PRESENTATION ON STP

MARKETING

 Presented by:
 Amit Pawar
 Kunal Matani
 Varsha Kori
 Arpit Nagar
 Mohit Malviya
 Market 1 Market 2 Market
Product 1 3
Product 2
Product 3
 Segmentation Targeting
Positioning
• Segmentation:
1. Demographic

 Age : 15 - 55
 Income: 25000 and above
 Gender: Male and Female


2. Geographical segmentation

 City: 75 cities including metro


3. Psychographic :
 Upper middle class
 Middle class

 Segmentation Targeting
Positioning
• Targeting
 Heavy weighted person
 People who want to loose their
weight
•
• Positioning
 Practices in VLCC works
 They provide better services
 MARKET SEGMENTATION OF HERO
HONDA CD DELUXE
Demographic Segmentation


• Age, gender, income, and occupation.



Geographic Segmentation


• Region
•
Psychographic Segmentation


• Social class
•
Behavioral Segmentation


• User status
•
 TARGET MARKET OF CD DELUXE

• Age: 22-50
• Gender: Males
• Income: 5000 to 7000 Rs
• Occupation: Basically farmers
• Region: Rural
• Social Class: Lower class
• User Status: Preferred
 POSITIONING OF CD DELUXE

Positioning of CD Deluxe in 100 cc



segment market with good quality,

attributes, and n number of users
present. Competitors are:
• Hero Honda CD Deluxe
• TVS Star City
• Bajaj Platina
• Yamaha Crux
 MARKET SEGMENTATION OF HERO
HONDA CBZ EXTREME
Demographic Segmentation


• Age, gender, income, and occupation.



Geographic Segmentation


• Density
•
Psychographic Segmentation


• Customer class
•
Behavioral Segmentation


• Loyalty status

 TARGET MARKET OF CBZ
EXTREME
• Age: 20-40
• Gender: Males
• Income: 12000 and more
• Density: Urban and semi-urban
• Customer Class: Middle class
• Loyalty Status: Inclination towards
CBZ and loyalty towards it
 POSITIONING

Positioning of CBZ Extreme 150 cc



segment market with respect to price

and product attributes. The urban
customers are pretty loyal towards this
brand. Competitors are:


• Hero Honda CBZ Extreme

• TVS Apache RTR 160
• Bajaj pulsar 150 DTS-i
• Yamaha Fazer
•
 MARKET SEGMENTATION OF KARIZMA
ZMR

Demographic Segmentation


• Age, gender, and occupation



Geographic Segmentation


• Region


Psychographic Segmentation


• Social class
•
Behavioral Segmentation


• Benefits
 TARGET MARKET: KARIZMA ZMR

• Age: 20-30
• Gender: Males
• Density: Urban
• Customer Class: Business class
• Benefits: Comfort, power, quality,
and best machine.

 POSITIONING

 Positioning of Karizma ZMR has done with

respect to price and displacement. Edge
over the competitors with respect to quality,
users, and brand value.


• Hero Honda Karizma ZMR

•
• Bajaj pulsar 220 DTS-i
•
• Yamaha R15

 SELECTIVE
SPECIALIZATION
Lower Upper Middle
Class Middle
Class Class

CD
Deluxe

CBZ
Extreme

Karizma ZMR
• Boroline is an over the counter
antiseptic cream sold in India. The
brand was launched in 1929 in
Kolkata
• It is meant to be used for cuts,
cracked lips, rough skin, and to
treat infections.
• It is a combination of the antiseptic
boric acid, the astringent and
sunscreen zinc oxide, and the
emollient lanolin
 Segment
• Demographic- For all ages all family


• Geographic- Semi urban and rural



• Psychographic-Preferred users


•
 Targetting
• Lower and middle class
•
• Ladies of rural region basically
•
• Used as multipurpose cream
•


•
•
 Product Specialization
Cosmetic Antiseptic Multi purpose
cream cream

Borolin
e
 Postioning
• Boroline was part of the Superbrands
India list for 2003-2005


• Boroline had a 25 per cent market

share in the Rs 180 crore antiseptic
creams category.
•
• It is placed as a multipurpose cream
in the market by the company.
 DEMOGRAPHIC SEGMENTATION

qUse Differences in:

–Age:- 20 to 70
–Gender:- Male
–Income:- Products according
to fixed baseline.
 GEOGRAPHIC SEGMENTATION

• Divide markets into different

geographic units.


