Presented at XIMB, this presentation talks about the development of a hypothetical app that balances your work and life. It takes into account the responses by the students at XIMB and then based on analyses on SPSS, a marketing strategy is developed to leverage on the target groups through appropriate positioning. Linear Regression, Factor, Cluster, Chi square and Conjoint Analyses have been used to identify the target segments based on attitudinal and demographic segmentation and the factors that influence their preferences.
Enjoy! (:
kesehatan adalah no 1, karena itu wajib bagi kita untuk menjaga kesehatan sebagai wujud nikmat atas karunia tuhan , dengan pembudidayaan yang baik, teh hitam mampun untuk menjadi alternatif produk kesehatan
"SME สร้างแบรนด์อย่างไรให้ดัง" SME Webinar สัมมนาออนไลน์K SME
SME Webinar สัมมนาออนไลน์
หัวข้อ "SME สร้างแบรนด์อย่างไรให้ดัง"
ชมคลิปสัมมนา - https://youtu.be/kynrQbuu2O0
กลยุทธ์ เคล็ดลับธุรกิจดีๆ มีให้เรียนได้ไม่รู้จบ
คลิก http://goo.gl/t6i0Nw
K SME ช่วยเต็มที่ SME มีแต่ได้
kesehatan adalah no 1, karena itu wajib bagi kita untuk menjaga kesehatan sebagai wujud nikmat atas karunia tuhan , dengan pembudidayaan yang baik, teh hitam mampun untuk menjadi alternatif produk kesehatan
"SME สร้างแบรนด์อย่างไรให้ดัง" SME Webinar สัมมนาออนไลน์K SME
SME Webinar สัมมนาออนไลน์
หัวข้อ "SME สร้างแบรนด์อย่างไรให้ดัง"
ชมคลิปสัมมนา - https://youtu.be/kynrQbuu2O0
กลยุทธ์ เคล็ดลับธุรกิจดีๆ มีให้เรียนได้ไม่รู้จบ
คลิก http://goo.gl/t6i0Nw
K SME ช่วยเต็มที่ SME มีแต่ได้
Detecting Malicious Websites using Machine LearningAndrew Beard
We present a set of newly tuned algorithms that can distinguish between malicious and non-malicious websites with a high degree of accuracy using Machine Learning (ML). We use the Bro IDS/IPS tool for extracting the SSL certificates from network traffic and training the ML algorithms.
The extracted SSL attributes are then loaded into multiple ML frameworks such as Splunk, AWS ML and we run a series of classification algorithms to identify those attributes that correlate with malicious sites.
Our analysis shows that there are a number of emerging patterns that even allow for identification of high-jacked devices and self-signed certificates. We present the results of our analysis which show which attributes are the most relevant for detecting malicious SSL certificates and as well the performance of the ML algorithms.
Attitudes and habits of Bulgarian internet users with regard to technologieschilko
Проучване „Навици и нагласи на българските интернет потребители по отношение на технологиите“ (11’14), проведено по поръчка на Samsung за проекта Live Smart.
Database Marketing - Dominick's stores in Chicago districDemin Wang
Determined two courses for the Dominick's transnational database analysis: one performed on a corporate level to facilitate a variety of corporate planning activities; and the other one on a category level to improves sales performance and expand product offerings.
• Extracted one year sales data from 109 Dominick's stores in Chicago district and merged with store demographic data.
• Analysis the data by segmentation analysis (create groups of the stores similar in performance), response analysis (find targetable characteristics of identified groups of stores) and model validation (evaluate performance of the model on a 20% hold-out sample) utilizing SAS
• Explicated the result in 25 pages report, which discussed the evaluation of potential locations for a new store and choice of the stores to test market a new product.
Churn Prediction is one of the most popular Big Data use cases in business. This case is decided by everyone from internet-shops, telecom operators to game developers and ticket services. It is widely thought, that churn prediction is traditionally well solved by methods of machine learning. In that report we would discuss how to compare metrics of machine learning (AUC ROC, F1, Logloss) with business metrics. How to make an experiment in order to estimate the effect from introducing the machine learning. Which characteristics should business have?
