STPD Strategies

1. Presentation on STPD

2. Team Members
SHRADHA BHAT C-10
KUNAL MEHTA P-40
PIYUSH WHANMANE P-59
AMOL MESHRAM P-42
GIRISH TOLANI P-54

3. “SEGMENTATION”
What is Segmentation ??
Why segmentation ??
Variables of segmentation
•Geographic segmentation
•Demographic segmentation
•Psychographic segmentation
•Behavioral segmentation

4. “TARGETING”
Targeting strategyor targetingis the selection of the
customers you wish to service.
Choosing one's target market.
How many products to offer
Which products to offer in which segment

5. Cont’d
Evaluation of the targets
•is it sizeable
•is it growing
•is it profitable
•is it accessible

6. Positioning
To create an image or identity in the minds of their
target market for its product, brand, or organization
A product's position is how potential buyers see the
product
For example, Mercedes is positioned as a luxury brand,
and Volvo is positioned for safety.

7. Positioning concepts
Functional positions
E.G. Moov Ah se Aaha Tak..
Symbolic positions
E.G Rolex Watch, Merc
Experiential positions
E.G Food at Taj , Shopping at Lifestyles

8. DIFFERENTIATION
The process of distinguishing the differences of a
product or offering from others, to make it more
attractive to a particular target market.
Source of competitive advantage
The objective of differentiation is to develop a position
that potential customers see as unique.

9. Major Sources of Product
Differentiation
•Quality–A Peter England Shirt and a local Brand
•Functional features or design –Iphone, Nokia, Sony
•Sales promotion activities of sellers and, in particular,
advertising–Coke and Pepsi
•Differences in availability(e.g. timing and location) –
A 24hr Service

10. Fast Track
Segmentation-Gender –male, female, Fashion obsessed
youngsters.
Targeting-18-30 yrs old, Earlier Fast Track was targeted at
20-25 year olds.
Then the company found out that the youth in the age
group of 11-20 years account for 42% of watch buying in
India.
Positioning :
18-30 yrs old -How many you have?
20-25 year olds -Cool watches from Titan.
Differentiation -Cool mesh straps, wrist hugging cases,
oversized displays

11. Hero Honda Pleasure
Segmentation-Gender –female, scooter –gear less
scooter
Targeting-The company is targeting Ladies and
Ladies only, age group 18 -35
Positioning-Pleasure is positioned as a Pleasure
scooter. Why should boys have all the fun?
Differentiation-21 exclusive ‘For Her’ showrooms in
the country operated and managed by women
employees.

12. Amul Probiotic
Segmentation-PAN India Coverage, Health
conscious/ higher middle class society.
Targeting-
Prolife: All Age group
SugarFree: Diabetic People
Positioning–“Healthy Life for life” Low Calories &
Low Calories.
Differentiation -Special pack for diabetic people
and packs priced at Rs. 15 –Rs 110.

13. JAM
Segmentation:-Mumbai, Young Adult& Metro
mindset.
Target:-Youth age below 25.
Positioning:-Just Another Magazine.
Differentiation:-College festival expertise, SMS
response to contest and polls (53636), Summer
Internships.

14. Segmentation: Pan India, People who prefer fruit
drink against Soft Drinks
Targeting: Youth aged between 16-21.
Positioning: Amango drink that is “Fresh-n-juicy”
Differentiation: First Tetrapak fruit juice in India,
“Green mango” variant

15. Mahindra Scorpio
Segmentation: People who prefer a sturdy vehicle with
luxury and comfort.
Target: High Income Families in Class I and II cities, in
Metros.
Positioning: “Nothing else will do….” Luxury of a Car
and Thrill of a SUV
Differentiation: Combined benefits of an SUV and a
Car.