ADVERTISEMENTS

BASED ON
PSYCHOGRAPHIC
SEGMENTATION
 MARKET
SEGMENTATION
Process of dividing the market into distinct
subsets of consumers with common need and
characteristics and selecting one or more
segments to target with a distinct marketing
mix.
 BASIS FOR SEGMENTATION
• Demographic factors
− Age
− Gender
− Marital status
− Education
− Occupation
− Income

• Geographic factors
• Psychological factors
• Socio- cultural factors
• Others
 PSYCHOGRAPHIC
SEGMENTATION
• Also called Behavioral Segmentation
• Psychological characteristics refer to the inner
& intrinsic qualities an individual.

• This type of segmentation divides the market

into groups according to their psychology which
is reflected in their behavior.
Various Psychological Variables
Include:

• Motivation
• Desired benefits
• Attitude
• Lifestyle
• Personality
• Consumer behavior
• Brand loyalty
 MOTIVATION
Example:

Individuals who have

achieved their physiological
needs, they would be highly
motivated to buy products
like Life insurance,
investments in mutual funds
IPOs etc in order to secure
their present and future.
This advt. by Max NY motivated parents to dream Big for
their children & protect them by MAX NY’ Children Plan
Insurance.
 DESIRED BENEFITS

• Dividing the market according

to the benefits that various
buyers seek or expect from the
product.
• Thus some may buy a car for
comfort , others may buy a high
end car primarily as a status
symbol.
 SURF’s “DAAG ACCHE HAIN” commercial
stresses on benefits of washing clothes via
Surf Detergent .
 ATTITUDES
• People differ in their attitudes.
• For example:
In India we observe that food is
available in ready to cook form
and not in ready to eat form
(like in west), since people have
an attitude of enjoying the
pleasure of cooking.
The TATA TEA “JAGOO RE” Campaign was meant to change the
lackadaisical attitude of people towards voting & elections and
awaken them to use consciously their right to vote.
 LIFESTYLE
• Different people have different lifestyle
patterns and our behavior may change as we
pass through different stages of life.

• For example, a family with young children is

likely to have a different lifestyle to a much
older couple whose children have left home,
and there are, therefore, likely to be
significant differences in consumption
patterns between the two groups.
Virgin Mobiles advts. are targeted on fun loving
youngsters having a lifestyle which includes
long hours of telephonic conversations.
 ANALYSIS OF 3
PSYCHOGRAPHIC
ADVERTISEMENTS
 FASTRACK WATCHES
• Launched in 1998, Parent Co TITIAN
• Pioneers in the youth watches segment

• Initially targeted age group of 22-32 (Early Job

seekers)
• Started with commercials :
“cool watches from TITAN”
“too sexy for your wrist”
• Initial years, marketing strategies showed positive
growth in sales.
• However by 2002-2003 the growth was stagnant,
since its marketing strategies were unable to appeal
its target audience.
• Fastrack thus re-launched itself in a new “Avtaar” in 2005

• Launched more stylish, low priced watches

• Diversified into eye gears, belts and other accessories.

• Target segment lowered down to 16- 25 years, mainly

college going youngsters.

• Commercials like:
“How many you have”
& their latest campaign
“Move On”
THE MOVE ON COMMERCIAL FROM FASTRACK
 HIGHLIGHTS
• Agency: Madison
• Running time: 35 seconds
• Story line: The advt. shows a
modern break up. A young guy and the
girl return back their gifts to each other
and “Move On” to their new life.
 TARGETED
PSYCHOGRAPHICS
• Brand conscious, fashion conscious,
college going youngsters.
• Break ups and heart breaks are prominent
in the age group of 16- 25 years.
• Low disposable income, 80% of which
spent on fashion accessories
STRENGTH OF COMMERCIAL
• Proper communication with
target audience
• Changed the utility of watch
from a time device to
fashion accessory
• Characters of commercial
possessed coherent
properties as of the product
and the target audience.
• Humor with pinch of sarcasm

• Strongly connected with college

kids.

• Provided a positive spin abouth

relationships.
• Perfect Product Positioning
• The brand talks the language of
Gen – X.
Success Of The Campaign
• Strengthened brand awareness

• Fastrack has seen 10-fold

growth since 2005 — from
selling 1.5 lakh watches to over
a million in 2008.
DETTOL
• The ad talks about is Psychographic
Segmentation based on type of activity. It talks
about outdoor activities like driving, eating out
and also things like working on the computer or
making calls
• The main model used in almost all of the Dettol
ad campaign is mahnoor baloch.
HOW AD TARGETED

• Formal shirt, point to a target audience of

office going men or women who are outside for
some work or the other.
• Product which is anytime / anywhere for
keeping hands germ free is needed.
• The problem of germs is not gender specific
so, the ad targets both men and women.
Competitive edge of
ad
• Product quality is one of the competitive edge to
Dettol
• Focuses specifically on being the
anytime/anywhere answer to fighting germ
• Dettol ad show the most trusted and hygienic
Product In India
• Advertisements through Radio channels during
morning and evening
• Ad Enter just before summers
• According to the Economic Times Survey of India’s
Most Trusted Brands,Dettol was rated fifth in the
year 2006 and first in 2007.
Successful implementation
of DETTOL ad
• The ad has been positioned as an antiseptic.
• The ad show people using other soaps also
start using Dettol soap when they suffer from
skin diseases.
• The ad of DETTOL soap is for those who are
health conscious and seek antiseptic. Due to
effective Word of Mouth Advertising the
brand has achieved the peak. If we think
about protection of skin we definitely go for
Dettol.
STRENGTH OF ADVERTISEMENT

• Speaking about the 99.99% germs

killing attribute
• Speaking about the
anytime/anywhere attribute
• Proper communication with
target audience
Seasonal ad