Does Strengthening Extension at the Meso Level Improve Quality at the Village...IFPRI-PIM
Evidence from the USAID Strengthening Agricultural and Nutrition Extension (SANE) Activity. Presentation by Paul McNamara, AgReach (March 5, 2020). For more details, visit http://bit.ly/FutureAgExt
Similar to Marketing Research - Hypothetical Work-Life Balance App, presented at XIMB (20)
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo
Marketing Research - Hypothetical Work-Life Balance App, presented at XIMB
1. MM III - Group Assignment:
Marketing Research for a Work Life Balance Mobile App
Rahul Mandloi
Rituparna Mohanty
Somak Ghosh
Soumya Ranjan Sahoo
Vikrant Verma
UM14337
UM14339
UM14348
UM14351
UM14363
3. 24
I am
People
Perfor
m
Your
Pulse
Sync NowInformation
24 – The App that balances
the 24 hours of your day.
You’ve always struggled to balance your
health, the people you care about, your
dreams and your performance.
With the intelligent 24TM app that learns
on the go, you can not only save your
preferences and schedules but also sync
them with those of your loved ones and
your community.
What more, you can now get suggestions
based on your meetings at work, your
work performance and your social life as
well. With 24TM you’ll never miss
medication, a movie or a party – or simply
a quiet moment with your loved ones.
4. 24
Sync
Now
Information
24 – The App that balances the 24 hours of your day
Your
Pulse
Medicator
Life Plus
The Medicator syncs all the
meds that people around
you are supposed to take,
so that you can remind your
family
Life Plus suggests breathing
exercises or a walk based
on your stress level built up
during your work
Back
24
Sync
Now
Information
People
Care For Them
Shopaholic
InSync
Back
With Care For Them your
loved ones are just a call
away
Shopaholic makes sure that
items you love on the
internet are added to cart
so that you remember
them the next time you
shop.
InSync syncs your family’s
schedules and makes sure
that the planned outing is a
perfectly timed and
memorable one
5. 24
Sync
Now
Information
24 – The App that balances the 24 hours of your day.
Work Smart
NetworKing
With Work Smart you can now
sit back and crunch the
numbers without worrying
about missing a deadline
NetworKing 24 understands
the importance of your
network and schedules
coffee, lunches, meets
Mr Guide
Mr Guide suggests the kind of
assignments that you are
made for, based on your work
design
Back
Perform
24
Sync
Now
Information
Milestones
Vacation
Planner
Back
I am
Wanderluster
Weekender
Milestones doesn’t let you
forget those special days in
your life. This feature syncs
your community’s big.
Wanderluster You’ll never miss
your favourite TV show again
Vacation Planner makes sure
that you take that well
deserved break.
Weekender Is it weekend
already? Go to that ultimate
party in town and be the
animal that you were born to
be
6. Interface Connectivity Price
Compatibility
with OS
User-friendly Offline Free
Android and
Windows
User-friendly Online Freemium
Android and
Windows
User-friendly Online Premium Windows-iOS
Highly loaded Offline Freemium Windows-iOS
Highly loaded
Both Online and
Offline Premium
Android and
Windows
Highly loaded Online Free iOS-Android
User-friendly
Both Online and
Offline Freemium iOS-Android
User-friendly Offline Premium iOS-Android
User-friendly
Both Online and
Offline Free Windows-iOS
24-Mobile App Profiles
13. Linear Regression Models when DV is Overall rating
Model
Model R R Square Adjusted R Square Std. Error of the Estimate
1 0.540944365 0.292620806 0.287354956 0.989500743
ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression 163.2263303 3 54.40877676 55.56952858 4.42646E-30
Residual 394.5820235 403 0.979111721
Total 557.8083538 406
a. Predictors: (Constant), uniqueness, relevance, credibility
b. Dependent Variable: overallrating
Coefficients
Model Unstandardized
Coefficients
Std. Error
Standardized
Coefficients
Beta
t Sig.
