Segmentation, Targeting, Positioning,

Product Mix, and Product Line

Submitted to:
Dr. Priti Gadhavi

Submitted by:
Chhavi Yadav, Harshita Deorari, Srushti Vaidya, Tanya Uniyal
 01 02 03
Contents
SEGMENTATION
FLOW OF THE TARGETING
PRESENTATION POSITIONING AMAZON

04 05 06
NIKE CHANEL BINGO BOX
 01 INTRODUCTION Introduction to the brand.

Presentation
Dividing a market into well-
Flow of the

02 SEGMENTATION defined segments, according to

similar sets of needs.

After market segmentation, the

0 TARGETING
company must decide how many
3 and which ones to target.

Act of designing the company’s

0 offering & image to occupy a
POSITIONING
4 distinctive place in the minds of the
target market.

0 PRODUCT MIX Set of all product lines and items,

AND PRESENCE full list of all products offered for
5 OF THE BRAND the sale by the company
Segmentation
Targeting
Positioning
Product Mix
Product Line
 Demographic
Geographic segmentation
bases and their
segmentation criteria amazon target customer segment
Amazon target
Segmentation criteria
customer segment  1.Age 14 and older

descriptors for
2.Gender Males & Females

1.Region
more than 100

Bachelor Stage young, single people not living at home

countries Newly Married Couples young, no children
Full Nest I youngest child under six
Full Nest II youngest child six or over

amazon
Full Nest III older married couples with dependent children
3.Life-cycle stage Empty Nest I older married couples, no children living with
them
2.Density Urban and Rural Empty Nest II older married couples, retired, no children
living at home
Solitary Survivor I in labour force
Solitary Survivor II retired

Students, employees and

4.Occupation
professionals

Behavioural
Amazon target customer
Psychographic
Segmentation criteria
segment  Segmentation Amazon target
criteria customer segment 

‘Hard core loyals’‘Soft core

Degree of loyalty All social classes:
loyals’‘Switchers’
lower class,
Social
Benefits sought

Widest range of products
Convenience of online purchasing
class

working class,
middle class and
Competitive prices upper class

Easygoing, determined and

Personality
ambitious
Resigned, reference[3] according to cross cultural consumer
Struggler,
Mainstreamer, characterization by Young and Rubican
non-users, potential users, first- Lifestyle[3] Aspirer,
User status time users, regular users, or
Succeeder,
Source :Annual Report 2018 Amazon.inc
ex-users of a product
ExplorerReformer
 Amazons pattern of targeting:
Full market coverage

AMAZON INDIA AMAZON USA

Strategy adopted for

efficient targeting
Differentiated marketing
strategy

Undifferentiated
marketing strategy
Choosing a Differentiation and Positioning Strategy

channel
differentiation
Amazon product
mix study

Amazon USA
Amazon India

shop by category product lines

these lines along with all brands under these umbrellas constitute amazons product mix
1 Products and services

1.1 Ecommerce Product Line Decisions

1.1.1 Amazon.com

Product Line Length

1.1.1.1 Merchant partnerships Number of Items in the Product Line

1.1.1.2 Private-label products

Stretching
Filling
1.1.1.3 Third-party sellers
Lengthen beyond
Lengthen within
current range
current range
1.1.1.4 Affiliate program

1.1.1.5 Product reviews

1.1.1.6 Amazon sales rank

downward
1.1.2 Physical stores

1.2 Hardware and services upward

1.3 Subsidiaries

1.3.1 Amazon Web Services

1.3.2 Audible

Depth - number of versions of each product

1.3.3 Goodreads

product mix Length - total number of items

1.3.4 Ring
all product within the lines
1.3.5 Twitch lines offered

Width - number of different product lines

1.3.6 Whole Foods Market

1.3.7 Other
Segmentation
Targeting
Positioning
Product Mix
Product Line
 Nike, Inc is an American
multinational corporation
that is engaged in design
development, manufacturing
and worldwide marketing and
sales of footwear, apparel,
equipment, accessories and
services.
 Segmentation
Demographic: Includes various genders, age groups, and customers’ financial
status.

Geographic: Acknowledges that each country has varied lifestyle habits and
cultures.

Psychographic: Allows Nike to explore the preference of every customer.

Behavioural: Is about providing benefits to their customers through their product

mix.
 Targeting

15-55 years old Personality

Men, women and kids Activities
Sports enthusiasts Opinions
High-income groups Interests
Urban areas Purchase frequency
International locations Customer Loyalty
Lifestyle
 Positioning
Nike has maintained its position in the
market and has always stayed ahead of
its competition. It is because of the
following reasons:
Innovative technologies
First choice for sports products.
Build a connection between Nike
and the achievements of prominent
athletes.
Clear vision of something great
Knowing their HXC
Making their customer central to
their brand
Product Line and Mix
Significant Marketing and business practices

Nike has established their brand and logo through extensive

marketing investments.
They utilise emotional branding and sentimental marketing.
They provide a wide variety of products to a large number of
sports to capture a greater market share.
They maximise marketing money with sports endorsements.
 Unusual marketing strategies

The “Dream Crazy” Commercial

Segmentation
Targeting
Positioning
Product Mix
Product Line
 INTRODUCTION
It is a premium Frech fashion label recognized
in the international market for fashionable and
luxurious items.The company was founded by
Coco Chanel in 1910.Chanel's target market is a
massive factor in its growth, and the company
shapes its marketing strategies around them.

