MARKET STRATEGIES,POSITIONING, SEGMENTATION ( VIVEL, BAJAJ PULSAR, DAR FANTASY, NAVARATHNA HAIR OIL )

2. • Vivel, one of India’s most exciting brands and ITC’s
leading personal care brand, announced the launch
of its unique Skin Nourishing Range of Soaps.
• This new skin nourishing range with Vitamin E under
the Vivel brand is a manifestation of the growing
consciousness amongst women towards personal
grooming and the compelling need for nourishment.
• The assortment of soaps introduces 4 variants with
powerful skin nourishing ingredients that are "food
for skin".

4. ADVERTISING STRATEGY
• ITC Ltd has tweaked the advertising strategy for its personal care brand Vivel,
moving beyond mere product benefits to address gender-typecasting and
attitudes towards women.
• Made by Law & Kenneth Saatchi & Saatchi, the new creative for Vivel’s aloe vera
soap with the tagline ‘Ab Samjhauta Nahin’ features a young working woman
being congratulated by her friends after winning an award.
• A middle-aged professional from a rival company approaches her, checks her
out, comments on her looks and makes a suggestive remark on how he can help
her rise to the top if she joins his company.

5. Segmentation
• ITC’s soap portfolio consists of a product line - Essenza Di Wills at the top end,
followed by Fiama Di Wills in premium segment, Vivel in mid-segment and
Superia at the entry level. ITC seems to have segmented the market well and
has different products to cater to different segments.
• Moreover, Vivel is targeting young consumers who are ready to flirt with new
brands. As Jagdeep Kapoor, Chairman and Managing Director, Samsika
Marketing Consultant, says, “Vivel seems to be focusing on young consumers
who are looking for a change and people who are not necessarily tied to a
brand for many years. The strategy has helped the company gain some
market share quite early in the product lifecycle.”

6. Positioning
• Vivel seeks to empower women and enable self-action. Significantly, ITC had
rolled out the Ab Samjhauta Nahi initiative in July 2016 with the objective of
taking the brand positioning of Vivel to a more ‘socially driven objective’.
Speaking against objectifying women, removing barriers and restrictions, Vivel
has always tried to make a social impact with its brand communication.
• Mass positioning, priced well below Fiama di wills.
• Consumer goods-to-hotels conglomerate ITC is relaunching its largest personal
care brand Vivel in just five years of its birth, which will involve repositioning it as
a skin nourishment brand, overhaul of packaging and launching a new range of
products.

9. • he Bajaj Pulsar is an iconic Indian motorcycle. Since its inception, the Pulsar
created a new segment called ‘Sports Biking’ in Indian motorcycling and
redefined motorcycle riding for the Indian youth.
• Introduced in 2001, the Bajaj Pulsar’s specifications were a 150cc engine, max
power of 14 @ 8000 (PS @ RPM), max torque of 13.4 @ 6000 (PS @ RPM). The
180cc Bajaj Pulsar with its 15bhp was the fastest motorcycle in India at that time.
• The Bajaj Pulsar featured 17 alloy wheels, a light-sensitive digital cockpit and
great styling, making it a hit among the Indian youth.
• Over the next 18 years, the Pulsar has grown to include eight models today.
Presently, the cutting-edge Bajaj Pulsar specifications are 100-200cc engines,
front and rear disc brakes, nitrox-mono-shock suspension, tubeless tyres among
others.
• Today, the Pulsar is a perfect combination of style and performance. The Bajaj
Pulsar features projector headlamps, ABS, fuel-injection systems and a DTS-i
engine.
• The Bajaj Pulsar ex-showroom price starts from Rs. 66 618.

10. For someone who experienced childhood with a solitary charge diet of
amusement on Doordarshan , certain sounds and pictures are permanently
scratched in the psyche. What’s more, one of these movements that will always
top the rundown in any feeling survey is ‘Hamara Bajaj’.

11. SEGMENTATION
The market for Bajaj Pulsar bikes have been segmented on following basis.
1.Demographic.
2.Psychographic .
3.Behavioral basis.
Demographic Basis
Age Group: -The main focus of company is to sell bikes to young middle class people in
the age groupof 18-30 yrs. as they are looking for a performance bike in reasonable cost.
Income Group: -Company targeted to sell the products to middle income class people as
they were theclass who were demanding for high power bikes in cheap rate.
No Income (Students)
Low Income (Young Professionals)
Psychographic Basis:Bajaj promoted its bike as the no.1 performance bike of India and
hence the target was ofsegment looking for sporting bike with a high speed.

