Upload
kalpdesai
View
294
Download
3
Embed Size (px)
Citation preview
SOSYOATC:
•CONSUMERBEHAVIOUR•STP
•NEW PRODUCT DEVELOPMENT•PRODUCT LIFE CYCLE
•BRANDING
CONSUMER BEHAVIOURCULTURAL FACTOR
culture
Traditional: 12
Moderate:35
Modern:6
analysis
Analysis of cultural factor
culture
• 63% male dominance, Prefer alcohol, dry state, health preference• Metros cities-sub suburbs, life very fast, traditional and urban• It has effects. Modern and moderate people. good income
people .Trendy people like student. Lifestyle of people• alcohol like prestige, Moderate in group
Sub-culture
• Nationality has no effect, Racial has no effect, geographic has effects, special interest
Social culture
• Disposable income effect, differential effect
CONSUMER BEHAVIOURSOCIAL FACTOR
Reference group:
Primary group:• Friends /family: 47
Secondary group:• Professional group: 7
Freaking out with friends per week:• 1-3 days: 30• 3-7 days: 23
analysis
Analysis of social factor
Reference group
• Hostalites, Freaking out, drinks depends on group• Opinion leader, some will drive other member, middle class
Family
• MBA -Busy Schedule• whenever we feel and to reduce stress full and refreshment
Status and role
• Mostly people come under the area of spending Rs.5000-7000 Per month there disposable income comes out to be 20 rs. Each per day on drinks
CONSUMER BEHAVIOURPERSONAL FACTOR
Age & Life Cycle Stage:
Age: 20 - 26
Gender ratio: (m:f) 2:1
Stage in life cycle: Bachelor stage
analysis
Analysis of Personal factor
Age and life cycle stage:
• Spontaneous• Money constraints• Health conscious• Female will spend less• Fun loving people
Occupation and economic situation:
• all our MBA and common platform• Funding of education, parents income >disposable income
Life style and personality:
• hostilite and increase in consumption• young ,fun loving and strivers• Sincere, excited not sophisticated ,image conscious• outdoor oriented -33% more impact, sport oriented
Analysis of personal factor
Personality:
• 66% people are ambient.• They like to interact with others and freak out.
CONSUMER BEHAVIOURPSYCHOLOGICAL FACTOR
MOTIVATION
Self:37
Others: 14
Both: 5
analysis
Analysis of psychological factor
Motivation
• 66% Self motivated, can go for new product• Work hard in groups, positive impact• Self motivated and influenced by tv
Perception
• enough educated and good knowledge• negative for old thinker
Learning
• Learn from their experience• try to learn new culture
Attitude and belief
• Maxim brand shifters and potential for new product• very positive learner can adopt new environment• brand shifter will be potential
CONSUMER BEHAVIOURBEHAVIROL FACTOR
USAGE RATE
<Rs.100:12
Rs.100-300:12
>Rs.300:21
analysis
Analysis of cultural factor
Usage rate
• Spending are high on cold drinks so there is a big potential market available for sosyo
SEGMENTATION AND TARGETING
The market is broken down
And grouped into meaningful
market segments
So that a target market can be
chosen
R1 R2 R3R4 R5 R6 R7R8 R9 R10…..
