MARKETING MANAGEMENT

SEGMENTATION,
TARGETING &
POSITIONING
EXPERIENTIAL LEARNING

Submitted by: Group 11

SHIV SHANKAR S 44306 SOHAM DAS 44318
SHREYANSHI AGARWAL 44309 SONI ZUBIN VIKAS 44320
SHUBHADA VYAWHARE 44312 SOURABH MALVIYA 44322
SHUBHAM REGMI 44313 SRINATH REDDY 44323
SHUBHAM MAHINDRAKAR 44315 SUPRATIM CHATTERJEE 44326
SIDDHARAJ SINDHAV 44316 VIKASKUMAR THAKUR 44329
contents

03 09
SEGMENTATION TARGETING

13 18
POSITIONING MARKETING
PLAN

19
REFERENCES
 SEGMENTATION
For a company like Happy Paints , the Decorative
Paints sector encompasses a wide variety of Interior as
well as Exterior Paints which are primarily used by
Homeowners, Builders, Developers, Interior
Designers and the like.

Following 4 are the major categories on the basis of

which we can segment are market audience.

DEMOGRAPHIC PSYCHOGRAPHIC

GEOGRAPHIC BEHAVIOURAL

DEMOGRAPHIC SEGMENTATION - THE WHO?

While considering the demographic build of
the market audience, Happy Paints considers
taking both the genders at par between the
Age Group of 25-to-60-year-olds, living with
their families from the following Income
Groups - Lower Middle Class, Middle Class,
Upper Middle Class and the Rich .

In order to have an efficient Market Budget

Plan, the above categorization is important
based on Income Groups so as to eliminate
wasteful expenditure on marketing efforts
being extended to households who can’t afford
our product.

We believe that during the Purchase Decision

Journey, Family Members and the Decision
Maker of the household are important
stakeholders and must be properly catered to.

The organisation is not biassed towards any

Religion and/or Race while considering its
Market Audience.
 SEGMENTATION

GEOGRAPHIC SEGMENTATION - THE WHERE?

Geographic segmentation is a marketing

approach that focuses on selling products to
people who reside or shop in a given area. This
method is especially beneficial if you sell
products that are affected by regional
differences in culture, climate, or population.
This can be done in a variety of ways, including
grouping clients by the nation of residence, or
smaller geographical divisions, such as region,
city, and postal code.
Market positioning and product sales are
heavily influenced by geographic location.
Regardless of an organization's market share or
product success rate, conducting market
research prior to releasing new
products/services or bringing better or newer
features is critical. Small firms with limited
budgets might save money by using
geographic segmentation.

In this case, we have segmented location

based on the following factors :
Rainfall prone areas - Our product's
speciality lies in waterproofing, hence
we need to consider locations with
rainfall 2000mm and above.
Coastal Areas - These areas have high
moisture content. Houses become
breeding grounds for moulds and
mildew therefore waterproofing is a
necessity.
Pollution dense areas - Cities like
Patna, Faridabad, Delhi are highly
polluted cities. This causes an increase
in germs and bacteria. Antibacterial
paints are highly in demand in these
areas.
 SEGMENTATION

PSYCHOGRAPHIC SEGMENTATION - THE WHY?

Psychographics uncover your audience’s motivations — not just to buy, but to get
out of bed in the morning. Psychographic segmentation goes many layers deeper
than demographics to reveal the psychological traits influencing purchase behavior.
This type of research uncovers what your customer is thinking and what they want
to change about their lives, which can illuminate their motivations for buying your
product. They are influenced by lifestyle, values, hobbies and personality.
The following are the segments we are focusing on:

Social standing: Social standing dictates the stature one has in the society. It is
the common standards within a social group regarding socially acceptable or
appropriate behavior in particular social situations, the breach of which has
social consequences. The painting choices reaffirms the same and plays a crucial
psychological factor when making Paint selection choices. Social class can have
a profound effect on consumer spending habits. Perhaps the most obvious effect
is the level of disposable income of each social class. Generally, the rich have the
ability to purchase more consumer goods than those with less income, and
those goods are of higher quality. There is also a distinction in the type of goods
purchased. For example, the upper class tend to be the primary buyers of fine
jewelry and often shop at exclusive retailers. The lower class, in contrast, are
much more concerned with simply getting by, they focus more on necessities.
 SEGMENTATION

PSYCHOGRAPHIC SEGMENTATION - THE WHY?

