IndiaMart

STP

Submitted by : Rishabh Vankudre

This document contains the Segmentation, Targeting and Positioning of
one of India's well known B2B market place IndiaMart. This is done in
two broad categories, Macro Segmentation & Micro Segmentation and
then further Targeting and Positioning is done.
 • Geographic - Suppliers across India
• Usage Rate – Light user, Moderate user, Heavy user (Basic
and Premium Plans)

Macro • Customer Size – All customers

• Structure of Procurement – Centralized, Decentralized
Segmentation
• End Market Served – Listed suppliers
• Buying situation – New task, Straight rebuy and Modified
rebuy
 Micro Segmentation
• Purchasing Criteria –

QUALITY DELIVERY SUPPLIER’S SERVICES – LEAD PRICE

REPUTATION – MANAGEMENT
WIDER TARGET SYSTEM,
CUSTOMERS, CONVENIENCE OF
CREDIBILITY FOR CONNECTING
THE BRAND WITH BUYERS
Micro Segmentation (Continued)

Structure of decision making unit Importance of purchase

Sales executives, Top management High importance for SMEs

Target Segments
• The target segments identified are as follows:

SMEs/ Exporters/ SSIs/ Wholesale SOHO/ Traders/ Service

Manufacturers Suppliers Providers
 •POP •POD
Positioning
• Lead Generation • Variety of products
• Online Catalogue • 9 regional languages
• One platform for buyers and • PAYX
sellers • Certification
• RFQ

Taglines for campaigns

“Kaam yehi banta hai”

“Bada Aasaan Hai”
“Kare har kaam ko salaam, Kare har business Aasaan”

Focusses on the simplicity and ease of doing business between buyers and
suppliers