Consumer Profiling Part III

Group 1

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

Tata Sky
Isko Laga Dala to Life Jhingalala

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

Till Date

Brand

Baseline

Message

Product features

Is functional discriminator matching with message?

- Interactive service - Tailer-made Isko Laga Dala to Life Fun for everybody - package Tata Sky Jingalala ! in the family Pause > Record > Rewind Ghar Aayi Zindagi / Dish - Own Satelite DishTV Karo Wish Karo / Are Latest technology. - Home Pick Service you HDed yet? - MPEG4 Superior TV - HDMi Come Home To The viewing with airtel digital TV - Diameter of Dish is Magic magic of AirTel more than competitiors

Yes

No

Yes

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

Consumer Profiling - Airtel

Geography
Tier1, Tier 2 cities and rural area

Demographic
Family life cycle : Young married couples or unmarried liberated youth, teenagers Occupation : Working couples, students Monthly household income : 15000+

Psychographic
Social class : Upper Middles, Lower Uppers Personality : Authoritative Lifestyle : Achievers Value : Techno Savvy

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

Airtel

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

Behavioral Segmentation
S/he is techno savvy Seeks performance Not forgiving Does not give importance to relationships Band disloyal, may switch soon if not happy Pays for superior performance and latest features

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

Consumer Profiling - DishTV

Geography
Tier 1 cities

Demographic

Family life cycle : Young married couples or youth soon to be married Education : Graduates Occupation : Working, self-employed Monthly household income : 15000+
Social class : Working class, middle class Personality : Gregarious Lifestyle : Strivers Value : Relationship oriented

Psychographic

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

Dish TV

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

Behavioral Segmentation
S/he is relationship oriented S/he is in the process of settling down in life Seeks quality Enjoys latest offerings May switch brand if not satisfied with quality Pays for quality and brand
Group 1 | PTMBA | IIIrd Yr Marketing | IMC 9

Consumer Profiling Tata Sky

Geography
Tier 1 and Tier 2 cities

Demographic
Family life cycle : 3+, Married, with children and parents Education : Husband more qualified than wife, needs help in educating children Occupation : Working, self-employed Monthly household income : 15000+

Psychographic
Social class : Working class, middle class Personality : Ambitious Lifestyle : Strivers Value : Fun Loving

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Tata Sky

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Behavioral Segmentation
S/he is fun loving S/he will prefer to go for outing/movies/restaurant with family Seeks value for money Hard working Brand Loyal Pays for customer service and brand
Group 1 | PTMBA | IIIrd Yr Marketing | IMC 12

Kingfisher
Fly the good times

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Baseline
Kingfisher: Fly the Good Times

Jet Airways: The Joy of Flying

Indigo: No specific baseline, but the communication is On Time
Does the differentiation match with the baseline communication?

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Message
Kingfisher: Personalized Service as 'Guest at Home'

Jet Airways: Connectivity, Comfort & Luxury

Indigo: Low Cost, On-time

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Product features
Kingfisher: Speed, Luxury, Comfort & Convenience The only 5-star certified (skytrax) airline in India 1st airline to bring best-inclass on board services like food & beverage, entertainment & care Airports Lounges Loyalty scheme "KingClub" Separate Check-in for Business Class Alliance with International Partners 'Marriott' ' Jet Airways: Speed, Luxury, Comfort & Convenience Airports Lounges Loyalty scheme "Jet Privilege" Separate Check-in for Business Class Alliance with International Partners 'CitiBank & Pantaloons' Indigo: Speed, Economical, No frills. On time or punctuality Facility to book meals which ticket-booking or buy on board Low Cost, On-time

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Consumer Profile
Kingfisher: Professionals Frequent travelers Rich people SEC A, A1,B1 A2,B2, C1,C2,C3 Jet Airways: Professionals Frequent travelers Rich people SEC A, A1,B1 A2,B2, C1,C2,C3 Indigo: Students Dependents Families Cost-conscious professionals Self employed business travelers

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Geographic
Kingfisher: Metros Tier 1 cities Tier 2 cities Jet Airways: Metros Tier 1 cities Tier 2 cities Indigo: Metros Tier 1 cities Tier 2 cities

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Demographic
Kingfisher: Education: Professionals, PostGraduates, Graduates Age: 24 yrs to 60 yrs (Younger or older as dependents) Occupation: Business Men/Women, Executives, Bureaucrats Income: 20 lacs + Family: Single, Married & Married with kids Jet Airways: Education: Professionals, Post Graduates, Graduates Age: 24 yrs to 60 yrs (Younger or older as dependents) Occupation: Business Men/Women, Executives, Bureaucrats Income: 20 lacs + Family: Single, Married & Married with kids Indigo: Education: Students, Graduates, Post Graduates, Professionals Age: 18 yrs to 60 yrs (Younger or older as dependents) Occupation: Students, Dependent families, self employed business travelers, salaried Income: 10 lacs + Family: Single, Married & Married with kids and joint family

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Psychographic
Kingfisher: Social class : Highend professionals class, affluent & most affluent class. Lifestyle: Ambitious, speed, service, comfort Opinions : Speed and service oriented Attitudes : Novelty seeking Values : Relationship and service Fast food culture Jet Airways: Social class : Highend professionals class, affluent & most affluent class. Lifestyle: Ambitious, speed, service, comfort Opinions : Speed and service oriented Attitudes : Novelty seeking Values : Relationship and service Fast food culture Indigo: Social class : Middle and higher middle class, dependents Lifestyle : Average, routine, value for money Opinions : Value for money approach Attitudes : Rational Values : Simplicity, Friends & family influence Indian food culture, does not mind opening lunch box on board

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Kingfisher: Consumer Socio-Economic Category

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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Shyam Devikar Sanjay Shah Naziya Maknojia Deepali Desai Padmakumar Unni Sammir Vichare Akshay Wadhwa

-6 -15 -17 -24 -34 -35 -36

THANK YOU

Group 1 | PTMBA | IIIrd Yr Marketing | IMC

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