STP ANALYSIS

1. Maggi
Since the time its dispatch in India in 1983, this brand has gotten inseparable from noodles.
Throughout the long term, Maggi has developed as a brand and situated itself as a "Quick to cook!
Because of this developing issue Swiss Public Welfare Society asked a mill operator named Julius
Maggi to make a vegetable food item that would rush to plan and simple to process. Not long after
he was dispatched by the Swiss Public Welfare Society, he thought of two moment pea soups and
a bean soup-the primary dispatch of Maggi brand of moment food varieties in 1882-83. Towards
the century's end, Maggi organization was creating powdered soups, however bouillon shapes,
sauces and different flavourings. Anyway, in India (the biggest shopper of Maggi noodles on the
planet!) it was dispatched in 1980 by Nestle gathering of organizations. Maggie had converged with
Nestle family in 1947. At the point when dispatched it other contender the purported homemade
titbits which are till today viewed as solid and clean. Subsequent to leading a broad examination,
the firm tracked down that the kids were the greatest customers of Maggi noodles
Segmentation: It is the way toward gathering individuals or associations inside a market as
indicated by comparable requirements, qualities, or practices.
Targeting: It is the real choice of the portion you need to serve the objective market is the
gathering of individuals or associations whose needs an item is explicitly intended to fulfill.
Positioning: is the utilization of advertising to empower individuals to frame a psychological
picture of your item in their brains (comparative with different items)
STP analysis:
Target segment of Maggi noodles Maggi 2 Minute Instant Noodles is as of now connected with
comfort and taste and is at present acknowledged as a legitimate filling snack between suppers.
Maggi will keep on utilizing its image value and focus on the accompanying sections for this item.
Children & Teenagers: This is a huge segment and is Maggi's fortification. The age bunch
somewhere in the range of 4 and 14 years has generally comparative preferences and is customarily
focused on by Maggi. These portions see Maggi moment noodles as a much-needed development
in taste from the ordinary Indian admission and they are intrigued by the wavy moulded noodles.
For these sections creative items likewise have curiosity esteem, nonetheless, certain prevailing
inclinations arise. Understanding this early, Maggi moved concentration from the woman of the
house to the end buyer for example kids themselves winding up as the market head of the moment
noodles section. Early purchase in of this section will assist Maggi with selling in different
fragments in future.
Studying age: The studying age portion however not generally targeted explicitly has been eating
up Maggi noodles. The suggestion of comfort of cooking just as that of a delectable filling snack
draws in this segment which because of their busy timetables continues to miss their regular meals.
Office goers and working women: The Company likewise designated this segment individuals since
they were the person who needs reward time to time on account of chaotic timetable and with
would take as much time as is needed. So, by keeping this angle into thought, the organization
present the Cuppa madness, which is a sort of noodle which requires some investment to cook
and fulfil the craving too.
Health-conscious people: The Company is likewise zeroing in on the heath angle. They present
Veg atta noodle for health-conscious individuals. So, they likewise dispatch Health Awareness
mission to instruct shoppers about the advantages of healthy food. They additionally support
health camps, distribute health data and build awareness among the masses.
Positioning: Maggi 2 Minute Noodles will proceed with its present positioning of accommodation
and as a "quick to cook, great to eat" nibble as this is by all accounts functioning admirably.
To forestall Top Ramen, the primary contender, from eating into its piece of the pie some item
development is needed as in any case Maggi may get generalized as an unexciting item. Top Ramen
is following an expense separation procedure. To manage this Maggi needs to situate itself as a
separated item. The market is touchy to taste and rejects any flavor it despises with Maggi having
learnt it the most difficult way possible, in this manner the item can't be significantly separated with
on premise of taste. Then again Maggi needs to manage the negative impression of Maggi has of
being undesirable in an inexorably wellbeing cognizant market, a significant danger in the current
situation.
Both these issues can be handled by positioning Maggi as a nibble with dietary benefit. The new
dispatch of "Veg Atta Noodles" and "Dal Atta Noodles" with the guarantee of good dietary benefit
adventures around here.