Chanel is credited with product innovations

that deeply affect modern life and fashion
to this day:

Popularizing wearing black for occasions

other than funerals
Removing the corset from western women’s
attire
Invention of the Little Black Dress
Using jersey fabric for comfortable clothes
Invention of the hands-free bag
 Chanel has over 200
stores around the world.
Geographic In those stores, you will
segmentation be able to find different

SEGMENTAION
products, specifically in
different countries.
Chanel targets genders in
Demographic age between 20-80 years
of age, who are affluent
Segmentation
and are able to afford
their products.

Chanel identifies its target

market by target’s lifestyle
and motives. Most of
Chanel’s customers
Psychographic
purchase its products
Segmentation- because they are symbols
of luxury, elegance, and
class.
 Chanel focuses on the affluent income

TARGETING group who can afford the premium

prices and ready to buy expensive
good.

In the beginning they targeted women

aged between 25 years and above with
nearly income of 50000 euro or more.

They later targeted the young audience

aged between 16 and above.

Over the last two decades their

products are not only limited to
women, but they have diversified their
business and now their target audience
include men.

Chanel comes under the last need

which is self actualisation,as the the
customers do not only need products
but they are attracted by its
quality,brand image etc.
 POSITIONING Chanel is creating that uniqueness with its iconic
“Being unique is what counts, not any comparison with a competitor” symbols. The brand belongs to luxury fashion group,
and is in the intersection position of high prices and high
prestige.

Chanel emphasizes its timeless modernity, promoting

the concept of “uncomplicated luxury”, valuing simplicity
over opulence.

Chanel’s main competitors are Louis Vuitton, Prada,

Hermes and Burberry in the market.

High pricing and exclusivity also increase the value of

Chanel.

Chanel is, also a highly recognizable and responsive

brand. Chanel is responding to environmental changes
in order to create a continuous value to its customer.
 PRODUCT MIX
CHANEL

offline Online

HAUTE COUTURE EYE WEAR

FASHION SKIN CARE

HIGH JEWELRY FRAGRANCE

FINE JEWELRY MAKEUP

WATCHES
 PRODUCT LINE

OFFLINE

Haute couture Fashion High jewellery

Fall winter Ready -to-wear Bijoux de diamants

Spring summer Handbags Chanel signature

collections

aumutm Shoes The savoir-faire

Coustme jewellery Collective 1932

Small leather goods N*5 collection

Eyewear
 OFFLINE

Fine watches
jewellery

Coco crush

Categories
Fine
Camelia Collections watchmaking
Featured

N*5 Rings J12 J12 Premiere edition

Ulltra Bracelets Premiere Premiere Capsule collection

Comete Necklaces BOY-FRIEND BOY-FRIEND 18 place vendor

Sous Ie Signe du Lion Earrings Code Coco Code Coco MY BOY FRIEND

Plum de CHANEL Monsieur de CHANEL Monsieur de CHANEL whats your favourite

J12?

Ruban

Baroque
 Online

Fragrance Makeup

women Collections men Face EYES Lips Nails

N5 holiday collection Bleu de chanel Mascara

N*5 Foundation Lipstick Nail colour

Les eaux de Chanel Platinum egoiste

Coco mademoiselle Eyeshadow
Bronzer Liquid lipstick Base & Finish

Les exclusive de
chance Egoiste
chanel
Highlighter Eyeliner Lipgloss
Sycomore and
coco noir Allure home sport
Maisons D'art
Blush Brow Lip Liner
BLEU DE CHANEL Allure homme
allure

Powder Lip care

N*19 Pour Monsieur

Primer
Cristalle Antaeus

concealer
les grande extraits

Chance eau vive

Chance eau fraiche

 Online

Eyewear Skincare

Sunglasses Eyeglasses Line Collection

Timeless Timless Cleansers le lift pro

serums Chanel Sundays

Moisturizers Skincare spotlight

MY BOY FRIEND

Eye & Lip care

Sun protection

Masks & Exfoliators

Oils

Mist

Bodycare
 PRODUCT LINE DECISIONS

The collection will be sold only in chanel stores

The strategy is to differenciate the product line from the competitors
The purpose is to attract more consumers to the store to expose them to other
chanel products
The product will not be accessible in terms of distribution
This will help to keep the uniquness of the product and not to devalute the brand
image.
 MARKETING STRATEGIES

Renowned company: Chanel is one of the trend setter companies in the fashion
industry due to its revolutionary designs and timeless modernity it has been able to
carry its legacy & heritage for more than 100 years since its inception.

