24809421 Presentation on Stp Marketing
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Transcript of 24809421 Presentation on Stp Marketing
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PRESENTATION ON STPMARKETING
Presented by:Amit PawarKunal MataniVarsha KoriArpit NagarMohit Malviya
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Market 1 Market 2 Market 3
Product 1
Product 2
Product 3
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Segmentation Targeting Positioning
• Segmentation:1. Demographic Age : 15 - 55 Income: 25000 and above Gender: Male and Female
2. Geographical segmentation City: 75 cities including metro
3. Psychographic : Upper middle class Middle class
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Segmentation Targeting Positioning
• Targeting Heavy weighted person People who want to loose their weight
• Positioning Practices in VLCC works They provide better services
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MARKET SEGMENTATION OF HERO HONDA CD DELUXE
Demographic Segmentation• Age, gender, income, and occupation.
Geographic Segmentation• Region
Psychographic Segmentation• Social class
Behavioral Segmentation• User status
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TARGET MARKET OF CD DELUXE
• Age: 22-50• Gender: Males• Income: 5000 to 7000 Rs• Occupation: Basically farmers • Region: Rural• Social Class: Lower class• User Status: Preferred
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POSITIONING OF CD DELUXE
Positioning of CD Deluxe in 100 cc segment market with good quality, attributes, and n number of users present. Competitors are:
• Hero Honda CD Deluxe• TVS Star City• Bajaj Platina• Yamaha Crux
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MARKET SEGMENTATION OF HERO HONDA CBZ EXTREME
Demographic Segmentation• Age, gender, income, and occupation.
Geographic Segmentation• Density
Psychographic Segmentation• Customer class
Behavioral Segmentation• Loyalty status
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TARGET MARKET OF CBZ EXTREME
• Age: 20-40• Gender: Males• Income: 12000 and more• Density: Urban and semi-urban• Customer Class: Middle class• Loyalty Status: Inclination towards CBZ and
loyalty towards it
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POSITIONING
Positioning of CBZ Extreme 150 cc segment market with respect to price and product attributes. The urban customers are pretty loyal towards this brand. Competitors are:
• Hero Honda CBZ Extreme• TVS Apache RTR 160• Bajaj pulsar 150 DTS-i• Yamaha Fazer
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MARKET SEGMENTATION OF KARIZMA ZMR
Demographic Segmentation• Age, gender, and occupation
Geographic Segmentation• Region
Psychographic Segmentation• Social class
Behavioral Segmentation• Benefits
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TARGET MARKET: KARIZMA ZMR
• Age: 20-30• Gender: Males• Density: Urban• Customer Class: Business class• Benefits: Comfort, power, quality, and best
machine.
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POSITIONING
Positioning of Karizma ZMR has done with respect to price and displacement. Edge over the competitors with respect to quality, users, and brand value.
• Hero Honda Karizma ZMR
• Bajaj pulsar 220 DTS-i
• Yamaha R15
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CD Deluxe
CBZ Extreme
Karizma ZMR
Lower Class Middle Class Upper Middle Class
SELECTIVE SPECIALIZATION
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• Boroline is an over the counter antiseptic cream sold in India. The brand was launched in 1929 in Kolkata
• It is meant to be used for cuts, cracked lips, rough skin, and to treat infections.
• It is a combination of the antiseptic boric acid, the astringent and sunscreen zinc oxide, and the emollient lanolin
• It is manufactured by G D Pharmaceuticals
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Segment• Demographic- For all ages all family
• Geographic- Semi urban and rural
• Psychographic-Preferred users
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Targetting
• Lower and middle class
• Ladies of rural region basically
• Used as multipurpose cream
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Product Specialization
Boroline
Cosmetic Antiseptic cream Multi purpose cream
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Postioning
• Boroline was part of the Superbrands India list for 2003-2005
• Boroline had a 25 per cent market share in the Rs 180 crore antiseptic creams category.
• It is placed as a multipurpose cream in the market by the company.
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DEMOGRAPHIC SEGMENTATION
Use Differences in:–Age:- 20 to 70– Gender:- Male –Income:- Products according to fixed
baseline.
