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STPD Strategies

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Segmentation involves dividing a market into distinct groups based on characteristics. Targeting selects specific customer groups to market to. Positioning creates an image or identity for a product in customers' minds. Differentiation distinguishes a product from others to appeal to a target market. The presentation discusses these concepts and provides examples like Fast Track watches, Hero Honda Pleasure scooter, Amul probiotic drinks, and Mahindra Scorpio SUV.

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Presentation on STPD

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Team Members  SHRADHA BHAT C-10  KUNAL MEHTA P-40  PIYUSH WHANMANE P-59  AMOL MESHRAM P-42  GIRISH TOLANI P-54

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“SEGMENTATION” What is Segmentation ?? Why segmentation ?? Variables of segmentation • Geographic segmentation • Demographic segmentation • Psychographic segmentation • Behavioral segmentation

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“TARGETING”  Targeting strategy or targeting is the selection of the customers you wish to service.  Choosing one's target market.  How many products to offer  Which products to offer in which segment

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Cont’d Evaluation of the targets • is it sizeable • is it growing • is it profitable • is it accessible

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Positioning  To create an image or identity in the minds of their target market for its product, brand, or organization  A product's position is how potential buyers see the product  For example, Mercedes is positioned as a luxury brand, and Volvo is positioned for safety.

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Positioning concepts  Functional positions  E.G. Moov Ah se Aaha Tak..  Symbolic positions  E.G Rolex Watch, Merc  Experiential positions  E.G Food at Taj , Shopping at Lifestyles

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DIFFERENTIATION  The process of distinguishing the differences of a product or offering from others, to make it more attractive to a particular target market.  Source of competitive advantage  The objective of differentiation is to develop a position that potential customers see as unique.

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Major Sources of Product Differentiation • Quality – A Peter England Shirt and a local Brand • Functional features or design – Iphone, Nokia, Sony • Sales promotion activities of sellers and, in particular, advertising – Coke and Pepsi • Differences in availability (e.g. timing and location) – A 24hr Service

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Fast Track  Segmentation - Gender – male, female, Fashion obsessed youngsters.  Targeting - 18-30 yrs old, Earlier Fast Track was targeted at 20-25 year olds.  Then the company found out that the youth in the age group of 11-20 years account for 42% of watch buying in India.  Positioning :  18-30 yrs old - How many you have?  20-25 year olds - Cool watches from Titan.  Differentiation - Cool mesh straps, wrist hugging cases, oversized displays

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Hero Honda Pleasure  Segmentation - Gender – female, scooter – gear less scooter  Targeting - The company is targeting Ladies and Ladies only, age group 18 - 35  Positioning - Pleasure is positioned as a Pleasure scooter. Why should boys have all the fun?  Differentiation - 21 exclusive ‘For Her’ showrooms in the country operated and managed by women employees.

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Amul Probiotic  Segmentation - PAN India Coverage, Health conscious/ higher middle class society.  Targeting -  Prolife: All Age group  SugarFree: Diabetic People  Positioning – “Healthy Life for life” Low Calories & Low Calories.  Differentiation - Special pack for diabetic people and packs priced at Rs. 15 – Rs 110.

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JAM  Segmentation :- Mumbai, Young Adult& Metro mindset.  Target :- Youth age below 25.  Positioning :- Just Another Magazine.  Differentiation :- College festival expertise, SMS response to contest and polls (53636), Summer Internships.

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 Segmentation: Pan India, People who prefer fruit drink against Soft Drinks  Targeting: Youth aged between 16-21.  Positioning: A mango drink that is “Fresh-n-juicy”  Differentiation: First Tetrapak fruit juice in India, “Green mango” variant

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Mahindra Scorpio  Segmentation: People who prefer a sturdy vehicle with luxury and comfort.  Target: High Income Families in Class I and II cities, in Metros.  Positioning: “Nothing else will do….” Luxury of a Car and Thrill of a SUV  Differentiation: Combined benefits of an SUV and a Car.

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STPD Strategies

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STPD Strategies

  • 2. Team Members  SHRADHA BHAT C-10  KUNAL MEHTA P-40  PIYUSH WHANMANE P-59  AMOL MESHRAM P-42  GIRISH TOLANI P-54
  • 3. “SEGMENTATION” What is Segmentation ?? Why segmentation ?? Variables of segmentation • Geographic segmentation • Demographic segmentation • Psychographic segmentation • Behavioral segmentation
  • 4. “TARGETING”  Targeting strategy or targeting is the selection of the customers you wish to service.  Choosing one's target market.  How many products to offer  Which products to offer in which segment
  • 5. Cont’d Evaluation of the targets • is it sizeable • is it growing • is it profitable • is it accessible
  • 6. Positioning  To create an image or identity in the minds of their target market for its product, brand, or organization  A product's position is how potential buyers see the product  For example, Mercedes is positioned as a luxury brand, and Volvo is positioned for safety.
  • 7. Positioning concepts  Functional positions  E.G. Moov Ah se Aaha Tak..  Symbolic positions  E.G Rolex Watch, Merc  Experiential positions  E.G Food at Taj , Shopping at Lifestyles
  • 8. DIFFERENTIATION  The process of distinguishing the differences of a product or offering from others, to make it more attractive to a particular target market.  Source of competitive advantage  The objective of differentiation is to develop a position that potential customers see as unique.
  • 9. Major Sources of Product Differentiation • Quality – A Peter England Shirt and a local Brand • Functional features or design – Iphone, Nokia, Sony • Sales promotion activities of sellers and, in particular, advertising – Coke and Pepsi • Differences in availability (e.g. timing and location) – A 24hr Service
  • 10. Fast Track  Segmentation - Gender – male, female, Fashion obsessed youngsters.  Targeting - 18-30 yrs old, Earlier Fast Track was targeted at 20-25 year olds.  Then the company found out that the youth in the age group of 11-20 years account for 42% of watch buying in India.  Positioning :  18-30 yrs old - How many you have?  20-25 year olds - Cool watches from Titan.  Differentiation - Cool mesh straps, wrist hugging cases, oversized displays
  • 11. Hero Honda Pleasure  Segmentation - Gender – female, scooter – gear less scooter  Targeting - The company is targeting Ladies and Ladies only, age group 18 - 35  Positioning - Pleasure is positioned as a Pleasure scooter. Why should boys have all the fun?  Differentiation - 21 exclusive ‘For Her’ showrooms in the country operated and managed by women employees.
  • 12. Amul Probiotic  Segmentation - PAN India Coverage, Health conscious/ higher middle class society.  Targeting -  Prolife: All Age group  SugarFree: Diabetic People  Positioning – “Healthy Life for life” Low Calories & Low Calories.  Differentiation - Special pack for diabetic people and packs priced at Rs. 15 – Rs 110.
  • 13. JAM  Segmentation :- Mumbai, Young Adult& Metro mindset.  Target :- Youth age below 25.  Positioning :- Just Another Magazine.  Differentiation :- College festival expertise, SMS response to contest and polls (53636), Summer Internships.
  • 14.  Segmentation: Pan India, People who prefer fruit drink against Soft Drinks  Targeting: Youth aged between 16-21.  Positioning: A mango drink that is “Fresh-n-juicy”  Differentiation: First Tetrapak fruit juice in India, “Green mango” variant
  • 15. Mahindra Scorpio  Segmentation: People who prefer a sturdy vehicle with luxury and comfort.  Target: High Income Families in Class I and II cities, in Metros.  Positioning: “Nothing else will do….” Luxury of a Car and Thrill of a SUV  Differentiation: Combined benefits of an SUV and a Car.