay industries. TATA was able to get the leadership position in the category as it had the first mover advantage. The company has launched its economy brand ‘Samundar’ at Rs 5 per kg. From vaccum-evaporated’to ‘iodized’ from ‘free flow’ to ‘danedar’. Captain Cook from DCW Home foods. besides some international brand likeCargil and Congra. Shudh from the Mirma Group. ‘Namak ho TATA ka. one does not see much brand differential among competitive brands. In order to expand the user base. was changed when more competitors came into the market. against un-branded salts at Rs 3-4 per kg. sales. TATA salt leads the market with a 40% share.million tones are of the branded variety. and supply chain . the company improved packaging. According to analysts. The earlier catch-line. trust. TATA salt that is priced at Rs 8 per kilogram. Tetley’s overseas distribution network could come in handy for marketing the salt in these countries. TATA. Purity. according to industry buzz. One finds vigorous advertising by major players in the mass media. TATA namak’. Looking at the overseas potential. Some competing brands include Annapurna from HLL. Besides an aggressive approach to branding. Ashiwaad from the ITC stable. and the need for an emotional bond was felt. and value have been the planks of its communication strategy.

‘Vacuum evaporated’ and ‘iodized’ were clearly written on the pack a plank that other competitors also used. . This was the philosophy behind the ‘Meine desh ka namak khaya hai’ tagline. backed this.12): ‘To Indian housewives. which they thought were eroding Indian The advertisement with the visual of a banana leaf and a pinch of salt in a corner (a traditional serving in south India) with the headline (figure 1. 25. Since the lauch of the ‘Desh ka namak’ campaign in 2002. TATA took the opportunity to be associated with the universal theme of ‘remaining true to one’s salt and to one’s country’. during some specified months. our salt always comes first’ and the catchline ‘Meine desh ka namak khaya hai’ was considered by analysts as amongst the greatest advertisements when it appeared. a small percentage of money that accurues from the sale of TATA salt is set aside for economcically disadvantaged children. In order to connect with communities. consumer research by TATA Chemicals in June 2002 revealed that people had a sense of insecurity and disgust for corruption. with the visual of delectable cuisine. In the twoyears since the lauch.11 (see plate 2) shows its new packaging.000 children have been provided with one year of education. The new packaging. According to company sources. Figure 1. TATA salt has used public relations to sustain the brand on a long term basis. The insights that the research provided helped in tapping patriotic and nationalist fervour.

940-crore turnover in 2009-10. Out of Rohit Surfactants’ (Parent Company) Rs 1. Ghari contributed as much as Rs 1. The answer lies in beautifully carfted strategy.825 crore. a Kanpur based brand with low advertising and promotional activities managed to defeat brands such as Tide and Nirma. Question arises how Ghari Detergent. but before that let’s have a look on some industry statistics to gain a better understanding . second largest in Indian market. Ghari had a share of 10 per cent which now stands at 17%.Ghari Detergent did the Nirma Act Recently Ghari detergent has surpassed several multinational brands to become the second largestselling detergent in the country. Three years ago.


Select a Profitable and Force Concentration: In military terminology Force concentration is the practice of concentrating a military force. nine of the company’s 18 manufacturing units are in Uttar Pradesh . 900 are in Uttar Pradesh — 25 of them in Kanpur alone.What Ghari Did (The Strategy): 1. of the 3. Ghari also realized that it can not beat Giants like HU and P&G due to their financial muscle. Ghari also implemented extensive dealer network throughout the state. so as to bring to bear such overwhelming force against a portion of an enemy force that the disparity between the two forces alone acts as a force multiplier. Thus. in favour of the concentrated forces.000 Ghari dealers in the country. with a population of 167 million (highest in India) and accounts for over 12% of the country’s FMCG sales. So it selected Uttar Pradesh. Furthermore.

To offer value for money Ghari management settles the net profit margin of 9% against the industry standard of 12 to 13% for the premium brands. The magic shows have given Ghari good . Know your consumer and reason to people consumer your product: Ghari focused on housewives in small town and villages which are extremely value conscious buyer and willing to switch brands. Customers are unlikely to see other brands at these places — an innovative idea to break the clutter.2. 1. What may work in Ghari’s favour is the higher profit margin of 9% the company offers its dealers. Advertisements also being displayed inside the bogies of Swarna Jayanti Express (from Trivandrum to Hazrat Nizamuddin in Delhi) last year that cuts across three or four states in south India In addition. 4. The brand can also be seen on railway crossings in West Bengal and Uttar Pradesh. Ghari has now advertised in Pushpak Express that runs between Lucknow and Mumbai. Rohit Surfactants promotes Ghari at roadside shows. magic shows and exhibitions in smaller towns and cities. rivals seldom offer better than 6% or 7% 3. Ghari realized that the only differentiating factor it can offer is the value of money. Taking the cue from there. Ghari detergent goes to train. Be innovative in reaching the consumers: With only 35 crores of budget allotted to Marketing and promotional activities. The first campaign was the Ghari Detergent Express (a summer special) in 2008 that ran between Lucknow and Guwahati for two months 2.