1 (Constant) 1.645438491 0.295835152 5.562011409 4.86632E-08
relevance 0.442917775 0.050636266 0.399253403 8.747046576 6.0279E-17
credibility 0.217980164 0.052836953 0.19067211 4.125524899 4.49559E-05
uniqueness 0.089920938 0.043623886 0.095357538 2.061277563 0.039917514
a. Dependent Variable: overallrating
14. Linear Regression Models when DV is Intention to try
Model
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 0.926549514 0.858494002 0.857463619 3.391737724
a. Predictors: (Constant), Uniqueness, Credibility, Relevance
ANOVA
Model Sum of Squares df Mean Square F Sig.
1 Regression 28754.38985 3 9584.796618 833.1791214 1.7252E-174
Residual 4739.600532 412 11.50388479
Total 33493.99038 415
a. Predictors: (Constant), Uniqueness, Credibility, Relevance
b. Dependent Variable: IntentionToTry
Coefficients
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
Std. Error Beta
1 (Constant) 1.085528354 0.196593028 5.521703211 5.95394E-08
Relevance -0.298081623 0.093515811 -0.344996954 -3.187499739 0.001544506
Credibility 0.518722572 0.07476627 0.614731077 6.937922339 1.55021E-11
Uniqueness 0.650215497 0.056016976 0.673997426 11.60747239 3.82187E-27
a. Dependent Variable: IntentionToTry
15. TG Identification: Results of Chi-Square Analysis
Age N * House Hold Income * Intention to Try (3 point scale)
Cross-tabulation
Intention to Try (3 point
scale)
House Hold Income
Total
Chi-
Square
sign<= 10
Lakhs
10- 20
Lakhs
20 - 30
Lakhs
1
Age
15-25yrs % 34.40% 12.50% 46.90%
.863
25-35yrs % 37.50% 15.60% 53.10%
Total
Count 23 9 32
Total % 71.90% 28.10% 100.00%
2
Age
2 % 28.80% 21.20% 1.50% 51.50%
0.954
3 % 28.80% 18.20% 1.50% 48.50%
Total
Count 38 26 2 66
Total % 57.60% 39.40% 3.00% 100.00%
3
Age
2 % 31.20% 20.80% 2.00% 54.00%
0.758
3 % 27.20% 15.30% 3.00% 45.50%
4 % 0.50% 0.00% 0.00% 0.50%
Total
Count 119 73 10 202
Total % 58.90% 36.10% 5.00% 100.00%
Gender * Work-Ex * Intention to Try (3 point scale) Cross-tabulation
Intention to Try (3
point scale)
WorkEx
Total
Chi
Square
Sign<=1 year <=4 years > 4 years
1
Gender
M % 9.40% 56.20% 3.10% 68.80%
0.006
F % 21.90% 9.40% 0.00% 31.20%
Total
Count 10 21 1 32
Total
%
31.20% 65.60% 3.10% 100.00%
2
Gender
M % 16.70% 42.40% 9.10% 68.20%
0.065
F % 15.20% 16.70% 0.00% 31.80%
Total
Count 21 39 6 66
Total
%
31.80% 59.10% 9.10% 100.00%
3
Gender
M % 18.80% 42.10% 3.00% 63.90%
0.146
F % 14.90% 20.80% 0.50% 36.10%
Total
Count 68 127 7 202
Total
%
0.337 0.629 0.035 1
16. TG Identification: Results of Chi-Square Analysis
Age N * House Hold Income * Overall Rating (3 point scale) Cross-tabulation
Overall Rating (3 point scale)
House Hold Income
Total
Chi-
square
significan
ce
<= 10
Lakhs
10- 20
Lakhs
20 - 30
Lakhs
1
Age
2 % 38.50% 7.70% 7.70% 53.80%
0.133
3 % 15.40% 30.80% 0.00% 46.20%
Total
Count 7 5 1 13
Total % 53.80% 38.50% 7.70%
100.00
%
2
Age
2 % 32.30% 22.60% 1.60% 56.50%
0.697
3 % 29.00% 12.90% 1.60% 43.50%
Total
Count 38 22 2 62
Total % 61.30% 35.50% 3.20%
100.00
%
3
Age
2 % 30.20% 20.00% 1.30% 51.60%
0.658
