JONLEN J.R.DESAJONLEN J.R.DESA M.COM-II(BM)M.COM-II(BM)

R/M.COM-11-06R/M.COM-11-06

Market segmentation means dividing the total market for a product into different parts i.e. segments on certain bases .

Heterogeneous into Homogeneous markets

ADVANTAGES OF MARKET SEGMENTATION

Facilitates introduction of suitable marketing mix Facilitates effective advertising Facilitates exploitation of better marketing

opportunities Facilitates optimum use of resources Provides special benefits to small firms Facilitates selection of proper marketing

programme

Food Industry Co.- Kolkata- V.S. Brothers 1892 & Rs 295/- Initial Investment Basic Products Punch Line "Eat Healthy, Think Better”

Nutri-Choice Biscuits: Digestive, Oats, 5 Grains, Sugar Out, Starter Kit etc.

New Milk Bikis Fruit Rollz Little Hearts Good Day Treat O Bourbon Tiger, Marie etc

SWOT ANALYSIS OF BRITANNIASWOT ANALYSIS OF BRITANNIAStrengthsFulfill one of our Basic Requirement among Air, Water, Food, and Shelter Widely accepted in all GenerationsEasily available in various formsProvide good Instant Remedy for hunger in the form of readymade foodWeaknessIncreases the cost of food productIndustry and technology requires high investmentRegular usage of processed food can cause alteration in health OpportunitiesIncrease economy of IndiaGenerate employment opportunityGood quality of GoodsProvide competition to foreign companiesImprove living standardProvide goods to nation at cheaper rateThreatsMany companies are result orientedIncrease in pollutionSometimes provide poor quality of product for more profitLack of technology 

Demographic Segmentation- Age: Kids -Fruit Rolls, Tiger & Treat Matured People-Good Day, Cream Cracker Youth- Little Hearts, Cream BiscuitsIncome: Lower Income Group- Tiger, MarieHigher Income Group-Good day, NutriChoiceGender: For both Male & Female

Behavioral SegmentationBenefits- For Health Benefits; All Nutri Products,

Tea Time Snack Biscuits & Sujie ToastUser Status- Little Heart Biscuit & Time Pass

for Lovers.Usage Rate-Marie Gold is for High Usage Rate

Customers.Occasion- Snack Biscuit, Fruit Rolls for

occasion purposes.

Psychographic Segmentation Britannia has adopted itself according to the

convenience and lifestyle of the Indian consumers so Britannia came up with a different and new product line

Niche Segmentation

Britannia Slice Cakes and Britannia good day are designed for the people who actually also wants some food characteristics in a biscuit. Different cream biscuits are also made for the people who love to have a biscuit with cream.

New Milk Bikis Biscuit

TARGET MARKETSTARGET MARKETSBritannia Tiger-Low Price & Low Income

GroupBritannia 50-50-Tea Snack & KidsBritannia Marie Gold-Biscuit & Family

Size.Britannia Good Day- Higher Income

GroupTreat Fruit Rollz-Children, during

celebration & Occasion time.