CONSUMER BEHAVIOR

ASSIGNEMENTS- 2

BY
VIKRAM PANDYA
MBA MAREKTING 1
2019-1506-0001-0009
 1. NICHE MARKET

IPHONE MARKET

Evolution of STP strategy from the classic mass marketing strategy:

Mass marketing is the advertising or product, good or service to a wide variety of audience with the
expectation of appealing to as many as possible. It is a kind of marketing where there is one particular
brand & one stagey of all. i.e. where market is not segmented & target is not specified. Unlike market
niche where the product is only marketed to specific target of people, mass marketing has no limit & it
targets all the consumers with the aim of maximizing profits.

Dis advantages of mass marketing

 The difference in how it effects geographical areas

 It is extremely expensive
 Change in the marketing environment are not factored in.

Market matching strategy or popularly known as STP strategy is an evolved technique of marketing where
the marketer chose a particular market & decide a particular targeted audience to whom the product isb
been sold. The market segmented on the basics of demographic, geographic, psychographic & behavioral
factors.

1.1Segmentation
Market segmentation looks at the nature & extent of diversity of buyer’s needs &wants in a
market. It offers an opportunity for an organization to focus in business capabilities on the
requirement of one or more groups of buyers. The objective of segmentation is to examine
difference in needs & wants to identify the segments within the products –market of interest.
Each segment contains buyers with similar needs & wants for the product category of interest
to management.
The segments are describe using the various characteristics of people the reasons that they buy
or use certain products, & their preference for certain brands of products. Likewise, segment of
industrial product market may be formed according to the type of industry the use of the
product, frequency of product purchase, & various other factors. segmentation identifying for
the product/services. To be useful segments like:

 Measurable
 Accessible (can you research them)
 Profitable
 Distinct from one another

1.2 Targeting

The purpose of the marketing targeting strategy is to select the people or organizations that
management wishes to serve in the product- market when buyer needs vary the market target
is usually one or more segments of the product -market. One the product is identified & there
relative importance to the firm determined, the targeting strategy is selected. the objective is
to find the best match between the value requirements of each segment & the organizations.
The targeting decision is the focal point of marketing stagey since targeting guides the setting a
objectives & developing a positioning strategy. The option range from the targeting the same
most of the segments targeting one from few segment in the product market. The targeting
strategy may be influenced by the market maturity, the diversity of buyers need & preference
the firm size compared to competition, corporate resource & priorities & the volume of sales
required to achieve favorable financial results. Deciding the objectives for each market target
spells out the results expected by management. Example of marketing target objectives are
desired levels of marketing sales, market, share, customer retention, profit contributions &
customer’s satisfaction. Marketing objectives may also be set of the entire business unit and
for specific marketing activities such as advertising.
 1.3 Positioning

The marketing program positioning strategy is the combination of product, value-chain price &
promotion strategies a firm uses to position itself against its key competitors in meeting the
needs & wants of the target market the strategies and tactics used to gain a favorable are called
the marketing mix or the marketing program in simple words positioning refers to the selection
of the marketing mix the most of suitable for the target customers segment.
Positioning is an essential component & skill in good marketing. perceptual maps are to use to
determine the position of the product, firm, person, service or idea. positioning maps or
perceptual maps can be simple yet very effective marketing tools. It is based on a theory that
strategy can be only planned in the mind of customers not the marketplace

Advantages of STP strategy

 Better matching of customers’ needs

 Enhance profits for business
 Better opportunities for growth
 Retain more customers
 Target marketing communication
 Gain share of the market segment
 Less expansive to the business
 CASELET- WONDERCHEF – THE LEADING CAMPAIGN FOR THE LEADING CHEF

Suggest ways in which a leading brand of kitchen pans Wonderchef can focus on brand
awareness and customer loyalty on a long term basis through this campaign.

