2. Conduct a study of advertising patterns or thefollowing
brands and find out what methods ofsegmentation they are following
and how they havepositioned heir brands in Indian market.1. Lux2.
Bajaj Pulsar3. Navaratna Oil4. Dark Fantasy 3.
SEGMENTATIONGEOGRAPHIC SEGMENTATION: Lux is geographically
expanding is self-day by daylux being a brand of unilever is
targetingIndia, Thailand, Pakistan, China, Brazil, Canada, North
America Western Europe. Three in every five Indian consumers enjoy
theluxurious bathing pleasure of lux during the course fa year.
Target Area: Urban and Sub Urban- upper Middleand Middle class
people.DEMOGRAPHIC SEGMENTATION It is dividing the market according
toage, gender, occupation, education religion, incomenationality
etc Gender : Female 4. Expensive : Affordable Income : Middle
Income Group [Rs 15 to 20] People of almost all ages plus lux is so
affordable sowomen of any occupation (Income) can easily buy
lux.BEHAVIORAL SEGMENTATION Market Segmentation is done according
to theoccasions benefits, user status, loyalty status andattitude
towards product. Lux basically focus on inter- market segmentation.
Lux is trying to satisfy he needs of buyers who havesimilar needs.
5. POSITIONED THEIR BRANDS IN INDIAN MARKET 6.
SEGMENTATIONGEOGRAPHICAL SEGMENTATION Geographical location is
usual and popular basis formarket segmentation. Further distinction
as rural andurban markets, city and urban markets etc also
formgeographic segmen The geographic approachassumes that customers
found within a particulargeographic area can be targeted with the
same offer.So, everyone down your street buys the same itemsdo
they? Everyone in the northern regions of yourcountry (as
individual consumers or as businesses)has the same buying criteria,
or responds to only onetype of message?DEMOGRAPHIC SEGMENTATIONThe
demographic/firmographic approach assumes thatcustomers differ
according to some criteria about 7. So, every 30 35 year-old can be
targeted with the sameoffer or everyone who works in a particular
industry or in acompany of a particular size has exactly the same
buyingcriteria.POSITIONED THEIR BRANDS IN INDIAN MARKETBajaj
Positioning An evolution from Humara Bajaj toDistinctly Ahead
Humara Bajaj Brand Tagline DistinctlyAhead Reliability &
Trustworthiness Core ValuesInnovation, Speed & Perfection Value
for Moneyproducts Campaign based on Styling and TechnologyChetak
Flagship product Pulsar Design company for theFlying B logo:
Elephant Design Transformed its imagefrom a scooter maker to a 2
wheeler maker Based onhigh technology and precision engineering
Positionedas pioneer and not a follower Also had an Inspiring 8.
SEGMENTATIONNavaratna is in the segment marketing level. Ithas
different variants to suit the different needs toconsumers and to
tap a huge customer base.DEMOGRAPHIC SEGMENTATION Females Late
teens to old age SEC A1, A2 and A3 Educated middle class and upper
middle class.GEOGRAPHIC SEGMENTATION Urban India: Metros and Tier
1PSYCHOGRAPHIC SEGMENTATION For women of today, who enjoy their
elaborate lifestyleto the fullest and is conscious of her
appearance. 9. Working and non working women. Believes in age old
tradition the oil actually nourished hairrather than going for
chemicals and looking beautiful.BEHAVIORAL SEGMENTATION Hair oils
are typically used before taking a hair wash [2-3times a
week]POSITIONED THEIR BRANDS IN INDIAN MARKET Points of parity
[POPS] Available in different sizes. Suitable for different hair
Types viz Dry/ oily etc. Suitable for different hair problems.
Dandruff, Dry hair, colour protection. 10. SEGMENTATIONGEOGRAPHIC
SEGMENTATION Region: By continent, country, state or
evenneighbourhood. Size of metropolitian area: segment according to
sizeof population Population density: Often classified asurban,
suburban or rural. Climate: According to whether pattern common
tocertain geographic regions.DEMOGRAPHIC SEGMENTATION Age Gender
Family Size 11. Generation: baby-boomers, generation X, etc. Many
of these variables have standard categories fortheir values. For
example, family lifecycle often isexpressed as bachelor, married
with no children (DINKS:Double Income, No Kids), full-nest,
empty-nest, or solitarysurvivor. Some of these categories have
severalstages, for example, full-nest I, II, or III depending on
theage of the children.PSYCHOGRAPHIC SEGMENTAION: Psychographic
segmentation groups customers accordingto their lifestyle.
Activities, interests, and opinions (AIO)surveys are one tool for
measuring lifestyle.POSITIONED THEIR BRANDS IN INDIAN MARKET