Kota.visibility in cities like Jaipur. Indore. Of late. But in the same time sacrificing your margin and competing on the basis of price alone are not the part of sustainable competitive advantage and journey ahead is not going to be a cakewalk for Ghari Detergent DEMOGRAPHIC SEGMENTATION: (Age) Case Study – Haagen-Dazs INTRODUCTION: . the company has taken some tentative steps towards the popular media. Rakt Sambandh. on NDTV Imagine. Case of Ghari detergent highlights that how a mediocre brand can compete successfully with big brands with a clear strategy and vision. Alwar and Kanpur. About 30 company-owned vehicles are used for out-of-home advertising. It has sponsored a show.

However. At first. They obtained their current competitive strengths to establish premium pricing from: *Developing the brand with an attached history of perfection and luxury *Using the finest ingredients to deliver product excellence *Invested in consumer research to understand tastes and preferences of customers *Used selective distribution and did not mass market until the minimum critical mass of opinion leaders were established *Did not change their objectives in between *Used creativity and innovativeness to support brand identity This report will discuss in detail the evidence that Haagen-Dazs does.the adult ice cream lovers. Haagen-Dazs has kept a keen focus on developing an internal & external marketing orientation. The Haagen-Dazs brand quickly developed a loyal following. practise the marketing concept of keeping customers needs as a priority for the rest of the . indeed. for the company to reach where it is today. Its early success was created by word of mouth and praise. Without the benefit of advertising the story of an incredibly rich and creamy confection spread rapidly. it was only available at gourmet shops but soon distribution expanded In 1983 Haagen-Dazs was sold to The Pillsbury Company.Haagen-Dazs were the pioneers in the market for creating distinctive and indulgent taste experiences by marketing to an untapped segment . which remained committed to the tradition of superior quality and innovation on which Haagen-Dazs was founded. Since the beginning. it has become a global phenomenon. Since then. a sincere marketing effort was undertaken from its early days to understand customers and their needs. Ice Cream lovers the world over now recognize the unique Haagen-Dazs logo as synonymous with the ultimate super-premium ice cream.

Medium Rivalry is strong due to a number of factors.E. prior to their entry into this market. Ice creams are a product that has not seen their prime in the U. In spite of these low figures. There is ample ice-cream available even at the moment. However. yet it has one of the lowest consumption (6. similar to the one described below using the Porter's Industry Analysis.E. Not that the commodity is in short supply. COMPETITOR ANALYSIS Year by year. Rivalry in the Industry .E. . But. by exploiting the U. Palm Strip Shopping Mall and Thunderbowl. Its potential is tapped in a meagre form.00 per capita/ pints) of ice-cream when compared to Australia which consumes 36.. climate to its best potential. The United Arab Emirates has an ice cream market of Dh140 million. Ben & Jerry's and Haagen-Dazs dominate the global super-premium ice cream market.04 pints . there is great scope of habitualising the inhabitants of this place to consume more of the product. Rigga Street. This phenomenon is greatly supported by the open down policy of the local government to the people coming from other lands for settlement and tourism.87 per capita / pints and USA 30.A. with the remaining 15% being divided up between a numbers of smaller firms that compete on either a local or national basis. a proper industry analysis was undertaken.A. Each of these competitors has approximately 42% of the market. Haagen-Dazs began its Middle East venture by opening its outlet in Al Diyafa Street in Satwa and from then on rapidly opened up cafes in Deira City Centre. Haagen-Dazs made its entry while Ben & Jerry's were still concentrating on to follow. within the U. However. new products and their competing items has entered into the field and has successfully created a slot for them.A.

