Marketing Assignment

Name: Vrindha Vijayan

Class : 11 Com D
Subject : Marketing

THE INDIAN HIGH SCHOOL

DUBAI
2015-16

Market Segmentation

Segmentation on the basis of:

Benefits

Benefits segmentation is based on classification of

buyers according to the benefits they seek from the
product which can be tangible as well as intangible.

The main objective of this advertisement is to attract customer with hair fall and who seek a
solution to that problem. Therefore the targeted markets is people with hair fall and damaged hair
which can be adults as well as children.

The message communicated by the ad is that it reduces hair fall from 100 to 2 because on normal
daily basis, we lose up to 100 strands of hair but this can be reduced using dove's new advanced
technology.
The creative strategies used by the ad are communicating through T.V advertisement, magazine
advertisement as well as delivery of free samples and also demonstrations. Also, youtube videos,
banners and posters, trade shows and radio ads.

Integrated creative Strategies are:

Rational benefits:
Gentle, everyday moisture doesn't wait people's hair down. Strengthens hair and prevents split
ends. Leaves hair silky to touch and healthy looking. Makes hair easy to manage and style.

Emotional benefits:
Caring-

It

restores

HonestComforting-

smoothness,

It
It

gives

softness

cleanses
upto

99%

and

without
smoother

Authentic- It is made of advanced nutri-oils.

Demographic:

and

shine.
drying.

shiner

hair.

Demographic Segmentation consists of dividing the markets into groups n the basis of demographic
variables such as age, gender, income, family size, education, nationality, etc.

The main objective of this advertisement is to attract younger less-affluent consumer or a

profitable method of gaining a younger audience without losing brand prestige. Mercedes-Benz have
decided to reach further back into the customer lifecycle and tap into a younger consumer
demographic. Mercedes-Benz is seeking to influence a younger audience away from companies, such
as

Ford,

GM,

Toyota,

and

Chrysler

using

variety

of

methods.

Therefore the target market includes consumers ranging from ages in the early twenties to early

forties with an estimated market size of 75 million potential customers and high/medium level of
income.
The message communicated by this ad is that it focuses on the needs and requirements of younger
generations and also they term Mercedes Benz as perfection which will satisfy the all the
requirements of the younger target group with high/medium income.
Creative strategies used by Mercedes to spread the message are:
Examples of Mercedes trying to reach a younger audience started in 2010 with the creation of
Generation Benz an online community of approximately 200 to 250 people between the ages 20 to
39. This online community provided consulting to the Mercedes-Benz marketing team about buyer
habits and preferences in this demographic. The Generation Benz online community helped to
produce a customer profile for Mercedes Benz. The company leveraged the insight from the
community to create a successful marketing campaign launching the Mercedes-Benz CLA product.
Mercedes-Benz used a campaign, including a Super Bowl ad using Usher and Kate Upton, not to
mention the stadium the Super Bowl was being played at in New Orleans was sponsored by
Mercedes-Benz (Mercedes-Benz Superdome).
Mercedes-Benz used digital and social media channels to target Millennials with a mix of earned
media, paid media, and owned media to reach key influencers in the target demographic to create
brand awareness and ultimately brand equity.
Digital and Social Media Owned Media
Mercedes-Benz uses digital media with extensive use of microsites for each product line. Social
Media channels that include YouTube, Twitter, Facebook, and Instagram are also used to increase
awareness around campaigns, such as the #clatakethewheel campaign targeting the early 20s to
early 40s demographic.
Paid Media
Mercedes-Benz used paid media, such as a paid Facebook ad targeted to the early 20s to early 40s
(millennial and generation x) demographic. The paid ad could be seen in the targets newsfeed linked
to a well-produced content piece (video) to create a viral response.
Content Marketing and Earned Media

Mercedes-Benz used a content marketing strategy utilizing a converged media approach specific to
gaining a younger target audience. The earned media component involved a partnership with Casey
Niestat, one of the key influencers in this demographic providing a cool, somewhat edgy,
adventurous, and authentic image for the product. Casey created several videos for Mercedes-Benz
including the paid Facebook ad. Casey is a key influencer that creates content millennials share.
Mercedes-Benz partnered with the five most popular photographers to share the new CLA model.
Mercedes-Benz created a documentary-style video interview of celebrity guests involving Tinie
Tempah and Daisy Lowe discussing fashion and style while driving the Mercedes-Benz A-class
hosted by Reggie Yates.
Converged Media and Influencers
The Mercedes-Benz media plan approach included a mix of owned, paid, and earned media using
social and digital media. Key influencers in the younger demographic provided a critical element in
choosing the correct creative strategy and media plan that engaged with brand messages that
resonated with a younger target audience.

Lifestyle:

Segmentation on the bases of lifestyle included the way in which a person is living and
reflects living as a combination of his actions, interests and o[inions. The customer
can be grouped as Swinger, Status seekers and Plain Joes on the bases of lifestyle.

The main objective of this advertisement to attract status seekers who purchases
good which reflects their high status in the society.

The primary target groups are middle-upper income professionals to help co-ordinate
their busy schedule and communicate with their colleagues, family and friends.

