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PRESENTATION ON STPMARKETING
Presented by:Amit PawarKunal MataniVarsha KoriArpit NagarMohit Malviya
Market 1 Market 2 Market 3
Product 1
Product 2
Product 3
Segmentation Targeting Positioning
• Segmentation:1. Demographic Age : 15 - 55 Income: 25000 and above Gender: Male and Female
2. Geographical segmentation City: 75 cities including metro
3. Psychographic : Upper middle class Middle class
Segmentation Targeting Positioning
• Targeting Heavy weighted person People who want to loose their weight
• Positioning Practices in VLCC works They provide better services
MARKET SEGMENTATION OF HERO HONDA CD DELUXE
Demographic Segmentation• Age, gender, income, and occupation.
Geographic Segmentation• Region
Psychographic Segmentation• Social class
Behavioral Segmentation• User status
TARGET MARKET OF CD DELUXE
• Age: 22-50• Gender: Males• Income: 5000 to 7000 Rs• Occupation: Basically farmers • Region: Rural• Social Class: Lower class• User Status: Preferred
POSITIONING OF CD DELUXE
Positioning of CD Deluxe in 100 cc segment market with good quality, attributes, and n number of users present. Competitors are:
• Hero Honda CD Deluxe• TVS Star City• Bajaj Platina• Yamaha Crux
MARKET SEGMENTATION OF HERO HONDA CBZ EXTREME
Demographic Segmentation• Age, gender, income, and occupation.
Geographic Segmentation• Density
Psychographic Segmentation• Customer class
Behavioral Segmentation• Loyalty status
TARGET MARKET OF CBZ EXTREME
• Age: 20-40• Gender: Males• Income: 12000 and more• Density: Urban and semi-urban• Customer Class: Middle class• Loyalty Status: Inclination towards CBZ and
loyalty towards it
POSITIONING
Positioning of CBZ Extreme 150 cc segment market with respect to price and product attributes. The urban customers are pretty loyal towards this brand. Competitors are:
• Hero Honda CBZ Extreme• TVS Apache RTR 160• Bajaj pulsar 150 DTS-i• Yamaha Fazer
MARKET SEGMENTATION OF KARIZMA ZMR
Demographic Segmentation• Age, gender, and occupation
Geographic Segmentation• Region
Psychographic Segmentation• Social class
Behavioral Segmentation• Benefits
TARGET MARKET: KARIZMA ZMR
• Age: 20-30• Gender: Males• Density: Urban• Customer Class: Business class• Benefits: Comfort, power, quality, and best
machine.
POSITIONING
Positioning of Karizma ZMR has done with respect to price and displacement. Edge over the competitors with respect to quality, users, and brand value.
• Hero Honda Karizma ZMR
• Bajaj pulsar 220 DTS-i
• Yamaha R15
CD Deluxe
CBZ Extreme
Karizma ZMR
Lower Class Middle Class Upper Middle Class
SELECTIVE SPECIALIZATION
• Boroline is an over the counter antiseptic cream sold in India. The brand was launched in 1929 in Kolkata
• It is meant to be used for cuts, cracked lips, rough skin, and to treat infections.
• It is a combination of the antiseptic boric acid, the astringent and sunscreen zinc oxide, and the emollient lanolin
• It is manufactured by G D Pharmaceuticals
Segment• Demographic- For all ages all family
• Geographic- Semi urban and rural
• Psychographic-Preferred users
Targetting
• Lower and middle class
• Ladies of rural region basically
• Used as multipurpose cream
Product Specialization
Boroline
Cosmetic Antiseptic cream Multi purpose cream
Postioning
• Boroline was part of the Superbrands India list for 2003-2005
• Boroline had a 25 per cent market share in the Rs 180 crore antiseptic creams category.
• It is placed as a multipurpose cream in the market by the company.
DEMOGRAPHIC SEGMENTATION
Use Differences in:–Age:- 20 to 70– Gender:- Male –Income:- Products according to fixed
baseline.
Use Differences in:–Age:- 20 to 70– Gender:- Male –Income:- Products according to fixed
baseline.
