Post on 13-May-2015
description
JONLEN J.R.DESAJONLEN J.R.DESA M.COM-II(BM)M.COM-II(BM)
R/M.COM-11-06R/M.COM-11-06
Market segmentation means dividing the total market for a product into different parts i.e. segments on certain bases .
Heterogeneous into Homogeneous markets
ADVANTAGES OF MARKET SEGMENTATION
Facilitates introduction of suitable marketing mix Facilitates effective advertising Facilitates exploitation of better marketing
opportunities Facilitates optimum use of resources Provides special benefits to small firms Facilitates selection of proper marketing
programme
Food Industry Co.- Kolkata- V.S. Brothers 1892 & Rs 295/- Initial Investment Basic Products Punch Line "Eat Healthy, Think Better”
Nutri-Choice Biscuits: Digestive, Oats, 5 Grains, Sugar Out, Starter Kit etc.
New Milk Bikis Fruit Rollz Little Hearts Good Day Treat O Bourbon Tiger, Marie etc
SWOT ANALYSIS OF BRITANNIASWOT ANALYSIS OF BRITANNIAStrengthsFulfill one of our Basic Requirement among Air, Water, Food, and Shelter Widely accepted in all GenerationsEasily available in various formsProvide good Instant Remedy for hunger in the form of readymade foodWeaknessIncreases the cost of food productIndustry and technology requires high investmentRegular usage of processed food can cause alteration in health OpportunitiesIncrease economy of IndiaGenerate employment opportunityGood quality of GoodsProvide competition to foreign companiesImprove living standardProvide goods to nation at cheaper rateThreatsMany companies are result orientedIncrease in pollutionSometimes provide poor quality of product for more profitLack of technology
Demographic Segmentation- Age: Kids -Fruit Rolls, Tiger & Treat Matured People-Good Day, Cream Cracker Youth- Little Hearts, Cream BiscuitsIncome: Lower Income Group- Tiger, MarieHigher Income Group-Good day, NutriChoiceGender: For both Male & Female
Behavioral SegmentationBenefits- For Health Benefits; All Nutri Products,
Tea Time Snack Biscuits & Sujie ToastUser Status- Little Heart Biscuit & Time Pass
for Lovers.Usage Rate-Marie Gold is for High Usage Rate
Customers.Occasion- Snack Biscuit, Fruit Rolls for
occasion purposes.
Psychographic Segmentation Britannia has adopted itself according to the
convenience and lifestyle of the Indian consumers so Britannia came up with a different and new product line
Niche Segmentation
Britannia Slice Cakes and Britannia good day are designed for the people who actually also wants some food characteristics in a biscuit. Different cream biscuits are also made for the people who love to have a biscuit with cream.
New Milk Bikis Biscuit
TARGET MARKETSTARGET MARKETSBritannia Tiger-Low Price & Low Income
GroupBritannia 50-50-Tea Snack & KidsBritannia Marie Gold-Biscuit & Family
Size.Britannia Good Day- Higher Income
GroupTreat Fruit Rollz-Children, during
celebration & Occasion time.