Nidhi N

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19SJCCC313

Market segmentation
Market segmentation of 5 companies

1.Amul

The segmentation of Amul is the mass population and in general, you will
find people of all different age groups and demography enjoying Amul products. This is
because Amul is not only present in Ice cream, but also in Milk, Butter, Cheese and other
such products.
As it has a very deep product portfolio, it does not differentiate in its customers but uses
a mass marketing principle. And till date, this principle has worked very well for the
marketing strategy of Amul. Similarly, the target audience are the regular middle class people.
This is because higher end customers do have a lot of high end products as an
alternative in ice cream. However, for other products like Butter and cheese, both high end
and low end customers are the target. In terms of positioning, Amul has top of the mind
positioning because it is the first brand which comes in mind when talking of Ice cream, milk,
cheese, butter or any other milk based products.

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2. Cadbury
The segmentation of Cadbury products is based on mix of demographics, behavioural
& psychographic factors; like on the basis of Income & occasions. You will find people of all
age groups and demography enjoying Cadbury products. Cadbury’s product offerings are
mostly based on the production capacity, pricing of the various packs, packaging designs, and
storage facilities at the outlets, occasional & situational demands, celebrity endorsements and
many other factors.
Although Cadbury has targeted people from all age groups but it has distinguished its
product offerings to specific class of consumer groups. For example, Cadbury Temptations
and Bourneville are meant for higher end consumer groups who are willing to pay more &
Cadbury SILK is targeted to the people who can’t resist chocolates. It has positioned itself as
a symbol of good times & a spontaneous brand that is carefree, meant for special as well as
real moments in life.

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3. Horlicks
Based on the nutritional requirement of the different age groups and product usage
such as that of malt beverage is for toddlers & pre-schoolers, growing kids and for adults
including mothers & women.
Since the brand is present in different product categories like healthy biscuits, noodles,
nutritional drinks, and energy drinks, therefore, it uses differentiated targeting strategy.
The brand has been positioned as a healthy nutritional food for every life stage and for
consumers of every age. It is being liked so much India that approx 30 million Cups is being
drunk in India every year.

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4. Netflix
Since 2016 Netflix has stopped segmenting its members by geography and has started
treating its 93 million global members as a single, cohesive audience or a community of
members with similar movie and TV show preferences. Brand refers to these groups as “taste
communities” and there are roughly 1,300 of them. Netflix has always used such clusters
which the brand in its own jargon refers to as “Taste Doppelgangers” around the world which
means people across boundaries having a similar taste for TV show genres.
Netflix uses differentiating targeting strategy in order to increase its loyal/repeat
customers through its subscription-based model.
Positioned as a subscription-based video on demand platform which is easily accessible
from anywhere anytime on the go on mobile/Tablets or on TV, it has rich in experience and
broadcast quality video ultimately meant to fulfill the digital consumption desire of the
audiences.

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5. Maruthi Suzuki
Having the wide range of models in almost every segment of the automobile market.
Maruti Suzuki offers 16 brands and 150 variants spanning across all segments consisting of
Maruti 800, Maruti Zen EstiloMaruti Omni, Maruti Alto, Maruti Versa, Maruti Gypsy,
Maruti A Star, Maruti Wagon R, Maruti Swift, Maruti SX4, Maruti Kizashi, Maruti Eeco,
Maruti Ertiga, Maruti Grand Vitara. Thus serving the diverse range of
customers. Brand product strategy focuses on catering to the needs of almost all the segments
from the middle class to high class.
With cars in the economy segment, mid-range segment luxury and super premium
segment Target group for the brand includes anyone above 4 Lakh p.a. salary, people looking
to switch from 2-wheeler to 4-wheeler, millennials employed as professionals and managers.
The middle class, Upper middle class, High class, and Affluent class the age bracket of 21-65
years comprises of its target group.

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