GEOGRAPHIC SEGMENTATION
• Divide markets into different geographic units.
• Examples:– Region or Country: Covers all parts of India
– City or Metro Size: Whole Urban Area especially metros.
• Divide markets into different geographic units.
• Examples:– Region or Country: Covers all parts of India
– City or Metro Size: Whole Urban Area especially metros.
Psychographic Segmentation
STATUS:- The company’s sell such products according to purchasing power of the people.LIFESTYLE:- The company’s marketing strategy to sell such products with the clear difference in customers preference.PERSONALITY CHARACTERISTICS :- People in the same demographic classification often have same lifestyles and Personalities.
MARKET SPECIALIZATIONTARGETING GRID
PRODUCTS&ITSMARKET
M1PREMIUM
M2HIGHER
M3MIDDLE
P1(MANZONI) PREMIUM
P2(PARK AVENUE) PREMIUM
P3(PARX) PREMIUM
• PRODUCT QUALITY
• VALUE PRICING
• INNOVATIVE STRATEGIES
• PRODUCT QUALITY
• VALUE PRICING
• INNOVATIVE STRATEGIES
COMPETITORSOCM SUITINGS
REID N TAYLORS
GRASIM SUITINGS
SIYARAM’S
MAYUR
MARKET SEGMENTATION OF DETTOL ANTISEPTIC LIQUID
• Demographic
Literacy level- literate people use more Famly Size – Consumption Depend upon famly Size • Geographic Urban - High Consumption Small Town- Medium consumption • Behavioural Benefits - Loyal Customer
TARGETING • They targeted first Aid use in households in Urban Areas
• They are targeting literate people
• Many hospitals and clinics use it for secondary purpose in Semi Urban areas and Small town
• Mother(household) use it for washing clothes and secondary purposes in Urban and Semi urban
• Loyal users
POSTIONING
• Tag Line – “Always Stay Protected”• Dettol covers whole segment in terms of age ,
gender and geographical area• Packaging green and white is associated with
clinics and hospital• Dettol has share of 83% in antiseptic liquid
segment.• Competitors are SAVLON and Local Brands.
SEGMENTATION OF DETTOL ANTISEPTIC SOAP
• Demographic Gender – Male and female Famly Size – Consumption Depend upon famly Size • Geographic Urban – All,Suburban,smalltown, Small town - Some rural areas • Behavioural Benefits - Loyal Customer
TARGETING
• Target Market for Dettol Soap is all households(mother) who can afford in semi- urban and Small town
• Customers who want to fulfill daily need with 100 % anti-bacterial protection in all areas
• Mainly Targeting upper middle class in urban and sub-urban areas
FULL MARKET COVERAGE
Dettol Dettol Dettol
Dettol Dettol Dettol
Dettol Dettol Dettol
Urban Semi-UrbanSmall Town (Rural)
Antipestic liquid
Soap
Hand Wash
POSITIONING
• TAGLINE- “100% BATH”• Dettol is considered a premium in against
their competitor like Lifebouy and Savlon• They had make their position in mothers mind • Customer is ready to pay price of soap
because of their quality• Dettol soap has dettol solution which makes
soap no.1 in anti-bacterial segment
SEGMENTATION OF DETTOLHAND WASH
• Demographic Gender – Male and female (Mother) Famly Size – Consumption Depend upon famly Size Literate - Consumption high Class - Middle and upper middle class • Geographic Urban – All, Semi-urban, Smalltown in touch with
Rural areas. • Psychographic Young house wives and mothers
TARGETING
• Target focus on customers anywhere/anytime part of usage of product for example travellers in the Urban and semi urban areas
• In hospitals, for doctors and nurses, before and after handling patients in semi urban areas
• Households(mother) use for their famly which they afford
POSITIONING
• TAGLINE-” 99.99% Kills Germs”• The implied positioning of the product is that
of a solution to keeping hands germ free• Dettol has 60% market share and major
competitors are lifebouy, Fem, Savlon• The current positioning of just germ fighting
directly competes against soaps• There is link between Qaulity and price