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MODULE 5 PRESENTATION

ON

SEGMENTATION ,TARGETING ,

POSITIONING 

GAUIDED BY : SUBJECT :

MS Rupal Bhatt MARKETING MANAGEMENT

PREPAID BY : VALA PUNIT

VAMJA RAVI

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Introduction

• The Automobile sector is one of the fastest

growing manufacturing sectors in India.

• The Government is also formulating an Auto

Policy, which would give a proper direction to thegrowth of the sector.

• There are more than 20 auto  – component

manufacturing companies in the State,

manufacturing components such as precision

aluminum castings, oils and lubricants, diesel fuel

injection equipment, electronics and auto

electronics etc.

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About the company

• Hero Honda Motors Ltd. is the world's largest

manufacturer of two  – wheelers, based in India.

• The company is a joint venture between India's

Hero Group and Honda Motor Company, Japan

that began in 1984.• In 2001, largest two-wheeler manufacturing

company in India and the „World No.1‟ two

wheeler company in terms of unit volume sale.

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SEGMENTATION

Process of subdividing a total market into different

subsets or groups.

Where the marketer may select one or moresegments.

To be reached with an appropriate marketing mix.

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Geographic Segmentation

Subdividing the whole market into different

geographical units which can be further sub-

divided into smaller units.

A national marketer may take whole nation as hismarket.

The relationship hero group with their dealer is

unique in its closeness.

The dealer are considered a part of HHML, a

national wide dealer network comparison of 5000

out late.

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Demographic Segmentation

Subdividing the market in terms of demographic

features of a country or a region.

Variables that may be considered are age, gender,marital status, family size, etc.

Demographic data is essential for estimating the

size of the target market.

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Psychographic segmentation

Sub division of different groups on the basis of personality, life style and values.

Automobile manufacturers must consider differentpersonality traits in dividing the market.

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In behavioral segmentation, marketers divide

buyers into groups on the basis of their knowledge

of, attitude toward, use of, or response to a

product.1. Decision Roles:

• Initiator

• Influencer

• Decider

• Buyer

• User

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2. Behavioral Variables

• Many marketers believe behavioral variables-

occasions, benefits, user status, usage rate, buyerreadiness stage, loyalty status, and attitude-are the

best starting points for constructing market

segments.

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Bases for segmenting

GEOGRAPHIC

Region All over India All over India

Areas Rural & semi-urban Urban & semi-urban

DEMOGRAPHIC

Age 20-50 20-45

Gender  Male Male

Income 20000 or more then 50000 or more then

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PSYCHOGRAPHICS

Life style Culture oriented Sports oriented

Personality compulsive Authoritarian

BEHAVIORAL

Benefit

Economy, good

mileage, comfortable

Sporty, good style,

good speed, 5 stock.

User status Regular Existing

Loyalty status Strong Absolute

Attitude toward

product Positive Enthusiastic

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Targeting

Once the firm has segmented the total market ,it

should select the target market segment or

segments for marketing. Investing in a particular segment should be

sensible in terms of  company‟s mission,

objectives, skills and resources.

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Effective segmenting criteria

• Single segment

concentration

• Selective specialization

M1 M2 M3 

P1

P2

P3 

M1 M2 M3 

P1

P2

P3 

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 • Market specialization

• Product specialization

M1 M2 M3 M1 M2 M3 

P1

P2

P3 

P1

P2

P3 

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• Full market coverage

M1 M2 M3 

P1

P2

P3 

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HERO HONDA TARGETING

Splendor

Hero Honda used Product Specialization for target

market of Hero Honda Splendor.

Hero Honda builds a strong reputation in thespecific product area.

CBZ

Under HERO HONDA used a marketspecialization for target market.

Hero Honda gains a strong reputation in serving

this customer group and becomes a channel for

additional products the customer group can use.

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Positioning

Positioning of a product or service is creating an

“image” in the consumers‟ mind.

Consumers generally buy “images” rather thanactual product.

Marketers mostly use advertising as a tool to build

up brand or corporate “image”.

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CBZ:Positioning of CBZ Extreme 150 cc segment

market with respect to price and product attributes.

The urban customers are pretty loyal towards this

brand.

Splendor

Positioning of splendor segment market with good

quality, attributes, and number of users present.

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Thank you