Health and Hygiene conscious : Transforming a space into a sanctuary requires
healthy and thoughtful choices. The products we choose to bring into our homes
make an impact on our quality of life whether we know it or not. It’s true for the
food we eat, the clothes we wear, and even the air we breathe. Indoors, the air
that surrounds us nearly 80 percent of the time isn’t always safe for people or
the planet. Toxic interior paints are the culprits behind many common ailments
that can affect us and our loved ones—including those furry four-legged family
members. Health conscious segment always value health over anything else

Aspirational lifesty le: Defined as those who strive for more in life, enjoy pushing
themselves to learn new skills and tend to be career-oriented and opportunistic,
these consumers are always on the lookout for brands and products that offer a
360 experience of their product or service and make them feel more that what
they are currently.
 SEGMENTATION

BEHAVIOURAL SEGMENTATION - THE HOW?

Behavioural Segmentation is a form of customer segmentation that is based
on patterns of behaviour displayed by customers as they interact with a
company or make a purchasing decision.

Following are the basis on which Happy Paints has segmented its Market
Audience based on behaviour.

PURCHASE BEHAVIOUR
With Pradhan Mantri Awaas Yojana and the
government encouraging affordable housing,
people are having a positive attitude and an
open mindset to getting their houses
painted rather than keeping them
unfinished. In India, buying and owning a
house has emotional value and significance
and as a new entrant in the Paint
Manufacturing Industry, we need to
understand the same to cater to that part of
the audience who are looking to beautify
their houses.

OCCASION-BASED PURCHASES
During the Festive Season , especially during
Diwali, the majority of the Indian Households
go for a complete Re-painting or White-
washing of their dwellings.

A similar purchase pattern can be observed

during special occasions such as Marriages,
functions and the like. This is a cyclical
occurrence that happens over and above the
routine purchases and must be benefitted
from.
 SEGMENTATION

NEEDS & BENEFITS

Segmenting by needs identified and benefits
sought refers to dividing our audience based
on the unique value proposition our
customer is looking to gain from our
product.

Customers today are very conscious about

the products and services they bring into
their lives. They lean towards different value
propositions according to their requirements.

As Happy Paints provides added benefits of Anti-bacterial Technology

and Water-Proof Decorative Paints , health-conscious consumers and
those in monsoon prone areas would be actively seeking said products in
order to fulfil their needs, thus catering to such an audience would be
widely beneficial for the organisation.
 TARGETING

For Target Market to be useful, they must meet five critical

requirements:

Measurable : The target market's size, attributes, and

purchasing power can all be measured.
Sizeable : The Target Market is sizable and profitable to serve.
The TG should be the most homogeneous group worth
pursuing with a targeted marketing campaign.
Reachable : The Target Groups can be reached and served
efficiently.
Differentiable : The Target Market is conceptually distinct and
responds to various marketing-mix elements and programs in
different ways.
Actionable : We can create effective programs to recruit and
service our TG.

Happy Paints basically focus in

targeting of exterior paints to
contractors, builders, developers
and helps in provide
considerably as well as durability of
products in the market and mainly
focuses on the smoothness of the
product also. Interior paints are
mainly targeted to homeowners,
interior designers, carpenters as
well as contractors also and
basically to families who uses this
paint for their interior finishing as
well as exterior finishing.

The decorative divisions of the market account for 83.42 percent of the overall industry,
while the industrial and marine segments each contribute 12.17 percent and 4.41 percent,
respectively.
The decorative section is the main emphasis of the enterprises in the industry. Only a few
companies sell products in the industrial and marine markets. Every rival is putting out their
best effort to carve off a piece of the decorative pie. Enamel makes up almost half of the
decorative paint market in terms of value and about a third of the market in terms of
volume.

