Segmentation, Targeting, and Positioning for the Wildcraft IMC campaign

STP for Wildcraft

Segmentation:Wildcraft falls in the category of strong activity based niche brand. Wildcraft predominantly is present in the premium outdoor accessories segment where the major competitors are Decathalon and Woodland. Wildcraft also operates in the mid-range to premium laptop backpacks segment where it directly competes with Targus, American Tourister and Samsonite. Recently Wildcraft has forayed into newer segments such as Messenger bags, Footwear and Apparel.

Positioning:Wildcraft had previously positioned itself as A top outdoor and adventure brand in India. But the recent campaigns have seen a shift in the positioning. Wildcraft has now associated itself with high performance and extreme physical activities. It encourages users to participate and engage with the outdoors. It is evident in the Coming Alive communication used by Wildcraft. Now the positioning has shifted to The most preferred outdoor brand in India.

Targeting:In terms of psychographics Wildcrafts Target group comprises of people who are explorers at heart, people who are liberated.In terms of demographics, the target group can be between 18 to 35 years of age, from urban India, SEC A and B.Targeted cities include Metros and Tier 1 and some Tier 2 cities of India.

STP for the Campaign

Segmentation:The following will be the market segments that the campaign would aim at.Outdoor Accessories and Adventure gearsBackpacks and Messenger bagsFootwear and Apparel

Positioning:The campaign would mention that counterfeit products are not only a bad deal for the company and the consumers but also it has many social implications such as child labor, increase in organized crime and loss to the economy. This would help Wildcraft to be positioned as a socially responsible brand.A parallel campaign on the lines of Fake is never Fashionable will help position Wildcraft as an advocate of Fashion along with Comfort to resonate better with the Target audience.

Targeting:The campaign is to be targeted at SEC A and B from Tier 1 and Tier 2 cities between the age group 18 35. The digital presence of the campaign will make sure that the communication is received well by adventure fanatics who constantly scourge the internet for forums with a large number of participants from the Target group of Wildcraft.