Consumer Behaviour

Assignment Report
On
Segmentation, Targeting and
Positioning analysis

Submitted to:

Sachin Srivastava

Submitted by:

Ajay Chadha

MBA IIIrd Sem.

 ACKNOWLEDGEMENT

No task is a single man’s effort Co-operation and

Co-ordination of various people at various places
go into the successful implementation. It is a
great pleasure to have opportunity to extend my
heart-felt thanks to everybody who helped me
through the successful completion of this
assignment.

It would be prudent to commence this term paper

with a sincere tribute to all those who played an
indispensable role in the accomplishment of this
work and obliged whenever and wherever their
able guidance was required.

I would like to thanks our Dean Ms. Latika

Sahni and our college for their support.
Finally, I would like to express my deep sense of
gratitude to Mr. Sachin Srivastava for
providing me regular guidance, full cooperation,
support and encouragement throughout the
project. Under her experienced teaching and
guidance, my knowledge has increased resulting
in achieving better results.
Segmentation
This is the first of three lessons based upon SEGMENT - TARGET -
POSITION. To get a product or service to the right person or company, a
marketer would firstly segment the market, then target a single segment
or series of segments, and finally position within the segment(s).
Segmentation is essentially the identification of subsets of buyers within a
market that share similar needs and demonstrate similar buyer behavior.
The world is made up of billions of buyers with their own sets of needs and
behavior. Segmentation aims to match groups of purchasers with the
same set of needs and buyer behavior. Such a group is known as a
'segment'. Think of your market as an orange, with a series of connected
but distinctive segments, each with their own profile.

Of course you can segment by all sorts of variables. The diagram above
depicts how segmentation information is often represented as a pie chart
diagram - the segments are often named and/ or numbered in some way.

Targeting
Targeting is to make a thing or group of things a target, to select it or
them to be acted upon.
Targeting is the second stage of the SEGMENT "Target" POSITION (STP)
process. After the market has been separated into its segments, the
marketer will select a segment or series of segments and 'target' it/them.
Resources and effort will be targeted at the segment.

Positioning
The third and final part of the SEGMENT - TARGET - POSITION (STP)
process is 'positioning.' Positioning is undoubtedly one of the simplest and
most useful tools to marketers. After segmenting a market and then
targeting a consumer, you would proceed to position a product within that
market.
Remember this important point. Positioning is all
about 'perception'. As perception differs from
person to person, so do the results of the
positioning map e.g. what you perceive as quality,
value for money, etc, is different to my perception.
However, there will be similarities.

STP analysis of FMCG products

 MAGGI

SEGMENTATION:
• Segmented the market on the basis of lifestyle and eating habits of the
Indian consumer.
• Focus mainly on age and appetite of the semi-urban and urban families.
TARGETING:
Target audience are:
• kids
• Youth
• Working women
• It helps mothers with the promise of fast to cook
and good to eat snacks.
• ‘ convenience savvy time misers’
POSITIONING:
• Positioned their product with the well known
slogan
• “ 2minute noodles”
• “ taste bhi health bhi”
• “ Easy to cook, good to eat”
• Positioned their product as to get fast relief from hunger.

 CADBURY

SEGMENTATION
• GEOGRAPHIC SEGMENT: Rural, Semi-Urban and Urban
 • IMPULSE SEGMENT: For eating then and there.
“Khaanewalokokhane ka bahanachahiye”
• GIFT SEGMENT: Purchased to gift some one.
TARGET MARKET
• The prospective customers of Cadbury Dairy Milk
have changed have changed from kids to adults-
including every family member to celebrate any
occasion with Dairy Milk.
POSITIONING
• For kids across India, the word ‘Cadbury’ is synonymous with chocolates.
• CDM positioned as ‘The perfect expression of love’ “Mazzaaagaya”
spontaneous, carefree, special, real moments & quot; KuchMeetha ho jaye
“. The brand wants itself to be synonymous with Sweet.

STP analysis of Automobile products

 TATA NANO

SEGMENTATION
• Geographical: rural and urban

• Demographic: family size and income

• Behavioral: benefit and status

TARGET MARKET
Target market:

• Executive two wheeler segment

• Second hand car users

• Auto rickshaw market

• Middle & lower income group people

POSITIONING

• Tata intended to place it in the mind of the consumers as a people's car

• Fuel efficient car

• Low maintenance car

 Honda City
SEGMENTATION
• Premium car segment- This segment represents the buyer who require
true world class luxury car. Price ranges between Rs 7 to 10 lakh.

• Demographic:

 Gender: Male dominating

 Age: All age groups

• Behavioral:

 Benefits: Quality, looks, brand loyalty and status etc.

TARGET MARKET
• Working professionals

• Status loving people

• Style conscious

• Upper middle & higher income group people

POSITIONING

• Honda intended to place it in the mind of the consumers as a

style statement with latest technology, comfort and safety

• Best seller in the premium car segment

• 3 awards winning car- by NDTV Car India & Bike India Awards,
UTVi Auto car Awards and CNBC TV 18 Overdrive Awards

STP analysis of Beauty products

 Fair & Lovely

SEGMENTATION
• Demographic:

 Gender: Female dominating

 Age: users of the age of 15 to 45 yrs (Mainly women’s)

• Behavioral:
  Benefits: Provides visible fairness, Good quality, Safe for skin, Brand
loyalty etc.

