Presentation on STPD

Team Members SHRADHA BHAT C-10

KUNAL MEHTA P-40

PIYUSH WHANMANE P-59

AMOL MESHRAM P-42

GIRISH TOLANI P-54

“SEGMENTATION”What is Segmentation ??

Why segmentation ??

Variables of segmentation

• Geographic segmentation

• Demographic segmentation

• Psychographic segmentation

• Behavioral segmentation

“TARGETING” Targeting strategy or targeting is the selection of the

customers you wish to service.

Choosing one's target market.

How many products to offer

Which products to offer in which segment

Cont’dEvaluation of the targets

• is it sizeable

• is it growing

• is it profitable

• is it accessible

Positioning To create an image or identity in the minds of their

target market for its product, brand, or organization

A product's position is how potential buyers see the product

For example, Mercedes is positioned as a luxury brand, and Volvo is positioned for safety.

Positioning concepts Functional positions

E.G. Moov Ah se Aaha Tak..

Symbolic positions

E.G Rolex Watch, Merc

Experiential positions

E.G Food at Taj , Shopping at Lifestyles

DIFFERENTIATION The process of distinguishing the differences of a

product or offering from others, to make it more attractive to a particular target market.

Source of competitive advantage

The objective of differentiation is to develop a position that potential customers see as unique.

Major Sources of Product Differentiation

• Quality – A Peter England Shirt and a local Brand

• Functional features or design – Iphone, Nokia, Sony

• Sales promotion activities of sellers and, in particular, advertising – Coke and Pepsi

• Differences in availability (e.g. timing and location) –A 24hr Service

Fast Track

Segmentation - Gender – male, female, Fashion obsessed youngsters.

Targeting - 18-30 yrs old, Earlier Fast Track was targeted at 20-25 year olds.

Then the company found out that the youth in the age group of 11-20 years account for 42% of watch buying in India.

Positioning : 18-30 yrs old - How many you have?

20-25 year olds - Cool watches from Titan.

Differentiation - Cool mesh straps, wrist hugging cases, oversized displays

Hero Honda Pleasure Segmentation - Gender – female, scooter – gear less

scooter

Targeting - The company is targeting Ladies and Ladies only, age group 18 - 35

Positioning - Pleasure is positioned as a Pleasure scooter. Why should boys have all the fun?

Differentiation - 21 exclusive ‘For Her’ showrooms in the country operated and managed by women employees.

Amul Probiotic Segmentation - PAN India Coverage, Health

conscious/ higher middle class society.

Targeting -

Prolife: All Age group

SugarFree: Diabetic People

Positioning – “Healthy Life for life” Low Calories & Low Calories.

Differentiation - Special pack for diabetic people and packs priced at Rs. 15 – Rs 110.

JAM Segmentation :- Mumbai, Young Adult& Metro

mindset.

Target :- Youth age below 25.

Positioning :- Just Another Magazine.

Differentiation :- College festival expertise, SMS response to contest and polls (53636), Summer Internships.

Segmentation: Pan India, People who prefer fruit drink against Soft Drinks

Targeting: Youth aged between 16-21.

Positioning: A mango drink that is “Fresh-n-juicy”

Differentiation: First Tetrapak fruit juice in India, “Green mango” variant

Mahindra Scorpio Segmentation: People who prefer a sturdy vehicle with

luxury and comfort.

Target: High Income Families in Class I and II cities, in Metros.

Positioning: “Nothing else will do….” Luxury of a Car and Thrill of a SUV

Differentiation: Combined benefits of an SUV and a Car.