Use Differences in:–Age:- 20 to 70– Gender:- Male –Income:- Products according to fixed
baseline.
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GEOGRAPHIC SEGMENTATION
• Divide markets into different geographic units.
• Examples:– Region or Country: Covers all parts of India
– City or Metro Size: Whole Urban Area especially metros.
• Divide markets into different geographic units.
• Examples:– Region or Country: Covers all parts of India
– City or Metro Size: Whole Urban Area especially metros.
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Psychographic Segmentation
STATUS:- The company’s sell such products according to purchasing power of the people.LIFESTYLE:- The company’s marketing strategy to sell such products with the clear difference in customers preference.PERSONALITY CHARACTERISTICS :- People in the same demographic classification often have same lifestyles and Personalities.
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MARKET SPECIALIZATIONTARGETING GRID
PRODUCTS&ITSMARKET
M1PREMIUM
M2HIGHER
M3MIDDLE
P1(MANZONI) PREMIUM
P2(PARK AVENUE) PREMIUM
P3(PARX) PREMIUM
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• PRODUCT QUALITY
• VALUE PRICING
• INNOVATIVE STRATEGIES
• PRODUCT QUALITY
• VALUE PRICING
• INNOVATIVE STRATEGIES
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COMPETITORSOCM SUITINGS
REID N TAYLORS
GRASIM SUITINGS
SIYARAM’S
MAYUR
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MARKET SEGMENTATION OF DETTOL ANTISEPTIC LIQUID
• Demographic
Literacy level- literate people use more Famly Size – Consumption Depend upon famly Size • Geographic Urban - High Consumption Small Town- Medium consumption • Behavioural Benefits - Loyal Customer
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TARGETING • They targeted first Aid use in households in Urban Areas
• They are targeting literate people
• Many hospitals and clinics use it for secondary purpose in Semi Urban areas and Small town
• Mother(household) use it for washing clothes and secondary purposes in Urban and Semi urban
• Loyal users
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POSTIONING
• Tag Line – “Always Stay Protected”• Dettol covers whole segment in terms of age ,
gender and geographical area• Packaging green and white is associated with
clinics and hospital• Dettol has share of 83% in antiseptic liquid
segment.• Competitors are SAVLON and Local Brands.
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SEGMENTATION OF DETTOL ANTISEPTIC SOAP
• Demographic Gender – Male and female Famly Size – Consumption Depend upon famly Size • Geographic Urban – All,Suburban,smalltown, Small town - Some rural areas • Behavioural Benefits - Loyal Customer
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TARGETING
• Target Market for Dettol Soap is all households(mother) who can afford in semi- urban and Small town
• Customers who want to fulfill daily need with 100 % anti-bacterial protection in all areas
• Mainly Targeting upper middle class in urban and sub-urban areas
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FULL MARKET COVERAGE
Dettol Dettol Dettol
Dettol Dettol Dettol
Dettol Dettol Dettol
Urban Semi-UrbanSmall Town (Rural)
Antipestic liquid
Soap
Hand Wash
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POSITIONING
• TAGLINE- “100% BATH”• Dettol is considered a premium in against
their competitor like Lifebouy and Savlon• They had make their position in mothers mind • Customer is ready to pay price of soap
because of their quality• Dettol soap has dettol solution which makes
soap no.1 in anti-bacterial segment
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SEGMENTATION OF DETTOLHAND WASH
• Demographic Gender – Male and female (Mother) Famly Size – Consumption Depend upon famly Size Literate - Consumption high Class - Middle and upper middle class • Geographic Urban – All, Semi-urban, Smalltown in touch with
Rural areas. • Psychographic Young house wives and mothers
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TARGETING
• Target focus on customers anywhere/anytime part of usage of product for example travellers in the Urban and semi urban areas
• In hospitals, for doctors and nurses, before and after handling patients in semi urban areas
• Households(mother) use for their famly which they afford
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POSITIONING
• TAGLINE-” 99.99% Kills Germs”• The implied positioning of the product is that
of a solution to keeping hands germ free• Dettol has 60% market share and major
competitors are lifebouy, Fem, Savlon• The current positioning of just germ fighting
directly competes against soaps• There is link between Qaulity and price