1. Introduction

Consumer needs are the basis of all modern marketing. Needs are the essence of marketing

concept. Marketers do not create needs, though in some cases they may make the consumers

more keenly aware of the unfelt needs. Marketing strategies are based on communicating with

consumer – directly, through advertisements, and individually through product appearance, price,

packaging and distribution channels. Marketers want their communications to be noted, believed,

remembered and recalled. For these reasons marketers are concerned with how individuals learn,

in their roles as consumers. [1]

Marketers need to understand the segment as well as their target customers in order to make

customers prefer their brands and to differentiate their products from competitive offering.

1.1 Segmentation

A market segment consists of a group of customers who share a similar set of needs and wants.

The major segmentation variables—geographic, demographic, psychographic, and behavioral

segmentation. [2]

Geographic Segmentation (nation, states, regions, cities, density, climate, etc.)

Demographic Segmentation (age, family size, gender, income, family life cycle,

occupation, religion)

Psychographic segmentation (lifestyle, personality)

Behavioral segmentation (occasions, benefits, user status, usage rate, loyalty status,

attitude towards product) [2]

1.2 Targeting

Once the firm has identified its market-segment opportunities, it has to decide how many and

which ones to target. Marketers are increasingly combining several variables in an effort to

identify smaller, better-defined target groups. In evaluating different market segments, the firm

must look at two factors: the segment's overall attractiveness and the company's objectives and

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resources. After evaluating different segments, the company can consider five patterns of target

market selection. [2]

Single – segment concentration: Through concentrated marketing, the firm gains a strong

knowledge of the segment's needs and achieves a strong market presence.

Selective specialization: A firm selects a number of segments, each objectively attractive

and appropriate.

Product specialization: The firm makes a certain product that it sells to several different

market segments.

Market specialization: The firm concentrates on serving many needs of a particular

customer group.

Full market coverage: The firm attempts to serve all customer groups with all the

products they might need. [2]

2. Brands Chosen

The Fashion and Lifestyle Brands that I have chosen for my assignment are:

Two Wheeler Bikes: Hero Moto Corp Ltd

Clothing: Pepe Jeans London

Jwellery: Nakshatra Diamond Jwellery

Mobile phone: Samsung

Footwear: Bata

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3. Two Wheeler Bikes

two and three-wheelers) in use worldwide, or about 33 motorcycles per 1000 people. [3]

India, is the second largest producer of two-wheelers in the world. In the last few years, the

Indian two-wheeler industry has seen spectacular growth. The country stands next to China and

Japan in terms of production and sales respectively. Majority of Indians, especially the

youngsters prefer motorbikes rather than cars. Capturing a large share in the two-wheeler

industry, bikes and scooters cover a major segment. Bikes are considered to be the favorite

among the youth generation, as they help in easy commutation. The two-wheeler market in India

is the biggest contributor to the automobile industry with a size of Rs.100,000 million. The

motorcycle market share is about 81.5% of the total two wheeler market in India. Three-fourths

of the total exports in the two wheeler automobile industry are made in the motorcycle segment. [4]

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A motorcycle (also called a motorbike, bike) is a

two wheeled motor vehicle. Motorcycles vary

considerably depending on the task they are

designed for, such as long distance travel,

navigating congested urban traffic

cruising, sport and racing, or off road conditions.

Motorcycles are one of the most affordable

forms of motorized transport in many parts of the

world and, for most of the world's population,

they are also the most common type of motor

vehicle. There are around 200 million

motorcycles (including mopeds, motor

scooters, motorized bicycles, and other powered

3.1 Hero Moto Corp Ltd

Subsequently, in August 2011 the company was renamed Hero MotoCorp with a new corporate

identity. Product range of Hero MotoCorp are: [6]

CD 100  Passion Passion Plus

CD 100 SS CBZ Karizma

Splendor  CD Dawn Ambition

Splendor + CBZ Star Ambition 135

Impulse Acheiver Pleasure

Street Hunk Joy

Glamour CD Deluxe

Segmentation

Hero MotoCorp caters to a wide consumer base. It has segmented its market based on income

and age. It caters to youth (male) of all income groups. Its highest selling bike Splendor is a

favorite in sub urban and rural India. It potrays itself as the most efficient bike range to cater to

Indian Roads.