a rise in consumer price sensitivity.E.Globally. new government labelling regulations. Haagen-Dazs has been facing intense competition from a relatively similar priced entrant 'London Dairy' which has positioned itself as a premium ice-cream but still made itself accessible at every petrol station and convenience store in town. Threat of new entrants . the largest firms still have such large market shares that they are somewhat "insulated" against smaller competition. In the U. Baskin Robbins ice-cream parlours are still not considered direct competitors because they do not portray the image and class associated with a Haagen-Dazs café. The ice-cream sector has been stagnating in the recent years. Haagen-Dazs was competing for a larger slice of what was a shrinking pie. especially since a firm that already competes in the premium or standard ice cream market could easily convert to the super-premium market (though not with guaranteed success).Weak Though there are a significant number of competitors in the market. In addition to this. making it harder to maintain a competitive advantage in this area.A. Barriers to entry into this market are relatively low. however. There is not a significant threat for a new firm to enter the market and establish it as a rival to the main competitors though brands like Unikai. industry lead times for copying a new flavour are lowering. the major competitor at the time was the highest priced icecream at that stage. . Haagen-Dazs quite readily imitated them and are now available in select petrol pumps and supermarkets. Further. namely Baskin Robbins. Kwality and London Dairy have been introducing ice creams to attract this market. and other factors have led to further slow growth.

Weak this is not a significant force. and other snack products such as chips and dips. Power of Buyers . This puts more .Substitute Products . the buyer who is interested in this type of product is probably going to be an ice cream lover that is willing to pay the extra price to receive the higher level of quality. being such a large buyer. and the products have prices that reflect this super-premium standard. Many sales could be attributed to the buyer attempting to satisfy a craving for some unconventional flavour of ice cream. Power of Suppliers . Haagen-Dazs is paying well above market prices in an effort to stay true to their mission of producing super-premium quality ice-cream and exotic flavours. other frozen dessert products. Though there is sure to be some competition from products such as high quality cakes and cheesecakes. There is a declining level of the price elasticity of demand.Strong this is obviously not a product that is necessary to the consumer. Such a buyer would probably not be satisfied with a substitute product. even though there are a number of substitute products for this market. Because this is the superpremium ice cream and yogurt market. and to keep introducing new ones. it would be quite easy for them to find a new supplier for any of its products. gives them more power in the supplier/buyer relationship. Should the need arise. The advantage the Haagen-Dazs and Baskin Robbins have over the smaller producers are that since they purchase on a global scale. One of the driving forces in this industry is the ability to produce a range of flavours.Weak this force is also weak since. in some cases. these products are not a significant factor to this super-premium ice cream market.

While other companies focussed on enticing kids with ice cream. Haagen-Dazs is continuously innovating on newer and more exotic flavours to keep their customers continuously attracted to them. the adult ice-cream lover segment. Market research has given Haagen-Dazs many advantages. Mattus . Haagen-Dazs has been noted to practise the consumer-driven philosophy whereby they rely on research to discover consumer preferences. However. it is not enough that research is conducted only prior to production of a particular flavour. FOCUS ON CUSTOMER NEEDS Haagen-Dazs continuously researches its market because this is exactly what got them into the business in the first place.of the power in the relationship into the hands of the consumer. which they used to spot opportunities others overlooked . This industry primarily focuses on consumer tastes and preferences and only research can help identify these. and market segmentation and consumer behaviour.Reuben Mattus found a segment in the market he believed to be un-served. *Unique environmental insight. This philosophy stresses the need for marketing research to be conducted in order to better understand where or who a market is and to develop a strategy targeted toward that group. the marketing philosophy. Producers in this market must respect this and be sensitive to consumer attitudes concerning their products or face declining sales. They need to constantly research the movement of this flavour in the market and get feedback from customers about this. such as. Effective marketing is based on three key elements. namely. Most of this revolves around flavours that they produce and for this reason. desires and needs before production actually begins. The core business they are in is production of ice-cream.

Multiple grocers account for 70 per cent of all Super Premium ice cream sold in the UK. This helps makes them fiercely competitive constantly striving to defend their turf.A. who were already familiar with the brand to spread word of mouth about its high quality. *Identify customer wants thus focussing energies on giving them exactly what they want . The UK Super Premium ice cream market had a retail value of £56 million in the UK in February 2000. *Are proactive to competitor moves by following them closely .E. mature segment that had the disposable income to 'indulge' them. the brand established itself quite comfortably as a 'must try' product among the elite and middle-class. with Ben & Jerry's securing a 52 per cent share of the market as against 48 per cent for Haagen-Dazs .research helped them realise that Japanese love tea and hence introduced the Green Tea flavour which was an instant success in that market . The management were counting on the expat population of the U. They are not the only ones undertaking market research. unique flavours and prestige associated. though. and in September 2000 Ben & Jerry's secured parity with Haagen-Dazs in terms of sales through this channel.Haagen-Dazs quite readily met all of competitors' Ben & Jerry's moves by continuously introducing new flavours focussing on their niche while others lost focus and were mass marketing heir ice creams. despite being of reasonably higher price. In the U. Ben & Jerry's accounted for fully 83 per cent of the overall growth in the UK Super Premium market in 2000. This is exactly what Haagen-Dazs had hoped to achieve when it first came here.E.A. .decided to tap the older.

