Ba5001-Brand Management

Topic: STP of 10 Brands

Submitted by,
Jisha J U
Roll.no:701928
Date:14/09/2020
Segmenting-targeting-positioning(STP)
In marketing, segmenting, targeting and positioning (STP) is a broad framework that
summarizes and simplifies the process of market segmentation. Market segmentation is a
process, in which groups of buyers within a market are divided and profiled according to a
range of variables, which determine the market characteristics and tendencies. The
processes of segmentation, targeting and positioning are parts of a chronological order for
market segmentation.

 Segmentation comprises identifying the market to be segmented; identification,

selection, and application of bases to be used in that segmentation; and development of
profiles.

 Targeting is the process of identifying the most attractive segments from the
segmentation stage, usually the ones most profitable for the business.[2]
 Positioning is the final process, and is the more business-orientated stage, where the
business must assess its competitive advantage and position itself in the consumer's minds
to be the more attractive option in these categories.[2]
Segmenting-targeting-positioning of Different Brands:

Fair & Lovely

Segmenting:
Geographic

 target is generally the south zone and thennorth and west.
Demographic

 Age - users of the age of 15 to 45 years.
 Gender – female are more ardent buyers of fairness cream.
 Young women aged – 15 to 45
 School girls aged – 12 to 14
 Middle class families (rural, urban people)
 Also men aged 15 to 45 and school boys aged 12to 14.
 Income – 1 to 3 lakh income group is a bigcustomer group for fairness cream
 Social class – users mainly from upper-middle to lower-middle group
Targeting

 young women aged 18-35.
 school girls in the 12 14 years category widely use fairness creams.
 The poor also are a significant target market for Fair& Lovely.
  Affordable small size pouches to facilitate purchaseby the poor. Commonly speaking 
Fair & Lovely is anexample of a product targeted at the poor or those at
 the “bottom of the pyramid”. 

Brand Positioning

 Fair & Lovely could not be a commercial success if 
it was not advertised. But it is not “beingknown” would not change the class structur
e of Indian society and the high societal value it placeslighter skin tones.
 Positioned itself as the cream that fulfilled one’s dreams and desires.
 Fair & Lovely has been maintaining its millions of young women/ customers trust and perceive
dvalue towards brand and ruling the fairness cream market in India.

Dairy milk
Segmentation

Geographic:

 Village

Demographic :

 Age & Lifecycle: Buyers come under the age group from 5 -50
 Genter: For both male and female
 Income : It is very reasonable and affortable

Behavioural

 Occasion: Dairy milk has changed the scenario of having chocolates from having it
casually to occasionally
 Gifts: People now give daily milk as gifts on many occasions
 User Status: There are mainly the regular user found in the user status of Cadbury
dairy milk.

Target:

 Cadbury chocolate targets every members in the family include kids to adult

Positioning:

 In order to build stronger appeal among older age groups, the brand re-positioned
itself through the ‘Real Taste of Life’ campaign in 1994. The campaign
 positioned Cadbury Dairy Milk as the chocolate that awakened the little child in
every grown up.

Adidas
Segmentation:

Targeting:

Positioning
  In order to create a premium positioning among consumers, Adidas targets upper-
middle-class consumers to affluent consumers. Adidas' sub-premium to
premium pricing strategy and superior quality products helps the brand target its
desired customer segments and create a premium positioning in the minds of its
consumers.

KFC
Segmentation:
Geographic segmentation:
 KFC has outlets internationally and sells its products according to geographic needs of the custo
mer. In India KFC focuses how geographically its customers demand differentproducts. In north 
india Chicken is the main selling product, while in the south the Veg.items sell more than the c
hicken.
 Demographic segmentation:

 In demographic segmentation, the market is divided into groups based pon an age,gender, fam
ily size,, income, occupation, religion, race and nationality.KFC divides the market on demograp
hic basis in this way:
 Age is between 6-65.
 Gender is both males and females.
 Family size is 1-2, 3-4, 5+p
 Income is Rs 10,000 n above.
 Family lifestyle is almost all.

Psychographic segmentation:
 Dividing a market into different groups based on social class, lifestyle, orpersonality c
haracteristics is called psychographic segmentation.KFC divides market ,on the basis 
of psychographic variables like
 Social class- upper and middle class.
 Lifestyle is not specific.
 Personality is ambitious and authotarian.
 Behaviour segmentation:

 Taste conscious.
 Quality conscious.
 Class.
Targeting:

 “The process of evaluating each market segment’s attractiveness and selecting two
and more segments”
 KFC targets the “HUNGER” , and we know there is no compromise when itcomes to “
HUNGER”.
  As the outlets of KFC are in posh area and prices are too high (overheadexpenses-
rent, air-conditioning, employees), so KFC targets upper and
middle classes. Target market depends upon size and growth rate of population, com
pany resources and structural attractiveness of marketsegment.

Positioning

 The KFC strategy is that it positions itself in local markets as a pleasant, bright, air
conditioned restaurants with casual atmosphere. KFC targets families and young
consumers which means positioning the products to “three generation” from middle
and upper middle income segments.