2. Dove
Dove falls under the umbrella of HUL and offers a variety of individual personal care products. It
offers 23 body washes, 15 body bars and items in hair care, skin care, body creams and deodorants
category. Dove face wash hit the markets in 2011. It is available in three variations namely:
1. Dove Deep Pure face wash
2. Dove Beauty Moisture
3. Dove Go Fresh
Dove has been considered as a superior brand with a premium feel to it. On the off chance that
we contrast Dove items and contending brands, for example, Pears, Olay, L'Oreal, Garnier, Ponds,
Fair n Lovely and so forth it's anything but a picture over the rest through its unique segmentation,
targeting & positioning.
Dove has claimed a quarter of the market of moisturizing cream in its products. Be it soap, body
wash, body lotions or face wash.
Demographic Segmentation:
Under this segment Dove focusses on all women over 18 years. These include women who are
conscious about the health of their skin. They need to utilize quality products for their skin and
they have good purchasing power.
Psychographic Segmentation:
Dove utilizes psychographic segmentation, where it is looking to create psychology in women that
beauty incorporates in all phases of life. Beauty is present at all ages, and comprises all sizes and
body shapes. We can say that Dove has an exceptional methodology of focusing on genuine
individuals even in their ads. They don't take any superstars in their ads for better connect with the
customers.
Targeting:
The target group is particularly women above 18 years of age. It targets women of all ages, women
who are worried about their skin care an belong to relatively higher income segments who would
not shy away from spending few extra bucks for a good quality product. Primarily, Dove targets
working women who do not have much time for their skin care routine and thus will need a product
that has both moisturizing and nourishing properties. This segment of women in the age group
21-25 has good purchasing power.
Positioning:
Since 2003, Dove situated itself through a gender specific brand situating. Dove Deep Pure face
wash has been situated as a stunner item on the lookout. In 2004, Dove dispatched the 'Genuine
Beauty Campaign'. The brand understood that ladies are not intrigued to think about items that
will help them look more youthful and prettier. All things considered; they need to feel excellent
in their own skin. The Real Beauty Campaign commended ladies in their own skin with a
progression of notices that with no Photoshop components utilized on ladies in the promotions.
The mission made a stride further, when Dove dispatched a video where they showed development
of a lady in a promotion when distinctive Photoshop components are applied on her body. Entirely
unexpected! In this way, from a brand in healthy skin class which was situated as an individual
consideration brand totally changed itself as a stunner brand and acquired energy on the lookout.
It's anything but a genuine illustration of how great situating can be an aid to a brand's
methodology.

MARKETING MIX
1. Paytm
Product: Paytm is a main online payment organization and an internet business entryway based
out of India. Paytm offers different items and administrations in its showcasing blend like ewallet,
internet shopping and so on. The name Paytm is a short structure for pay through portable. Clients
can get to the entry on PCs and applications on their cell phones for making on the web payments
like versatile re-energize, charges, shopping and so on Paytm wallet empowers clients to cover bills
like power, re-energize their versatile numbers, pay for DTH administrations, pay at eateries, book
air tickets, film tickets and so on Paytm fundamentally engages the clients to make payments as
opposed to utilizing money or charge/Visas. Payments bank from Paytm empower clients to have
financial balances like some other bank and approach administrations like check card, investment
account and so on.
Price: Paytm is a free to use service as it is a payment gateway through which customers can make
payments for the other services. The establishment of payment was a direct result of series of
speculations they got. Indian business mogul had put resources into Paytm as an individual interest
in the brand. After this, a subsidizing of $575 million was gotten by Paytm from China's driving
business bunch Alibaba. Paytm additionally got financing from Taiwan based Mountain Capital.
These immense fundings empowers the organization to get new clients ready and give them free
help. Paytm is likewise parallelly giving limits and offers to advance its web-based shopping internet
business entryway. This gives a knowledge in the estimating technique in its showcasing blend.
There are numerous other applications and tech organizations like Paytm however none of its
anything but a piece of the pie as solid as it has. Paytm procures its income from bonus which
occur on the exchanges. Additionally, cash kept and put away in the ewallets are likewise used to
create pay through revenue.
Place: Paytm, similar to some other application or site, is available wherever through a cell phone
or PC having web network. The Paytm office is settled in Noida, India. The assistance is presently
serving the Indian buyers and is accessible all through the country for making payments and
shopping. Paytm is generally acknowledged as a method of payment across different enterprises,
areas and topographies. A few cafés, food, general stores, lodgings and so forth all acknowledge
Paytm as a piece of payment. Tagging houses and visit administrators utilize Paytm's administration
for rail, plane, transport tagging. Every one of these show the broad reach of the help, which is
generally acknowledged by merchants and clients the same.
Promotion: Paytm has been aggressively promoting itself as a piece of its advertising blend.
Promotion missions of Paytm are been exhibited through TV plugs, online advertisement
pennants, boards, print media like papers, magazines and so forth These have empowered Paytm
to turn into a commonly recognized name, with an infectious expression of "Paytm karo". Aside
from this, the organization has likewise been effectively associated with sponsorship of a few
occasions, rivalries and so on which have given the brand huge perceivability. Paytm has likewise
been roped in as the authority support and accomplice of the Indian cricket crew, which would
give tremendous exposure and perceivability to the brand across the world. Retailers, supermarkets
and grocery stores tolerating Paytm as a method of payment additionally show tapestries and
banners, which give the brand a solid perceivability.

