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.

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.

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

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