The Wrong Case Segmentation

Market segmentation is defined today as “the process of defining and subdividing a large homogenous
market into clearly identifiable segments having similar needs, wants, or demand characteristics. I agree
with Saurabh’s opinion on the new advertisements because he was correct that that campaign went
against the earlier positioning strategy and positioning strategy is when a company chooses one or two
important key areas to concentrate on and excels in those area. It was decided to position D’cold
towards the adult segment of the market since all the three of them (Saurabh, Account Executive of
Admagic and Mr. Singh) believe that the requirements of the adult segment. That’s their position in first
advertising campaign but in second their position was against to their first advertising campaign because
their position was for children which is supposed to be on adult segment. Their consumers would be
confused and their positioning strategy would be useless. If I were in Saurabh’s place I will not keep my
mouth shut I would explain to them that we are doing wrong and suggest to change the advertising
campaign but the same positioning strategy like using again the father but in some scenario for example
the father waking up early to work for his family and going home tired and having body ache as he work
the whole day that will remain the same positioning strategy. The advertising campaign will not be for
only in rainy season.