SEGMENTATION STRATEGIES OF WHIRLPOOL INDIA LTD.

http://www.youtube.com/watch?v=rGyKJzuVhWs
Whirlpool has understood Indian market very closely and has been launching products as
per the requirement of the customer from different segments. Whirlpool segmented the
market mainly on the basis of price and capacity.
Price has been kept keeping the needs and wants of the customer and product is designed
such that it is feasible to every customer. Whirlpool has segmented its refrigerators under
three segments.
TARGET CUSTOMERS FOR WHIRLPOOL
Indian refrigerator market is valued at Rs 4000 crore. Refrigerators hold only 16% of
consumer durable market that is valued at around Rs. 20,000-25,000 crore in India. Its
market is growing at the rate of 7-8% annually.
Whirlpool's market target for “Direct Cool” segment is the consumers with requirements
of not very big capacities, i.e. Households, Small Shopkeepers and Bachelors etc.
Whirlpool’s market target for “Frost Control” segment is the middle class consumers who
has average amount of income to dispose.
The target for “Frost Free” segment is the upper class or high class consumers, which
includes people with high income and also industries which requires storage capacity of
more than 310 Lts.
This is in terms of capacity and usage nature of the consumers. In terms of income
capacity, Whirlpool is focussing on Lower Middle class, Middle class and Higher Class
segment of the
society. Also Whirlpool through its advertisements has been trying to target the
housewives, trying to portray as a partner in homemaking. Hence, the prime target
consumer for Whirlpool are Housewives.
SEGMENTATION BY KINGFISHER AIRLINES
http://www.youtube.com/watch?v=9niKdGPWN84

Targeting
Airlines like Kingfisher targets young married professionals (age group 20-35) with
small kids and with income levels more than Rs 7 lakhs per annum; who generally
commute between Tier 1 and Tier 2 cities ; travel for business and leisure ; frequent fliers
; enjoy the luxuries of life and have a bent towards flamboyancy. These fliers are
generally observed to be hard core loyals.
CADBURY DAIRY MILK
http://www.youtube.com/watch?v=_u3xm2zG4_g

Dividing a market into smaller groups with distinct needs, characteristics or behavio
urs who might require separate products or marketing mixes. For example, Cadbury
Diary Milk strategies went through a considerable change. It now catered from children
to adults and from chocolate to mithai. As the tagline goes “Khane walon ko kahne ka
bahana chahiye”. Later came the campaigns of “Pappu paas ho gaya” acknowledged the
market potential for college-going youth. The treats for passing exams were now a
Cadbury instead of a mithai. Cadbury’s Dairy Milk has come out with such memorable
ad-campaigns, which settled into the hearts of everyone.
Right now Cadbury’s new advertisement campaign is doing the rounds over the
television. “Meetha hai khana, aaj pehli tareekh hai” is the tagline that the chocolate has
come out with. It tries to bring forth the excitement, which lies in the minds of the
general public as they wait for the first date of each month on the calendar. The monthly
salary stashed in their hands enables them to celebrate and rejoice by spending it on
Cadbury’s Dairy Milk. The advertisement campaign of Amitabh Bachchan, dressed up as
a villager, proudly announcing that his daughter won contests for cattle, brought out the
laughs and struck a chord with the same segment of people. Cadbury’s today holds 30 per
cent market’s share in the confectionaries industry and sells around 1 million bars a day.