The message communicated through these ads are that, iPhone have got the most
advanced technology which will fulfills the needs of the customer and also they help
maintain the status of the status seekers with their well known brand and its
products. Also their product is light weight and with a touch ID which is preferred by
most of the status seekers.

The creative strategies used by this ads are:

Brand awareness
Ease-of-use
Compatibly with iTunes and Mac/Apple products for upgradeability
Secrecy prior new product launch
Promoted as both professional and hip

Geographic

Geographic segmentation includes segmenting customer according to different

geographical locations/units such as nation, states, countries, region, cities or
neighborhood since they have various requirements based on their cultural, climate,
eating habits, etc.
The main objective of this ad is to attract vegetarian customers of India with new
vegetarian products which is not available in other countries. Also to ensure maximum
sales with the help of new vegetarian options.
McDonald's has adopted itself according to the convenience and lifestyle of the
Indian consumers, as India has a huge vegetarian population so McDonald's came up
with a different and new product line which includes items like Mc Veggie burger and
Mc Aloo tikki Burger. They also made McDonald's as a place to relax and even for
entertainment.
Therefore
groups

the

become

primary

targeted

vegetarian

customers of young, middle as

well

as

old aged.
The message communicated through this advertisement is that, they provide a lot of
vegetarian options which is healthy as well as according to need and preference of the
customer. It is also available in convenient prices with huge promotions as well as
special limited time offers.
The creative strategies used by Mcdonald's are:
Logo Promotions

Celebrity endorsement
Billboards
Mascot figure
Limited time offers

Marketing Mix
Durable Product

BMW Automobiles:
BMW is a manufacturing company in Germany known for its world class cars and motorcycles, and it
is also one of the worlds most recognizable and admired brands. Known for its reliability and quality
workmanship, the company sold over 1.95 million BMW cars in 2013, as well as over 115,000
motorcycles. Known as one of the big three in German luxury cars (Mercedes and Audi are the
other two) the company enjoys a high worldwide customer demand for its vehicles, and it has
become a status symbol in many places to have a BMW parked in your drive. The company takes part
in various esteemed events like formula one, bike racing, touring cars and rally cars.
BMW India is a subsidiary of the BMW group, and has its head quarters in Gurgaon, near New Delhi,
and its own manufacturing facilities in Chennai. BMW India employs 650 staff, and has had 1.8
billion Indian Rupees invested into it by the BMW group.

Product in the marketing mix of BMW

Starting in the early 1900s by building

motorcycle
and aeroplane engines before moving on
to cars a
few years later, BMW has for many
years
now
been at the top of its league in the car
industry.
Although BMW is involved in many sports
and events,
as well as other promotions, the key
aspect
for
the success of BMW is their range of cars. BMW cars appeal to so many people including to lower

class customers. It is no surprise that BMW is a part of the Want segment now. The upper class
WANTS this product. Each of the cars in the series (1, 3, 5 and 7 as well as X and other classes) is
different to drive and have different characteristics. Car enthusiasts regularly review these cars
on the internet and on the television along with testimonials about how great BMW feels to drive.
To look at this car, on full speed, on a highway is a delight. BMW started with basic models in its
start, but soon progressed to advanced engineering. The cars now boast of powerful engines, extra
ordinary pickup, fantastic speed, and a promise of safety and reliability. Over time, the powerful
promotions have propelled the BMW products to have an Awe factor. Whenever you look at BMW,
you really look at it. BMW motorrad too, focuses on high engineering products. However, the
numbers of cars sold by BMW is much higher in comparison to motorcycles.
An important factor here is that BMW is essentially free to operate on its own, while the other two
German brands of Audi and Mercedes are tied to different companies (VW and Mitsubishi/Chrysler
respectively) and therefore have to use parts from across the companies in order to make savings,
BMW has no such restrictions, and is free to use exactly the right part designed precisely for the
job in mind. To the public, this seems to enhance the companys reputation, and seems to be a rare
case of the public expecting to pay a bit more for a product they perceive to be of high quality.
Key Product features in the marketing mix of BMW

Lux
u
ry segment
h

Hig
Quality
products

llent
pull

Exc
brand

Goo

d service

Place in the marketing mix of BMW

BMW has highly skilled people working for them in all areas, from mechanics to customer helpline
staff. All are prompt and professional, and work hard to maintain the companys image. BMW has
manufacturing facilities in many different countries. In India, the manufacturing facility is in
Chennai, and the facilities were opened in March 2007 and it produces the BMW series one, three,
five and seven. This facility is capable of producing 11,000 units per year, at maximum output. The
spare parts center is located in Mumbai so that transport of these spare parts can be carried out
swiftly.