2. MobiKwik
MobiKwik is an Indian computerized payment organization, established in 2009 that gives a
versatile phone-based payment framework and advanced wallet. Clients add cash to an online wallet
that can be utilized for payments. In 2013 the Reserve Bank of India approved the organization's
utilization of the MobiKwik wallet, and in May 2016 the organization started giving small loans to
buyers as a component of its service.
Product: MobiKwik dispatched an e-wallet framework in 2012 that empowered clients to store
cash online to use for charge payments and different highlights. MobiKwik offers monetary types
of assistance including advance, accident insurance, life coverage, fire protection, IMPS money
transfer, charge card charge payment, common assets, also, DTH recharge. They likewise presented
the element of sending and getting cash by means of a portable application. In September 2014,
Express Computer detailed how MobiKwik was joining forces with GoDaddy furthermore, other
global organizations to assist them with agreeing Indian payment guidelines. In November 2016,
the organization announced having 1.5 million vendors utilizing it's anything but a client base of
55 million clients. In June 2017, 80 percent of India's versatile wallet exchanges market was
performed by Paytm, and Mobikwik. In March 2017, MobiKwik's biggest rival was Paytm.
Price: MobiKwik is free to use service. This has assisted MobiKwik with spreading its organization
all around the country from rustic to metro urban areas. MobiKwik anyway creates income from
the stage. MobiKwik charges exchange expenses on its exchanges. MobiKwik additionally brings
in revenue on cash saved and store on e-wallets. Aside from this, MobiKwik through its web-based
business stage, produces income through charging an assistance charge to clients and to the
vendors as well.
Promotion: MobiKwik, one of India's driving portable wallets, has dispatched its first TV crusade
made by Happy Creative Services. With this mission, the organization plans to position 'MobiKwik
Wallet' as a better approach to make web-based payments, replacing cards and cash on delivery
mode of payments.
Place: Mobikwik being an advanced web-based payments solution enjoys the benefit of being a
service that requires no physical coordinations. The users don't have to get to an actual store or
area to make payments. Mobikwik being an advanced digital solution can be coordinated with any
application that requires an payment passage to oversee and get funds. The solitary actual area that
Mobikwik has is a datacenter that has the Mobikwik Server frameworks. For conveyance,
Mobikwik relegates professionals who set up the Paytm installment framework at merchants and
help them in setting up accounts.
 PRODUCT LIFE CYCLE

Introduction: It is arguable that this stage can influence the length of the PLC and so the
product/service should be introduced in the market as effectively as possible. This is the time when
the product/service is new in the market and a high degree of marketing will be needed such as
promotions and advertising to increase commercial awareness. Sales will be slow during the
introduction stage and so you should not become impatient and spend more money than necessary
to try to increase the speed of sales: it will take time for people to use and trust your
product/service. As you begin to make sales, the money used for developing and introducing the
product/service may not be fully recovered (i.e. break-even) until late in the introduction stage.
Once you begin to make profit, you may decide to re-invest the money back into promoting the
product/service in an attempt to stimulate future sales (and profit).

Growth: Once your product/service has become established in the market, you can expect the
number of sales to increase rapidly and marketing expenditure may now be used for brand building.
This is the stage where you will benefit from high profits but this is also the stage where your
profits will peak. Services over products will generally have far longer periods of growth (usually
years) where products, particularly those that are new, will soon attract the attention of competitors.
Once competitors join the bandwagon, the sales will gradually slow down and force you into
marketing new prices: consequently, resulting in fewer profits. If you have released your own
version of an existing product (making you the competitor), then the growth stage may be short
depending on how long the existing product has been available in the market.

Maturity: The stage of maturity begins when the product/service sales peak and become stable
mainly due to the introduction of competitors during the end of the growth stage (influencing the
move into the maturity stage). As pricing becomes more competitive (resulting in even less profits),
many businesses, commonly the smaller businesses, cannot compete and consequently withdraw
their product/service from the market. Maturity does not only result from increased competition,
but also by new alternative products/services in the market becoming more popular. Quite often,
services in particular are withdrawn because they are no longer needed, unfavourable or out of
fashion.
Decline: The product/service moves into the decline stage when sales start to drop continuously
and will be a result of the issues that moved the product through maturity and saturation
(competition, low demand, unfashionable, etc). The time taken to reach this stage of the PLC will
differ with different products/services: for an extreme example, Kellogg's still have a range of
cereals that are as popular today as when they were first released in the early 1900s. Also note;
Kellogg’s may have the number one cereal, but they have to spend a lot of money advertising that
fact: there being nothing new or exciting about plain old cornflakes makes this a great example of
brand marketing. In the small business world, when your products/services move into decline, it
is a good idea to either improve your product or remove it completely to avoid damaging your
image.

