The document discusses various marketing strategies, segmentation, targeting, and positioning used by several brands including Pantene, Duracell, Gillette, and Vicks. It highlights the target demographics and consumer needs, illustrating how brands position themselves to meet the specific wants of their audiences, such as affordability, innovation, and quality. Each brand utilizes unique marketing approaches to enhance consumer appeal, from premium positioning to affordable alternatives.

1. Segmenting, Targeting and Positioning For
Presented By:
Manthan Chauhan
NICM,Gandhinagar

2. S
• Higher middle class
T • Bottled fragrance of freshness with a wide range for both home and cars
P • Radio advertisement & television ads

3. S
• Upper Class of Women.
T
• Middle aged socially active Indian womenlooking for one product that will help her stay youngand beautiful
P
• It was for real women who want proven results without incurring the high cost of department store brands
and spa treatments.

4. S
• Premium class as compared to wheel ,tide,nirma
• Urban and semi urban area
T
• Ariel has adopted the strategy of market aggregation. ARIEL target market
includes Middle Class, Upper Middle Class and Upper Classes of the population
• Washing machine users and untapped rural market
P
• Initial positioning was to switch soap users.Premiumbrand ,superior
technology,fragrance oriented detergent,removes tough stain,contains double
actionsystem which gets easily dissolved

5. S
• Pantene has revitalized their product line by segmenting their shampoos, conditioners and styling
products into four categories: Fine, Med-Thick, Curly and Colour.
• This allows consumers the opportunity to tailor their selection according to need while still paying a
“drug-store price’.
T
•Women aged 15-35. Consumers in our target market are looking for salon results at a cheaper price.
The consumer saves time and money by purchasing Pantene products instead of going to a salon.
P
• Affordable alternative to saloon brands
• Pantene’s position in the market is by attribute, claiming “Hair so Healthy it Shines”.

6. S
• Society is generally excited about new technology. So, consumer usually desire the latest innovative
and radical products.
• Younger consumers are more likely to adopt new technology that enter in to the market than older
customers.
T
• Dominant users of Duracell are owners of Toys, Audio products , Camera, Remote control and
Flash lights.
P
• Duracell enjoys excellent name recognition
• No brand in India have positioned themselves as a “Performance Leader”

7. S
Discover your baby’s world at pampers.com
• Upper Class society.
T
• Children of age group from 4 months to 5 years.
• Regular buyers of diaper.
P
• Guaranteed dryness and care of baby’s skin.

8. S
Dry idea Never let ‘em see you sweat.
• Gillette has identified two main segments of the male shaving market - Systems and
Disposables.
• Systems Example: Mach3, Mach3 Turbo, Mach3 Power and Gillette Fusion.
• Disposables Examples: Sensor 3 Disposables, Gillette Turbo.
T
• consumers who are looking for all-round top-quality shaving experiences.
• Targeted to age group of 18-25 yrs of male.
P
• It will primarily alter the attributes importance in the target segment by
increasing the importance of attributes like brand name, form
formations etc and decreasing the importance of price

9. S
• Segmented to both men and women
• Shiny hair, eradicates dandruff and low price
T
• Higher middle class who are brand conscious
• Targeted to early adapter and who overall care for hair
P
• It is positioned as a Anti-dandruff shampoo

10. S
• Divided on basis of Psychographic market segment .
• Can choose Oral-B toothbrush according to their individual taste with variety of prices.
• Can choose brushes according to their color fascination.
T
• Young adults, ages 25 - 39 from either just beginning career or already in career routine.
• They are in prime age for interviews and constant social interactions because of this have and
increased desire for fresh breath.
P
• Positioned as Dentist Choice of Toothbrush.
• Brand uses the tag line “ The brand more dentist used themselves worldwide”.
• Currently in hyperactive mode in India with lot of promotion in visual media.

11. S
• Vicks VapoRub has endeared itself to the Indian consumer and finds its place in every Indian home,
due to its proven performance over the years against cold.
• All variants of Vicks have continued to be consumer favourites over the years.
T
• Vicks Vaporub is mainly targeted to children of age from 8-16 years with gives instant relief from
cold and cough and blocked nose.
• Vicks Lozenges is mainly targeted to adults who are frequently suffering from throat infections and
irritation.
P
• Vicks enjoys excellent and generic recall of brand with the catchy characters “Kitch Kitch”
•With the unique shape and long lasting positioning “Vicks Ki Goli Lo Kitch Kitch door Karo” is a
Super Brand in this category.

12. Thank You !!!!