Smoothness, texture, colour, and finish of the paint will be highlighted in this section. The
promotion of Interior Emulsions is aided greatly by colour retailers.
The quality and price of the paints could be used to target them. ‘Happy paints' has a wide
range of items within each sector.
Emulsions for the Exterior 'Happypaints Ultima' is a high-end, high-performance brand that
caters to the upper middle class and is used on high-end structures. Happypaints Ultima is
a Mid-Range brand aimed at the next generation of consumers.
 TARGETING

ANTI BACTERIAL AND ANTI FUNGAL

PAINTS
In response to market trends in health and well-being, the brand added antiviral
capabilities to its existing ‘Happy Comex’ Antibacterial paint. This increased consumer
awareness of paint's role in creating a safe and healthy environment within homes,
offices, retail environments, government facilities, and more.
Independent laboratories utilising globally accepted testing standards, such as ISO 21702 ,
have certified ‘Happy Comex’ Antiviral & Antibacterial paint's efficiency in decreasing up
to 99.9% of common bacteria and viruses on the dried paint surface within two hours.
The paint has been shown to kill Escherichia coli (E. coli) as well as Influenza A H1N1,
SARS-CoV-2 , Pseudomonas aeruginosa, Salmonella typhi and Staphylococcus aureus on
painted surfaces for up to two years after application.

The anti bacterial paint is ideal for

Homes: Conscious customers with infants

or elderly people at home are always in a
search of less contaminated alternatives at
home

High-traffic facilities , such as hospitals &

Nursing homes: Healthcare facilities are
generally in a search of environment
friendly options in surroundings which
would be comforting to patients or visitors

Resorts and hotels: Luxury Happy Paints is targeted to the

accommodation facilities and services channels of B2C customers by targeting
would prefer the premium range of the middle
products suited for their facilities higher-class households by promoting
decor and to high class
Contractors and Painters : -Contractors customers in promoting their high-
performance brand in the
and carpenters would purchase the primars,
county.Interior paints are also targeted
putties, and other similar supplementary
to homeowners.
materials as part of the painting process.
PROFESSIONAL
EMPTY
YOUNGSTERS
NESTERS

Couples of age 27-35

Both belonging to high income 50-65 years old
bracket Positively planned life transition
Looking to invest in home High spending during festivals
Want to communicate a successful Old school & Orthodox
image to their contemporaries Invest in products that ensure their
Buy products after carefully physical wellbeing
evaluating benefits

YOUNG REAL ESTATE

FAMILIES DEVELOPERS

Couples of age 36-49 Companies/Individuals who

Settled family; Living in tier – I, II provide fully furnished homes to
cities customers
Income more than 1 lac/month Already have a preferred supplier
Own a house valued above Rs 50 for décor
lacs Do not consider Décor as a primary
High discretionary income selling point for Real estate
Home looks are a priority Are involved in residential, resorts,
hotels and private hospitals
projects in Tier 1 and 2 cities
 C U R R E N T C U S T O M E R J O U R N E Y M A P P I N G

INFORMATION SEARCH

Online Offline

Research related
Rely on word of
content online
mouth reviews
(Images, Articles,

Videos)
Visits recently

innovated nearby

homes
Compares design &
Prices of vendors

Visits various
Looks for decor stores
customization

DECISION

BUYS FROM ORGANIZED

ASSIGNS A TASK TO A
RETAIL OUTLET (PEPPER
KNOWN CONTRACTOR
FRY, HOMETOWN, AP
BASED ON TRUST
HOMES)

BUYER PERSONA
MRS. MAMTA DESAI

Married for 7 years; has 1 kid

Planning to buy a home in Mumbai
Well versed with technology
Home is a form of communicating
“who they are” to others
Well being of family is a priority
Want quality solutions and willing to
spend extra for premium products

MR. AJAY KUMAR

Currently lives in Delhi; Married for 2

years; planning to start a family
Shifted home due to proximity to
workplace
Annual income of the family is Rs 20
lacs
Aesthetics of their home is a priority
Wants to invest in home decor which
also ensure the well being of his family
 POSITIONING

The STP Marketing process comes to a close with this phase. The term "position" refers to the
location of anything. To put it another way, we can tell you where you stand. The placement of
a product is something we understand in marketing. Simply put, market positioning refers to
where your product sits on the market. It refers to how our product differs from other items on
the market and how it outperforms our competition.

We must persuade our consumers that our product is superior to that of our competitors so
that when they consider purchasing something, our product is the only one that comes to
mind.
Every product on the market has a plethora of alternatives. So the question is, how can we
make our product the best it can be?

