MARKETING MANAGEMENT

CLASS ASSIGNMENT

TOPIC: 5 PRINT ADS TARGETED TO PARTICULAR

PSYCHOGRAPHIC SEGMENTS AND THEIR EFFECT

SUBMITTED TO: SUBMITTED BY:

Mr. Shiv Kumar Belli Akshay Hyanki
Asst. Professor Roll No. 3
FMS Dept. NIFT Hyderabad MFM 1st sem
PSYCHOGRAPHIC SEGMENTATION:
Psychographic segmentation is a method of dividing markets on the bases of the
psychology and lifestyle habits of customers. It is the marketers who use this technique in
order to decide their marketing strategy. Marketers carry out a number of activities in
order to better understand the psyche and the habits of the customers, so that they can
accurately predict the response to the product they are selling, and thus make accurate
sales projections. Psychographic segmentation plays on the psychology of the potential
customers and helps the seller determine how he must approach customers belonging to a
particular segment.
Psychographic variables are also known as IAO variables - Interests, Activities and
Opinions. The seller needs to analyze these 3 factors primarily in order to understand the
psyche of the customers. Then he can adopt a suitable marketing strategy, or he can alter
an existing marketing strategy. The habits that consumers generally display with regard
to a certain class of products will determine their reaction to the product that a seller is
offering them. It can be dependent on Lifestyle, Habits, Hobbies, Perception.

• Increase in brand value of the company.

• Better inputs for the design of new products that the customer will like.
• Lesser amount of money spent on marketing, as it is now more specific.
• Easier to target a specific type of customer base.
• Greater degree of customer satisfaction and customer loyalty, resulting in higher
amount of customer retention.

1st Advertisement: TATA NANO

The TATA Nano known as “Lakhtakia” car was designed and made for those middle
class people who use two wheelers for the conveyance. Ratan Tata dreamt to give those
people opportunity to be the car owner in minimum possible budget. But according to me
whole Nano and their advertisement failed because of the promises they made initially.
Having many issues with its engine at backside, expensive servicing charges, non
availability of spare parts etc. For the people whom this car was built for never interested
in purchasing Nano.

2nd Advertisement: NIKE Shoes

In this particular advertisement Nike is trying to target the majority of their customers
having interest in sports and athletics. ‘Test your faith daily’ denotes never give up in any
circumstances. Nike is master in creativity and come up with very creative ads and
slogans.
3rd Advertisement: COCA COLA

This particular ad and the punch line “Thanda Matlab Coca Cola” was the creation of ad
guru Prasoon Joshi who is a famous Lyricist as well. This particular advertisement
brought revolution in the marketing and promotion of Coca Cola and was successful. The
ad was targeted to the middle class working segment, who loves to drink Cola drinks.
Coca Cola succeed in what they wanted to tell.

4th Advertisement: DELL ALIENWARE

Dell Alienware, is the high end configured computer. The advertisement here describes
that they are the next generation of computing. This ad is targeted to the gadget and
computer freak people who love to own a monster config PC.
5th Advertisement: AIRTEL

The advertisement was targeted to the talkative people who love to spend their time over
their mobile phones. The advertisement plot was people from different background and
different states can communicate to each other with minimal rates. Having a celebrity like
Shah Rukh Khan in the advertisement will surely gain attention from the people.