every little detail of the ice cream is meticulously planned for the final consumer to buy the product. Some individuals prefer high-quality ice cream made with real sugar and cream because of its taste while others cannot tell the difference in quality and would buy primarily based on price and availability. Lower-priced competitors are into mass marketing while premium priced ice creams makers have followed a niche strategy to target that one single segment consisting of affluent upper-middle to upper class segment. They tend to link their ice creams . sociocultural and psychographic. nearly 80% is returned into marketing costs for the company. Haagen-Dazs uses a few main segmentation bases for dividing their market. In respect to ice creams. Of the money that goes into paying for the ice cream. the market can quite easily be segmented on bases of taste and price. Their products are mainly aimed at the affluent with higher disposable income to spend on frivolous luxuries like super-premium ice cream. they focus on the income bracket of consumers. Although they do not segregate flavours by gender they do tend to highlight he romantic and sensuous image of ice-cream by featuring couples in all their international adverts. demographic. Under demographic segmentation. Consumers are an integral part of the industry and the market research helps identify the core market segments that Haagen-Dazs caters to. namely. although many people eat them. Market segmentation is the process of identifying a specific set of characteristics that differentiate one group of consumers from the rest.MARKET SEGMENTATION As simple as it looks. The rest of the 20% represents the actual production costs.

Haagen-Dazs has taken into account various national tastes and preferences in their innovative product line by introducing flavours like Cheesecake ice cream for the UK. Using these segmentation means. Green Tea ice cream for Japan. pleasure seeking adults who are generally brand conscious. people need to be part of a particular lifestyle segment. Belgian chocolate for those in East Europe. They should technically be among those that enjoy the luxury and indulgence associated with the brand. young adults who are interested in desserts but prefer natural . Haagen-Dazs has been portrayed to be a reflection of pleasure and for this reason.directly to sex in order to highlight that the indulgence and pleasure felt is similar in both cases and just as fulfilling for inner desires. probably the most important type of segmentation bases in this case is the psychographic segmentation. The socio-cultural segmentation looks at various cultures and nationalities and their preferences. *Affluent. confectionery and drinks. Haagen-Dazs has narrowed down its business to cater to specifically two main target markets. To be attracted to eating super-premium ice cream. and so on. the brand creates an ambience behind its cafes too by ensuring that furniture is cosy and in deep shades of browns. innovators & trend followers *Health conscious. namely. burgundy and red to add a feeling of cocooning and intimacy . Finally. For this. This leverage gives it extreme importance among the adult population as they can understand this feeling and hence relate consumption of this product directly to this feeling. Certain cultural groups tend to have similar needs especially when it comes to food.

Ice cream.ingredients and low fat substitutes By identifying only two target segments and focussing on a small but profitable segment of the market. They have been fairly successful in identifying and catering to this segment and this can be determined by their growth from gourmet stores in New York City to its global presence now in over 54 countries. sorbet. The next section discusses Haagen-Dazs current marketing mix for the mentioned segments. Velvety Gelato in flavours from Cappuccino to Raspberry.for the .premium priced at AED 7-10 a scoop while regular ice-creams are only priced at a maximum of AED 5 per scoop . vanilla from Madagascar.Frozen yoghurts where the fat content is derived directly from fresh cream and fresh egg-yolk. Sorbets are sweetened only with 'pectin' which is derived from fruit sugar thus ensuring no extra artificial sweeteners . gelato bars for the adult palate in all flavours of the tubs .All products made with exotic ingredients to add to the luxury and fine taste by sourcing nuts from Hawaii. . Companies need to design a marketing mix to cater to each of these price discounts or special offers to keep in line with the luxury and prestige associated with the brand .Ice cream flavours ranging from Bailey's Irish Cream and Blueberry Cheesecake to Cherry Vanilla and Chocolate Caramel. etc. MARKETING MIX INDULGENT & AFFLUENT ADULTSHEALTH CONSCIOUS ADULTS PRODUCT . Identification which segments is profitable to market to be not enough. Haagen-Dazs is practising a niche market strategy.All low-fat bars & tubs are marked with accurate calorie counts and fat content on the packaging to ensure that this segment knows exactly what it's eating PRICE . etc. and chocolate from Belgium.