3 % 29.30% 16.00% 2.70% 48.00%
4 % 0.40% 0.00% 0.00% 0.40%
Total
Count 135 81 9 225
Total % 60.00% 36.00% 4.00%
100.00
%
Gender * Work-Ex * Overall Rating (3 point scale) Cross-tabulation
Overall Rating (3 point scale)
WorkEx
Total
Chi-
square
significan
ce
<=1 year
<=4
years
> 4
years
1
Gender
M % 23.10% 30.80% 53.80%
0.725
F % 15.40% 30.80% 46.20%
Total
Count 5 8 13
Total % 38.50% 61.50%
100.00
%
2
Gender
M % 21.00% 38.70% 6.50% 66.10%
0.151
F % 19.40% 12.90% 1.60% 33.90%
Total
Count 25 32 5 62
Total % 40.30% 51.60% 8.10%
100.00
%
3
Gender
M % 16.00% 45.80% 4.00% 65.80%
0.003
F % 14.70% 19.60% 0.00% 34.20%
Total
Count 69 147 9 225
Total % 30.70% 65.30% 4.00%
100.00
%
17. Utility and importance of features: Winner concept, section-wise
Attributes Levels Part Worth Range Relative Importance
App Interface
Plain Informative 0.00549
0.18230 42.84%Graphics&Text -0.09390
Graphics Loaded 0.08840
OS Platform
Android 0.03294
0.06182 14.53%Windows -0.02888
iOS -0.00406
Offline Usage
Updating Class Information -0.09372
0.18139 42.63%
Accessing Academic
Information 0.00605
Archiving data 0.08767
Attributes Levels Part Worth Range Relative Importance
Interface
Single-level Interface
(User-friendly) -0.00499 0.20061 24.62%
Multi-level interface
(Tech-loaded) 0.00499
Connectivity
Offline -0.19562
0.29565 36.29%Online 0.10003
Mix of offline and online 0.09558
Cost
free -0.06008
0.17025 20.90%freemium -0.05009
premium 0.11017
Compatibility with
OS
Android-Windows -0.04251
0.14817 18.19%iOS-Android 0.09534
Windows-iOS -0.05283
19. Factors identified
Factor # Variables in Factor
Factor
Loadings
Factor Name
Factor 1
Without Luxury life doesn’t have any meaning. 0.584
Glam-Life
My life will be incomplete if I don’t get a chance for frequent
international travel.
0.739
Exotic food is a must for my life. 0.626
Factor-2
My spouse should add glamour to my life. 0.539
Social - visibilityWithout social work my life does not have any meaning. 0.785
My life will be incomplete if I do not get a chance to work for
India’s development
0.811
Factor-3
To me success means money. 0.832
MaterialismTo me success means that I need to become powerful. 0.727
Without a Luxurious car life is incomplete. 0.501
Factor-4
I can not live in small cities. 0.854
Metropolis
Only Mega cities can give me ample career opportunities. 0.895
Factor-5
For me work-life balance is the most important thing in life. 0.863
Completion
It is important for me that I enrich my parents’ life. 0.76
20. Clusters identified
Distances between Final Cluster Centres
Cluster 1 2 3 4
1 1.942 1.886 2.328
2 1.942 2.217 2.481
3 1.886 2.217 2.563
4 2.328 2.481 2.563
Number of Cases in each Cluster
Cluster
1 - The Social Worker 130.000
2 - The Show-men 67.000
3 - Empathetic Power-seekers 67.000
4 - The Value-seekers 44.000
Valid 308.000
Missing 56.000
22. Clusters centroid on functions
Functions at Group Centroids
Cluster Number of Case
Function
1 2 3
1 .836 -.288 -.921
2 -.899 1.813 .006
3 .868 -.286 1.766
