MARKET SEGMENTATION

AASHIRVAAD ATTA
The focus of ITC has always been on the providing its customer with best possible quality and in the case
of Aashirvaad Atta also, they have emphasized on the quality and freshness. ITC follows traditional
methods to produce in order to keep the taste of packaged Atta authentic with respect to Chakki Atta. It
obtains finest wheat grains directly from the farmers and then the grains are grounded using modern
'Chakki - grinding' process to produce genuine and authentic Atta.

The Segmentation of AASHIRVAAD ATTA are based on the following parameters: -

1) On the basis of income: - Segmenting by income is very popular so, ITC also focuses on the
income level of its customers. They mainly focus on the three categories in the income segment
that are: -
 Global Indians or High-income group: - This is the group which is mostly brand
conscious. They prefer branded products, and this is the group which generally
fluctuates between the products. So, ITC make sure that they provide best of their
capability to this income group.
They prefer products like Aashirvaad Atta multigrain, Aashirvaad Atta sugar release
control.
 Strivers or Upper middle-income group: - This is the group which prefers branded
products as well as non-branded products.
They prefer products like Aashirvaad Atta select
 Seekers or Middle-income group: - This is the group which becomes most loyal
customer if they were provided with best products at affordable prices.
They prefer products like Aashirvaad whole wheat Atta.

2) On the basis of Density: - It may be a good basis as the low-density markets require different
price, promotion and distribution strategies. India’s urban population may be further divided on
the basis of cities - Tier I (8 cities: 8% India’s population), Tier II (26 cities: 4% of India’s
population), Tier III (33 cities: 7% population), and Tier IV (5094 cities: 11% population). The rest
70% is the rural population residing in India’s 6,38,000 villages across India.
ITC mainly focuses on the Urban and Sub Urban areas of the population. With the middle to high
level income groups residing in the urban and sub urban that’s why ITC focuses mainly on these
areas.

3) On the basis of Occupation: - The requirements for any official and a school teacher would
altogether be different. The official class would require Armani suit, whereas the other one
would require a suit of any brand which is cheaper.
ITC focuses on the section of homemakers. They know that their major customer resides in
homes of India, so they cater the needs and wants of homemaker’s section. Aashirvaad Atta is a
 brand of improved wheat Atta that provides nourishment for people of all ages by strengthening
immunity and body strength. Aashirvaad Atta provides superior quality and authentic wheat
flour for soft and fluffy rotis. These are the reasons for which the homemakers trust Aashirvaad
Atta.

MARKET SEGMENTATION
CLASSMATE NOTEBOOKS

ITC Limited, talks about establishing the brand as a serious player in the notebook segment, importance

of reaching out to consumers in their own space. Notebooks were not known as brands, it was more like

‘mujhe ek sau page ki notebook chahiye’. ITC identifies an opportunity in this segment and worked very

hard on the brand and product proposition. Today in the operating segments in notebook, they have

more than 50% share. That makes ITC by far the largest player. ITC outsell their closest competitor 1:2

and they outsell their second closest competitor 1:5. Getting the entire product proposition right in

terms of need gap, consumption, usage and behaviour in the category, research on whether the current

products in the category are failing consumers. As simple as it sounds, all of these entail a lot of hard

work with attention to minute details… for example, paper quality and binding quality; responsible

marketing to children – ensuring that the brand proposition resonates with children and is important for

their future.

The Segmentation of CLASSMATE NOTEBOOKS are based on the following parameters: -

1) On the basis of Age: - ITC Classmate celebrates the uniqueness of every child. ITC discourages
rote academics, they want to encourage children to become successful in line with their own
strengths. Their skills could be vocational as well, which could ensure them livelihood in the
future. So, while a lot of brands in the same category as ITC focuses on passing exams, ITC says
that everybody is born unique maybe a child is not interested in being a class topper but a damn
good chef, dancer or musician.
They speak to children’s as well as the influencers, but that is; parents and teachers, to allow
children to explore and follow their heart. It shows that ITC classmate notebooks majorly
focuses on young school going and college going students.

2) On the basis of education: - College-going students have different demands than the people
who after good higher education join the companies as managers, and those who are illiterates.
 ITC basically cater the market for all but majorly focuses on the customers who are educated
and literate.

3) On the basis of Income: - ITC Classmate launches the products which are better and the MRP of

their notebooks are same as of their close competitors. They focus on writing instruments on

more premium products in the notebook category.