TARGET MARKET
• The target market for Fair & Lovely is predominantly young women aged
18-35
• Upper middle & higher income group people

• Gender - female are more ardent buyers of fairness cream

• Middle class families (rural, urban people)

• Income 1 to 3 lakh income group is a big customer group for fairness

cream

POSITIONING

• Fair and Lovely would not be a commercial success if

it was not advertised. But it's not "being known" would
not change the class structure of Indian society and
the high societal value it places lighter skin tones.

• Positioned itself as the cream that fulfilled one's

'Dreams and Desired'

• Fair & Lovely has been maintaining its millions of young women/
customers trust and perceived value toward brand and ruling the fairness
cream market in India

• Fair & Lovely has 3 types of positioning

- Value Positioning

- Benefits driven positioning

- Problem/Solution positioning

 Emami Malai Kesar cold cream

SEGMENTATION
• Geographical: rural, semi-urban and urban

• Demographic:

 Gender: Both genders

 Age: users of the age of 15 to 60 yrs
 • Behavioral:

 Benefits: Winter care solution, Safe for skin, Brand loyalty etc.

TARGET MARKET
• The target market for Emami Malai Kesar cold cream is the modern,
beauty conscious, confident and active consumer, who want quick
solutions to winter dryness.”
• Middle class families and above (rural, semi-urban, urban people)

• 50k to 3 lakh income group is a big customer group for cold creams

POSITIONING
• Winter-care solution

• Innovative and quality skin care product

• The perfect non greasy cold cream

• 5 power winter formula the cold cream provides moisture, nourishment,

protection from dryness while revitalizing and adding a healthy glow to the
skin from within to ensure 24-hour total winter protection and care
• Pamper your skin with Emami Malai Kesar Cold Cream in winter.

 The softness of malai will make your skin supple and radiance of
kesar will enhance the natural glow of your skin.
 So, go on!
Khul ke ....khilo !

STP analysis of Electronic products

 Wipro Laptop
SEGMENTATION
• Geographical: semi-urban and urban (educated people)

• Demographic:

 Gender: Both genders

 Age: users of the age of 20 to 45 yrs

• Behavioral:

 Benefits: Low price laptops, features, brand loyalty etc.

TARGET MARKET
 • The target market for Wipro is college going
students, working professionals, corporate
houses, B-Schools, IT professionals etc.
• Middle class families and above (semi-
urban, urban people)
• 2.5 lakh and above income group is a big
customer for laptops in India.

POSITIONING
• Low price laptops

• Innovative and loaded with features

• Ruf & Tuf to handle

• Low maintenance cost

 Apple Laptop

SEGMENTATION
• Geographical: urban (educated people, elite class)

• Demographic:

 Gender: Both genders

 Age: users of the age of 23 to 45 yrs

• Behavioral:

 Benefits: Premium price laptops, features, brand loyalty, status

symbol etc.

TARGET MARKET
• The target market for Apple is urbanites, elite class, business class, IT
professionals, Media organizations (Technical, Production house, Sound
studios, editing studios) etc.
• Upper middle and Upper class (Urban families)

• High income group is a big customer for laptops in India.

POSITIONING
• Premium range laptops
 • Innovative and loaded with features

• Best quality

• Mac operating system

STP analysis of Higher education colleges

 Asian Business School (MBA

Programme)
SEGMENTATION
• Graduate students across India, semi urban and urban families

• Demographic:

 Gender: Both genders

 Age: users of the age of 21 to 27 yrs

• Behavioral:

 Benefits and higher education degree

TARGET MARKET
• The target market for Asian Business School is graduate students from
anywhere in India
• Aspiring graduates who wants to pursue Post graduation programme

• Media aspirants

• Middle class families and above (semi-urban, urban people)

• 5 lakh and above income group is a big customer for higher

education programme for their children in India

POSITIONING
• Dual degree programme (MBA + Media Management)

• Sister concern of AAFT, Pioneer in Media education

• Based in Film City, Noida

• Additional benefits (Free laptops, foreign trips etc.)

  Amity Business School

SEGMENTATION
• Graduate students across India, urban families

• Demographic:

 Gender: Both genders

 Age: users of the age of 21 to 27 yrs

• Behavioral:

 Benefits and higher education degree

TARGET MARKET
• The target market for Amity Business School is graduate students from
anywhere in India
• Aspiring graduates who wants to pursue Post graduation programme

• Upper Middle class families and above (urban people)

• High income group is a target market for Amity Business School

POSITIONING
• Biggest private college based in NCR (Approx 5000
students in NCR Campus)
• Branches in Lucknow and Jaipur

• Private State University

• Most hi-tech of all universities

• Recognized by the Government of India

• Guaranteed placements