4 -2.423 -1.474 .022
23. Segments’ response to winner concept
Overall Rating (3 point scale) * Intention to Try (3 point scale) * QCL_1 Crosstabulation
QCL_1
Intention to Try (3 point scale)
Total
1 2 3
The Social Worker
Overall Rating (3 point scale)
1 % 0.80% 0.00% 1.50% 2.30%
2 % 4.60% 7.70% 9.20% 21.50%
3 % 3.10% 11.50% 56.90% 71.50%
Total
Count 11 25 88 130
% 8.50% 19.20% 67.70% 100.00%
The Show-men
Overall Rating (3 point scale)
1 % 3.00% 0.00% 6.00% 9.00%
2 % 3.00% 14.90% 6.00% 23.90%
3 % 0.00% 16.40% 47.80% 64.20%
Total
Count 4 21 40 67
% 6.00% 31.30% 59.70% 100.00%
Empathetic Power
Seekers
Overall Rating (3 point scale)
1 % 3.00% 0.00% 0.00% 3.00%
2 % 7.60% 4.50% 3.00% 15.20%
3 % 12.10% 10.60% 59.10% 81.80%
Total
Count 15 10 41 66
% 22.70% 15.20% 62.10% 100.00%
The Value Seekers
Overall Rating (3 point scale)
1 % 2.30% 0.00% 2.30% 4.50%
2 % 2.30% 9.10% 6.80% 18.20%
3 % 0.00% 11.40% 61.40% 72.70%
Total
Count 2 9 31 44
% 4.50% 20.50% 70.50% 100.00%
24. Segments by targeting variables
Gender * Work Ex * QCL_1 Cross-tabulation
QCL_1
Work Ex Total
<=1 year <=4 years > 4 years
TheSocialWorker
Gender
M % 13.80% 44.60% 3.10% 65.40%
F % 16.20% 16.90% 0.80% 34.60%
Total
Count 39 80 5 130
% 30.00% 61.50% 3.80% 100.00%
TheShow-men
Gender
M % 26.90% 31.30% 7.50% 68.70%
F % 13.40% 17.90% 0.00% 31.30%
Total
Count 27 33 5 67
% 40.30% 49.30% 7.50% 100.00%
EmpatheticPower
Seekers
Gender
M % 10.60% 48.50% 6.10% 65.20%
F % 15.20% 19.70% 0.00% 34.80%
Total
Count 17 45 4 66
% 25.80% 68.20% 6.10% 100.00%
TheValueSeekers
Gender
M % 18.20% 40.90% 63.60%
F % 15.90% 20.50% 36.40%
Total
Count 15 27 44
% 34.10% 61.40% 100.00%
Age N * House Hold Income * QCL_1 Cross tabulation
QCL_1
House Hold Income
Total
<= 10 Lakhs 10- 20 Lakhs
20 - 30
Lakhs
TheSocialWorker
Age
2 % 30.00% 16.20% 1.50% 47.70%
3 % 24.60% 18.50% 3.80% 46.90%
4 % 0.80% 0.00% 0.00% 0.80%
Total
Count 72 45 7 130
% 55.40% 34.60% 5.40% 100.00%
TheShow-men
Age
2 % 29.90% 23.90% 3.00% 56.70%
3 % 25.40% 13.40% 1.50% 40.30%
Total
Count 37 25 3 67
% 55.20% 37.30% 4.50% 100.00%
EmpatheticPower
Seekers
Age
2 % 28.80% 16.70% 1.50% 47.00%
3 % 37.90% 13.60% 1.50% 53.00%
Total
Count 44 20 2 66
% 66.70% 30.30% 3.00% 100.00%
TheValueSeekers
Age
2 % 31.80% 25.00% 56.80%
3 % 25.00% 13.60% 38.60%
Total
Count 25 17 44
% 56.80% 38.60% 100.00%
25. Marketing Strategy- STP
We have used two forms of segmentation data – demographic segmentation
and attitudinal segmentation to converge on our target groups.
26. We deal with Demographic Segmentation to get a rudimentary picture of the careers and
lifestyles of people (based on the age groups) – this will help us identify what is the mentality
of people that are ready to try the app and/or have rated the app highly. We have also
segmented on the basis of gender – we get a clear of the stress levels at the workplace of men
and women – based on the two afore mentioned criteria, thus telling us again, which groups
are we going to target and how do we position our product.