BCG MATRIX

1. Dabur

2. Britannia
3. Mars Inc. (in the Indian market)

ANSOFF MATRIX
Market Penetration (Existing products, Existing Markets):
Market penetration occurs when a company enters/penetrates a market with current products. The
best way to achieve this is by gaining competitors' customers (part of their market share). Other
ways include attracting non-users of your product or convincing current clients to use more of
your product/service, with advertising or other promotions. Market penetration is the least risky
way for a company to grow.
1. KFC: KFC has consistently been the market leader in quick served fried chicken market. They
have been over the course of the years growing their network to various nations. With each
new country, KFC offers a scope of its current item range. However, alongside the current
items, KFC additionally gets items that match the nation's current food. For e.g., KFC in Japan
alongside a scope of seared chicken items likewise serves Rice bowls and Bento Lunches.
2. Netflix: Netflix is the ideal illustration of market penetration done right. We have regularly
heard individuals whining about their Netflix subscription costs going up or their one month
of free membership finishing. All things considered, in spite of incidental protesting,
individuals are totally fine with paying the higher subscription costs for the ceaseless
progression of good media content. Today, Netflix is a market pioneer establishing 51% of
streaming memberships in the United States. Other OTT stages are taking action accordingly
by sending entrance evaluating to draw in new clients.

Product Development (New Products, Existing Markets):

A firm with a market for its current products might embark on a strategy of developing other
products catering to the same market (although these new products need not be new to the market;
the point is that the product is new to the company).
1. Amazon: Amazon is an illustration of a customer-centric way to deal with product
advancement technique. Their product strategy is centred altogether around customer needs.
Amazon likes to work in reverse from the target market. They compose the official statement
for the product first, and work on simplifying it until its language is basic enough for anybody
to comprehend. The official statement has no specialized language about innovations or UIs.
They then, at that point work in reverse from the press release to the item. This is an item
advancement technique that spotlights on Amazon's inward interaction, in locks in with
customers to make a particular item that meets a recognized need.
2. McDonald’s: At the point when McDonald's needed to enter the Indian Market, there was a
major issue. The Product line-up of McDonald's was comprised of beef burgers. Their
strength, the Big Mac was a burger with a Beef Patty. Be that as it may, in a nation like India
where most of the populace doesn't eat hamburger and wouldn't permit selling beef burgers,
McDonald's had no items. Henceforth to enter the Indian Market, McDonald's brought in veg
patties with the Maharaja burger. They needed to change their whole product offering up to
suit the Indian Market.

Market Development (Existing Products, New Markets):

An established product in the marketplace can be tweaked or targeted to a different customer
segment, as a strategy to earn more revenue for the firm. For example, Lucozade was first marketed
for sick children and then rebranded to target athletes. This is a good example of developing a new
market for an existing product. Again, the market need not be new in itself; the point is that the
market is new to the company.
1. IKEA: IKEA throughout the years has been extending its scope by entering new business
sectors with its scope of assemble-yourself furniture items. As of late IKEA extended to India
with its item range. India was a flourishing market. Be that as it may, it's anything but a
neglected and untested market for the IKEA products and premium furniture items. Anyway,
dependent on the new reports, regardless of postponements, the IKEA stores have been set
up and have been getting acceptable footfall of customers.
2. Uber: Uber is an online ride-sharing platform. The organization has made critical development
for the last 10 years. This is a direct result of enhancement of their offerings (bikes, bicycle,
food conveyance, and so on) and market improvement methodology (luxury vehicles and ride-
sharing). Online ride sharing began in San Francisco in 2010, and these days, it's offering its
service in excess of 700 urban areas across the globe.

Diversification (New Products, New Markets):

1. Virgin group: Virgin Cola, Virgin Megastores, Virgin Airlines, Virgin Telecommunications
are examples of new products created by the Virgin Group of UK, to leverage the Virgin brand.
This resulted in the company entering new markets where it had no presence before.
2. Hubspot - Inbound advertising behemoth HubSpot started as a software focusing on private
ventures with 1-10 workers who required a more smoothed out approach to deal with their
content and clients. As their fame and demand grew, Hubspot differentiated its product to
cook for big enterprise-level necessities. This saw it ascend from $255,000 ARR in 2007 to an
incredible $15.6 million in income by 2010. The organization opened up to the world about its
IPO in 2014, raising an amazing $125 million and solidifying the organization’s fairly estimated
worth at around $880 million.