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Hero MotoCorp Ltd.  formerly Hero Honda is an

Indian motorcycle and scooter manufacturer based in New Delhi,

India. Hero Honda started in 1984 as a joint venture between Hero

Cycles of India and Honda of Japan. The company is the largest two

wheeler manufacturer in India. In 2010, When Honda decided

to move out of the joint venture,[5] Hero Group bought the shares

Hero Group bought the shares held by Honda.

Targeting

Hero MotoCorp follows selective specialization. It has a wide range of bikes from Rs 37,000 to

Rs 95, 000. Each product has multiple optional features. The USP that it uses are: strong, sturdy

and powerful, greater mileage, low maintenance cost, safe to ride, ease and comfort. Its target

market includes lower middle class consumer to upper middle class consumer. It is affordable,

available and acceptable by all.

Consumer Motivation

The need that bike fulfills is transportation and has a lower capital investment during purchase.

Hero bike uses advertisements to stimulate the latent needs of its target customers. Hence hero

bike satisfies the esteem needs of an individual.The Desh ki Dharkan Advertisement campaign

and Hum Me Hai Hero Advertisement campaign are used to arise the dormant cognitive needs of

its target customers to be a hero. The celebrity endorsement of Hero is such that its target

customers can relate themselves to the celebrity. So the target customers feel like a superstar and

want to associate themselves with celebrity. So customers are motivated to buy Hero bikes in

order to satisfy their social needs.

Customers feel empowered due to higher quality and service and some customization. Hero has

bike available in various price range and cc, so customers feel the bikes to be customized for

their need. Hero has the largest market share in two wheeler category. As Hero has bikes catering

to a large customer segment, it has highest industry coverage. So brand recall is high. Hence

customers are motivated to prefer Hero bikes over all other bikes.

Consumer Learning

The customers go through a process of cognitive learning. Before making their purchases,

customers gain full information about the bike. They acquire knowledge about the mileage, price

and serviceability. They use various sources of information in order to acquire knowledge about

the product. They gather information from internet, friends and relatives; carefully evaluates

them in order to make the best decision.

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4. Clothing

It protects the wearer from rough surfaces, rash-causing plants, insect bites, splinters, thorns and

prickles by providing a barrier between the skin and the environment. Clothes can insulate

against cold or hot conditions. [7]

4.1 Pepe Jeans London

Pepe Jeans is a global, fashion brand and sells everything one would associate with casual wear

like jeans, t-shirts, shirts, jackets, casual pants, capries, shorts and accessories such as duffel

bags, caps, wrist bands, wallets, belts etc. [8]

Pepe Jeans London was started as a jeans wear brand that became a best seller in London. It soon

expanded to also become a denim wear brand with numerous styles in top wear like, denim

jackets, shirts etc. along with jeans. [8]

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Clothing is fiber and textile material worn on the body.

The wearing of clothing is mostly restricted to human

beings and is a feature of nearly all human societies. The

amount and type of clothing worn depends on physical,

social and geographic considerations. [7]

Physically, clothing serves many purposes: it can serve

as protection from the elements, and can enhance safety

during hazardous activities such as hiking and cooking.

In 1989 when the brand established itself in India, the jeans

wear market was in its nascent stages. The concept of jeans

being a comfortable everyday wear was unheard of and those

who wore jeans imported them from other countries. [8]

Segmentation

Primary target audience for Pepe youth (both male and female) collection are 16-25 year olds

belonging to SEC A+ and SEC A section. They are the English speaking brand and fashion

conscious individuals. 

Informed of the latest trends, they prefer to carry an individualistic style. While grooving to the

latest in music, they demonstrate equal interest in sports as well. Consumers above this age

group too are becoming fashion conscious and take extra efforts to keep up with the trends. 

Pepe is experiencing target segment spill over to age groups above the main target group too.

Recently, Pepe has started to target the 10 to 16 year old teenagers also as there was an

opportunity and absence of branded apparel player in this segment.

Targeting

Pepe offers casual wear and has product specialized targeting. It targets people of high income

group. It targets people who love casual dressing. It has endorsed many Hollywood stars. So it

targets customers who love street fashion at the same time they want to look good and attractive

in what they wear. The two are the most important an apparel is its fit and quality. So pepe

targets people who want to look fashionable without compromising on the fit and quality of the

denim.