Demographic Segmentation
27. 15-25 years of
age (109)
63
(< 10 lacs pa)
42
(10-20 lacs pa)
4
(20-30 lacs pa)
25-35 years of
age (92)
55
(< 10 lacs pa)
31
(10-20 lacs pa)
6
(20-30 lacs pa)
35-45 years of
age (1)
1
(< 10 lacs pa)
0
(10-20 lacs pa)
0
(20-30 lacs pa)
Demographic Segmentation (Displaying data for Intention to Try)
Demographic Segmentation, based on household income and age (Highlighted are the target segments that we will offer
our unique value propositions to.) These people displayed the highest Intention to Try.
Men (129)
38
(<1 year Work
Ex)
85
(1-4 years
Work Ex)
6
(>4 years Work
Ex)
Women (73)
30
(<1 year Work
Ex)
42
(1-4 years
Work Ex)
1
(>4 years Work
Ex)
Demographic Segmentation, based on gender and work experience (Highlighted are the target segments that we will offer
our unique value propositions to.) These people displayed the highest Intention to Try.
28. 15-25 years of
age (116)
68
(< 10 lacs pa)
45
(10-20 lacs pa)
3
(20-30 lacs pa)
25-35 years of
age (92)
66
(< 10 lacs pa)
36
(10-20 lacs pa)
6
(20-30 lacs pa)
35-45 years of
age (1)
1
(< 10 lacs pa)
0
(10-20 lacs pa)
0
(20-30 lacs pa)
Demographic Segmentation (Displaying data for Overall Ratings)
Demographic Segmentation, based on household income and age (Highlighted are the target segments that we will offer
our unique value propositions to.) These people displayed the Overall Ratings.
Men (148)
36
(<1 year Work
Ex)
103
(1-4 years
Work Ex)
9
(>4 years Work
Ex)
Women (73)
33
(<1 year Work
Ex)
44
(1-4 years
Work Ex)
0
(>4 years Work
Ex)
Demographic Segmentation, based on gender and work experience (Highlighted are the target segments that we will offer
our unique value propositions to.) These people displayed the Overall Ratings.
29. Positioning of the winner concept (Based and To the Demographic Target Segments)
Based on Intention to Try and Overall Ratings given:
We see that the age groups of 15-25 and 25-35 display the highest intentions to try. These people are
at the start of their careers and are also under a considerable level of stress. Their salaries are
implicative of careers that are beginning to transition from new entrants to mid level management. The
app is positioned as an app that lets them rediscover and reconnect with their true side – a side that
is buried under their stressful work and concerns surrounding their families.
Men and women that have begun to take responsibilities, are under similar stress levels at their
workplaces, as displayed in the segmentation data based on gender and work experience. The app
gives them the much needed break to optimise their available time and it is positioned as an app for
the fast growing, tech savvy and ultra-efficient youth force of the country.
The app leverages itself via its tech savvy and unique features that help it gain acceptance with the
hard working, individualistic youth. Their relevance is more apparent when we look at the attitudinal
segmentation
30. Attitudinal Segmentation is a critical aspect of the Marketing Strategy.
Through the questionnaire, we capture the underlying attitudinal orientations of people and
this is a more direct indicator of their preference for the app (and its features.)
The positioning that we will attempt here will be more direct and relevant to the attitudinal
orientations of people.
This level of segmentation gives us a clear picture of the needs, wants and desires of people,
how they project themselves in the world – and subsequently we try and bring a degree of
coherence between the features of the product designed and the preferences of people.
Attitudinal Segmentation
31. The Social Worker – 56.90 percent have indicated strong intentions to try and high overall ratings.
However, 11.50 percent of the segment have displayed an indifference to trying the product, despite giving
high overall ratings; while 9.20 percent have given average overall rating but high inclination to try the
product. This shows that a projecting of the social aspects of the app can actually help us convert these
segments that have displayed some sort of interest in the app. 55.40 and 44.60 percent belong to the
income category of < 10 and 10-20 lakh pa segment. 25.80 and 68.2 percent have work experience of less
than 1 year and between 1-4 years.