• Examples:
– Region or Country: Covers all parts of India


– City or Metro Size: Whole Urban Area

especially metros.
 Psychographic Segmentation

ducts according to purchasing power of the people .

strategy to sell such products with the clear differ
e in the same demographic classification often have
 MARKET SPECIALIZATION
TARGETING GRID
PRODUCTS M1 M2 M3
&ITS PREMIUM HIGHER MIDDLE
MARKET
P1(MANZONI) PREMIUM

P2(PARK PREMIUM
AVENUE)
P3(PARX) PREMIUM
• PRODUCT QUALITY


• VALUE PRICING


• INNOVATIVE STRATEGIES



 COMPETITORS
OCM SUITINGS
REID N TAYLORS
GRASIM SUITINGS
SIYARAM’S
MAYUR
 MARKET SEGMENTATION OF
DETTOL
ANTISEPTIC LIQUID
• Demographic

•
 Literacy level- literate people use more
 Famly Size – Consumption Depend upon famly
Size


• Geographic


 Urban - High Consumption

 Small Town- Medium consumption
 TARGETING
• They targeted first Aid use in households in
Urban Areas
•
• They are targeting literate people
•
• Many hospitals and clinics use it for secondary
purpose in Semi Urban areas and Small town
•
• Mother(household) use it for washing clothes
and secondary purposes in Urban and Semi
urban
•
 POSTIONING
• Tag Line – “Always Stay Protected”
• Dettol covers whole segment in
terms of age , gender and
geographical area
• Packaging green and white is
associated with clinics and hospital
• Dettol has share of 83% in antiseptic
liquid segment.
• Competitors are SAVLON and Local
Brands.
 SEGMENTATION OF DETTOL
ANTISEPTIC SOAP
• Demographic


 Gender – Male and female

 Famly Size – Consumption Depend upon famly Size


• Geographic


 Urban – All,Suburban,smalltown,
 Small town - Some rural areas


• Behavioural


 Benefits - Loyal Customer

•
 TARGETING
• Target Market for Dettol Soap is all
households(mother) who can afford
in semi- urban and Small town
• Customers who want to fulfill daily
need with 100 % anti-bacterial
protection in all areas
• Mainly Targeting upper middle class
in urban and sub-urban areas
•
 FU LL M A R K E T
Small Town
CUrban
O V E R A GSemi
E -Urban (Rural)

Antipestic
liquid
Dettol Dettol Dettol

Soap
Dettol Dettol Dettol

Hand Wash
Dettol Dettol Dettol
 POSITIONING
• TAGLINE- “100% BATH”
• Dettol is considered a premium in
against their competitor like
Lifebouy and Savlon
• They had make their position in
mothers mind
• Customer is ready to pay price of
soap because of their quality
• Dettol soap has dettol solution which
makes soap no.1 in anti-bacterial
 SEGMENTATION OF DETTOL
HAND WASH
•
• Demographic


 Gender – Male and female (Mother)

 Famly Size – Consumption Depend upon
famly Size
 Literate - Consumption high
 Class - Middle and upper middle class


• Geographic


 Urban – All, Semi-urban, Smalltown in

touch with Rural areas.


• Psychographic
 TARGETING
• Target focus on customers
anywhere/anytime part of usage of
product for example travellers in
the Urban and semi urban areas
• In hospitals, for doctors and nurses,
before and after handling patients
in semi urban areas
• Households(mother) use for their
famly which they afford

 POSITIONING
• TAGLINE-” 99.99% Kills Germs”
• The implied positioning of the
product is that of a solution to
keeping hands germ free
• Dettolhas 60% market share and
major competitors are lifebouy,
Fem, Savlon
• The current positioning of just germ
fighting directly competes against
soaps