focus for this segment has moved away from actual cafes where they may be tempted by the nonlow fat products and towards supermarkets.all cafes are located on prime streets or malls where young adults tend to hang out or socialise thus enabling maximum accessibility for the elite . conscious. and have focussed on highlighting the pleasure of eating ice cream made from the finest ingredients in the world . The current marketing mix does quite effectively meet the needs of the target segment and my only recommendation to Haagen-Dazs would be to start targeting emerging segments such as the affluent teenage segment that would have more time to spend . bar stools. Due to regulations in the Middle East region. rich colours all help to create an ambience of intimacy & love . PLACE . store displays of the actual number of calories in each scoop and endorsements from fitness conscious stars are evidence enough of how Haagen-Dazs is continuously trying to attract people from this segment. petrol pumps and other convenient areas where they can pick a scoop while there on go. today Haagen-Dazs uses its print adverts to entice customers worldwide.cafes with comfortable seating for couples. Haagen-Dazs have not reduced price to try and attract them simply because this segment already exists and they are willing to pay the same amount and purchase the product PROMOTION although initially advertising was only through word of mouth. etc.advertising for this segment has focussed on the fact that you can still maintain a great body and still treat yourself to an occasional ice-cream and not add on pounds for it . they have refrained from linking their product attributes to sex. dim lighting.

in cafes and who would be more easily convinced to experiment with flavours. POSITIONING Superior flavour and texture are principal to Haagen-Dazs and their definition of quality extends much further. From the ingredients they choose to the recipes they develop. unlike mass marketed brands. it is not enough that they believe they have done this. the HaagenDazs brand quite obviously signifies its commitment to perfection. All said and done. However. Haagen-Dazs major success factor was the way it positioned itself in the minds of the consumer. from the packaging materials they select to the care with which they deliver the ice creams. the customers would base their decision on the tangible aspects of the brand such as the taste of the products. At the end of the day. Haagen-Dazs ensures to maintain the high quality and luxurious taste associated with the brand by using best-selected ingredients from around the world and ensuring that fresh cream is used for a rich creamy flavour. no artificial . Product-wise. Haagen-Dazs core business is still in the production of ice cream. Further. fresh skimmed milk for body and texture and fresh egg yolk for delicate flavour As a matter of differentiation. from the ambience of each Haagen-Dazs café to the attention with which they serve. The next section will look into how they achieved this. differentiation using the finest products and developing of a premium ice cream brand was the positioning they portrayed. However. the quality of service offered at the cafes and so on. they advertise that their ice cream is ALL ICE CREAM by ensuring that the ice cream is perfectly rich because it contains no excess air. It took a strategic marketing outlook to achieve this positioning.

they have not really ventured into sponsoring or conducting events. Haagen-Dazs takes it a step further to ensure that quality tests take place at every stage of production by visiting and testing ingredients suppliers. horse races and golf tournaments are splendid opportunities to link the brand with the 'best of the best'. Haagen-Dazs has not been very . Being primarily based on an actual product and its augmented offerings. and the seductive adverts mentioning the various exotic flavours.E. Haagen-Dazs prefers to find better natural alternatives and make sure that their customers know about this. For this to be understood by customers. tasting ice cream in-store on a regular basis for temperature and taste. shows. From this we can see how Haagen-Dazs positioning is based primarily on product & image differentiation. etc. to the Scandinavian name and lettering. Although most companies limit their product quality testing only within their manufacturing process. Haagen-Dazs has tried to convey this through every available communication vehicle such as the deep maroon & gold logo.A. Locally held international-level fashion shows. checking manufacturing processes and equipment daily. Although currently premium ice creams like Godiva and Haagen-Dazs are served at all the major five-star hotels in town. with luxury events. The only possible aspect that they need to modify with regards to their positioning would be to start cobranding the product in the U.flavourings or colours are used.

