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Inner Reflection currently operates in both domestic The products cater to a Niche market segment.
and international markets. 80% of all business activity
GEOGRAPHIC:
is through exports while, only 20% is through
domestic retail. Metros like Mumbai, Delhi, Chennai, Hyderabad,
Bangalore.
They have limited resources for production. With the
current production capacity, if they need to penetrate Tier II cities like Ahemdabad, Surat, Pune, Lucknow,
the domestic market, some of the export business will Indore, etc.
need to be sacrificed.
Places with high tourist attraction like Goa, Kerela,
The company sees great opportunity in the domestic etc.
market. Also supplying to the domestic market is
DEMOGRAPHIC:
more feasible and convenient for the company as it
greatly reduces the cost of the supply chain. Age – Mid 20’s & above
All products manufactured are eco-friendly and can Social class – Middle-middle & upper-middle class
be used to create a strong brand image.
PSYCHOGRAPHIC:
Based on all the information about the products the
Status seekers
following market segmentation and positioning
strategy has been designed for all the products. PSYCHOLOGICAL:
Positioning
Inner Reflection is a company with great potential in terms of their products. ‘Go-Green’ is a lifestyle choice being
adopted by many of the consumers today. All their products are based the ideology ‘Natural Creative Expressions’.
With careful market selection and little marketing efforts they can successfully penetrate the Indian market.