S T P of Tata Nano Segmentation : Variable Used Geographic: rural and urban Demographic: family size & income.

Behavioral: benefit & user status. Target Market: Executive two wheeler segment,second hand car user, auto rickshaw market, middle and lower income group people. Positioning: TATA intending to place in the mind of theconsumers as a peoples car. Strategic options: Undifferentiated marketing. SEGMENTATION TARGETING AND POSITIONING Louis Philippe

STP Segment Men who prefer luxury formal wear Target group Urban men upper class and upper middle class Positioning For the style-conscious contemporary male.

A market segment consists of group of customers who have similar set of needs and wants A segment is not something that is created by the marketer In fact the marketers job is to identify the segment communicate it to the production department and design and deliver the product or service to satisfy the target market Segmentation can be done on the basis of different parameters such as demography geography income levels gender lifestyle etc based on the needs and wants of the consumer The objective behind market segmentation is to target the relevant customers rather than going in for mass marketing Through our consumer survey and secondary research we have drawn some conclusions regarding segmentation Segmentation done by Louis Philippe is on the basis of the following Geographical factors The brand is present in metros urban cities exclusive outlets malls Demographic factors Youth young executives and middle age market medium to high income groups Psychographic factors Style conscious contemporary Indian man who s driven by fashion and the small time money

bag who is driven by sex appeal Target Market Louis Philippe has a range of trousers blazers and accessories It is best known for its formal shirts Its target group is the status conscious male in the age group of 25 to 40 someone who feels is a notch above others in terms of style fashion and attitude They are also large adaptors of fashion Positioning Launched as signed designer wear with the product promise of being the perfect shirt it soon moved into a position where it stood for being the upper crest and with the product promise of offering nothing but the best It positioned itself as a super premium mega brand and was the first to launch such a category in the Indian market From being a formal menswear brand Louis philippe is now positioning itself as a complete apparel brand for men with offerings in the casual wear segment also PRODUCT MIX Complete product range Shirts The shirts are made from the finest cotton fabrics from the best mills in India and abroad in fine counts of 80 s going up to 120 s To ensure that the fabric retains its original color and lustre Louis Philippe specifies the use of the finest cottons in the world For its Gods Kings collection Louis Philippe imports superfine fabric made by the Italian mills Albini and Monti arguably the makers of the best cotton fabric in the world The Louis Philippe Permapress shirt is an imported garment made in factories that cater to some of the most premium brands worldwide The best of cotton fabrics are treated with liquid ammonia and resins and the fully made up garment is then baked to give Louis Philippe customers the best formal shirt The unique creaseless feature is such that even if the fabric is crushed its memory ensures it returns back to its original shape Trousers The Louis Philippe trousers available as both premium cotton and formal trousers are a worthy coordinate to the distinguished Louis Philippe shirts Cotton trousers are available in the Khakis and Permapress ranges The Permapress range is made using 3 ply 80s yarn which makes it extremely light in weight and yet highly wrinkle resistant The trousers are available in the classic two pleated fit and the trendier flat front Louis Philippe s range of formal trousers includes a wide variety of blends in solids subtle designs and textures Their fit has been engineered to project a slimmer silhouette with no compromise on the comfort factor At the very top end Louis Philippe offers trousers crafted in the finest wool blends imported from Italy These trousers are made and given the Permaset treatment which ensures that the crease stays crisp throughout the day and imparts easy care properties to the garment Suits To complete its offerings in the men s formal range Louis Philippe set up a dedicated world class facility to design and manufacture this product in 2002 with Italian expertise and fabrics sourced from the best mills over the world Such was the attention paid to detail and quality that it was six months before the first commercially acceptable piece was released from the factory In Louis Philippe suits impeccable style blends with exquisite designs in the finest of fabrics to give the consumer arguably the best suit in the market today Each fabric undergoes the most stringent of testing before being deemed worthy of a Louis Philippe suit Attention to detail is the hallmark of every suit It is a testimony to the quality fit and style of the product that Louis Philippe has managed to capture a 14 per cent market share within just four years of launch making it the second biggest player in this category T shirts The Louis Philippe range of T Shirts take the brand value even further Starting with a range of 2 ply 100 per cent cotton T Shirts in Polo Pique the range also encompasses a 2 ply double mercerized range of T Shirts Winter wear Louis Philippe has been making steady progress in this area by offering an outstanding range of woolen blend sweaters and stylish jackets In 2003 Louis Philippe launched its first all leather jacket the first premium brand to do so Accessories A new range of accessories including ties belts cufflinks and socks completes the wardrobe look

