3. Basis for market segmentation On the basis of consumer’s personal characteristics (non-behavioral correlates) On the basis of consumer responses (behavioral correlates) Geographic Demographic Psychographic Socio-economic Loyal status Usage based Benefits
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7. Demographic features of India Source: Census of India,1991 and 2001 1 Population size 846.30 million as per 1991 census Crossed 1000 million as per 2001 census 2 Sex ratio Females per 1000 males: 933/1000. 2001 census In Kerela State: 1036/1000 – 1991 census 3 Metro Cities 1991 census Mumbai : 12.60 million Kolkata : 11.02 million Delhi : 08.42 million Chennai : 05.42 million 4 Heavily populated districts Kolkata, Chennai, Greater Mumbai, Hyderabad, Delhi, Chandigarh, Mahe, Howrah, Kanpur, Banglore (All of them have a density of above 2000 persons per square km. 5.01% population lives in these 10 cities. Avg. density of these districts is 6885 persons)
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10. Consumers’ perceived benefits of Two-wheelers Motorcycle brands Perceived benefits Enfield sturdy, good for long rides and high resale value. Hero-Honda Fuel efficient, high pick up and stylish Kawasaki bajaj High pickup, sleek model Scooter brands Bajaj chetak cub Fuel efficient, lifelong, high resale value Kinetic Honda Electronic ignition, easy to ride, trouble free.
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14. Targeting Strategies Single segment concentration strategy Multi segment strategy or differentiated marketing strategy Undifferentiated marketing strategy
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19. Positioning strategies Sl. no. Positioning strategies Definition Advertising claims 1. Customer benefits Associate a brand or product with customer benefits Benefit(s) 2. Price and quality A product is highlighted in terms of service features or performance. Manufacturer charges high price Value for money 3. Application Associating a product or service with a use or application Use or application of a product or services. 4. Product user Associating a product or service with a user or class of users. Cine stars or sports heroes using the product
20. Positioning strategies Sl. no. Positioning strategy Definition Advertising claims 5 Product class Associating a product or service in a particular product class World class products 6 Cultural symbols Associating cultural symbols with a product or service to differentiate from competitors product Royal 7 Competitors Associating with competitor’s product or service by comparison Compares with competitors brand
21. Competing brands in the health drinks market Advertising claims Health drink market Complan Horlicks Bournvita Boost Viva “ complete planned food” for growing children. Contains 23 vital nutrition “ The great nourisher-with extra calcium” “ Health strength and energy”.contains protiens,vitamins, menerals and carbohydrates. “ Energy Ah! Energy” “ Double action drink” Health Drink Market
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23. Identify the strategic group Strategic Groups Marketing Mix Target Consumer Groups I Hero Honda CD 100 Kawasaki Bajaj Yamaha & Bullet II Hero Honda TVS Suzuki III TVS EXL Champ Hero Puch High Tech High styling High power High price High style High economy Medium price Low styling High economy Low price Low Tech Upper middle and middle income classes Middle and lower middle income classes Lower income classes
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