12. • Behavioral Basis
On loyalty basis :
Hard core loyal.
Split loyal.
Shifting loyal.
Switchers.
On basis of attitude:
Upbeat enjoyers,
Financial Negative.
Financial Positive

13. POSITIONING
• Bajaj has completed its journey from
‘’Hamara Bajaj’ to ‘’Distinctly Ahead”
where they started manufacturing
performance bikes.
• With time Bajaj has evolved from a
scooter manufacturer to a sports bike
manufacturing company.
• Bajaj Pulsar has also positioned itself as
No. selling sports bike in country.
• Bajaj Pulsar has positioned itself as a style
quotient in the mind of customers.

15. • Sunfeast Dark Fantasy Choco Fills is the latest and the most
premium offering from the portfolio of Sunfeast.
•
An exquisite combination of luscious chocolate filling enrobed
within a perfectly baked rich cookie outer.
An offer that fully epitomizes the brand promise of "Pure
Indulgence".
• Sunfeast Dark Fantasy Choco Fills is the latest and the most
premium offering from the portfolio of Sunfeast.
• An exquisite combination of luscious chocolate filling enrobed
within a perfectly baked rich cookie outer.
An offer that fully epitomizes the brand promise of "Pure
Indulgence"

16. Advertising Strategy
• Sunfeast Dark Fantasy’s strategy revolves around temptation. With brilliant imagery and
visuals, they have managed to strike decent chord with their mature audiences.
• It has a fairly huge Facebook community that manages to keep its audience engaged.
Though Twitter and YouTube are a disappointment.
• Cookie brand from ITC Ltd, Sunfeast Dark Fantasy, has rolled out its new TVC which
features Alia Bhatt. With this new communication, the brand aspires to position itself as
the ‘New Meetha’ which people can take pride in serving their guests.
• Sunfeast Dark Fantasy focuses on special moments with family and friends to make the
indulgence more exciting. The TVC emphasizes on joy of sharing and showcases the
premium look and feel of Dark Fantasy as a meetha. Sunfeast aims to break further
barriers and scale new heights in the indulgent biscuits segment by entering the space
of meetha.
• The TVC also displays how Dark Fantasy is a ‘meetha’ that can be easily served to many
people due to its convenience and is an alluring offering due to its elegant packaging.

17. Segmentation
• Level of segmentation used is differentiated segmentation
• The basis of segmentation is both demographic and behavioural.
TARGET GROUP
• The product is aimed at targeting adults, mainly young fun loving adults.

18. Positioning
• The product is been positioned as a premium biscuit brand.
CONSUMER PERCEPTION ABOUT THE PRODUCT PRODUCT
• Innovative product
• A premium biscuit brand PRICE Slightly on expensive side But its worth , being
a premium product
PACKAGING AND LABELLING
Highly attractive and appealing New and makes the product unique
Gives a luxurious aura to the brand PLACE
Easy availability of the product.
Available at convenient places

20. • The company is well known in India for its fairness cream products for men.
• In 2008, Emami acquired Zandu Pharmaceutical for Rs.730 crores. The
company merged Zandu FMCG into Emami and raised Rs.310 Crore
through QIP. The company became debt free within 2 years of the Zandu deal.
• Thanda Thanda Cool Cool' brand Navratna has been the most trusted and
preferred brand in the therapeutic cooling oil segment for a very long time. It
is the undisputed leader in its category – providing multi-purpose benefits to
its set of satisfied and ever growing consumer base. It has been meticulously
prepared from a combination of nine unique ayurvedic herbs. It’s everyday
massage gives enjoyable cooling which provides relief from daily mental and
physical stress- and its related symptoms like headache, fatigue, tension,
insomnia etc. It not only solves specific hair and body related ailments, but
delivers superlatively on all desired benefits, like beauty & nourishment,
traditionally sought from hair oils.

22. POSITIONING
• Positioning Navratna That of a stress busters from the very
beginning. Navratna is the only hair oil brand with
unique positioning.
• Its focus on male customers with endorsers such as Amitabh
Bachchan, Shah Rukh Khan etc. In 2004 the brand used Amitabh
Bachchan by getting him to enforce their positioning strategy.
• Market leader in its category with around 50% market share
• Endorsements by Amitabh Bacchan, Shahrukh Khan throughout
India and by Chiranjeevi, Surya and Upendra in South India have
helped establish a high brand recall

23. SEGMENTATION
• The product had doneits segmentation, targeting and
positioning to reach to a market share of 57% of the
cool hair oil market. It shows that it had targeted mostly
the people who are prone to stress, body aches or
headaches.
• All other players in this segment operate in only one
space and one ingredient.
• Emami has the 7-in-1 hair oil and plans to ramp up
advertising expenditure for the brand.

24. Submitted by,
Athul Santhosh