Targeting and Positioning Decisions for Zandu balm Woodland Shoes Pantaloon Retail Chain of mid priced hospitals This is a presentation done as part of subject marketing management for mba course.

1. MARKETING MANAGEMENT
ASSIGNMENT
Targeting and Positioning Decisions for
Zandu balm
Woodland Shoes
Pantaloon Retail
Chain of mid priced hospitals
Abdul Mughni Ansari 15-I-102
Ganesh Ghawali 15-I-116
Madhavi Lad 15-I-125
Priyanka Phatak 15-I-134
Mohammed Mushfique Shaikh 15-I-140

2. ZANDU BALM
• Introduction
• The balm is a unique blend of natural active ingredients.
• The essential oils present are also known to have an anti-inflammatory and a calming effect on
the body.
• Zandu is a multi-benefit, non-specialist ointment.
• Consumer research shows that the usage of the balm
goes beyond aches and colds.
• Its usage is almost a daily habit which perhaps
explains the widespread loyalty it enjoys.

3. • Brand Positioning
• Although Zandu Balm was present for more than a century in the Indian market, it
wasn't marketed well and losing brand recognition.
• Post-acquisition and approximately 2 years after the famous 'Zandu Balm's reference
in the 'munni badnaam' song, Malliaka Arora Khan became its Brand ambassador.
• The same quarter net sales of Zandu Balm was up 35% (Source: Economic Times Nov
2, 2010) owing to the company's surprising new jingle. Adding glamour to this brand
has definitely helped Zandu Pharmaceuticals expand its reach as it commands 43%
market share in its segment and remains the largest selling balm in India.
ZANDU BALM

4. CONSUMER TARGETING STRATEGY
• Present in the market for last 100 years, thus has a kind of legacy and “Indianness”
associated with it and very well accepted in the market.
• Availability in smaller containers of 1.2 ml ensures customer affordability and wider
reach.
• Celebrity endorsements by people from diverse fields further strengthen the brand
• Good availability and distribution due to strong parent brand

14. INTRODUCTION
• In India, the retail industry is broadly divided into the organized and unorganized sectors. Of this total
market, the organized sector accounted for Rs. 550 billion (about 3.5 % of the total) of the total revenues.
• India retail industry is the largest industry in the country, with an employment of around 8% and
contributing to over 10%- 11% of the country's GDP.
• McKinsey report 'The rise of Indian Consumer Market', estimates that the Indian consumer market is
likely to grow four times by 2025.
• The major competitors in retail in India are-
Departmental Hypermarket Life Style
Big Bazaar Central Pantaloons
Reliance Shoppers Stop Tata’s Star Bazaar

15. PANTALOONS FASHION AND RETAIL
• Pantaloons was launched in 1987 as “Manz wear Pvt. Ltd” by Mr. Kishore Biyani.
• In 1991 it launched its first brand BARE in the market. The company got listed in
the Stock Exchange and then rolled out its products through a franchisee model called
Pantaloons Shoppe.
• Pantaloons objective is to celebrate “FRESH Fashion” they want to be the trend setters
and give their customers a fresh feeling of the product. The company has gone
under several changes and now is concentrating on Youth of the country as their target
market.
• Pantaloons Fresh Fashion brings a hip and an attractive look that’s the reason the
youth is attached to its brands like UMM, BARE.
• Pantaloons was previously controlled by the Future Group, but has now been taken
over by Aditya Birla Nuvo Limited (ABNL).

16. TARGETING STRATEGY
• According to Pantaloons, fashion is all about here and now.
• The company has primarily focused on the youth of the country since the major part of
the population lies in the age of 15 to 45 which is the income group.
• Pantaloons are very serious behind the idea of “fresh fashion “and have projected
youth at the fore-front.
• The ideology of the company is “In Love with life. In Love with Fashion.”

17. POSITIONING STRATEGY
• In the Life-style segment (Pantaloons) the positioning of the store is very different.
• The store is very open and has a soothing music when the customer enters.
• The store is very open and spacious; the door of the store is always open which is
inviting customers.
• Since the store is very spacious Pantaloons has segmented its products in a
Demographic way and this is the same in all the outlets .
• The entrance would have the cosmetics, jewelry etc. then is the ladies section which
first has the Indian wear then the western after that it’s the men’s wear and then the
sportswear.
• Pantaloons brands like UMM, DJ&C are always positioned at the eyelevel.

18. TARGETING AND POSITIONING OF MID
PRICED HOSPITALS

19. TARGETING OF A MID PRICED HOSPITAL
• Primarily Targeting of any Mid Priced Hospital can be done in four ways:
• GEOGRAPHY — In short, where are they? What is the actual territory that hospital wants to own? This
is within a realistic distance between them and your location or locations. Keep psychological and
physical barriers in mind as a hospital defines its geography.
• DEMOGRAPHICS — What is the target audience’s age, gender, family composition/size, occupation,
education and household income?
• PSYCHOGRAPHICS — What is the general personality, behavior and lifestyle? What is their repetition
of need? What loyalty characteristics are likely? Are they receptive to new ideas and innovative
technology?
• BEHAVIOR — What are the needs and wants of the patient? What is their level of knowledge,
information sources, consumer patterns or response to the product or service?

20. IMPORTANT NOTE
•To hospital marketers, women have always been the
primary targeted audience. With these rapidly changing
numbers the importance of targeting women is even
greater. Women are heads of more households, they
make more money than ever before and they make
healthcare decisions.

21. POSITIONING OF MID PRICED HOSPITALS
• Physical environment of a hospital is a major factor of positioning used in
mid priced and other hospitals.
• Communication with patients, Doctors and Staff members also makes a
great impact when it comes to positioning of these mid priced hospitals.
• Creating favorable patient attitudes
• Developing positive service quality perceptions through ways of news
paper, word of mouth etc.

22. THANK YOU !