How can we persuade our buyers that our product is superior to its competitors? We must
make our product so distinct that it is solely known by our brand.
 POSITIONING

Now that we are already done with Segmentation and Targeting, we

will focus on the Positioning aspect of the product. Several approaches
to positioning can be adopted and here we may do it focusing on the
various characteristics of the product that we would introduce in the
market.

Since the various features that we add to the paint can also be
incorporated while promoting them. The edge that we have over our
competitors can be well highlighted while promoting our products. The
paint is waterproof and anti-bacterial which may serve as a unique
selling point for the product and therefore, must be focused on while
selling.

Considering we are targeting the middle higher class households most

of the positioning may be done via various digital platforms as this
spectrum of the society has increased exposure to the internet and
various social media platforms. Public Relations is also another way to
enhance sales whereby the various aspects of the product are explained
to the customer/consumer in detail.

Since the target market is also several contractors and painters

personalized marketing may be utilized. In B2B channel marketing
various methods can be used to acquaint the buyer with the product.
Targeted emails can be sent out to potential customers explaining the
details of the product wherein infographics may be attached which
would facilitate a better understanding of the product.

Since a sizeable share of the population purchasing these paints might

be elderly people, therefore personal selling techniques may also
come in handy.
POSITIONING PRISMA INC.
ASIAN PAINTS POSITIONING
Asian Paints would be our major
competitor in the market as our
positioning of happy paints as water-
resistant and anti-bacterial paints already
exist under the product portfolio of Asian
paints and there are several advantages
for Asian paints which we have to
concentrate on before entering into the
market. It has portrayed itself as “A
complete array of products to cater to
everyone.”
They have over 50% of the market share
and are clear leaders in decorative paints
and are strong competitors to Kansai
Nerolac Paints to be leaders in industrial
paints and coatings.
Superior technologies are deployed for
Asian paints to achieve maintain the
competitive edge for eg.
PRISMA INC.
COMPETITORS
When we look from the competitors
perspective for positioning, we have
several competitors in Paint industry
like
Akzo Nobel India Ltd (Dulux
Paints)
Asian Paints Ltd.
Berger Paints India Ltd.
British Paints India Ltd.
Indigo Paints Ltd.
Kansai Nerolac Paints Ltd.
Nippon Paint India Pvt Ltd.
Shalimar Paints Ltd.
Supply chain management system that
integrates plants, regional distribution
centers, outside processing centers, etc.
hence they have strongest supply chain
system, but to position our company as
a good competition to the products
provided by Asian paints,we have to
look at the weaklings of the competitor,
i.e., Stringent Government rules and
regulations regarding the quality of
products and manufacturing facilities
of Asian paints as Environment policies
are given more emphasis. By
considering this, as we are positioning
our products as anti-bacterial and if we
can position our product as
environmental friendly, governmental
regulations would favor us
comparatively.
PAGE 05
POSITIONING

ANALYZING THE COMPETITORS'

POSITIONING STRATEGIES

POSITION STRATEGIES FOR

BERGER
When we look at another competitor in the market
“Berger”, that has positioned itself as “Fulfill your
imagination of colors”.

It targets Home owners, Professionals and Industry

Users. Berger Paints has excellent brand perception
and brand awareness amongst its potential
customers.

It positions itself as a high quality product provider

and has very high market space both in terms of
visibility and sales.One of the great positioning tactic
used by Berger is Green Horizon ,an initiative taken
towards reducing waste and conserving natural
resources; launching eco-friendly and energy
efficient products.It also portrays itself as a eye
catchy and most lovable paints with several
products like Silk.Inculcating such green initiatives
while positioning our brand of Happy paints would
lead to a positive value from the customer's
perspective
 POSITIONING

Happy Paints Positioning Strategy:

Creating an image and shaping how a brand is viewed by consumers is a very purposeful and
meticulous act. . The Background research with an understanding of the market are crucial
part of brand's success. So, for every brand product positioning begins before the brand
identity is created. So, for Happy Paints we refer to 3 major keys that helps us to make effective
positioning strategies for our product that is 3C’s or Customers, Channel and Competition. With
is 3C’s we can understand what the buyer/consumer wants or needs, how well your sales team
(Channels) are connected and understands consumers needs and what are your competitors’
ways of positioning themselves. By the help of this different positioning strategy that our
company will use are:

Product characteristics or consumer benefits: Using this positioning strategy that mainly
focuses on quality we want to portray our Brand Happy Paints as durable, reliable. As our brand
product has Anti-bacterial Technology and are Water-Proof Decorative Paints, this shows that
our brand is reliable and durable when it comes to protecting the paints from fading or
washing out due to different external factors.

