Professional Documents
Culture Documents
Sports Shoes Market (Exercise) Which segments do Nike, Adidas & Reebok target
Cricket Tennis Soccer Hockey TT Adventure Badminton Exercise
Professional
Amateur
Casual
AIO- How people spend time, what interests them, self view & world view
AIO Activities Interests Opinions
Example Work, Hobbies, Shopping Family, Community, Fashion, Self, PEST
Food
Marketer To identify which lifestyle segments, buying patterns, consumption, usage, attitude, target
relevant segments eg Nike to Joggers, Adidas to serious sportsmen, Reebok to Tennis
Positioning types
• Attribute-Longevity-Since 1904 • Category- Big small car-Indica
• Benefit- Sea view, service speed • Quality-Benz-Future of the automobile
• Use-ICICI- Fast A/c opening • Value-Budget Hotels, Residential flats
• User-Louis Philipe-Upper crust
Positioning anomalies
• Under-Fridge-PUF
• Over- Casio watches now start at Rs 500, perceived as expensive earlier
• Confused- Top Ramen Noodles-‘Smooth’
• Doubtful- Tall promises-Teak plantations, Finance schemes
Differential variables
Brand Service People Channel Image
Performance Delivery Response Coverage Symbol
Features Convenience Competence Performance Trust
Summary