Attitudinal Segmentation
The Show-men– 47.80 percent have indicated strong intentions to try and high overall ratings. However,
14.90 percent of the segment have displayed an indifference to trying the product and have given average
overall ratings; while 16.40 percent have high overall rating but have displayed average inclination to try
the product. 55.20 and 37.30 percent belong to the income category of < 10 and 10-20 lakh pa segment.
40.3 and 49.3 percent have work experience of less than 1 year and between 1-4 years. Positioning the
app as glamorous can help rope in this segment.
32. Empathetic Power Seekers – 59.10 percent have indicated strong intentions to try and high overall ratings.
However, 12.10 percent of the segment have given high overall ratings but displayed low intention to try it;
while 10.60 percent have given high overall rating but shown average inclination to try the product. This
shows that the app is to be positioned as credible and conducive to their pursuits of success while keeping
them in cue with their altruism. 66.70 and 30.30percent belong to the income category of < 10 and 10-20
lakh pa segment. 30 and 61.5 percent have work experience of less than 1 year and between 1-4 years.
Attitudinal Segmentation
The Value Seekers– 61.40 percent have indicated strong intentions to try and high overall ratings.
However, 11.40 percent of the segment have displayed an indifference to trying the product and have
given high overall ratings; while 9.10 percent have average overall rating and displayed average inclination
to try the product. 55.20 and 37.30 percent belong to the income category of < 10 and 10-20 lakh pa
segment. 34.1 and 61.4 percent have work experience of less than 1 year and between 1-4 years.
33. This app is to be positioned as a tech savvy app for the young socially sensitised
generation that offers a host of options and features. It should help them serve
their community better while contributing to a change in their lifestyles and the
society through intelligent planning of their schedules and fulfilling activities in life.
It must complement the intense lifestyle of the young working crowd (reflected in
the segmentation details). It should help them balance their stressful work life with
traditional values that will help them retain their original culture and project them
as responsible, fun loving, socially and self aware individuals with a convincing
measure of probity.
Positioning
34. Summary
Through multiple linear regression between we could understand that
85.7% variation in Intention to try can be explained by Uniqueness,
Relevance and credibility of the app and its concept.
Target groups were identified using cross tabs and chi-square test for
independence. We could find that people with work-ex less than 4 years
and both genders could be targeted.
Conjoint Analysis helped to understand the relative importance of various
attributes. The analysis of winner concept helped to understand what
features people look for in such an app.
Factor Analysis helped us reduce the number of variables to identify latent
attitudinal factors like Glam-Life, Social – visibility, Materialism,
Metropolis, Completion. These influence using of “work life balance app”.
Cluster Analysis, helped us identify the heterogeneous clusters of people
(The Social Worker, The Showmen, Empathetic Power-seekers, The
Value-seekers), segmented on the basis of there attitudinal scores (got
from factor analysis)
35. Discriminant Analysis helped us infer that factors like Social-visibility and glam
life were more important in discriminating the clusters.
By making cross-tabs and chi-square analysis with cluster membership and
target variables, most of the clusters had major percentage of people. However
Empathetic power seekers and the Value-seekers have relatively more
percentage of people who like the product and have showed the will to try the
product.
Finally, we found the characteristics of the segments and could conclude that
the demographic target group and the attitudinal segments are related to a
significant extent. Hence our target group would be work-ex <= 4 years and like
materialism, urban living and completion.
We concluded that, people who have less than 4 years of experience have
recently entered into work life and might be facing mid-life crisis. Moreover
people who are more materialistic and live in urban places are very aggressive
and are prone to work life imbalance. Therefore a concept of work-life balance
would be appealing to them as it could help them cope with their rigorous
lifestyles.
Summary
Editor's Notes
Age
Gender
Prior Work Experience
Engineer and Non-engineer
Household income range (annual in Rupees)
City wherein Maximum years spent in a for schooling
Mobile brand owned, if multiple ask for most often used mobile
The most preferred social media