……..R49
R1
R4
R2
R6
#A#B
#C#1
#2
#T
HeterogeneousGroup ofconsumers
Individual consumers
Fairly homogeneous market segments
Targetmarket
Major Steps in Market Segmentation & Selection of Target Markets
Reference: The power of marketing, Zikumund/ d’ Amico
MARKET SEGMENTATION
CONSUMER PROFILE AND MARKET SEGMENTATION
• Age & life cycle stage:– Age: 20 - 26– Gender ratio: (m:f) 2:1– Stage in life cycle: bachelor stage
• Occupation and economic situation:– Work experience:
• Yes: 15• No: 38
– Educational back ground:• Commerce:24• Science:24• Arts:2
– Funding of education:• Parents: 20%• Loans: 75%• Scholarship: 5%
• Culture:– Traditional: 12– Moderate:35– Modern:6
• Sub- culture:– Nationality: Indian– Religion:
• Hindu: 49• Muslim: 1• Others: 2
• Type of family:• Joint family: 12• Nuclear family: 41
• No. of family members:• 1-4 member: 22• 5-more member: 31
Consumer’s personnel factor and demographic market segmentation
Age – 20-26
moderate culture-35
Segmenting on the basis of Consumer’s personnel factor and demographic market segmentation
Life style & personality:
Life style:• Hostel: 45• Local: 9
Expenses: (avg) Rs.7000-Rs.8000
Time spent at campus (avg) : 8-9 hrs
Personality:• Sincerity: 10• Excitement: 12• Competence: 15• Sophisticated:11• Ruggedness: 9
• Social Class:– Lower Middle Class:1– Middle Class:42– Upper Middle Class:12• Reference group:
•Primary group:– Friends /family: 47•Secondary group:
– Professional group: 7
•Freaking out with friends per week:• 1-3 days: 30• 3-7 days: 23
CONSUMER’S PERSONNEL AND CULTURAL FACTOR
Consumer’s personnel and cultural factor and psychographic market segmentation
• Life style & personality:• Life style:
• Achiever: 40%• Striver:60%
• Expenses: (avg)
Rs.7000-Rs.8000• Time spent at campus (avg) : 8-9 hrs
• Personality:• Compulsive: 10• Gregarious:15• Authoritarian: 23 • Ambitious: 45
• Social Class:– Lower Middle Class:1– Middle Class:42– Upper Middle Class:12
• Freaking out with friends per week:• 1-3 days: 30• 3-7 days: 23
PSYCHOGRAPHIC MARKET SEGMENTATION
Consumer’s personnel and cultural factor and psychographic market segmentation
Hostel life -45
Ambitious- 27
Segmenting on the basis of Consumer’s personnel and cultural factor and psychographic market segmentation
CONSUMER’S GEOGRAPHICAL FACTOR:
– Geographic Region:• East: 18• West: 20• North: 12• South: 4
GEOGRAPHIC MARKET SEGMENTATION
• Geographic Region– Nationality: Indian
• Climate:– Hot And Humid
• City: Ahmedabad
Consumer’s geographical factor and Geographic market segmentation
Ahmedabad
East, West, North- 50
Segmenting on the basis of Consumer’s geographical factor and Geographic market segmentation
TASTE AND PREFERENCE FACTOR
• Kind of drink preferred:– Soft drink:44– Hard drink:10
• Healthy drink:– Yes:40– No: 14
• Average expense on drinks:(average)
Rs. 125 per week • Climatic condition:
hot and humid
• What to see before business student notice before buying?(?/54)– Taste: 50– Price: 44– Brand: 30– Quantity:45– Quality:40– Influencing group:
friends, family, ads, faculty, seniors, etc
Consumer’s taste and preference factorand behavioral market segmentation
Consumer’s taste and preference factorand behavioral market segmentation
BEHAVIORAL MARKET SEGMENTATION
• Benefits:• Taste: 50• Price: 44• Brand: 30• Quantity:45• Quality:40
• Occasions:• Regular: 30%• Special:70%
• User:- regular-medium user
• Loyalty: Medium
• Attitude towards product: positive
• Readiness stage: high interest
Soft drink -44
Positive attitudeSegmenting on the basis of Consumer’s taste and preference factorand
behavioral market segmentation
TASTE- 40
STRONGER DRINKS - 25
JUICES- 10
LIGHT DRINKS- 12
THUMS UP - 14
PEPSI- 9
COKE 2
MAAZA- 3
SLICE -5
SPRITE - 2
APPY-1
MIRINDA-1
BRAND- 3
BRAND-
3
HEALTH-4
SEGMENTS
Age -20-26Male-34, female-
21 Moderate culture-
35
Hostel- 45
Striver-28
Primary group-27
Ambitious- 27
Hot and humid climate
Region(E<W<N)-50
Soft drink -44
Health drink- 40
Medium loyal
Regular user – 30%
Positive attitude
Target market:•After the segmentation process and data analysis it was found that out of the total market of 54 consumer only 13% of the consumers were our target market.•Total market=54•Target market =13% (8)
COKE
SOSYO
PEPSI SLICEMAZZA
PRICE
HEALTH TASTE
Positioning StrategyMore The Same Less
Bene
fits
More
The Same
Less
Price
More for more
More for the same More for less
The same for less
Less for much less
“ To young and enthusiastic soft drink consumers who have little time for socializing, SOSYO energizes you and keeps you on your toes. FREIENDS, FUN and SOSYO go hand in hand. So with SOSYO, enjoy the most fun filled experiences of your life.”
