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I LOVE YOU RASNA

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Presented by : Upashna Lina Neha Manu Majhar Bhuvnesh 4/21/12

Overview

Segmentation Targeting Big idea Marketing channel Dissatisfaction/ problems which create need to buy rasna Consumer buying behavior Pricing strategy Consumer perception Perceptual map
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Segmentation

Geographic urban, semi urban, rural Demographic - on the basis of income Psychographic looking the type of consumer which is health conscious Behavioral - occasions and benefit

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Targeting

target lower, lower middle class family Product specialization targeting strategy

Big idea

Baby girl helps to broken clutter Its a unique idea in 1980

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Direct marketing channel


object of direct marketing is to make memorable advertisement News paper Short film in cinema Television advertisement Audio-visual medium

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Dissatisfaction / problems which create need to buy rasna


In respect to the price Limited range of product available Taste Non suitability of carbonated drinks for children

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Consumer buying behavior

Routine buying- need very, little search and decision effort

- level of involvement low, peripheral route of persuasion - Purchase frequently

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Pricing strategy

Promotion pricing:they come up with Ek Ka Do i.e. consumer get two rasna in a 1 Rs.

Its become a J.N.D

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Perception

It is so easy to make Its decarbonized drink Cheaper drink Children can make it easily

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Perceptual map Carbon


ated

Expens ive

coca cola Sunfill

Economi cal

RoohA Kiss Rasn fja a an DE carbonate d


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Thank you

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