Global Marketing

Assignment No.2

Group Members

Adeel Ahmad Muhammad Haris Abdul Quddus Ahmad Meer Tallal Shareef

Q1: How your assigned brand is segmenting the milk market? [use SEC and VALS criteria to develop segments on the basis of needs set

SEC & VALS

In SE classification their segments are A,B & C1
Because they covers the elite, upper middle and middle class of the society.

Belivers
Believers are predictable; they choose familiar products and established brands. They favor U.S. products and are generally loyal customers.

Achivers
With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of timesaving devices.

Q2: What is the target market of your assigned brand? [Which segment(s) the company has opted and why? What is the companys target market strategy?

Target Market Rafhan Custard caters to young mothers of age 25-35 years and children 8-14, belonging to socio economic class A-C, located anywhere in Pakistan Segment that Rafhan chooses The buying decision is made by the housewives to bring home the healthiest and the best product for her family. Rafhan Custard primarily focuses on the housewives to buy their products. This statement that housewives are primarily the target

Target market strategy: Undifferentiated Marketing Since Rafhan Custard is a product for all. It is marketed with a common need rather than a differentiated one. The common need of their target market is to have dessert and that is what Rafhan Custard provides

Q3: What are the specific PODs and POPs? What is the logic behind these positioning elements? How the brand has been positioned through the target market(s)? What is the brands positioning strategy

PODs

POPs

Idiosyncratic taste delicious and healthy food products which celebrating mode. Classic Family oriented imagery

Tendency to adopt change quickly Innovative ideas Sustainability

Logic behind Positing Elements and Target market.

Rafhan products are one of the major consumer products offered by unilever in the market. They are the only producer as well as the market leader of these products. The companies such as National and Delve, which produces custard and jellies, are not considered as their competitors due to their low market shares. These products are basically for upper class.

Cont..
Target market is based on income level, age and behavior of the people. For Dessert like Jelly ,custard and pudding etc target market is upper and middle class alone with great emphasis on kids and teenagers.

Brand Positioning Strategy

Rafhan food products have idiosyncratic taste which give customer happiness and makes the best desserts and helps consumers celebrate all their special moments in a delicious and wholesome manner.

Cont..
Rafhan has positioned their products as a trusted name of quality and as a part of healthy lifestyle. It charges premium pricing for its products on the bases of high quality standards and benefits.

Q4: Through interviews from 20 customers (only) of your respective brand, identify and explain the country of origin effect on buying of brand. What are top 5 reasons to buy this brand? Present the differences through gender and occupation.

Country of origin effect on buying of brand:

Since the unilever bought Rafhan in 2007 they had extend product line of Rafhan by different Variants and new products. The MNC image to Rafhan brings huge sales and the customer expectations are much more than before acquisition.

Interviews
Sample Size
20

Interview Technique
Qualitative

Occupation
Students House-Wife Professionals

Chart Title

40%
Male Females

60%

Chart Title

20%

Students House-Wifes

20%

60%

Professionals

females
Top five attributes are Easy to cook/use Flavors Taste Availability Colors

male
Price Availability Quality Brand Name Word of mouth

Q5: In order to effectively manage STP, what information the brand managers would have sought about Pakistan as a country?

The products under this brand name are

Rafhan Custard

Rafhan Jelly
Rafhan Pudding Rafhan Ice cream etc

cont..
Segmentation
The management of a company has differentiated its product through its
prestigious brand name as compare to other local companies. It launched uniform and standardized product therefore, there is no need for market

segmentation because the wants and other characteristics (i.e. geographic,

demographic and buying behavior) of their target market are somewhat similar.

Target market
Rafhan has adopted the strategy of market aggregation. It views its target market as a single unit i.e. one mass marketing strategy for its product line of foods. Rafhans target market includes Middle Class, Upper Middle Class and Upper Classes of the population of Pakistan.

Cont..
Posititioning
Rafhan is considered to be a trusted and premium brand
because of its unique health association Rafhan is positioning their product in the best of their customer health which also differentiate from their competitors.

Q6: What are the niche segments available in their respective categories? What is your big idea for these brands in pursuit of growth in Pakistan?

Niche Segmentation
Rafhan should also target senior citizens; they should follow niche marketing strategy. Rafhan can penetrate in the market by projecting itself as a healthy and a suitable brand for the elderly.

The big idea

In order to increase the sale volume or market share, Rafhan should develop new products keeping in view the customers demand and taste. This strategy helps in strengthening company position and result in healthy profit. Promotional activities provides chance to company to communicate with the potential consumer to Beat the drum about it products.

Cont..
Ready to eat Rafhan desserts that can be kept at retail outlets along with introducing new variety of recipes which will facilitate the working women and will give and option of convenient lunch option for their school going children. Diet custard with diabetic and health conscious consumers