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