JONLEN J.R.DESA M.COM-II(BM) R/M.

COM-11-06

 Market

segmentation means dividing the total market for a product into different parts i.e. segments on certain bases . Heterogeneous into Homogeneous markets

Geographic segmentation

Demographic Segmentation Psychographic Segmentation

Behavioral Segmentation

ADVANTAGES OF MARKET SEGMENTATION

Facilitates

introduction of suitable marketing mix Facilitates effective advertising Facilitates exploitation of better marketing opportunities Facilitates optimum use of resources Provides special benefits to small firms Facilitates selection of proper marketing programme

Food

Industry Co.- Kolkata- V.S. Brothers 1892 & Rs 295/- Initial Investment Basic Products Punch Line "Eat Healthy, Think Better

Nutri-Choice Biscuits: Digestive, Oats, 5 Grains, Sugar Out, Starter Kit etc. New Milk Bikis Fruit Rollz Little Hearts Good Day Treat O Bourbon Tiger, Marie etc

A strong quality of the product and customer satisfaction A growing relationship with customer and customer retention Focus on competitors activity

A growing emphasis on global thinking and local marketing planning

Promotional Strategy

SWOT ANALYSIS OF BRITANNIA

Strengths Fulfill one of our Basic Requirement among Air, Water, Food, and Shelter Widely accepted in all Generations Easily available in various forms Provide good Instant Remedy for hunger in the form of readymade food Weakness Increases the cost of food product Industry and technology requires high investment Regular usage of processed food can cause alteration in health Opportunities Increase economy of India Generate employment opportunity Good quality of Goods Provide competition to foreign companies Improve living standard Provide goods to nation at cheaper rate Threats Many companies are result oriented Increase in pollution Sometimes provide poor quality of product for more profit Lack of technology

 Demographic

SegmentationAge: Kids -Fruit Rolls, Tiger & Treat Matured People-Good Day, Cream Cracker Youth- Little Hearts, Cream Biscuits Income: Lower Income Group- Tiger, Marie Higher Income Group-Good day, NutriChoice Gender: For both Male & Female

Behavioral Segmentation
Benefits- For Health Benefits; All Nutri Products, Tea Time
Snack Biscuits & Sujie Toast

User Status- Little Heart Biscuit & Time Pass for Lovers. Usage Rate-Marie Gold is for High Usage Rate Customers. Occasion- Snack Biscuit, Fruit Rolls for occasion purposes.
Psychographic Segmentation

Britannia has adopted itself according to the convenience and lifestyle of the Indian consumers so Britannia came up with a different and new product line

Niche Segmentation
Britannia Slice Cakes and Britannia good day are designed for the people who actually also wants some food characteristics in a biscuit. Different cream biscuits are also made for the people who love to have a biscuit with cream.
New Milk Bikis Biscuit

TARGET MARKETS

Britannia Tiger-Low Price & Low Income Group Britannia 50-50-Tea Snack & Kids Britannia Marie Gold-Biscuit & Family Size. Britannia Good Day- Higher Income Group Treat Fruit Rollz-Children, during celebration & Occasion time.