Presentation on STPD

Team Members
SHRADHA BHAT
KUNAL MEHTA

PIYUSH WHANMANE
AMOL MESHRAM
GIRISH TOLANI

C-10
P-40
P-59
P-42
P-54

SEGMENTATION
What is Segmentation ??
Why segmentation ??

Variables of segmentation
Geographic segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation

TARGETING
Targeting strategy or targeting is the selection of the
customers you wish to service.

Choosing one's target market.

How many products to offer
Which products to offer in which segment

Contd
Evaluation of the targets
is it sizeable
is it growing
is it profitable
is it accessible

Positioning
To create an image or identity in the minds of their
target market for its product, brand, or organization

A product's position is how potential buyers see the

product
For example, Mercedes is positioned as a luxury brand,
and Volvo is positioned for safety.

Positioning concepts
Functional positions
E.G. Moov Ah se Aaha Tak..
Symbolic positions
E.G Rolex Watch, Merc
Experiential positions
E.G Food at Taj , Shopping at Lifestyles

DIFFERENTIATION
The process of distinguishing the differences of a
product or offering from others, to make it more
attractive to a particular target market.
Source of competitive advantage

The objective of differentiation is to develop a position

that potential customers see as unique.

Major Sources of Product

Differentiation
Quality A Peter England Shirt and a local Brand

Functional features or design Iphone, Nokia, Sony

Sales promotion activities of sellers and, in particular,
advertising Coke and Pepsi

Differences in availability (e.g. timing and location)

A 24hr Service

Fast Track
Segmentation - Gender male, female, Fashion obsessed

youngsters.
Targeting - 18-30 yrs old, Earlier Fast Track was targeted at
20-25 year olds.
Then the company found out that the youth in the age
group of 11-20 years account for 42% of watch buying in
India.
Positioning :
18-30 yrs old - How many you have?

20-25 year olds - Cool watches from Titan.

Differentiation - Cool mesh straps, wrist hugging cases,

oversized displays

Hero Honda Pleasure

Segmentation - Gender female, scooter gear less
scooter
Targeting - The company is targeting Ladies and
Ladies only, age group 18 - 35

Positioning - Pleasure is positioned as a Pleasure

scooter. Why should boys have all the fun?
Differentiation - 21 exclusive For Her showrooms in
the country operated and managed by women
employees.

Amul Probiotic
Segmentation - PAN India Coverage, Health
conscious/ higher middle class society.
Targeting Prolife: All Age group
SugarFree: Diabetic People

Positioning Healthy Life for life Low Calories &

Low Calories.
Differentiation - Special pack for diabetic people
and packs priced at Rs. 15 Rs 110.

JAM
Segmentation :- Mumbai, Young Adult& Metro
mindset.
Target :- Youth age below 25.
Positioning :- Just Another Magazine.
Differentiation :- College festival expertise, SMS
response to contest and polls (53636), Summer
Internships.

 Segmentation: Pan India, People who prefer fruit

drink against Soft Drinks

Targeting: Youth aged between 16-21.

Positioning: A mango drink that is Fresh-n-juicy
Differentiation: First Tetrapak fruit juice in India,
Green mango variant

Mahindra Scorpio
Segmentation: People who prefer a sturdy vehicle with
luxury and comfort.

Target: High Income Families in Class I and II cities, in

Metros.
Positioning: Nothing else will do. Luxury of a Car
and Thrill of a SUV
Differentiation: Combined benefits of an SUV and a
Car.