DEVELOPING MARKET SEGMENT

1. CUSTOMER NEEDS FIRST

STATUS

PORTABLE
HEALTH AIR ECONOMY
CONDITIO
NER

RELAXATION

Life Style- Based Market Segment

Customer
Need/Required SCHOOL COLLEGE WORKING MARRIED RETIRED
Benefits STUDENTS STUDENTS BACHELOR

ECONOMY 2 1 3 1 4
STATUS 1 2 4 2 2
RELAXATION 3 4 2 4 1
HEALTH 4 3 1 3 3
 2. CANDIDATE DESCRIPTOR FIRST

GEOGRAPHIC SEGMENTATION

CLIMATE

Hot Cold Humid

AC is more preferred in humid climate rather than hot climate. Because air cooler
cant be used in humid climate regions.

BEHAVIORAL SEGMENTATION

USAGE BASED

USAGE

HEAVY MEDIUM

Market can be categorise in heavy and medium users based on usages.

Heavy users seeks for parameters like

Power consumption
Efficiency
Longivity
maintainance

Medium users seeks for parameters like

Price
Setup cost
 DEMOGRAPHIC SEGMENTATION

DEMOGRAPHIC

AGE INCOME OCCUPATION SOCIAL CLASS

PSYCHOGRAPHIC SEGMENTATION

LIFESTYLE

ENVIRONMENT
LUXURY PRACTICALITY
FRIENDLY
 TARGETING

Place Indian Institute of Technology Madras, Chennai

Product Portable air conditioner

Target Segment

Chennai is a city with a hot and humid climate. And, the severity of this can
effectively be felt in the months from May to July.
So, there is a demanding need of keeping the rooms in students hostels,
classrooms, professors offices and their homes cool. In addition to these,
considering the affordability for the product, products economic version will be
targeted to the non- teaching staff as well.

Perceptual Map

Affordable

Target Area for our

TargetProduct
area for our
product
`

Low
High Performance
Performance

Not Affordable
 Core Target:- People who have money and are willing to spend for the
portable air conditioner. So, the core target segment for the product will be the
college students and particularly, the students who are newly admitted in the
institute.

Newly admitted Core Target

students

People who can

spend money for Ability and
cooling (Professors Willingness
and Students)

People who want Target Segment

cooling

TARGETING

Attracting Target Segment

The demo of the product can be shown to the above mentioned target segment
(who are interested in air-cooling) at-
Shopping Centre,
Central Lecture Theatre
Students Activity Centre
Himalaya Lawns etc.
Where people can come and can know more about product, its usability and how
it will be beneficial for them.
 Segment Interrelationship
For attracting the target segment of newly admitted students, marketing efforts
also need to be directed towards their parents (showing the difficulties their
children face while studying in the rooms with a higher humidity).

Newly
Admitted Their Parents
Students

Challenges In Targeting

Not everyone can afford to spend money for air cooling and even after
purchasing the product, not everyone can afford electricity bill.
Also, in hostels, there are restrictions imposed by Office of Hostel
Management, IIT Madras like no external, high power consuming devices
like iron or coolers can be used.

Solution
So, it has to be ensured that product doesnt consume much power and the
image of the product in the market should be made as Power Saving portable
air conditioner.
 POSITIONING
Competitive Frame Of Reference

Our brand replaces portable cooling appliances like Symphony Diet,

Godrej Direct Cool, Kelvinator etc. Hence, Portable Cooling Device is
our competitive frame of reference.

Points Of Parity (POP)

Minimum Requirements to be offered/expected by target market POP

Temperature Control
Humidity Control
Low noise
Meets existing quality standards.(Bureau Of Indian
Standards/ISI)

Points Of Difference (POD)

Favourable characteristics which differentiate the brand from other

brands in the same category POD
Low power consumption
Healthy Fresh Breathing Air
Anti bacterial filters
No installation charges
Ecofriendly

POSITIONING STATEMENT

We offer college residents a healthy cool studying environment bringing them

closer to their goals through our advanced, ecofriendly cooling device .