STP & Marketing Strategy

SEGMENTATION :

The American Marketing Association defines Market Segmentation as "the process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs

Each subset may conceivably chosen as a market target to be reached with a distinct marketing strategy.

Segmentation is based on four parameters

ü  Demographic segmentation

ü  Geographic segmentation

ü  Behavioral Segmentation

ü  Psychographic Segmentation

                         

TARGETING :

Targeting refers to picking a specific group or small set of groups to which a business will advertise its offerings. This is based upon specializing the target group.

POSITIONING :

Positioning refers to the customer's perceptions of the place a product or brand occupies in market segment. A position in the consumer mind-space is achieved by associating benefits of a brand with needs or lifestyle of the segments

STP OF RELISPRAY

DEMOGRAPHIC SEGMENTATION :

ü  AGE : 15-54 yrs.

ü  GENDER : Both Male and Female

ü  SEC : SEC A & B

GEOGRAPHIC SEGMENTATION :

ü  METROS & Tier 2 Cities

PSYCHOGRAPHIC SEGMENTATION

ü  ATTRIBUTES : Instant Relief

ü  VALUES : Punctuality, Desire, Satisfaction, Relaxation, Enjoy Life, Positive Energy.

ü  BENEFITS : Pain Relief

POSITIONING :

ü  1st Pain Reliever Spray In India

Ø  Initial Tagline: Stop Maalish.. Karein Relispray

ü  Now, Relispray positions itself as a Spray that keeps the pain miles away from you.

Ø  Brand Promise : Dard Ko Rakhe Door Bahut Door

Ø  Tagline : With Deep Damage Repair Technology