Assignment On Market Segmentation

ASSIGNMENT ON MARKET SEGMENTATION

Submitted to:

Submitted By:

Prof. MAHESH SONI

MAHIMA

MISHRA KISH ORE TILWANI KRA NTI BURBURE KRAN TI AHIRWAR JUHI GARIMA SHRIVASTAVA

Sec A

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KAUSHAL

Grid 1 Niche Market Specialization

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Segmentation, targeting and positioning of

Toyota is one of the largest car manufacturers in the world renowned for its Superior quality products through out the world. Besides the conventional petrol and diesel car manufacturing, it launched a hybrid car named Toyota Prius . This car is mainly targeted towards those buyers who were interested in environment friendly cars. The company didn’t promote the Prius just in any media but it focused on that outlets that were watched, read or listened by the people concerned about the environment. It heavily promoted the car through environmental groups and their publications. INTERPRETATION As we can see that this car is targeted towards those people who were interested in environment friendly cars, so we can say that these particular product was targeted towards a specific segment. Hence we can say that it is Niche Market Specialization.

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http://www.youtube.com/watch?v=LeOE4Vg7Cq0 link for Toyota Prius Solar http://www.youtube.com/watch?v=Tq4nrmnqY9o link for Toyota Prius harmony

Selective/Focused Specialization

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Grid 2 Niche focus for different market

Here the firms select a number of segments, each objectively attractive and appropriate. There may be little or no synergy among the segments, but each segment promise to be a moneymaker. This multisegment coverage strategy has the advantage of diversifying the firm’s risk. it is also known as differentiated strategy.

Market 1:Tata Motors Jaguar Land Rover (JLR) Tata Motors, which is driving in Jaguar and Land Rover brands to India on June 28, will set up exclusive showrooms in smaller towns as part of an Jaguar XF, Indiaspecific marketing and distribution strategy for its premium cars. Jaguar Land Rover (JLR) has lined up an array of models, many of them tweaked to be India-friendly, company officials said. Almost the entire Land Rover range of luxury utility vehicles, including the Range Rover and Range Rover Sport as well as the mid-sized SUV LR Discovery 3, will make their way to India.

Market:-2 Indica V2 Incorporating the attributes of three best selling cars, Tata Indica has made its own mark in the fierce market of motor segment. Making of Tata Indica Car with the concept of main distinguishing features of three popular cars. Its fully foldable rear seat has made this car more accommodating for extra luggage. For safe and secure driving and to give proper comfort, side-impact beams, rigid monochrome frame and child safety locks are attached to this car.

Market:-3 Tata Nano Commonly called as “The People's Car” .Tata Nano is sleek and classy in look. Besides of its 624 cc, 2 cylinder, MPFI high performance engine and tubeless tyres, this magical car is comprised of many other fabulous features. Above all, Nano is the cheapest car of the world. As Mr. Tata had also said, addressing the press at the launch of Nano, “We have made a promise and we have kept that promise”, reminding people of his promise to made the cheapest car.

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Link ; http://cars.sulekha.com/tata/tata-indica-vista/video/118.htm

INTERPRETATION: Pond’s has been synonyms with skin care in India since 1947.Ponds is a brand of beauty and health care product that is produced by the Ponds institute which is owned by the multinational company HINDUSTAN UNILEVER LIMITED (HUL). For over 150 years Pond’s has helped women across world care for their skin.

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Grid 3 MARKET SPECIALISATION

Since this product focused on higher middle class women’s market segment who are very conscious of their skin so Pond’s with its specialized products targeted this market and as its products P1, P2 and P3 are available in the market M2 that’s why it can be taken Pond’s as a Market Specialization. Links: http://www.youtube.com/watch?v=lJhSogkI284 http://www.youtube.com/watch?v=GXQSkE9J4N8

Grid 4 PRODUCT SPECIALISATION

ACC Limited is India’s foremost manufacturer of cement. Established in 1936. ACC’s brand name is synonymous with cement and enjoys a high level of equity in the Indian market. It is the only cement company that figures in the list of Consumer Super Brands of India. Among the first companies in India to include commitment to

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Interpretation

environment protection as a corporate objective, ACC is essentially a people’s brand of cement with more than 80 per cent of sales made through an extensive dealer network that covers every state in India. Its customer base represents the masses of India - individual homebuilders in small towns, rural and semi-urban India. That’s why we have taken it as a product specialization. Link http://www.youtube.com/watch?v=kfSMT6LWBqM

Grid 5 COMPLETE MARKET COVERAGE

Airtel Cellular Services:

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Airtel is India’s largest cellular service provider with more than 100 million subscribers. It offers fixed line services and broadband services. It offers its telecom services under the Airtel brand and is headed by Sunil Mittal.

In the early years of its existence Airtel was seen more as a premium brand that gelled well with the lives of rich and famous but as the competition grew and mobile services became more affordable, airtel did a seamless transition i.e., from a niche brand to a mass brand that not only was known in all nooks and corners of India, but also appealed to all classes in a similar fashion. As a matter of fact, Airtel is always known to offer best in class services to all its subscribers irrespective of whether it is a high usage customer or not. Its has a huge networks and growing reach reach among customers. On the pricing front airtel claims itself to be the first operator in India to lower the tariffs for the long distance calls to a flat rate of Re. 1. Airtel DTH Services: With airtel DTH services Customers can enjoy internet experience, online shopping, personalized stock quotes, news, local events and traffic updates on Airtel digital TV and depending on the language and genre of channels, the channel price bands ranging from 99Rs to 424Rs a month. Airtel Broadband Services: Airtel broadband service is considered be more organized, better customer support Airtel has recently come up with an on-demand usage scheme wherein the customer pays for as much as he/she uses. This makes Airtel stand strongly against less expensive service providers like BSNL.catering to all the sections and income groups.

Airtel as a brand: http://www.youtube.com/watch?v=VFa2lMXvqUQ http://www.youtube.com/watch?v=tjQ2Qyy8EoA&feature=related Airtel broad band: http://www.youtube.com/watch?v=KwBvQyft4ng

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Airtel DTH services: http://www.youtube.com/watch?v=4Xd5qQgIrLo&feature=PlayList&p=7701F362AF 598C6C&index=4&playnext=2&playnext_from=PL