SEGMENTING, TARGETING AND POSITIONING

SEGMENTING, TARGETING AND POSITIONING

SEGMENTATION

AMA defines market segmentation as "The process of subdividing a market into distinct subsets of customers that behave in the same way or similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy."

The market segmentation can only be done based on consumer and their perceived value of the product. The consumers are segmented based on their needs. The consumer also has a perceived value with respect to the product. Segmentation is done based on four factors. Surf Excel's Segmentation as follows:

• Geographic: All over India; Urban and Rural
• Demographic: All family sizes; nuclear and joint. TG are females. Mostly middle income groups to upper.
• Psychographic: 
• Behavioural: Loyalty, Deliverance of perceived value promised by the product. Quality, Service and economical.

TARGETING

After segmenting the market based on the different groups and classes, you will need to choose your targets. No one strategy will suit all consumer groups, so being able to develop specific strategies for your target markets is very important.

Surf Excel's Target Group:

• Middle to Upper income groups.
• Females, Homemakers; somebody who does budget allocation for groceries.

POSITIONING

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

Surf Excel Positions itself as a high quality, medium priced brand which is a necessity in day to day household activities. It has an emotional connect with people as it uses children in its advertisements.