Apple
Segmentation
The first segment :

 customers with high loyalty to Applepeople who has strong loyalty to this brand,they are the bi
g fans of the products of Applecompany, not only iPhone but also products inother series su
ch as iPod, iPadand iTouch. Theyknow well about the features and the benefitsof the prod
ucts and they are willing to pay forthe extra money to get these features.
The second segment : Technical oriented

 This segment contains people who areattracted by the novel design and functions ofthe prod
uct. These people are adults in themiddle class, who are curious about new hightech 
products.
The third segment : social acceptance oriented

 This segment has people who chase aftersocial status. 
Targeting

 Apple is marketing to people who have a fewcharacteristics:
 Middle/Upper income people who are willing to pay a
bit more for a better user experience.
 People who like to have fun with technology. Thisincludes people who like to shoot a lot o
f digital photosor video.
 Music enthusiasts and fans ages 12-35.
 Professionals in media and design.
Positioning

 Apple is all about the experience, it goes after theemotional branding something whi
ch is felt in theheart and the mind of the customer.
 Apple brand is reflected throughtheir corebeliefsabout innovation, design, and imagi
nation.
  All these 3 beliefs are strongly reflectedandpromoted throughtheir products, adverti
sementsand customer experiences.
 Apple is positioned as a luxury brand that carries ahuge emotional connection and lo
yalty among itscustomers.

Horlicks
Segmentation
Geographic Segmentation

 In the northern part of the country, it has a huge demandas a white drink whereas ch
ocolate Horlicks is very popular in the southern part of thecountry.
Demographic Segmentation

 Here the market is segmented on the basis of the agegroups.
 Junior Horlicks-for preschool children
 Horlicks regular-for general use
 Women's Horlicks-for pregnant and breast feeding women
 Horlicks Lite-for health conscious adults and for diabetic people
 Chocolate and other flavoured Horlicks-for teenagers.
Psychographic Segmentation

 Health Conscious
 Recovery/ Energy Gain
Behavioural Segmentation

 Growth oriented
 Sports
Targeting

 Once the firm has segmented the total market, it should select thetarget market seg
ment or segments for marketing. This is called targeting.
 This is an every day product. Target differs with each variety ofoffering Consumer Insight Fo
od drinks that are nutritious andavailable at competitive pricing and easily available 
Customer needstate. A milk additive that improves the nutrition level and taste ofthe 
milGeographic dispersion Urban, suburban Family life cycle Full nest,single parents
 Social Stratification Upper class, lower upper class, upper middle classAge segments I
nfants (0-5), mothers (18-45)
 Income Average, above average (50 k to 100 k per month)

Positioning
  Horlicks was initially introduced as both an additive and substitute tomilk and positio
ned itself as a nutritional supplement for the kids
 In 2003, it positioned itself as a "pleasurable nourishment" bylaunching its vanilla, ho
ney and chocolate variants.
 It adopted a new positioning strategy via product packaging whichnow carries a logo, t
aller, stronger, sharper.

Fastrack
Segmentation
Fastrack has segmented its business into three main categories:

 Low priced
 Medium priced
 High priced
Targeting
Targeting comprises of four main activities:

 Defining the abilities of the company and resources needed to enter a market
 Analysing competitors on their resources and skills
 Considering the company’s abilities compared to the competitors
 Deciding on the actual target markets.
Fastrack is also targeting:

 Exclusive Fastrack store.

 Opening 50 such stores by2013 ,India.
 “Fastrack plans on being a Rs 500-crore brand in 3-4 years. Not to be surprised if it touches Rs 750-
1,000 crore in 5-7 years.”
 In three years, Fastrack projects to contribute 25-30 per cent of the Titan’s watch business.
 Fastrack contributes to 4 per cent in value to Titan and the company has decided to establish it as
an independent brand because of its high penetration potential.
Positioning

 “Positioning is a statement that shows how you are different, better or more special than your
competitors.”
Fastrack perspective:

 Earlier Fastrack was targeted at 20-25 year olds and positioned along the line “Cool watches from
Titan”.
 The company re launched the brand lowering the yarely segment to 18-30 year olds with the
baseline. “How many you have.” Presently it is positioning itself with the baseline “Move on”.
TATA
Segmentation:

 Geograpical:Rural & urban

 Demograpic:family size and income
Targeting

Positioning:

 Tata intending to place in the mind of the customer as peoples car.

Sensodyne
Segmentation

Targeting
  Sensodyne is targeted people having sensitive teeth
 It is marketed as a toothpaste fir relieving discomforts before, during and after
whitening treatments. Hence this group people is targeted
Positioning

 Toothpaste that provides decay protection. Strong teeth, germ protection and
fresher breath.
 Various Ad campaigns to supplement this positioning with a tagline-Trusted by
Generations to make teeth STRONGER.

Chick Shampoo
Segmentation

 Demographic Segmentation ( Income Level)
 Geographic Segmentation (Rural-Urban)

Targeting

 Lower middle class and semi-rural population with monthly income of Rs. 1500-
3000.,
 Rural People who liked to go in Haats and Melas

Positioning

 Positioning of CavinKare company was value proposition company because of sachet 
revolutionthrough which customer were getting quality shampoo at lower price.

Maggi
Segmentation

 It segment the market on the basis of lifestyle ,age and eating habits of urban
family’s.
Target
1. Children and Teenagers:

 This is a large segment and is Maggi’s stronghold.
  The age group between 4 and 14 yearshas largely similar tastes and is traditionally t
argeted by Maggi. 
 These segments perceive Maggi instant noodles as a welcome change in taste from t
heregular Indian fare and they are fascinated by the curly shaped noodles.
 For these segments innovative products also have novelty value, however, certain
dominant preferences emerge.
2..Young Adults:
  This segment is growing and has the potential of accepting Maggi as a mainstrea
m fooditem as they see instant noodles as a natural part of Indian food culture a
nd so they aretargeted by Maggi.
 It helps Working women with the promise of fast to cook and good to eat snacks.

Positioning

 Maggi has positioned itself in the SNACKS category in the minds of their target marke
t. It havedeveloped its brand image of instant food products by positioning their pro
duct with slogans like“2 minutes noodles”, “Taste bhi Health bhi”, “Easy to cook, goo
d to eat” and “Healthy SnackAnywhere, Anytime”