A social media campaign is a business’s coordinated marketing effort to reinforce information

(about a brand, product, or service) using at least one social media platform. These campaigns
are strategically focused, have measurable outcomes, and influence social media followers to feel
or act in a certain way.
In the above given case the company Wonderchef is already using a strategy of celebrity endorsement
as it is promoted by the right person or celebrity that is Sanjeev Kapoor as most of the housewives like
to watch his recipes and just like his reliable recipes they trust his words too. The company decided to
go for social media marketing in order boost sales, increase in brand awareness, enhance brand
consumer bond and to generate leads through social media campaign. Now, the team focused mainly on
one social networking sites where they can get their target audience that are India women between the
age group of 25- 55 years of age to escalate brand awareness. As the most popular social media
platforms in India are Facebook, WhatsApp, YouTube, Instagram and Snapchat. If we talk about the
defined age group not most of them are frequent user of platforms like snapchat & Instagram. Making
group on WhatsApp can cost more for a company as either it will require lot of time to build network or
huge amount of money should be invested to get required database. So the two platforms we are left
with are YouTube and Facebook. Company can go for any of them and the most important things about
running a successful campaign are-

 Content- the content should be attractive enough and eye catchy that engage customer.
Company can create supporting visual content based on certain theme or interesting idea, or
either content some fun element or anything which created impression in the mind of
customers. It should be customer centric to grab their attention.
 Message- the message that you want to deliver should predefined and clear enough so that
customer can get it in a right way. It should be clear, concise and complete.
 Goal clarity- whatever the campaign is, understand the end goal. What action do you want the
user to take when they see? how will you measure its effectiveness?
 Monitor and respond- company must not set it and forget it. These things are very crucial and
as company is putting efforts and resources so definitely it is expecting a kind of outcome. So, it
should measure how many respond did they got? What are the comments and no. of views on
it etc. matters a lot?
 Analyze and adjust- Take time to go over your analytics to see what worked what didn’t work.
Sometimes it might get flopped or got higher engagement. Then use the knowledge to adjust
your tactics for the next campaign.
 Discounting and offers- If they are providing any kind of discounts otr have some great deal for
customers they should mention it in the social media campaign, it will generate traffic as
customers in India are price conscious and they want more value by paying less. If company is
 giving offers like buy 3 things and get 1 free, lucky draw or lottery system etc., customer will
definitely show their interest towards it.

CASELET 2- YO XPLOR- NO LICENSE, NO REGISTRATION

Design suitable questionnaire with an objective of understanding consumer perception about this
vehicle.

1. Email____________________________
2. Gender-
o Male
o Female
o Other
3. Income-
o Below 50000 p.a.
o 50000- 100000 p.a.
o 100000-500000 p.a.
o 500000- above p.a.
4. How much do you agree that people should prefer pollution free or ecofriendly two wheelers?
o Strongly agree
o Agree
o Neutral
o Disagree
o Strongly Disagree
5. Have you ever driven an electric vehicle?
o Yes, an electric scooter/car
o Yes, a hybrid one
o No
6. Are you environmental conscious?
o Yes, always
o Yes, sometimes
o No, not at all
7. What are the benefits of owing an electric vehicle?
o Economical
o Environmental friendly
o High performance
o Less maintenance
o Don’t know
8. Are you interested in buying Electronic scooter in near future?
o Yes
o No
o Not sure

9. While buying an electric scooter how much importance you want to give to below mention
parameters-
Very Important Moderate Unimportant Highly
Important Important

Color
Weight
v

Fuel type

Battery Type

Charging Time

Load capacity

Range

Transmission

Starting

Motor Power

Digital fuel indicator

Standard Warranty

10. How much time gap do you prefer to buy new two wheelers?
o Less than a year
o 1-3 years
o 3-5 years
o 5-7 years
o More than 7 years
11. On the scale of 1 to 5, rate your satisfaction level that you got by riding electric scooter?
1 2 3 4 5
Highly satisfied Highly dissatisfied

12. Thank you. Your response is important to us. Your suggestions are welcome.
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