Prof Javed

2010-12 BATCH

Case analysis
Executive summary /resume of the case. CSF /Problems/Issues Reasons for Problems SWOT Theoretical background Probable solutions Implementation of solutions

Executive Summary
Indian apparel industry in 90s dominated by unorganized players. Two segments : tailor-made and ready-to-wear Indian culture : Sarees after marriage

ANALYSIS

The changing trends

Increase in % of working women Work-friendly attire Future : Women and kids Segment with tremendous potential

The market gets branded

Indus league: Exclusive Scullers Club stores and MBO s Be : Exclusive showrooms Shocking news !!!

SEGMENTS

Every . Is perfect
Demographics: Men, Women and Kids Geographic : state wise .

The chosen slice !!

Self assured , office going, women in SEC A between 22-40 years of age who wore western outfits once or twice in a week Individual Income Rs 8000 and above Comfort , straight , trim and regular 36-38 sizes to cater to women on the heavier side Multi attribute segmentation

Issues
Logic behind extending the brand to Women. Will it annoy Men ? Inventory management Threat from Private Fashion labels : Puja and Ritu Beri

Shampoo
Can we make one shampoo that will suit everyone ? Can we make one car that will serve needs of large and small families at the same time ?

PACH RANGI SATRANGI COLOURS FOR ??

GUESS MY AGE ITS DIFFICULT .ISNT IT ?

 Mehr Jessia Rampal , Sushmita in Oil

of Olay , anti ageing creamsDo you apply anti ageing creams ??? Why ? How many of us have Nutralite , Diet Pepsi , Diet Coke , Sugar free Amul lite ? Why and Why not ?

 Mehr Jessia Rampal , Sushmita in Oil

of Olay , anti ageing creamsDo you apply anti ageing creams ??? Why ? How many of us have Nutralite , Diet Pepsi , Diet Coke , Sugar free Amul lite ? Why and Why not ?

Can we practice one size fits all?

Tastes and preferences vary Income of different individuals is different Climatic conditions and other geographical

conditions in which different people stay varies across the globe Lifestyles of different people are different Family size , gender, interests ,buying habits are not the same for every individual

What is a segment ?
Marketer needs to identify various

groups in the market place who may be mutually exclusive but individuals within a particular group will have similar wants ,purchasing power, geographical location, buying habits etc.

Understanding a Market segment

A segment is an identifiable group in

the market with similar wants ,purchasing power, geog location , buying habits

Which segment am I looking for ?

Car For basic transportation For luxury For safety High performance

Levels of segmentation
Market Segment: regular school

ready children Niche : Autistic children Local marketing Individual marketing

Basis for Market Segmentation

Geographic segmentation Dividing the market into different geographical unitsnations ,states , regions, neighborhoods The company can operate in one or few areas or all geographical areas Makke di roti and sarso da saag Mustard oil North India Groundnut oil- Southern and western India Rural markets Vs Urban markets

DEMOGRAPHIC SEGMENTATION
Market is divided into groups on the basis of : Age : baby foods ,toys, adult diapers, Insurance,mediclaim Income: Automobiles Gender: clothing , hairstyle ,cosmetics ( Emami Fair & Handsome, Nail paints). Family size(cars,apartments), education ,generation (for movies), Occupation ( white collared blue collared workers)

PSYCHOGRAPHICS

Study of lifestyle of customers Buyers are divided on the basis of : Personality :Endow brands with a personality A brand also has a personality Enfield indicates masculinity, impulsive ,alert personality Lifestyle : cosmetics (water proof eyeliners for working women), furniture, apparel , consumer durables Values : belief system, social awareness campaigns, family planning , patriotism Some brands promote that a part of the revenue would be directed towards upliftment of underprivileged sections in the society

Behavioral segmentation
Buyers are divided on the basis of :
occasions they develop a need to use a product E.g: Thomas cook serves a group of people who fly to a vacation destination. Mothers day , Fathers day were promoted to increase sale of candy , flowers. Buyers are divided on the basis of benefits they seek from the product Travel for fun / adventure etc .

Behavioural segmentation
Buyers are divided on the basis of usage rate Non users, ex users, potential users, first time users, regular users loyalty status-hard core loyals, split loyals , shifting loyals , brand switchers light users /medium/heavy users

Benefits of Segmentation
More fine tuned products/service for

the target audience Choice of channels of distribution becomes easier. May combat competition or face competitors in a better way Different marketing mix may be used for different segments

Targeting

Selecting one or more market

segments and developing a product to be offered to these segments

Targeting strategies
Single segment concentration-risky ,e.g : Sports car Selective specialization- Multisegment coverage, diversify

your risk

Product specialization: a product can be offered to many

segments

E.g: Aqua fresh three segments sparkling white teeth , fresh breath ,anti cavity protection Market Specialization : Serve many needs of a market . Full market coverage : a product for every purse ,purpose and personality

Positioning
Al Ries and Trout -1960 Creating and offering an image

distinctive in the minds of the customers. If you do something to the product differentiation If you attempt to do something to the customers mind - positioning

Positioning
USP Unique Selling Proposition( Rooser

Reeves) Maggi : 2 minutes Knorr : Instant soups Whirlpool: fastest cooling Mercedes: great engineering
Double benefit positioning Triple benefit positioning HUL-Pepsodent :10 nahi to bas nahi

Live examples
Toyota : Quality Beetle :the appealing iconic curvy

design. Vedika natural mountain water

Positioning strategies
Attribute-10 Downing street pub - largest Benefit: tasy experience-Essel World Competitor: More Wild animals in Ranthambore

sanctuary than Salim Ali bird sanctuary ,Bharatpu Application: last minute revision-Navneet 21 Users: thrill seekers in a water park Quality /price: Bajaj Value for money for years