PRODUCT ASPECTS Haagen-Dazs product aspects have already been discussed and this section will now concentrate on the services that they offer that acts as evidence of their marketing orientation. The primary mode of service at Haagen-Dazs was through their numerous high-street cafes. The website is a feature that was established of late but to actually receive the welcoming. This is a free membership to all their loyal customers who like to enjoy the uncompromising quality and indulgent taste of their products. SERVICE VS.successful in differentiating its products from its services. An excellent means to keep their customers coming back to them time and time again. This gives customers VIP access to all Haagen-Dazs sponsored events. The website also gives investors information on how to open a franchise outlet and company highlights which gives a better understanding of the company's early beginnings. current promotions. trial coupons and free gift vouchers. The feeling is almost as if being served in a five star hotel. events. special recipes. The staff are always impeccably dressed in fine uniforms and are sure to be there at every customer's beck and call whether asked for or not. The next section will look at this in further detail. links to other Haagen-Dazs international websites and even access to their loyalty programme called REWARDS. Even within the various cafes. All Haagen-Dazs cafes are staffed with well-trained staff whose primary concern is to keep their customers feel relaxed in the cosy ambience of the outlet. club memberships are . early announcement of all new products. one must visit a café. fashion and art shows. Haagen-Dazs has a global website that offers customer information on all the newest flavours. customer-friendly service.

Extra services offered at the cafes are the free 'love' postcards and mugs that are given as giveaways to promote the feeling of love. They have focussed on capturing the innovators in the market but need to start developing their marketing strategies to include the early and late majorities into this segment because . yet not high in calories. Haagen-Dazs just has frozen yoghurts and sorbets to cater to this segment. more disposable income and leisure time and they need to understand that its not just the affluent that are eating their ice-creams but also those of the lower and upper middle-income segments. In the 1980s. New segments are emerging constantly and they need to continuously innovate and broaden their target market to incorporate these. Currently. These customers get free privileges like attending flavour launches. the premium brands were faced with intense competition from consumers changing preferences to low-fat. but they need to come up with newer recipes and ideas for getting this segment to eat more of their ice-cream. intimacy. CONCLUSION Haagen-Dazs' main challenges will be faced from the growing media effect on consumer preferences and tastes. All these features help Haagen-Dazs continuously cater to its niche affluent segment who are willing to pay that extra premium for this high grade of service. Haagen-Dazs need to realize that the world is moving to a general economic trend of higher earnings.offered for all regular customers. sensuousness and passion that the brand is directly linked to. the media is actually convincing people that they deserve to indulge and this has resulted in many ice cream marketers to come up with products that are both indulgent. sample testing and focus group meetings. Now. fat free and light ice-creams.

Toshiba India. “We want to get closer to consumers at the earliest as competition is getting intense. that is able to display 3D and 2D content on one screen at the same time. digital products. LG and Samsung. Now they need to change focus to monitor international tastes and trends to better predict changing customer tastes and preferences. In this market Toshiba will fight with the likes of Sony. Starting at Rs 10. They managed to educate their customers on how they should indulge themselves occasionally even if it means buying a relatively more expensive ice-cream. director. The prices have been kept significantly low to achieve the ambitious target of capturing 10 per cent market share by 2012 and 15 per cent by 2015. The second new product from the company’s stable is a first of its kind glasses-free 3D laptop.000 for a 19inch screen.000 for the 32-inch variant. it goes on to a little over Rs 20.000.they pose as a larger market. it is far from cheap but the company hopes its unique features will drive demand and help it reach its target of 10 per cent PC market share by 2013. says. Some other products that will be launched soon include a tablet PC and a . The pivot of its India strategy is the introduction of products designed for the country. Their clear marketing orientation has given them an established brand. This needs to be further capitalised on by convincing the market move it from being something to be eaten at the café to something in all family fridges to indulge in when important guests come for dinner. the Qosmio F750 3D. The brand has repositioned itself from being exclusive to being accessible yet high-class and quality. Take Power TV.” Wu Tengguo. Priced at Rs 85. a light and compact range of LCD TVs that profess lower power consumption.

Sachin strives for more. The company will expand its network of exclusive stores to 6. By August this year.range of 3D TVs. Beautifully decorated and with a lot of options to choose from.500.” Behavioural Segmentation: (Examples) Occasion: Diwali & Rakhi : Cadbury special combo packs for Diwali.000 from the current 3. “ready for more”. “You will be able to guess (the spends) when you see our scale. Some part of the manufacturing may also happen locally. Choosing not to disclose the advertising budget. Likewise Toshiba also strives for innovation and better quality. .” The tag line. It will drive visibility with billboards and print ads. “We are determined to provide a broad array of high-value products that reflect the changing lifestyles in India and address market requirements. Toshiba is planning to establish an R&D centre in Gurgaon (near Delhi) to localise its new products for India. signifies the company is ready to take competition by the horns. Ito says. there will also be two new TV commercials featuring cricket icon and brand ambassador Sachin Tendulkar. “Even at the peak of his career. The company has planned an aggressive marketing and advertising strategy to support the new products. Tengguo says.” adds Tengguo. you will see us practically everywhere. So he was a natural choice.

