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ANALYSING THE CUSTOMERS PSYCHOLOGY, ON THE BASIS OF THEIR FACEBOOK UPDATE.
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PRODUCTS1- Smart phone- Android. Touch & type feature. Wi-fi & high speed
internet support. Rs. 10,500 only.2- Sunglasses- Sleek & stylish. Trendy. Bikers oriented. Rs. 550 to 3000 only
3- Mp4 player- Easy shuffling. Fast charging. Good battery
backup. Rs. 1600 to 5000
only4- Perfume- Premium quality. Long lasting smell. Luxury product. Rs. 1500 only
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SEGMENTING, TARGETING
& POSITIONING
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SEGMENTATIONPSYCHOGRAPHIC SEGMENTATION – ON THE BASIS OF DIFFERENT GROUPS WITH THE LEVEL OF RESOURCES THEY HAVE :-
Higher resource groups
1- Innovators.2- Thinkers.3- Achievers.4- Experiencers.
Lower resource groups
1- Believers.2- Strivers.3- Makers.4- Survivors.
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DEMOGRAPHIC SEGMENTATION On the basis of age. On the basis of gender.
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Smart phoneInnovatorsThinkersYouth (age between 20 to 40)
MP4 playerYouthStrivers.Experiences.Makers
SunglassesStrivers.Experiences.Youth.
PerfumeAchieversExperiencesStrivers
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POSITIONING Smart phone- Easy functions with bundles of features. Perfume- Luxurious product for premium class. Sunglasses- Stylish & trendy for today's youth. MP4 player–- World class quality at an affordable price.
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PROFILE 1
KNOWLEDGEABLE.VALUE ORIENTED.EXPECTS BEST SERVICES FROM THE MARKETERS.LIKES AUGMENTED BENEFITS.SEARCHES FOR THOSE PRODUCT WHICH ARE HAVING HASSLE FREE USAGE.
SEGMENTATION: PSYCHOGRAPHIC, THINKERSPRODUCT OFFERED:SMARTPHONE
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PROFILE 2
PERSONALITY TYPE: STRIVERSPRODUCT OFFERED: MP4 PLAYER
VALUE SEEKERHIGH SELF ESTEEMCASUAL ATTITUDE
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PROFILE 3
SARCASTICVALUE FOR MONEYSOCIAL
PERSONALITY TYPE: EXPERIENCES.PRODUCT OFFERED: PERFUME
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PROFILE 4
PERSONALITY TYPE: STRIVERSPRODUCT OFFERED:SUN GLASSES
FUN LOVING.TRENDY.ENTHUSIASTIC.
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PROFILE 5
PERSONALITY TYPE: MAKERSPRODUCT OFFERED: MP4 PLAYER.
CONSERVATIVE.SELF MOTIVATOR.
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PROFILE 6
PERSONALITY TYPE: EXPERIENCERS.PRODUCT OFFERED: MP4 PLAYER
SOCIAL CONCERN.ENTHUSIASTIC.
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PROFILE 7
PERSONALITY TYPE: EXPERIENCERS.PRODUCT OFFERED: MP4 PLAYER
CONFUSED.SOCIAL.FUN LOVING.
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PROFILE 8
PERSONALITY TYPE: INNOVATORS.PRODUCT OFFERED:SMARTPHONE & PERFUME.
SOCIAL RESPONSIBELHIGH SELF ESTEEM.ACTIVEMATURE
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PROFILE 9
PERSONALITY TYPE: STRIVERSPRODUCT OFFERED:SUN GLASSES
FUN LOVINGCONVENTIONALPRACTICAL
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PROFILE 10
PERSONALITY TYPE:EXPERIENCERSPRODUCT OFFERED: MP4 PLAYERS
IMPULSIVEYOUNGEXCITED