Product Class: It refers to a strategic exercise that defines where your product or service fits in
the marketplace and why it is better than alternative solutions. So, in case of happy paints as
our product has anti-bacterial Technology and also has Water proofing elements, we will
position it to customers who look for alternative products to cater their problem of Water
proofing problems or anti-bacterial problems. This will also benefit the customers as they will
get more service under one product umbrella.

Product mix: otherwise called product portfolio, alludes to the total arrangement of items as
well as administrations presented by a firm. An item blend comprises of product offerings,
which are related things that shoppers will in general utilize together or consider as
comparable items or administrations.

The product mix of a firm is crucial to

understand as it exerts a profound impact
on a firm’s brand image. Maintaining high
product width and depth diversifies a
firm’s product risk and reduces
dependence on one product or product
line. With that being said, unnecessary or
non-value-adding product width
diversification can hurt a brand’s image.
Expanding the width can provide a
company with the ability to satisfy the
needs or demands of different consumers
and diversify risk.
 MARKETING
PLAN
Happy Paints

DIGITAL & PRINT COMPETITIVE COLLABORATIONS

MEDIA
Making use of Google Analytics and
SEO Management to make use of
Digital Marketing to get Traffic on the
Company's Website and using
Traditional Print Media Advertisements
along side for the lower middle and
middle class families.
POSITIONING AND PARTNERSHIPS
Understanding the pulse of the Tie up with upcoming housing, hospital, hotel
customers and the rising and resort projects to increase our market
inclination towards healthy living share. These collaborations will be the
beginning of a long term relationship as the
will provide a competitive edge to
real estate sector is an evergrowing sector
Happy Paints over its peers.
and once we impress the contractors with our
prices and quality, we can aim towards
permanent partnerships.

The festivals like Durga Puja, Diwali and Christmas are

LEVERAGING occasions which call for renovations and re-painting of
homes. Happy paints could leverage the increased
THE FESTIVE concern for health, and the necessity of re-painting
homes by communicating the fact that now consumers
SEASON can now choose between a range of colours while
ensuring the wellbeing of their family

BRAND DIFFERENTIATOR
Happy paints, with its wide range of anti-bacterial
and anti-fungal decorative paints, intends to create

99.9% a safe and healthy environment within homes,

offices, retail environments, government facilities,
and more. Our wide range of beautiful paints not
only makes homes brighter but also kills upto
99.9% of bacteri and viruses on dried paint within 2
hours hence, protecting us from harmful diseases
including SARS-CoV-2
REFERENCES

https://economictimes.indiatimes.com/industry/cons-
products/paints/kansai-nerolac-targets-premium-
segment/articleshow/2418038.cms
https://www.termpaperwarehouse.com/essay-on/Stp-Of-
Asian-Paints/443765
https://issuu.com/samvad/docs/paint_industry_2019/s/103080
91
https://www.ukessays.com/essays/marketing/segmentation-
of-decorative-paints-sector-marketing-essay.php
https://slideplayer.com/slide/13106595/
https://www.equitymaster.com/research-it/sector-
info/paint/Paints-Sector-Analysis-Report.asp
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https://mkuniversity.ac.in/research/SYNOPSIS/P4564s.pdf
https://iide.co/case-studies/asianpaints-marketing-strategy/
https://pdfcoffee.com/stp-of-asian-paintsdocx-pdf-free.html
https://www.industryarc.com/Report/11672/antimicrobial-
coatings-market.html
https://www.researchandmarkets.com/reports/5238734/the-
global-market-for-anti-microbial-anti-viral
https://www.marketingweekly.in/resources
https://www.alliedmarketresearch.com/anti-microbial-
coatings-market-A07413
https://www.futuremarketinsights.com/reports/anti-fungal-
and-anti-bacterial-paints-market
What is STP Marketing? Segmentation, Targeting &
Positioning Guide (lapaas.com)
7 Approaches to Positioning Strategy of a Product | Explained
(yourarticlelibrary.com)