Segmentation, Targeting and Positioning are the
building blocks of Branding and it deciphers how the marketer identifies the potential
customer , profiles them , targets them and positions his offering inthe mind
of the customer.
Segmentation : It is the process of dividing the target customers into a set of homogeneous groups on the basis of their demography, geography and psychography.
1. Demographical Segmentation : On the
basis of their age, gender, family size and income groups.. Demographic
segmentation variables are amongst the most popular bases for segmenting
customer groups. This is partly because customer wants are closely linked to
variables such as income and age.
2. Geographical
Segmentation : On the basis of the grographical ares
they belong to. For instance, Rural or Urban.
3. Psychographic
Segmentation : On the basis of theirculture and
lifestyle.
Targeting : Target
Market consists of a set of buyers who share the common characteristics that
the brand, in this case Vicks decides to serve.
Criteria for Targeting
Ø Who
buys our product?
Ø Who
does not buy it?
Ø What
need or function does it serve?
Ø What
are customers buying to satisfy the need our product serves?
Ø What
price are the paying?
Ø When
is the product purchased?
Ø Where
is it purchased?
Ø Why
is it purchased?
The
Target Strategy opted by Vicks is the ‘
Mass Market Strategy’.
Mass
marketing is a marketing philosophy and method in which a single, wide-ranging
marketing strategy is developed to target the greatest number of people, rather
than one designed to target each specific population segment.
P-
Product
M - Market |
M1
|
M2
|
M3
|
|
P1
|
0
|
0
|
0
|
P2
|
0
|
0
|
0
|
P3
|
0
|
0
|
0
|
Positioning: Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the consumers.
It is the place the product occupies in consumers’ minds relative to
competing products. Its typically defined by consumers on the basis of
important attributes. A brand could be positioned on different attributes;
examples of which are given below:
Bases for Positioning:
- Features: Physical traits and perfirmance
- Benefits: Feviquick, Nerolac paint, Fairglow Soap
- Usage: Chawanaprash for body resistance, pulsur for specific areas
- Parentage: Sony Vaio, Tata Indica, Fiat Palio
- Manufacturing process: Fabindia hand crafted
- Ingredients: 100% cotton, 100% woollen
- Endorsement: Lalita Ji Surf Ad, Sachin 'Boost is the secret of my energy'
- Pro-Environment: canon made from recycled material
- Product class: Dove as moisturizer not as toilet soap, Pears as glycerin soap
- Price/Quality: Zenith computers, "Multinational quality, Indian price"
- Country or geographic area: German engineering, Bansari sari
Positioning of Vicks VapoRub:- Vicks VapoRub is positioned along Mother's Love platform
Who am I?
Vicks VapoRub is a rub for cold
What am I? VapoRub
pioneered the concept of " Touch therapy" linking it to the rubbing
of VapoRub on the child's chest. Its key benefits include :
1. Clearing blocked nose
2, Cough relief
3. Body ache relief
4. Head ache relief.
5. Relaxing muscle stiffness
6. Easing breathing difficulty.
2, Cough relief
3. Body ache relief
4. Head ache relief.
5. Relaxing muscle stiffness
6. Easing breathing difficulty.
For whom am I? VapoRub
was initially targeted at children but later the company found out that it is
used mostly by adults.
Why me?.
VapoRub also ranks best among the consumers in the following parameters : Non greasy, Smells better, Long lasting relief.
VapoRub also ranks best among the consumers in the following parameters : Non greasy, Smells better, Long lasting relief.
Advertising & Promotions: -
Vicks had traditionally
targeted itself at mothers, as a ointment for the benefit of their children.
All their advertisements, beginnng their entry into the Indian market
have focussed on the Parent-Child relationship.
This ad describes the
famous 'Touch Therapy :-
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A modern advertisement |
Even today in India, Vicks employs the same strategy, now widening itself to include fathers in their TV ads. Interestingly, fathers enter when the mother is away, reliably applying the product to their child's chest - to the child's instant relief.
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Vicks attributes its
success to its careful positioning, which they believe has built up their
brand, even internationally.
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