Customer Motivation

Pepe jeans satisfies psycologicalneeds of its target customers. The key to retain customers is to

give them value for money. When the customer is satisfied with the quality and the offering of

the product, he definitely comes back for more. Pepe Jeans London offers fashion that can best

be described as, young cool, extrovert and casual. An attitude that sets you apart from the group

is the characteristic of every garment of Pepe Jeans London. Customers say that Pepe has a great

fit, it’s also know in the market that ‘Pepe fits like a glove’. So Pepe attracts customers based on

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word of mouth. Majority of its customers are loyal. Pepe also has celebrity endorsements in

order to create a psychological impact in the mind of customers.

Consumer learning

Majority of Pepe customers are loyal. They prefer Pepe over other competitors. They are

psychologically attached to Pepe’s merchandise. They like a few features of Pepe which they

find better than other competing brands. So they purchase from here and gradually get so

accustomed to Pepe’s merchandise that they get converted to loyal customers. So the customers

undergo classical conditioning.

5. Jewellery

 Nassarius shells thought to be the oldest known jewellery.

Jewellery may be made from a wide range of materials, but gemstones, precious metals, beads,

and shells have been widely used. Depending on the culture and times jewellery may be

appreciated as a status symbol, for its material properties, its patterns, or for meaningful symbols.

Jewellery has been made to adorn nearly every body part, from hairpins to toe rings.

The word jewellery itself is derived from the word jewel, which was anglicized from the Old

French "jouel", and beyond that, to the Latinword "jocale", meaning plaything. [9]

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Jewellery or jewelry is a form of personal adornment,

such as brooches, rings, necklaces, earrings,

and bracelets. With some exceptions, such as medical

alert bracelets or military dog tags, jewellery normally

differs from other items of personal adornment in that

it has no other purpose than to look appealing, but

humans have been producing and wearing it for a long

time – with 100,000-year-old beads made from

5.1 Nakshatra Diamond Jwellery

radiance,class, elegance and quality. Amongst the symbolic values are feminity, celestial

splendour and mystery. [10]

Nakshatra is one of the most respected and most preferred brand jewellery brands in based

in Mumbai, Maharashtra. It is a part of multi billion Gitanjali Group. The jewellery range

includes rings, earrings, neck sets and bracelets in novel designs. It is India’s largest and fastest

growing jewellery brand in India. Nakshatra is a brand owned by the Gitanjali

Group (DTC), with manufacturing, distribution and marketing rights held by done by Brightest

Circle Jewellery.[11]

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Launched in 2000 Nakshatra reached the

iconic stage. The Nakshatra Collection has

unique floral designs with multiple diamonds

encircling a single large diamond to signify the

constellation effect. Special Packaging and its

own guarantee certificate promising the purity

and sparkle of Diamond. [10]

It’s offered in superior quality diamonds of 4

Different Grades certified by the most reputed

International Gemmological Institute.

Nakshatra is synonymous with trust and purity

in a category that is fraught with questionable

practices. It epitomizes the expression of love

and affection in women’s life. Nakshatra has

established itself as an ethical player in the

market as it comes with its certificates of

authenticity and assuring transparency in the

buying decision of the consumers. Overt

Nakshatra brand values include beauty,

Segmentation

Nakshatra caters to females who blend Indian tradition with contemporary glamour. Its

customers are women who have an income of above 50 thousand per month and are highly

educated. Nakshatra diamonds caters to women who have passion, attitude and are independent. 

Targeting

Nakshatra offers jewellery and so it follows product specialization method of targeting. The

diamond jewelry sold by the brand has been priced from Rs 15,000 upwards. Its target market

includes middle class consumer to upper middle class consumer. It is affordable, available and

acceptable by them. Nakshatra has endorsed Katrina Kaif as its brand ambassador. So it wants to

target women who want to look glamorous and sexy. It targets women who want to be a

recognizable figure.

Customer Motivation

Owing diamond jewellery is the acquired need. These needs have cognitive arousal i.e. its

creates the desire amongst women to look sparkling, glamorous and sexy. Nakshatra satisfies the

esteem needs of women. Women want to be adored, look different and want to be noticed. So the

beautifully cut and shiny jewels motivates women to feel good about themselves.

Customer Learning

Customers go through cognitive learning process for buying Nakshatra for the first time. They

look for online blogs, read magazines and also take the advice of friends and relatives before

buying. Once the customers buy, they experience a good shopping as well as the products are of

the best quality and latest designs. So this makes psychological change in the customers which

makes them like the brand, its products. The customers become loyal. So customers undergo

both cognitive and behavioral learning process.

