2. Conduct a study of advertising patterns or the
following brands and find out what methods of
segmentation they are following and how they have
positioned heir brands in Indian market.
1. Lux
2. Bajaj Pulsar
3. Navaratna Oil
4. Dark Fantasy
3.
4. SEGMENTATIO
N
GEOGRAPHIC SEGMENTATION:
Lux is geographically expanding is self-day by day
lux being a brand of unilever is targeting
India, Thailand, Pakistan, China, Brazil, Canada, Nor
th America Western Europe.
Three in every five Indian consumers enjoy the
luxurious bathing pleasure of lux during the course f
a year.
Target Area: Urban and Sub Urban- upper Middle
and Middle class people.
DEMOGRAPHIC SEGMENTATION
It is dividing the market according to
age, gender, occupation, education religion, income
nationality etc
Gender : Female
5. Expensive : Affordable
Income : Middle Income Group [Rs 15 to 20]
People of almost all ages plus lux is so affordable so
women of any occupation (Income) can easily buy lux.
BEHAVIORAL SEGMENTATION
• Market Segmentation is done according to the
occasions benefits, user status, loyalty status and
attitude towards product.
Lux basically focus on inter- market segmentation.
Lux is trying to satisfy he needs of buyers who have
similar needs.
8. SEGMENTATION
GEOGRAPHICAL SEGMENTATION
Geographical location is usual and popular basis for
market segmentation. Further distinction as rural and
urban markets, city and urban markets etc also form
geographic segmen The geographic approach
assumes that customers found within a particular
geographic area can be targeted with the same offer.
So, everyone down your street buys the same items
do they? Everyone in the northern regions of your
country (as individual consumers or as businesses)
has the same buying criteria, or responds to only one
type of message?
DEMOGRAPHIC SEGMENTATION
The demographic/firmographic approach assumes that
customers differ according to some criteria about
9. So, every 30 – 35 year-old can be targeted with the same
offer or everyone who works in a particular industry or in a
company of a particular size has exactly the same buying
criteria.
POSITIONED THEIR BRANDS IN INDIAN MARKET
Bajaj Positioning An evolution from ‘Humara Bajaj’ to
‘Distinctly Ahead’ Humara Bajaj Brand Tagline Distinctly
Ahead Reliability & Trustworthiness Core Values
Innovation, Speed & Perfection Value for Money
products Campaign based on Styling and Technology
Chetak Flagship product Pulsar Design company for the
Flying B logo: Elephant Design • Transformed its image
from a scooter maker to a 2 wheeler maker • Based on
high technology and precision engineering • Positioned
as pioneer and not a follower • Also had an ‘Inspiring
10.
11. SEGMENTATION
Navaratna is in the segment marketing level. It
has different variants to suit the different needs to
consumers and to tap a huge customer base.
DEMOGRAPHIC SEGMENTATION
Females
Late teens to old age
SEC A1, A2 and A3
Educated middle class and upper middle class.
GEOGRAPHIC SEGMENTATION
Urban India: Metros and Tier 1
PSYCHOGRAPHIC SEGMENTATION
For women of today, who enjoy their elaborate lifestyle
to the fullest and is conscious of her appearance.
12. Working and non working women.
Believes in age old tradition the oil actually nourished hair
rather than going for chemicals and looking beautiful.
BEHAVIORAL SEGMENTATION
Hair oils are typically used before taking a hair wash [2-3
times a week]
POSITIONED THEIR BRANDS IN INDIAN MARKET
Points of parity [POPS]
Available in different sizes.
Suitable for different hair Types viz Dry/ oily etc.
Suitable for different hair problems.
Dandruff, Dry hair, colour protection.
13.
14. SEGMENTATION
GEOGRAPHIC SEGMENTATION
Region: By continent, country, state or even
neighbourhood.
Size of metropolitian area: segment according to size
of population
Population density: Often classified as
urban, suburban or rural.
Climate: According to whether pattern common to
certain geographic regions.
DEMOGRAPHIC SEGMENTATION
Age
Gender
Family Size
15. Generation: baby-boomers, generation X, etc.
Many of these variables have standard categories for
their values. For example, family lifecycle often is
expressed as bachelor, married with no children (DINKS:
Double Income, No Kids), full-nest, empty-nest, or solitary
survivor. Some of these categories have several
stages, for example, full-nest I, II, or III depending on the
age of the children.
PSYCHOGRAPHIC SEGMENTAION:
Psychographic segmentation groups customers according
to their lifestyle. Activities, interests, and opinions (AIO)
surveys are one tool for measuring lifestyle.
POSITIONED THEIR BRANDS IN INDIAN MARKET
