group 4 mm
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7/31/2019 GROUP 4 mm
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MODULE 5 PRESENTATION
ON
SEGMENTATION ,TARGETING ,
POSITIONING
GAUIDED BY : SUBJECT :
MS Rupal Bhatt MARKETING MANAGEMENT
PREPAID BY : VALA PUNIT
VAMJA RAVI
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Introduction
• The Automobile sector is one of the fastest
growing manufacturing sectors in India.
• The Government is also formulating an Auto
Policy, which would give a proper direction to thegrowth of the sector.
• There are more than 20 auto – component
manufacturing companies in the State,
manufacturing components such as precision
aluminum castings, oils and lubricants, diesel fuel
injection equipment, electronics and auto
electronics etc.
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About the company
• Hero Honda Motors Ltd. is the world's largest
manufacturer of two – wheelers, based in India.
• The company is a joint venture between India's
Hero Group and Honda Motor Company, Japan
that began in 1984.• In 2001, largest two-wheeler manufacturing
company in India and the „World No.1‟ two
wheeler company in terms of unit volume sale.
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SEGMENTATION
Process of subdividing a total market into different
subsets or groups.
Where the marketer may select one or moresegments.
To be reached with an appropriate marketing mix.
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Geographic Segmentation
Subdividing the whole market into different
geographical units which can be further sub-
divided into smaller units.
A national marketer may take whole nation as hismarket.
The relationship hero group with their dealer is
unique in its closeness.
The dealer are considered a part of HHML, a
national wide dealer network comparison of 5000
out late.
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Demographic Segmentation
Subdividing the market in terms of demographic
features of a country or a region.
Variables that may be considered are age, gender,marital status, family size, etc.
Demographic data is essential for estimating the
size of the target market.
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Psychographic segmentation
Sub division of different groups on the basis of personality, life style and values.
Automobile manufacturers must consider differentpersonality traits in dividing the market.
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In behavioral segmentation, marketers divide
buyers into groups on the basis of their knowledge
of, attitude toward, use of, or response to a
product.1. Decision Roles:
• Initiator
• Influencer
• Decider
• Buyer
• User
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2. Behavioral Variables
• Many marketers believe behavioral variables-
occasions, benefits, user status, usage rate, buyerreadiness stage, loyalty status, and attitude-are the
best starting points for constructing market
segments.
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Bases for segmenting
GEOGRAPHIC
Region All over India All over India
Areas Rural & semi-urban Urban & semi-urban
DEMOGRAPHIC
Age 20-50 20-45
Gender Male Male
Income 20000 or more then 50000 or more then
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PSYCHOGRAPHICS
Life style Culture oriented Sports oriented
Personality compulsive Authoritarian
BEHAVIORAL
Benefit
Economy, good
mileage, comfortable
Sporty, good style,
good speed, 5 stock.
User status Regular Existing
Loyalty status Strong Absolute
Attitude toward
product Positive Enthusiastic
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Targeting
Once the firm has segmented the total market ,it
should select the target market segment or
segments for marketing. Investing in a particular segment should be
sensible in terms of company‟s mission,
objectives, skills and resources.
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Effective segmenting criteria
• Single segment
concentration
• Selective specialization
M1 M2 M3
P1
P2
P3
M1 M2 M3
P1
P2
P3
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• Market specialization
• Product specialization
M1 M2 M3 M1 M2 M3
P1
P2
P3
P1
P2
P3
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• Full market coverage
M1 M2 M3
P1
P2
P3
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HERO HONDA TARGETING
Splendor
Hero Honda used Product Specialization for target
market of Hero Honda Splendor.
Hero Honda builds a strong reputation in thespecific product area.
CBZ
Under HERO HONDA used a marketspecialization for target market.
Hero Honda gains a strong reputation in serving
this customer group and becomes a channel for
additional products the customer group can use.
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Positioning
Positioning of a product or service is creating an
“image” in the consumers‟ mind.
Consumers generally buy “images” rather thanactual product.
Marketers mostly use advertising as a tool to build
up brand or corporate “image”.
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CBZ:Positioning of CBZ Extreme 150 cc segment
market with respect to price and product attributes.
The urban customers are pretty loyal towards this
brand.
Splendor
Positioning of splendor segment market with good
quality, attributes, and number of users present.
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Thank you
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