SEGMENTATIONPSYCHOGRAPHIC SEGMENTATION –ON THE BASIS OF DIFFERENT GROUPS WITH THE LEVEL OFRESOURCES THEY HAVE :-Higher resource groups Lower resource groups1- Innovators. 1- Believers.2- Thinkers. 2- Strivers.3- Achievers. 3- Makers.4- Experiencers. 4- Survivors.
DEMOGRAPHIC SEGMENTATION On the basis of age. On the basis of gender.
Smart phone PerfumeInnovators AchieversThinkers ExperiencesYouth (age between 20 Striversto 40) TARGETIN GMP4 player SunglassesYouth Strivers.Strivers. Experiences.Experiences. Youth.Makers
POSITIONING Smart phone-- Easy functions with bundles of features. Perfume-- Luxurious product for premium class. Sunglasses-- Stylish & trendy for todays youth. MP4 player–- World class quality at an affordable price.
PROFILE 1KNOWLEDGEABLE.VALUE ORIENTED.EXPECTS BEST SERVICES FROM THE MARKETERS.LIKES AUGMENTED BENEFITS.SEARCHES FOR THOSE PRODUCT WHICH ARE HAVING HASSLE FREE USAGE.SEGMENTATION: PSYCHOGRAPHIC, THINKERSPRODUCT OFFERED:SMARTPHONE
INTERPRETATION Strong believer. Cricket lover. Will enjoy the championship for the next 4 years. Indian team should live to the expectations of the audiences. Team India has to face every nuances which may came in their way.
INTERPRETATION Sports fanatic. Always believes in tough competition. Love to watch top seed players in last four. Wish to change the order of semi-finals clash. Fan followers want to see Federer as U.S Open champion. Seems to use products which Federer endorse.
Customer is facing problems due to the differentiation in services on the basis of the geographic location. Customer described the flaws & shortcomings of the different plans of Idea 3G. Some people are also influenced with the post they have decided to buy this product because it suits to their location. The sales person of that company also taken it as a feedback & asked for a meeting to resolve the problems with a better product offering. People also suggested other competitors product in different geographic location. This one post made a big difference to the competitors, customers & the company.
INTERPRETATION Very much satisfied with the product & services provided. He feels that he is addicted to the product & crazy about it. He compared his black berry speed with the speed of news channels & their claims. He thinks that he is getting updated with the world around & getting connected with his friends at a very high speed. His friends are also agreed with his saying. This is promoting the brand image of the product very nicely and attracting others to get a good review.
INTERPRETATION Customer is having a very positive view about the product. He is trying to convince his friends to go for the movie. People also think that this movie is not good for people who are below 18 years of age. Some people don’t even think that this is a very good movie, they have criticized it as not having values. Movie was having very less promotion so some people don’t even know about the movie. This must have made more positive impact than negative because this is a post by a celebrity who work as an opinion leader in the society.
Very big fan of Salman Khan, watches any movie blindly, without taking a view of the reviews. Having a very strong brand recall of the Salman Movie, crazy about him. People connected it with some loved one. The movie was good for watching once only but he watched it 3 times this shows his passion about Salman Khan. This must have changed the attitude of his friends positively towards the movie. This shows that he will be a good & loyal customer of the products endorsed by Salman
INTERPRETATIONo The comments clearly state about the sad condition of the medical facilities in the country when the whole world is seeing INDIA as the hub for medical tourism.o People have earlier also faced similar situation leading to high rate of brand deterioration.o Awareness about a particular brand increased.o People more cautious about the services they choose owing to a large range of variety of same range of products available.o Word of mouth playing a tremendous role.o Very effective media to generate awareness and being utilized to the core.o The comments clearly present a picture that says the note being shared is very true about the product.
INTERPRETATION Facebook –the most charismatic platform. Innovation-USP. Regular changes – drawing lots of mixed reactions. What’s on your mind..???....people asking facebook now. Reactions clearly suggest that users are not happy with the frequency of changes that are happening at a regular basis now. Is facebook going Myspace way now? Though people use this platform very effectively to voice their thoughts but excessive features are making it very complicated. The product has brought in a revolution in the arena of online marketing of products but it’s very own interface is getting on people’s nerve now. People are comparing facebook with woman-can’t get more confusing than this.
INTERPRETATION Heights of sarcasm but the person seems a die-hard cricketing fan. Shows the belief in supernatural of Indians. People participate in a lot of discussions over cricket so any product related to cricket can always enjoy a good audience. People have become a lot more vocal about their thoughts. People now don’t compromise upon anything-they want value in whatever they spend their time in.