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6. Mobile Phone

these and more general computing capabilities are referred to as smart phones. [12]

The first hand-held mobile phone was demonstrated by John F. Mitchell and Dr Martin

Cooper of Motorola in 1973, using a handset weighing around 2.2 pounds (1 kg).In 1983,

the Dyna TAC 8000x was the first to be commercially available. From 1990 to 2011, worldwide

mobile phone subscriptions grew from 12.4 million to over 6 billion, penetrating about 87% of

the global population and reaching the bottom of the economic pyramid. [12]

6.1 Samsung

Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre.

Telecommunication Business produces a full spectrum of products from mobiles and other

mobile devices such as MP3 players and laptop computers to telecommunication network

infrastructure. Headquarters is located in Suwon, South Korea. [13]

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A mobile phone (also known as a cellular phone, cell phone and

a hand phone) is a device that can make and receive telephone

calls over a radio link while moving around a wide geographic area.

It does so by connecting to a cellular network provided by a mobile

phone operator, allowing access to the public telephone network. [12]

In addition to telephony, modern mobile phones also support a wide

variety of other services such as text messaging, MMS, email,

Internet access, short-range wireless communications, business

applications, gaming and photography. Mobile phones that offer

Samsung Telecommunications is one of five

business units within Samsung Electronics,

belonging to the Samsung Group, and consists of

the Mobile Communications Division,

Telecommunication Systems Division, Computer

Samsung cell phones are generally in the clamshell/flip form factor. There are both CDMA and

GSM Samsung cell phones and, generally, GSM Samsung cell phones can accept custom

ringtones and graphics in a free do-it-yourself manner, but it's not always the case of CDMA

Samsung phones. Samsung also occasionally manufactures PDA phones.[14]

Segmentation

Samsung mobile phone uses geographic, demographic as well as psychographic method of

segmenting its target customers. It targets youth from both rural and urban area. Both men and

women are its target customers. For youth in urban India it targets youth who are tech savvy,

want a compatible and user friendly gadget in hand that performs multi tasking. For youth in

rural India, it caters to youth who use mobile phones for its essential purpose i.e. making and

receiving phone calls.

Targeting

Samsung uses selective specialization for targeting. Samsung offers mobile phones starting from

Rs 1,000 to Rs 40,000. So it caters to lower segment, middle segment and higher segment of

society. It caters to both high tech savvy and low tech savvy people. It endorsed Amir Khan as its

brand ambassador to reach out to masses.

Customer Motivation

The technological advancements and the need of faster communication has let to a revolution in

the cell phone world. Having a Samsung mobile phone has become the acquired need of the

people. These are needs that an individual experiences at a particular time which are activated by

specific cues of status, connectivity and being technologically updated. Owing a Samsung phone

has today become a basic necessity and it satisfies the social needs also. No segment of

customers in India are without mobile phones. So, Samsung cell phones are designed for all

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target groups and it has created a Band Wagon effect amongst people of all segments which

motivates them to buy Samsung mobile phones.

Customer Learning

The target customers go though cognitive learning process before buying Samsung mobile

phone. They want value for money, good serviceability and a good brand name. So the

customers who buy for the first time gather information from internet and from friends and

relatives. If they are buying mobile phone for the second or third time, they gather information

from internet, friends and relatives, and also from their own past experiences.

7. Footwear

Footwear after China, accounting for 13% of global footwear production of 16 billion pairs.

India produces 2065 million pairs of different categories of footwear (leather footwear - 909

million pairs, leather shoe uppers - 100 million pairs and non-leather footwear - 1056 million

pairs). India exports about 115 million pairs. Thus, nearly 95% of its production goes to meet its

own domestic demand. [15] 

The major production centers in India are Chennai, Ranipet, Ambur in Tamil Nadu, Mumbai in

Maharastra, Kanpur in U.P., Jalandhar in Punjab, Agra, Delhi, Karnal, Ludhiana, Sonepat,

Faridabad, Pune, Kolkata, Calicut and Ernakulam. About 1.10 million are engaged in the

footwear manufacturing industry. Footwear exported from India are Dress Shoes, Casuals,

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The footwear sector is a very significant segment

of the leather industry in India; rather it is the

engine of growth for the entire Indian leather

industry. [15] 

India is the second largest global producer of

Moccasins, Sport Shoes, Horrachies, Sandals, Ballerinas, Boots, Sandals and Chappals made of

rubber, plastic, P.V.C. and other materials.[15] 

