Jo Fit hai Who Hit Hai

Fitness 5

STP

Basis for market segmentation

On the basis of consumers personal characteristics (nonbehavioral correlates)

On the basis of consumer responses (behavioral correlates)

Geographic

Psychographic

Demographic

Socio-economic

Usage based

Benefits

Loyal status

Geographical features of India

1 2 Geographical area. Ranking in terms of geographical area in the world. Physical features 3,287,263 sq km. 7th largest country

Four major regions : A. The Great mountain zone. B. The Plains of the Ganga and the Indus region. C. The Desert region. D. The Peninsular India Tropical Monsoon types have four seasons A. Winter January to February B. Hot weather March to May C. Rainy (south western monsoon) June to September D. Rainy (north eastern monsoon) October to December

Climate

Demographic features of India

1 Population size 2 Sex ratio 3 Metro Cities 1,210,193,422 as per 2011 census Females per 1000 males: 940/1000. 2011 census Mumbai : 14.60 million Kolkata : 13.02 million Delhi : 10.42 million Chennai : 05.93 million Kolkata, Chennai, Greater Mumbai, Hyderabad, Delhi, Chandigarh, Mahe, Howrah, Kanpur, Banglore (All of them have a density of above 2000 persons per square km. 5.01% population lives in these 10 cities. Avg. density of these districts is 6885 persons)

4 Heavily populated districts

Socio-economic segmentation

Variables that may considered for market segmentation are Income, occupation, education, religion, social classes, etc.

Psychographic segmentation
Sub division of different groups on the basis of personality, life style and values. Fitness 5 marketers must understand the life style of the target market.

Benefit segmentation
Segmented on the basis of benefits sought by consumers
Fitness Drink General benefits that consumers seek are Nutrition, Fitness, Energy . Other key benefits are:-

Low Calorie

Health

Beauty

Protection against Obesity

Family health, extra protection for girls..

Long and strong hair, glowing skin

Usage based segmentation

Loyal buyers

Loyal buyers of particular brand: buyers who seek a particular brand among competing brands.

Targeting Strategies

Single segment concentration strategy

Multi segment strategy or differentiated marketing strategy

Undifferentiated marketing strategy

Single segment concentration strategy

Fitness 5 selects a single segment or market and fully concentrates its marketing efforts to try and seek maximum advantage.
Fitness 5 Single marketing mix Women Children)

Men

Positioning strategies
Sl. no. 1. Positioning strategies Customer benefits Price and quality Definition Advertising claims

Associate a Fitness 5 with customer benefits Fitness 5 is highlighted in terms of features or performance. Manufacturer charges high price Associating Fitness 5 with a user or class of users.

Benefit(s)

2.

Value for money

3.

Product user

Cine stars or sports heroes using the product

Positioning strategies
Sl. no. Positioning strategy Definition Advertising claims

Product class Health Drink

Cultural symbols

Associating a product in a particular product class

Associating cultural symbols with a product differentiate from competitors product Associating with competitors product comparison

World class products

Healthy women Healthy Society

Competitors

Horlicks Women Complan Bournvita

Competing brands in the health drinks market Complan

Advertising claims complete planned food Contains 23 vital nutrients The great nourisher-with extra calcium

Health drink market

Horlicks Women

Health

Bournvita

Pro-boitic

Health strength and energy.contains protiens,vitamins, menerals and carbohydrates.

Helpful bacteria

Drink
Market

Yakult Double action drink

Price Taste Nutritional Value Energy supplement Beauty benefits

Determine consumers need and aspirations

Select the best one for advertising campaign

The product FITNESS 5

Product Concept

Healthy drinks for health conscious women and who want to stay fit. A refreshing drink that boosts up your health all day long.

Feature Differentiation

Electrolytes Keep body cool at the proper temperature Fiber promoting weight loss Vitamins and minerals boost immunity Balance pH level in stomach prevent gastric problem Iron and antioxidant keep you fit energetic and give glowing skin. Low in calories Calcium keep your bones strong

Image Differentiation

Our product is for women and helps them to keep them fit in their busy life when they have less time for themselves.

Attributes of the brand

Nutritious Reasonable price Refreshing Easy to consume Anytime and anywhere Prevent all general health problems in women Healthy

Variants :
Keeping in mind the different taste and liking of the consumers Fitness 5 cwill be lauched in 5 flavors: Orange juice Vanilla milk Berry blast Apple juice Caf mocha

Packaging

Easy to handle An effective and attractive package design can make promotion itself as it catches the eyes. In two size and packaging 200ml tetra pack and 350 ml bottle. Colour: white base with a dash of the colour of the flavour Fitness 5 package is made of plastic so as to maintain temperature and protect nutrients and flavor of the product.

Labelling

Fitness 5 content specification including calories and nutrients breakup in every 100ml of the product. Usage condition: Store in a cool place below 24 C.