SEGMENTING,TARGETING AND POSITIONING

SEGMENTING,TARGETING,POSITIONING...

SEGMENTING
AMA defines market segmentation as "The process of subdividing a market into distinct subsets of customers that behave in the same way or similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy.
Segmentation allows the firms to break down the different needs of customers and to cater them in a better way.
For VPJ pure 53% got it in grocery store, 32% in drug stores and 15% in mass merchandisers.
Institutions, hospitals and other medical facilities and industrial buyers which represent only 10@ of the VPJ sales.

Marketers segment the market on the basis of 4 factors

• Geographic: some of the examples of geographic segmentation are region, climate,size of metropolitan area, population density and climate. Reach of HUL is spread all over India i.e Urban and Rural. Since its targeted at every household the sizeof the population is large. Also its a dry skin product so the climate here is winter.

• Demographic:Age, gender,income, occupation, social class, education are some elements considered here. All family sizes are taken into consideration nuclear and joint. Target Group are females who are 45+. Mostly middle income groups as its priced low.

• Psychographic: Lifestyle, interest, opinion, attitudes and values.

• Behavioural: The actual customer behaviour is considered here like brand loyalty, expectations,usage rate, innovators, laggards, user status: potential, first time, regular etc

Segment: Personal Skin Care products

TARGETING

 AMA defines Targeting as “narrowly focusing ads and keywords to attract a specific, marketing profiled searcher and potential customer.

Once the market has been segmented, the next important step is to find out the TG for VPJ. Its basically to tailor the segment even more sharper. Targets are those potential customers who need the core benefit of the product and those who will willing buy it.

Target Group: Middle class all age groups for skin care, women of age 45+.

POSITIONING

AMA defines Positioning as  ‘the way consumers, users, buyers and others view competitive brands or types of products. As determined by market research techniques, the various products are plotted onto maps, using product attributes as dimensions.” 
“Positioning refers to the customer’s perceptions of the place a product or brand occupies in a market segment. In some markets, a position is achieved by associating the benefits of a brand with the needs or life style of the segments. More often, positioning involves the differentiation of the company’s offering from the competition by making or implying a comparison in terms of specific attributes.”Positioning is developing a product and brand image in the minds of consumers.
Effective positioning involves a good understanding of competitors products and the expectation of potential customers. It also requires you to identify a differential advantage(USP)  with which it will deliver the required benefits to the market effectively against the competition. Business should aim to define themselves in the eyes of their customers in regards to their competition.

Position: Nobody knows skin and how to keep it at its healthy best better than Vasline

USP: Developing products to keep the skin amazing

Tagline: Keeping skin amazing since 1870

VPJ has been perceived by the target market as a multifunctional product.