7.1 Bata

history as a leading manufacturer and retailer of quality footwear, and proudly serves some one

million customers each day. Bata is positioned to deliver an unparalleled combination of

selection, quality, and service to customers around the globe. Bata's reach is worldwide; its

presence is local. The international manufacturing structure allows Bata facilities around the

globe to respond to the unique needs and wants of local customers. [16]

For over 13 decades, Bata has been on the leading edge of footwear design. Today, professionals

in Bata's Shoe Innovation Centres around the world continue the tradition of innovation as they

dedicate themselves to discovering new shoe materials, developing modern shoe technologies,

and creating fresh footwear that marries style with comfort. [16]

Segmentation

The target customers for Bata are men, women and children. Bata targets to people earning Rs

15,000 above per month. It caters to all age groups. It caters to people who are brand conscious

and believes in quality of the product and does not want to compromise on the aesthetics. Bata

portrays itself as a consumer-friendly shoe brand, which offers variety of casual footwear

[men,women,kids] with good quality, comfort and style at low prices.

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Since its foundation in 1894, Bata has been at the forefront

of innovation; not only in the production and design of new

styles, but in the creation of business models that permit a

quick response to the ever-changing wants and needs of

our customers. As a result, Bata enjoys a long

Targeting

Bata has casual, formal, semi- formal and sports shoes along with sandals for men and women. It

also has sports shoes and sandals for kids. So Bata follows selective specialization for targeting.

The price of Bata footwear ranges from Rs 200 to Rs 2000. It targets lower middle and middle

customers.

Customer Motivation

Foot wear fulfills the basic necessity of protection. Bata footwear satisfy the safety and social

needs of its target customers. Bata Shoes lies in the category of High Involvement, Feeling

Product where customers usually follow the pattern of FEEL-LEARN-DO, i.e. first they feel

about the product or brand, then learn about it features and benefits and then take action

(purchase/ no purchase). The comfort and durability are the two most important factors that

motivates customers to buy Bata footwear. Customers are motivated to buy Bata products

because of the following reasons:

Convenient denominations

6 months validity

Redeemable on all Bata products

Acceptable at over 800 Bata stores across India

Customer Learning

Customers undergo classical conditioning learning process while buying Bata footwear. They are

brand loyal and prefer Bata over all other footwear. The customers have been using Bata

footwear for a long period of time and do not prefer switching over to any other brand. Hence

repetitive learning is involved.

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8. References

1. Leon G. Schiffman and Leslie Lazar Kaunk, Consumer Behavior (Pearson Education,

Ninnth Edition).

2. Philip Kotler, Marketing Management (Pearson Education, Eleventh Edition).

3. http://en.wikipedia.org/wiki/Motorcycle (assessed on 10.2.2013)

4. www.slideshare.net/vikasmisar/advertising-two-wheeler-industry-ppt/download (assessed

on 10.2.2013)

5. http://en.wikipedia.org/wiki/Bajaj_Auto (assessed on 10.2.2013)

6. http://en.wikipedia.org/wiki/Hero_MotoCorp (assessed on 10.2.2013)

7. http://en.wikipedia.org/wiki/Clothing (assessed on 11.2.2013)

8. http://www.pepejeans.com/en/home.html (assessed on 11.2.2013)

9. http://en.wikipedia.org/wiki/Jewellery#Native_American (assessed on 11.2.2013)

10. http://www.superbrandsindia.com/images/brand_pdf/consumer_3rd_edition/

Nakshatra.pdf (assessed on 12.2.2013)

11. http://en.wikipedia.org/wiki/Nakshatra_Jewellery (assessed on 12.2.2013)

12. http://en.wikipedia.org/wiki/Mobile_phone (assessed on 12.2.2013)

13. http://en.wikipedia.org/wiki/Samsung_Telecommunications (assessed on 13.2.2013)

14. http://www.google.co.in/url?sa=t&rct=j&q=general%20information%20about

%20samsung%20mobile

%20phones&source=web&cd=1&cad=rja&ved=0CEsQFjAA&url=http%3A%2F

%2Fcellphones.about.com%2Fod%2Fsamsung%2Fa

%2Fsamsung.htm&ei=m4EcUa7vB6TPmgXiiYCoBg&usg=AFQjCNE8AZRI1Na2GluJ

GIUTGNUg4LgvYA (assessed on 13.2.2013)

15. http://www.leatherindia.org/products/footwear.asp (assessed on 13.2.2013)

16. http://www.bata.com/about-bata.php (assessed on 13.2.2013)

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