Consumer Behaviour Final Assignment 2003

8/7/2019 Consumer Behaviour Final Assignment 2003

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ACKNOWLEDGEMENTNo task is a single man’s effort Co-operation andCo-ordination of various people at various placesgo into the successful implementation. It is agreat pleasure to have opportunity to extend myheart-felt thanks to everybody who helped methrough the successful completion of thisassignment.

It would be prudent to commence this term paperwith a sincere tribute to all those who played anindispensable role in the accomplishment of thiswork and obliged whenever and wherever their

able guidance was required.

I would like to thanks our Dean Ms. LatikaSahni and our college for their support.

Finally, I would like to express my deep sense of gratitude to Mr. Sachin Srivastava for

providing me regular guidance, full cooperation,support and encouragement throughout theproject. Under her experienced teaching andguidance, my knowledge has increased resultingin achieving better results.





targeting a consumer, you would proceed to position a product within thatmarket.

Remember this important point. Positioning is allabout 'perception'. As perception differs from

person to person, so do the results of thepositioning map e.g. what you perceive as quality,value for money, etc, is different to my perception.However, there will be similarities.

STP analysis of FMCG products

MAGGI

SEGMENTATION:• Segmented the market on the basis of lifestyle and eating habits of the

Indian consumer.• Focus mainly on age and appetite of the semi-urban and urban families.

TARGETING:

Target audience are:• kids•

Youth• Working women• It helps mothers with the promise of fast to cook

and good to eat snacks.• ‘ convenience savvy time misers’

POSITIONING:• Positioned their product with the well known

slogan• “ 2minute noodles”• “ taste bhi health bhi”• “ Easy to cook, good to eat”• Positioned their product as to get fast relief from hunger.

CADBURY

SEGMENTATION• GEOGRAPHIC SEGMENT: Rural, Semi-Urban and Urban



• IMPULSE SEGMENT: For eating then and there.“Khaanewalokokhane ka bahanachahiye”

• GIFT SEGMENT: Purchased to gift some one.

TARGET MARKET

• The prospective customers of Cadbury Dairy Milkhave changed have changed from kids to adults-including every family member to celebrate anyoccasion with Dairy Milk.

POSITIONING• For kids across India, the word ‘Cadbury’ is synonymous with chocolates.• CDM positioned as ‘The perfect expression of love’ “Mazzaaagaya”

spontaneous, carefree, special, real moments & quot; KuchMeetha ho jaye“. The brand wants itself to be synonymous with Sweet.

STP analysis of Automobile products

TATA NANO

SEGMENTATION• Geographical: rural and urban

• Demographic: family size and income

• Behavioral: benefit and status

TARGET MARKET

Target market:

• Executive two wheeler segment

• Second hand car users

• Auto rickshaw market

• Middle & lower income group people

POSITIONING

• Tata intended to place it in the mind of the consumers as a people's car

• Fuel efficient car

• Low maintenance car

Honda City



SEGMENTATION

• Premium car segment- This segment represents the buyer who requiretrue world class luxury car. Price ranges between Rs 7 to 10 lakh.

• Demographic:

Gender: Male dominatingAge: All age groups

• Behavioral:

Benefits: Quality, looks, brand loyalty and status etc.

TARGET MARKET• Working professionals

• Status loving people

• Style conscious

• Upper middle & higher income group people

POSITIONING

• Honda intended to place it in the mind of the consumers as astyle statement with latest technology, comfort and safety

• Best seller in the premium car segment

• 3 awards winning car- by NDTV Car India & Bike India Awards,UTVi Auto car Awards and CNBC TV 18 Overdrive Awards

STP analysis of Beauty products

Fair & Lovely

SEGMENTATION

• Demographic:

Gender: Female dominating

Age: users of the age of 15 to 45 yrs (Mainly women’s)• Behavioral:



Benefits: Provides visible fairness, Good quality, Safe for skin, Brandloyalty etc.

TARGET MARKET• The target market for Fair & Lovely is predominantly young women aged

18-35

• Upper middle & higher income group people

• Gender - female are more ardent buyers of fairness cream

• Middle class families (rural, urban people)

• Income 1 to 3 lakh income group is a big customer group for fairnesscream

POSITIONING

• Fair and Lovely would not be a commercial success if it was not advertised. But it's not "being known" wouldnot change the class structure of Indian society andthe high societal value it places lighter skin tones.

• Positioned itself as the cream that fulfilled one's'Dreams and Desired'

• Fair & Lovely has been maintaining its millions of young women/customers trust and perceived value toward brand and ruling the fairnesscream market in India

• Fair & Lovely has 3 types of positioning

- Value Positioning

- Benefits driven positioning

- Problem/Solution positioning

Emami Malai Kesar cold cream

SEGMENTATION

• Geographical: rural, semi-urban and urban

• Demographic:

Gender: Both gendersAge: users of the age of 15 to 60 yrs



• Behavioral:

Benefits: Winter care solution, Safe for skin, Brand loyalty etc.

TARGET MARKET

• The target market for Emami Malai Kesar cold cream is the modern,beauty conscious, confident and active consumer, who want quicksolutions to winter dryness.”

• Middle class families and above (rural, semi-urban, urban people)

• 50k to 3 lakh income group is a big customer group for cold creams

POSITIONING• Winter-care solution

• Innovative and quality skin care product

• The perfect non greasy cold cream

• 5 power winter formula the cold cream provides moisture, nourishment,protection from dryness while revitalizing and adding a healthy glow to theskin from within to ensure 24-hour total winter protection and care

• Pamper your skin with Emami Malai Kesar Cold Cream in winter.

The softness of malai will make your skin supple and radiance of

kesar will enhance the natural glow of your skin.So, go on!

Khul ke ....khilo !

STP analysis of Electronic products

Wipro LaptopSEGMENTATION

• Geographical: semi-urban and urban (educated people)

• Demographic:


• Behavioral:

Benefits: Low price laptops, features, brand loyalty etc.

TARGET MARKET



• The target market for Wipro is college goingstudents, working professionals, corporatehouses, B-Schools, IT professionals etc.

• Middle class families and above (semi-

urban, urban people)• 2.5 lakh and above income group is a big

customer for laptops in India.

POSITIONING• Low price laptops

• Innovative and loaded with features

• Ruf & Tuf to handle

• Low maintenance cost

Apple Laptop

SEGMENTATION

• Geographical: urban (educated people, elite class)

• Demographic:


• Behavioral:

Benefits: Premium price laptops, features, brand loyalty, statussymbol etc.

TARGET MARKET• The target market for Apple is urbanites, elite class, business class, IT

professionals, Media organizations (Technical, Production house, Soundstudios, editing studios) etc.

• Upper middle and Upper class (Urban families)

• High income group is a big customer for laptops in India.

POSITIONING• Premium range laptops



• Innovative and loaded with features

• Best quality

• Mac operating system

STP analysis of Higher education colleges

Asian Business School (MBAProgramme)

SEGMENTATION

• Graduate students across India, semi urban and urban families

• Demographic:


• Behavioral:

Benefits and higher education degree

TARGET MARKET• The target market for Asian Business School is graduate students from

anywhere in India

• Aspiring graduates who wants to pursue Post graduation programme

• Media aspirants

• Middle class families and above (semi-urban, urban people)

• 5 lakh and above income group is a big customer for highereducation programme for their children in India

POSITIONING• Dual degree programme (MBA + Media Management)

• Sister concern of AAFT, Pioneer in Media education

• Based in Film City, Noida

•

Additional benefits (Free laptops, foreign trips etc.)



Consumer Behaviour Final Assignment 2003

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