Research done by Cadbury also suggested that we extend the plank of occasion-based gifting to social gifting. To increase its usage width.Cadbury India Pvt. Cadbury hopes to outpace category growth. including social visits. Over the last seven to eight years. product and retail strategy to position its Cadbury. priced between Rs145 and Rs155. The chocolate market is valued at more than Rs1. The communication for Celebrations earlier concentrated on occasions like Diwali and Rakshabandhan. the brand emerged as a good gift proposition for occasions and enabled people to come closer. The Celebrations gift range is now also called ‘panned’ chocolate. “It will be sold at premium food stores and modern trade formats to achieve ‘differential visibility’. 600 crore. and the entire Celebrations range market share is 6. Cadbury India executives say Cadbury as a whole currently commands 70% of the chocolate market in value. since it contains nuts. We came up with new packaging for the panned chocolate as we feel that it was significant to . and growing at 18-20% per annum. this brand has been narrowly focused on festivals and occasions. The Celebrations gift range exists under the Cadbury Celebrations brand portfolio. the Celebrations gift range has been launched in different package sizes. Celebrations gift range on the broader usage plank of year-round gifting. By broadening its gifting proposition. Until now. etc. Ltd is unwrapping a new advertising. branding. It is our endeavour to provide our consumers with all-year-round gifting options.5%.

gum and candy  We operate in over 60 countries.making us nearly 200 years young  We work with around 35.” A few facts and figures  We make and sell three kinds of confectionery: chocolate.refresh and revitalize in terms of aesthetics and graphics. John Cadbury opened for business in 1824 .000 people  Every day millions of people around the world enjoy our brands  23 June 2008 Brand Loyalty: Johnson & Johnson Everybody knows we think of baby products and only one brand pops up J&J.000 direct and indirect suppliers  We employ around 50. .

the long heritage of safe and pure superior quality products. This seal of CPM (Clinically Proven Mildness) ensures that the mother and the health care professionals trust our products for her delicate baby. It owes its strength to the trust of mothers. Image-seekers . They believe that the product is best of quality. Most of the Johnson's baby products are clinically proven to be mild. it has earned the trust the trust of professionals who continue to endorse these products. which are suited to the delicate skin of babies.As no mother would want anything less than the best for her child. Johnson's Baby is the trusted brand of skin care products for mothers the world over. Being specially designed for babies.J & J has a very strong hold on its customers. All products are made from mild ingredients. Johnson's Baby Care products helps build the special loving bond between a mother and her baby through the unique set of values that Johnson's Baby stands for.

the Beauty Lift High Nose. comes the latest beauty gadget to draw attention not only for its very unusual design.Enhance your mouth and jaw muscles with the Happy Smile Trainer and create the perfect smile. The pulsing .3 x 1. chin. strengthening your gums and teeth. but also its simple yet effective functionality. mouth and even nose. lips.2")  Materials: silicone  Includes case and exercise book (Japanese)  Weight: about 11g  Made in Japan From the makers of our sleeper hit. The Happy Smile Trainer features:  Use once a day for five minutes  Size: 8.5 x 3cm (3.3 x 3.5 x 5. Just by biting on the mouthpiece once a day for five minutes improves the angles and balance of your face and cheeks. Just slip the Facial Lift At Once into your mouth once a day for three minutes and you will feel the electric buzzing work on your cheeks.

8 x 3")  Materials: ABS. exercise and training couldn't be easier than with this gadget. Not only will this give your face a boost "at once". pushing and working on your facial muscles little by little every time. elastomer  Power: AAA batteries x2 .will come in four different levels of strength and in a complete 360-degree spread.5cm (2. All you do is put on the mouth cover. pop it in your mouth and it does the hard work for you! If only running a marathon could be as easy! The Facial Lift At Once features:  Size: 7 x 7.

