Presentation on Stp Marketing

June 6, 2018 | Author: Mohit Malviya | Category: Market Segmentation, Business


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PRESENTATION ON STP MARKETING        Presented by: Amit Pawar Kunal Matani Varsha Kori Arpit Nagar Mohit Malviya Market 1 Product 1 Product 2 Product 3 Market 2 3 Market Segmentation Targeting Positioning • Segmentation: 1. Demographic  Age : 15 - 55  Income: 25000 and above  Gender: Male and Female  2. Geographical segmentation  City: 75 cities including metro   3. Psychographic :  Upper middle class  Middle class   Segmentation Targeting Positioning • Targeting  Heavy weighted person  People who want to loose their weight • • Positioning  Practices in VLCC works  They provide better services MARKET SEGMENTATION OF HERO HONDA CD DELUXE Demographic Segmentation • Age, gender, income, and occupation.   Geographic Segmentation • Region  • Psychographic Segmentation • Social class  • Behavioral Segmentation • User status  • TARGET MARKET OF CD DELUXE • • • • • • • Age: 22-50 Gender: Males Income: 5000 to 7000 Rs Occupation: Basically farmers Region: Rural Social Class: Lower class User Status: Preferred POSITIONING OF CD DELUXE Positioning of CD Deluxe in 100 cc segment market with good quality, attributes, and n number of users present. Competitors are: • Hero Honda CD Deluxe • TVS Star City • Bajaj Platina • Yamaha Crux  MARKET SEGMENTATION OF HERO HONDA CBZ EXTREME Demographic Segmentation • Age, gender, income, and occupation.   Geographic Segmentation • Density  • Psychographic Segmentation • Customer class  • Behavioral Segmentation • Loyalty status   TARGET MARKET OF CBZ EXTREME • • • • • • Age: 20-40 Gender: Males Income: 12000 and more Density: Urban and semi-urban Customer Class: Middle class Loyalty Status: Inclination towards CBZ and loyalty towards it POSITIONING  Positioning of CBZ Extreme 150 cc segment market with respect to price and product attributes. The urban customers are pretty loyal towards this brand. Competitors are: Hero Honda CBZ Extreme TVS Apache RTR 160 Bajaj pulsar 150 DTS-i Yamaha Fazer  • • • • • MARKET SEGMENTATION OF KARIZMA ZMR Demographic Segmentation • Age, gender, and occupation   Geographic Segmentation • Region   Psychographic Segmentation • Social class  • Behavioral Segmentation • Benefits  TARGET MARKET: KARIZMA ZMR • • • • •  Age: 20-30 Gender: Males Density: Urban Customer Class: Business class Benefits: Comfort, power, quality, and best machine. POSITIONING  Positioning of Karizma ZMR has done with respect to price and displacement. Edge over the competitors with respect to quality, users, and brand value.  • Hero Honda Karizma ZMR • • Bajaj pulsar 220 DTS-i • • Yamaha R15  SELECTIVE SPECIALIZATION Class Lower Middle Class Upper Middle Class Deluxe CD CBZ Extreme Karizma ZMR • Boroline is an over the counter antiseptic cream sold in India. The brand was launched in 1929 in Kolkata • It is meant to be used for cuts, cracked lips, rough skin, and to treat infections. • It is a combination of the antiseptic boric acid, the astringent and sunscreen zinc oxide, and the emollient lanolin Segment • Demographic- For all ages all family  • Geographic- Semi urban and rural  • Psychographic-Preferred users      • Targetting • Lower and middle class • • Ladies of rural region basically • • Used as multipurpose cream •  • • Product Cosmetic Specialization Antiseptic cream Multi purpose cream Borolin e Postioning • Boroline was part of the Superbrands India list for 2003-2005  • Boroline had a 25 per cent market share in the Rs 180 crore antiseptic creams category. • • It is placed as a multipurpose cream in the market by the company. DEMOGRAPHIC SEGMENTATION qUse Differences in: –Age:- 20 to 70 –Gender:- Male –Income:- Products according to fixed baseline. GEOGRAPHIC SEGMENTATION • Divide markets into different geographic units.  • Examples: – Region or Country: Covers all parts of India  – City or Metro Size: Whole Urban Area especially metros. Psychographic Segmentation ducts according to purchasing power of the people . strategy to sell such products with the clear differ e in the same demographic classification often have MARKET SPECIALIZATION TARGETING GRID PRODUCTS M1 &ITS PREMIUM MARKET P1(MANZONI) PREMIUM P2(PARK AVENUE) P3(PARX) PREMIUM PREMIUM M2 HIGHER M3 MIDDLE • PRODUCT QUALITY  • VALUE PRICING  • INNOVATIVE STRATEGIES   COMPETITORS OCM SUITINGS REID N TAYLORS GRASIM SUITINGS SIYARAM’S MAYUR • Demographic MARKET SEGMENTATION OF DETTOL ANTISEPTIC LIQUID •   Literacy level- literate people use more Famly Size – Consumption Depend upon famly Size  • Geographic    Urban - High Consumption Small Town- Medium consumption TARGETING • They targeted first Aid use in households in Urban Areas • • They are targeting literate people • • Many hospitals and clinics use it for secondary purpose in Semi Urban areas and Small town • • Mother(household) use it for washing clothes and secondary purposes in Urban and Semi urban • POSTIONING • Tag Line – “Always Stay Protected” • Dettol covers whole segment in terms of age , gender and geographical area • Packaging green and white is associated with clinics and hospital • Dettol has share of 83% in antiseptic liquid segment. • Competitors are SAVLON and Local Brands. SEGMENTATION OF DETTOL ANTISEPTIC SOAP • Demographic     Gender – Male and female Famly Size – Consumption Depend upon famly Size • Geographic     Urban – All,Suburban,smalltown, Small town - Some rural areas • Behavioural   Benefits - Loyal Customer • TARGETING • Target Market for Dettol Soap is all households(mother) who can afford in semi- urban and Small town • Customers who want to fulfill daily need with 100 % anti-bacterial protection in all areas • Mainly Targeting upper middle class in urban and sub-urban areas • FU LL M A R K E T Urban C O V E R A GSemi-Urban E Antipestic liquid Small Town (Rural) Dettol Dettol Dettol Dettol Dettol Dettol Soap Hand Wash Dettol Dettol Dettol POSITIONING • TAGLINE- “100% BATH” • Dettol is considered a premium in against their competitor like Lifebouy and Savlon • They had make their position in mothers mind • Customer is ready to pay price of soap because of their quality • Dettol soap has dettol solution which makes soap no.1 in anti-bacterial •    SEGMENTATION OF DETTOL HAND WASH Gender – Male and female (Mother) Famly Size – Consumption Depend upon famly Size Literate - Consumption high Class - Middle and upper middle class • Demographic    • Geographic   Urban – All, Semi-urban, Smalltown in touch with Rural areas.  • Psychographic TARGETING • Target focus on customers anywhere/anytime part of usage of product for example travellers in the Urban and semi urban areas • In hospitals, for doctors and nurses, before and after handling patients in semi urban areas • Households(mother) use for their famly which they afford  POSITIONING • TAGLINE-” 99.99% Kills Germs” • The implied positioning of the product is that of a solution to keeping hands germ free • Dettolhas 60% market share and major competitors are lifebouy, Fem, Savlon • The current positioning of just germ fighting directly competes against soaps
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