Identifying Marketing Segments & Targets

Product: Tringo

Cockatiel Group:Mah Rukh Bhatti

Javeria RiazM. Waqas Khan

Irfan Malik

Company Background is one of the established

manufacturers and exporters of Sweet Flavored Betel Nuts or Sweet Supari, Pan Masala and Snacks in Pakistan. 

Captures a good market share in retail and export of sweet betel nut products since 1985.

Flavors Of Tringo

Market segmentation is the process that companies use to divide large, heterogeneous markets into small markets that can be reached more efficiently and effectively with products and services that match their unique needs.

Market Segmentation

Market Segmentation

Geographic segmentati

on

Demographic

segmentation

Psychographic

segmentation

Behavioral segmentati

on

Segmenting Consumer Markets

Geographic segmentation SEGMENTED AREAS OF

TRINGO Sales

GULSHAN 45%N. NAZIMABAD 20%F.B AREA 25%SHAH-FAISAL COLONY 8%DEFENCE 2%

Demographic segmentation divides the market into

groups based on variables such as:

Age » mostly kids and teenagersOccupation » may/may not be

studentsEducation » primary / secondary

Psychographic segmentation

divides market on basis of:

Social class: lower and middle class

Lifestyle: kids, students

Behavioral segmentation

divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product.

Benefits sought: kills hunger, cheaper, tasty

and prize (Rs. 5)

To be useful, market segments must be:

Requirements for Effective Segmentation

MEASUREABLE•Size and no. of segmented market can be

measured•E.g.: We covered 5 segmented areas of Tringo

SUBSTANTIAL •Segments are large and profitable enough•E.g.: Gulshan area of Tringo

ACCESSIBLE •Easily reachable•E.g. : Kids can easily have Tringo from their

nearest shops

DIFFERENTIABLE

•Differentiated from other segmented product•E.g. : Tringo has differentiated its chips from

others by its TRIANGULAR shape

ACTIONABLE •Effective programs to attract customers•E.g. : Tringo has introduced prize ( Rs. 5 ) in its’

packet of Rs. 10 to attract kids

Market TargetingEvaluating Market Segments

Company’s objectives

and resources

Segment’s attractiven

ess• is a big and reputed company•Profitable enough due to its’ Sweet Flavored Betel Nuts or Sweet Supari, Pan Masala and Snacks in Pakistan. 

Since the Co. has vast resources, but, they’re earning huge profit from their already-established products in market, so, they don’t want to invest more in Tringo.

Possible Levels Of Segmentation

Mass Market

Customization

Full Market Coverage

Multiple Segments

Single Segment

Individuals as Segments

has covered full market by its’ differentiated products like:•For Kids > Snacks (Tringo, Boom Boom, Bites etc.)•For Adults > Snacks, mouth freshners, pan masala ( Hum Tum, Golden Pan Masala, etc.)

Market TargetingChoosing a Targeting Strategy

Targeting

Strategy

Market Variability

Product Variability

Competitor’s Marketing Strategies

Company’s Resources

Benefits customers with specific needs

Concern for vulnerable segmentsChildren

Socially Responsible Target Marketing

Halal Hygienic

Positioning

Differentiation and Positioning

LaysSuper crisp

Tringo

Top popsCherry balls

High Price

Low Price

High Quality

Low Quality

Differentiation and Positioning

Market Growth

Tringo

Super crisp, Kurleez

Lays

Differentiation and Positioning

Small Medium0

2

4

6

8

10

12

Tringo

Pricing

Packet Size

Differentiation and Positioning

Tringo

super crisp

Kurleez

Lays

0 10 20 30 40 50 60 70 80 90 100

product availability

RECOMMENDATIONS

• Lack of awareness of this product• Advertising• Issue of non-availability of its other flavors in market and the shopkeepers are also not aware of its’ other flavors.