MARKETING PROJECT TOPIC- MARKET SEGMENTATION (JUICE CASE) PRESENTED BY- B03 KETAN VALECHA NISHANT GUPTA NEHA TIWARI PRACHI RAJ RIJO T. JOSE MUKUL GAUTAM

THE PRODUCTS OFFERED TO THE DIFFERENT SEGMENTS WILL BE SAME OR NOT THE PRODUCTS OFFERED TO THE DIFFERENT SEGMENTS WILL BE SAME OR NOT? SUPPORT WITH REASONS.

The product will be different for different segments. There isn’t a single strategy to suit all consumer groups, because every experienced marketer knows that different customers buy for different reasons and different customers engage with a product or service in different ways, so coming up with tailored strategies for your target segments is crucial. So, we are planning to launch varied flavours including mango, orange, pineapple and mixed juices, to cater to different tastes and preferences of the different segments .

DIFFERENCES IN OFFERINGS TO THESE SEGMENTS WITH REFERENCE TO DISTRIBUTIONS AND PROMOTIONS.

Segment A (males of 20-40 age group) Advertisement by male models such as akshay kumar or virat kohli, because they are role models for many, in today’s era of growing health conscious and fitness freaks which comprises majority of this segment. Relating the product to some form of masculinity.

Segment B (Females in the age group of 20-40 years) Advertisements by good looking actresses like Katrina, alia for the younger age group who focus more on the way they look or may be athletes and working professionals like Mary Kom would influence the headstrong and ambitious group of the segment . Women are more inclined towards the nutritional value and calories, so reduced sugar juices could be customized for them. An ad for reduced sugar juice, made by the same company for example, can be positioned in a completely different way as follows: a woman laments the fact that “men can drink whatever they want”. The same woman jubilantly reveals that now thanks to the XYZ Company, women can enjoy the flavour of say, mango juice, in the new reduced sugar variety. Women are often portrayed as care takers of the family too, so the product should also relate to how the choice of that product for their families would be the best choice.

Segment C( kids and teenagers in age group of 5-19 years) Advertisement by- Cartoon characters & Super heroes or actors of the same age group would be more influential. Free samples in school, colleges.

TYPES OF ACTIVITIES TO BE ORGANISED FOR PROMOTION AMONG THE TARGETED SEGMENTS.

Events in offices, malls and schools As we are in the introductory phase, our initial objective is to create brand awareness, through informative advertising. Tie-up with cinema halls to promote our products during intervals. In-film advertising, in its most effective form, is about a brand being a part of cinema’s content. In order to reach out to the target segments it is necessary to start a conversation, where social networking comes to play. Creating an active account on twitter where regular tweets on product and event updates will ensure interactivity and Followers will be encouraged to tweet their suggestions on new flavours. Make sure that the product is easily accessible. Events in offices, malls and schools

ADDITIONAL FINDINGS. According to Yarborough, in a recent study, a group of people were brought to a room and later asked to remember various items there. The result showed that women had much better memory for details than men. Men might remember the big picture of an office like the location of a desk or a bookshelf. But women would remember more intimate details like a vase of flowers in the corner, or a picture of a husband and wife on a book case. As a result of the above gender differences, ads are often more detailed for women. For ex- ample in toiletry ads, women appreciate very fine distinctions such as shampoo for dry hair, for straight hair for curly hair, for oily hair etc. Yarborough went on to say that for men, by contrast , toiletry ads focus mainly on a single product.

CONTINUED… There is need for advertisers to understand the extent to which the patriarchal system prevails in advertising. Men tend to be valued by what they think; women tend to be valued by what they look like. Unlike women, men tend not to pay close attention to nutritional value of what they consume. So we can minimise cost by not displaying unnecessary details in ads targeted to male audience. Keeping all these points and perpetual perception differences in the target segments the company should plan its promotional and advertisement strategies.