Here we’re considering the niche market of upscale segmentation by technology adaptation. let us consider the Apple's iPad. Thinkers: . niche oriented products and services. Apple's product strategy is a study in market segmentation. Purchases often reflect cultivated tastes for relatively upscale. In contrast to merely trying to stuff a product. it has been claimed. For example. and build the product accordingly. they target specific user experiences. sophisticated. with as many different features as possible. It represents a new mainstream market segment for the technology industry. active. burrito-style. “take charge” people with a high self esteem. Automatic 3-minute timer  4 levels of strength at random  Use only in mouth  Do not place between teeth  Note this product is not waterproof  Manual: Japanese (but self-explanatory) Psychographic segmentation: (Examples) Innovators: They’re usually successful. which will experience considerable growth over the next few years.

fine leather and jewellery and the new Meisterstück watch collection . beauty and culture. feelings. Here we’re considering MontBlanc. while the snow-covered peak of Mont Blanc has symbolised the high quality status of the brand with the distinctive white star. knowledge. satisfied. From the classic Meisterstück fountain pen to desk accessories. Not only because of its timeless design. the Meisterstück first produced in 1924. functionality. Mont-blanc’s classic fountain pen.for reflection.They’re mature. They seek durability. and reflective people motivated by ideals and who value order.they are the results of traditional craftsmanship which confers a sense of eternity on their owners. Every Mont-blanc product created over the years bears witness to these values. and value in products. values such as tradition. For nearly one hundred years the name Mont-blanc has stood for the art of writing. They are established values that take on a new and greater significance as modern life develops faster and faster. but also because of the unmistakable values which are so characteristic of the entire Montblanc collection. has become a cult object. hand-crafted Meister-Bütten paper. and responsibility. fine craftsmanship and an appreciation of the need to take time for the essentials . .

Fossil introduced watches which were trendy as well as The Fossil brand was founded in 1984 and its main focus is on bringing fashion to functionality. such as Rolex. They spend a comparatively high proportion of income on fashion.Achievers: They’re successful. The Fossil watch range is offered in categories such as sports watches. You will come across watches in varied looks and styles such as classic. goal oriented people who focus on career and family. impulsive people who seek variety and excitement. handbags. Fossil watches. dress watches. and socializing. and Omega. wallets and clothing. stainless steel and so on. acetate. wood. mechanical watches. They favour premium products that demonstrate success to their peers. Experiencers: They’re the young enthusiastic. For example. adventure. Stark Watches and so on. entertainment. Founded in 1984. TAG Huer. trend watches. Fossil offers separate watch ranges for men as well as ladies. . In this segment we can consider most of the premium timeless luxury watches. we consider. digital watches. Neil Armstrong gave Omega speed master the ultimate endorsement when he wore it on his historic moon walk in 1969.

China and Russia. and traditional people with concrete beliefs. Strivers: They’re trendy fun loving people who are resource constrained. They favour stylish products that emulate the purchases of those with greater material wealth. often ignoring the female form. It prefers geometric shapes and motifs. and get notable in Japan. sometimes experimental. Indian made products and are loyal to established brands. They prefer familiar. watches with dials in reverse colours.They are preferred by men who wish to portray a trendy look and profile. Considering Pierre Cardin. They believe in being a part of a meaningful movement called the ‘Aqua Green Revolution’. Pierre Cardin is known for avant-garde style and space age designs. It advances into unisex fashions. set up operations throughout the world. Pierre Cardin's empire rapidly expanded past . conventional. Here we consider Bisleri. Believers: They’re conservative. They can check out rugged watches. straps in polycarbonate material and even formal watches.It is the first couturier to bring fashion into the street. revolutionize men's style. As one of the world’s most trusted brands. apply a brand licensing system in 1960. and not always practical. Bisleri is leading the way in bringing about positive change in our daily lives.

The Brand Amul is a movement in dairy cooperative in India. Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. . passive people concerned about change and loyal to their favourite brands. nutrition and great taste. They seek Indian made products with a practical or functional purpose. down to earth. Parle-G. durability and customer frontiers to accessories. Makers: They’re practical. With 900 licenses spread out through 140 countries. the company has definitely come a very long way since its inception. Here we take the example of Amul.producers Union Ltd. art and environment. the Pierre Cardin trademark is considered one of the most powerful in the world. self sufficient people who like to work with their hands. Amul was set up in 1946 and its full form is Anand Milk. Survivors: They’re elderly. With a reach spanning even to the remotest villages of India. the Parle name symbolizes quality. Pierre Cardin offers fashion and style without sacrificing function. Makers of the world's largest selling biscuit. furniture. and a host of other very popular brands.operative Milk Marketing Federation Ltd (GCMMF) which is a cooperative organization. The management of the brand name is done by the Gujarat Co.

biscuits or confectioneries. since 1971. competitors look upon Parle as an example of marketing brilliance. are market leaders in their category and have won acclaim at the Monde Selection. Parle has grown to become a multi-million dollar company.Many of the Parle products . . While to the consumers it's a beacon of faith and trust. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India.