POSITIONING STATEMENT
“JAB DOST HO SAATH MEIN, SOSYO HO HAATH MEIN”
“Low carbonated fruit based health drink”
Product Life Cycle for SOSYO
Targeted Market (IBS-A, sec C)Sosyo can be considered to be in INTRODUCTORY Stage
Introductory Stage For SOSYOCHARACTERISTICS INTRODCUTION STAGE
SALES Low sales because of being in introductory stage
COSTS Cost will be high in Marketing Research and R&D
PROFITS Revenue will be low
CUSTOMERS Youth people who will go for trying new product
COMPETITORS Few as compare to our product class in this stage
Strategy for Sosyo
• To position Sosyo as a Cider drink among the targeted market using the favorable brand elements
• To expand the market share by targeting other favorable market segments
NEW PRODUCT DEVELOPMENT PROCESS
Idea Generation & ScreeningIdea Comments (Screening)
Increasing the product line (The number of different items in a product line determines the depth of the product line)
Company already has a deep product line(Lemee Dry soda, Lemee Misty, Lemee orange, Lemee Ginlin, Kashmira soda)
Increasing the product class(A broad group of products that differ some what but provide similar benefits)
Risk : company is already struggling with its existing products.Competition: existing leadership brands like Coke & Pepsi
Product Mix(A wide mix has a high diversity of product types)
Promoting Sosyo, using the right product portfolio, minimizing the risk.Delivering this product portfolio through an “Express food joint”
Concept Testing
Analysing the existing product portfolio
Sosyo (problem child)Low market share in a High growth market
Solution:A balanced product portfolio
A Balanced Product Portfolio
Product Mix Width Product Mix Length
Beverages Soft drinks, Hot (tea, coffee), Shakes, Juices, Butter milk
Fast food Burger, VadaPao, Sandwich, Puff, Subs
Snacks (carry away) Chips, wafers, Chocolates, Toffee
Sosyo d’ Café
Sips n more…
Business Analysis
• The business plan is likely to be approved because it will establish a modern canteen inside campus.
• Less capital/investment required.• Low marketing & advertising expenditures.• Self service- low cost/less number of crews• More than 50% students take lunch in the existing mess• Almost all students require refreshments during class breaks
throughout the day.• Profitable customers base with high disposable
income/expenditure.
Sosyo d’ Café
Sips n more…
Product(service) Development
• No high end technology required• Expected setup duration: One week• Contract based• Profitable venture• Low risk involved• Low labor cost
Sosyo d’ Café
Sips n more…
Market testing
• The new service setup at IBS-A will be considered as market tester.Expansion Plans
Targeting other colleges Targeting office/complex Emerging as a “food chain joint” in Ahmedabad and other cities
Sosyo d’ Café
Sips n more…
“Supply chain process in Sosyo”
How SOSYO will Reach SUNSET-IBS-A ???????
“Process followed in supply process”
Manufacturer
Super
Stockiest
Distributor
s
Retailers
THANK YOU