BMW has a dealerised network for the sales of its automobiles. BMW does not go through
automobile distributors, but directly appoints showroom dealers, because the investment is very
high to assign a distributor and the margins are less for showrooms. Thus, BMW has its authorised
showrooms and the cars are sold from showrooms to customers. However, for distribution of spare
parts, BMW does have distributors and stockists at strategic locations. The showrooms of BMW are
found to be present in the most premium parts of urban cities. Even in a place like Mumbai, you will
find only 3-4 showrooms of BMW, and not more. Because, BMW will lose some of its brand image if
it distributes products too aggressively.
Key Distribution features in the marketing mix of BMW
Lean distribution model

Dealers and showrooms get good margins

Good provision for spare parts

Promotion in the marketing mix of BMW

2012 saw BMW ranked as the worlds most reputable company by Forbes.com. Criteria included
peoples willingness to buy, recommend and to work for the company. Interestingly, the answers
were driven 60% by perception of the company, and 40% by perception of the companys actual
products. We marketers know that to build a positive brand perception, it takes years and the same
has happened with BMW. BMW has been promoting itself with the most amazing television
commercials, print advertisement, out of home advertisement and now through online advertising.
The company itself knows that its target customers expect a certain quality from them, and are
willing to pay a bit more for it. They also expect exclusivity because the car should not be available
to the masses. Thus, the ads on television are sleek, and seem to be of a higher quality than other
car ads, asking the viewer to apply this logic to their products. BMW ads focus as much on the looks
of the car as on the engine and the technology of the car. BMW also focuses on customer delight
and a purchase of a car is almost always accompanied by gifting a few memorable moments to the
customer for the purchase of the car.
On a general scale, the car is associated in the mind of the public as being connected to success,
someone who has extra to pay for luxury and craftsmanship rather than buy a run of the mill car.
Iconic cricketer Sachin Tendulkar who himself is an avid fan of BMW and West Indies cricket team
captain Darren Sammy were roped in as their brand ambassadors.
Key promotional features in the marketing mix of BMW
Strong brand pull due to excellent marketing over the years

Company relies on pull strategy more than push strategy

Top of the mind positioning in automobile brands

Price in the marketing mix of BMW

It is no doubt, that with such good technology, and with top of the mind positioning, BMW is a
premium priced car and motorcycles company. Prices of BMW cars can vary by a great deal,
depending upon which series, model or extras the buyer intends on purchasing. What can be said
though, is that BMW cars are not aimed at everybody, as they are more expensive compared to
other cars because of their image and technology, and they are also more expensive for repairs and
general maintenance.
Looking at the competition, BMW has also launched low priced cars (as per BMW standards) like the
BMW X1. the price of which starts from 22.5 lacs. This is primarily aimed to tap the Indian market.
BMW offers various loan deals and repayment methods to help those who wish to spread the cost,
and has hundreds of dealerships and showrooms word wide.

Key pricing features in the marketing mix of BMW

Premium pricing

Pricing helps create the Want feeling

High cost of marketing to maintain brand image

Non-Durable Product
Pepsi Company
In 1965 Herman W. Lay of the Frito-Lay Company and Donald Kendall of Pepsi-Cola formed PepsiCo.
In 1986 operations were combined under PepsiCo Worldwide Foods and PepsiCo Worldwide
Beverages. In 2001 PepsiCo merged with Quaker Oats to form a $25 billion company. PepsiCo
restructured in 2007 dividing the company into three units food in the US, Drinks concentrated in
the US and Food and Drinks marketed abroad.

Product
Beverage Products Diet Pepsi, Gatorade, Mountain Dew, Thirst Quencher, Tropicana, Aquafina
Bottled Water, Sierra Mist.
Savory Food Snacks Fritos Corn chips, Cheetos, Ruffles Potato Chips, Lays Potato Chips, Tostitos,
Doritos.
Other Food Products breakfast cereals, cakes and cake mixes.
PepsiCo recently created Baked Snacks North America Business Unit to meet consumers interest in
more nutritious snacks and foods.

Price
Expenses related to transportation, ingredients and labor continue to pressure the beverage
industry toward price increases.
PepsiCos drink pricing strategies may be heavily influenced by its working relationship with WalMart whose low price themes put pressure on PepsiCo to hold down prices.
The company strives to cut or maintain current prices by cutting overhead and re-engineering the
manufacturing process.
PepsiCo is expanding its use of inexpensive and recyclable plastic bottles; nevertheless the company
has instituted some price increases in recent years, specifically in its overseas markets such as New
Delhi and Duba.

Place
PepsiCo is primarily a US based company with approximately 52% of its revenues
states.
PepsiCo is in the
$1, 000 million
China, and a $500
in India. Both
part of its
international
lessening of its

located in the
midst of making a
investment in
million investment
initiatives are
expansion into
markets and a
dependence on

US sales.
In addition the company plans on major capital initiatives in Brazil and Mexico.
The company is also acquiring Russias leading Juice Company, Lebedyansky, and V Water located in
the United Kingdom.

Promotion
PepsiCo instituted a so called Pepsi Stuff promotion whereby customers could accumulate Pepsi
Points from buying various products these points could be used to by other products, most recently
AmazonMP3.
A recent promotion involving the NY Yankees was not well received when not enough free tickets
were made available.
In 2008 PepsiCo employed Tiger Woods to promote a Gatorade brand called Gatorade Tiger.
PepsiCo continues is promotional association with the NFL and the Super Bowl specifically marketing
Pepsi and Doritos.
In 2009 Pepsi launched its Pepsi Throwback campaigned offering a drink with the sugar content of
its original product.