Large SKU and strong brand portfolio: Chanel has large stock keeping units and many
sub-brands under particular product category whether it is fragrance, watches or
accessories.

Promotion through sponsoring popular fashion shows: Chanel has been promoting
its brand through sponsoring exhibition shows, fashion shows like Paris fashion week
and many others.
Segmentation
Targeting
Positioning
Product Mix
Product Line
 BingoBox
BingoBox, a new convenience store in China has taken things to another
level by automating the entire store.
The BingoBox store is stocked with daily essentials.
Shoppers scan a QR code to enter the store and pay for items via mobile
payments.
BingoBox utilizes sensors to ensure that every item leaving the shelves
is paid for.
While BingoBox is not 100 per cent run by robots yet.
Remote customer service is available and the store is restocked daily.
 DEMOGRAPHIC
AGE: 16-80 YEARS
Segmentation
GENDER: ALL
THE WORKING CLASS, AS WELL AS
THE STUDENTS AND THE OLD
AGED PEOPLE, ARE THE
CUSTOMERS AS WELL AS THE
CONSUMERS OF THE PRODUCTS
PROVIDED.
BEHAVIOURAL
BINGOBOX FIGURED OUT THE
NEED FOR INTEGRATING THE
LATEST TECHNOLOGIES INTO THE
RETAIL SECTOR.
HENCE, INTRODUCING SMART
AND CONVENIENT BOXES AS PER
THE NEED OF PUBLIC, AND THEIR
NEED FOR FMCG PRODUCTS ON
THE GO.
GEOGRAPHIC
THE BINGO BOX BOXES ARE
AVAILABLE THROUGHOUT THE
WHOLE COUNTRY, AT
DIFFERENT PLACES WHICH ARE
EASILY ACCESSIBLE TO THE
PUBLIC.
INITIALLY, THE FIRST STORE
WAS OPENED IN SHANGHAI.
PSYCHOGRAPHIC
BINGOBOX PROVIDES PEOPLE
IN CHINA WITH A GO-TO RETAIL
STORE, AVAILABLE IN PLACES ,
DELIVERING TO THEM ALL THE
BASIC ITEMS THAT ARE NEEDED
INCLUDING GROCERIES, BEERS,
SNACK ITEMS AND MANY
MORE.
 BingoBox
Community
Stores

Go to stores with smooth

shopping experience .
BingoBox store is 160 sq ft, far
smaller than the likes of 7-Eleven
or Tesco Express stores at c. 1,400
and 2,300 sq ft.
 TARGETING Targeting through demographic,
behavioural and geographical
BingoFresh with WeChat segment
The idea of refrigerators inside
communities. Demographic: working men and
BingoBox, a community store for women are targeted mostly.
daily essentials Behavioural: setting up stores in
Targeting through identification easily accessible places like Hubs,
of needs Hotspots where people walk
Daily Needs through, parkings, etc.
Convenience Geographical: over 500 stores
Go to store throughout China, starting from
No waiting time Shanghai and expanding to other
Cashier-less cities.
Easily accessible
 POSITIONING
BingoBox has
positioned itself in a
very practical way.
Easily accessible
Convenience
No line for purchase
Cashier-less
Advertises itself
Less-Prices
 Positioning in the Market:
Events and Advertisements
POSITIONING
ADVERTISEMENTS EVENTS and MEDIA
STRATEGY
Competitors - Amazon Partnering with China Companies (Top
Go, Watasale Tencent 10K)
Partnering with Advertises itself Asia-Pacific (APAC) E-
Alibaba and Tencent because the boxes are Commerce Companies
No other store opened kept at specific ShopTalk Conference
like this in China. locations. Tech in Asia
USP- More Daily Use China Talk
products at less Price
Positioning of the
'Boxes' at hotspots
BingoBox also featured in
E-Commerce Companies With Fewer
Than 50 Employees (Top 10K)
E-Commerce Startups (Top 10K)
E-Commerce Early Stage Companies
With More Than $1M in Revenue
PRODUCT MIX
PRODUCT LINE
 Non-Durable
BingoBox Goods

Convenience
Goods

Emergency
Staple Goods Impulse Goods
Goods

Snacks, Fast- Candies, General

food, soft- Chewing Gums, Medicines like
drinks, beers, Ice creams, aspirins,Batter
salt, milk, bread, magazines, ies/Cells, Glue
flour etc. newspapers, sticks etc.
 PRODUCT LINE DECISIONS
BingoBox offers products of different brands based on different
categories- Staple goods, Impulse goods and Emergency goods.

It does not have its own produced goods but provides services
wherein provides the customers with different products of
brands and fulfilling the needs and wants of the customers,
converting them into consumers.
Thank You