Nokia Lumia Segmentation Strategy G e og raphic: Nokia immediate geographic target is rural India.The total targeted population is estimated at 100million. I n P a k i s t a n a d e v e l o p i n g c o u n t r y n o k i a h a s mainly targeted Entry level ClassicXpress music series D em og raphic: o Ages 25-50, this is the segment that makes up80% of the Nokia mobile phone market Price Mix: N okia uses a pricing strategy that best suits the product M arket Penetration-N okia 1100.M arket Skimming-N -95 T he Strategy which was used for N -Series & E-Series was M arket Skimming Place Mix: Nok ia h a s opened i ts retail out let NokiaPri o ri ty a s well a s man y authorized dealers at vari ous places .

STP strategies of Dove Soap

SEGMENTATION - TARGETING - POSITIONING FIRST, FACTORS THAT SEGMENT --individual consumers. -emotion need of reading -meets the functional need of reading -need specific needs -mostly females -modern requirement -upmarket expectations -special interests -preferred magazine ----------------------------------SECOND, PURCHASING DECISION INFLUENCES. -prefer to buy from newstands / supermarkets. -mostly females makes the buying decision -prefer monthly purchase -will pay reasonable price -committed buyers -well aware of the magazine. ------------------------------------------------THIRD,PURCHASE DECISIONS MAKERS -liberal minded -self helpers --------------------------------------------------AFTER SEGMENTATION, GO FOR TARGET CHOICES -females -upmarket -[20-45 ] age market

-modern lifestyle. -matured buyers. ----------------------------------------------AFTER TARGET MARKETING - PRODUCT POSITIONING -focus strategy -full coverage strategy *positioning -----upmarket / busy lifestyle/handy in use. ============================================= EXAMPLE --toilet soap. I have considered one brand--''DOVE SOAP '' SEGMENTATION - TARGETING - POSITIONING

FIRST, FACTORS THAT SEGMENT --individual consumers. -social esteem need -functional need of smooth skins -modern fad seekers -beauty conscious -brand users -age [15--45] -special needs -quality seekers -upmarket lifestyle -mostly females ---------------------------------------SECOND, PURCHASING DECISION INFLUENCES. -supermarket availability -medical shops availability -mostly females -middle / upmarket class -strong attitude towards brands -committed brands -brand conscious -----------------------------------------------THIRD,PURCHASE DECISIONS MAKERS -liberal minded -self helpers ----------------------------------------------AFTER SEGMENTATION, GO FOR TARGET CHOICES -mostly females -[15--45 ] agegroup -middle class/ upmarket class. -modern lifestyle. ---------------------------------------------AFTER TARGET MARKETING - PRODUCT POSITIONING -mass marketing strategy -full coverage

-product specialization *positioning -----affordable / beautiful / lifestyle product. =============================================== EXAMPLE --computer. I have considered one brand--''TOSHIBA LAPTOP '' SEGMENTATION - TARGETING - POSITIONING FIRST, FACTORS THAT SEGMENT --individual consumers. -social esteem of owning the brand -function need for office works -males/ females -[25--45] age bracket -seeking compact size. -mostly office goers -upmarket brand seekers -----------------------------------------------------SECOND, PURCHASING DECISION INFLUENCES. -prefer to buy at specialist shops -individual / personal decisions -upmarket products seekers -after sales service -warranty service -high brand awareness -not price conscious -business oriented -----------------------------------------------------THIRD,PURCHASE DECISIONS MAKERS -technical liberals -------------------------------------------------------------AFTER SEGMENTATION, GO FOR TARGET CHOICES -commercial executives -[25--45] age. -upmarket -modern lifestyle -matured buyers ---------------------------------------AFTER TARGET MARKETING - PRODUCT POSITIONING -focus strategy -diversified needs -niche strategy *positioning --latest technology/ multipurpose use.