MARKETING

ASSIGNMENT
Targeting and positioning

Group members:

Himanshu jain

Vljay hariramani

Ankur jain

Ayushi Mehrotra
Meghashah
TEA

Who am I ?
Waghbakri premium tea


 What am I ?
 A WaghBakri premium is a product of Waghbakri group is a fine International
blend of the rich Assam tea and the spices and rich in Antioxidants.
For Whom am I ?
Persons who are health conscious and high end customers.

Why me ?
Waghbakri is a tea which has positioned itself as an organic tea that
contains an antioxidants - a molecule capable of slowing or preventing the
oxidation of other molecules. Oxidation is a chemical reaction that can
produce chemical reaction which can damage cells. So antioxidants helps
in maintaining health and preventing diseases such as cancer and coronary
heart diseases. So this is major point of difference from other products.

Comment
As tea contains considerable amount of nicotin therefore waghbakri has
rightly positioned itself as a health conscious tea.
AIR CONDITIONER
Who am I ?
Voltas air conditioner

What am I ?
Voltas ac is that which ensures cooling without worrying about huge
electricity bills . It is a star rated ac that uses electricity wisely by bureau of
energy efficiency, government of India.
For Whom am I ?
It targets mainly middle class consumer who are cost effective and also
organization where ac’s are used in large quantity so that they can be cost
effective.

Why me ?
Voltas ac have positioned themselves as cost effective that enables minimum
power consumption, higher cooling efficiency and quiet operation.Voltas ACs
adopt multi-bend heat exchangers that increase the heat exchange surface area
and thus improve efficiency.This design allows adequate refrigerant flow,
improves the heat exchange efficiency and lowers power
consumption.Technologically advanced overall design allows the machine to
perform at its best.

Comment
This product is rightly positioned as it is used in many of the organization and
institutions where cost matters to them.
HOUSE PAINTS
Who am I ?
Asian paints Apex ultima

What am I ?
Asian Paints Apex Ultima Advanced Anti Algal Weather Proof Emulsion is a
water-based, modified acrylic, anti algal, high performance exterior wall finish.
It incorporates the latest state-of-the-art technology to provide long-lasting
exterior performance even in the most extreme tropical conditions of India.
For Whom am I ?
As the product is segmented on the basis of income and areas so it is targeting
premium customers and mainly in tropical areas

Why me ?
Asian paints apex ultima is positioned as a premium house paint for exterior
walls and its unique advanced anti algal chemistry ensures that exterior walls
are provided with power-packed resistance aganist algae and fungi growth. Its
has very good dirt pick up resistance and dirt cleaning properties.

Comment
This product is properly positioned as an anti fungal paint and delivers mostly
to premium customers and in tropical areas.
CAR BATTERY
Who am I ?
Amaron

What am I ?
Amaron car battery is a multi utility product which helps functioning of the horns ,
self start , lights , power windows.
For Whom am I ?
For every individual who owns a car.

Why me ?
As the punch line itself says “last long really long” and so amaron has
positioned itself as a long lasting with zero maintenance

Comment
Amaron battery is correctly positioned as a multi utility purpose product
and considered as most powerful battery by car owners.
FURNITURE
Who am I ?
Durian Décor

What am I ?
A furniture with new trends in life style with quality benchmark products,
redefining the word “piece of furniture” to a lifestyle product which dictates
pride of possessing it.
For whom am I ?
For high end customers who believe in luxury and comfort and showcasing
their lifestyle.

Why me ?
Durian has positioned itself as luxurious furniture for executive class people
for homes as well as offices and provides a variety of range from accessories ,
artifacts , furnishing , and to give a royale touch to its users.

Comment
As positioned in high involvement range durian has maintained its position as
unique brand used in offices to give a corporate look and also the home
furniture to showcase the life style of people.
HELMETS
Who am I ?
Studds

What am I ?
A safety accessory for riders of two wheelers.
For whom am I ?
Targets every section of the society from young to old
people who ride two wheelers and prefers safety

Why me ?
Studds a high quality ISI marked helmet has various
ranges and is innovative in terms of design. Provides
a sense of safety and style to its users.

Comment
Helmets are used by many users just for the sake of
following rules and hence brands face a tough
competition with the local dwellers in helmet
industry. Studds on the other hand has built an image
through a positive word of mouth as a high quality
brand.
CFL lights
Who am I ?
Havells cfl

What am I ?
A cfl lamp gives high efficiency as compared to incandescent lamp at low
energy consumption
For whom am I ?
For people who consume more electricity and now need
to keep a check on energy consumption.

Why me ?
Havells CFL lamps helps reducing the power
consumption and also it emits lesser heat in the
atmosphere. With bright light it brightens the
surroundings and also is cheaper.

Comment
It is perfectly positioned among the big electricity users
as it has a capacity of 24 million cfl bulbs per year.
Accessories for
automobiles
Who am I ?
Blaupunkt

What am I ?
A car audio system.
For whom am I ?
For high end customers,Youth and active who wants powerful music
system with better sound quality.

Why me ?
Blaupunkt has positioned itself as the most powerful audio system with
best sound and speaker quality .
Cement
Who am I ?
Ambuja cement

What am I ?
Ambuja cement is the largest exporter of cement with 15 % of its
production.
For whom am I ?
For people who believe in strength and quality.

Why me ?
Ambuja cement has positioned itself as a low cost and high quality
cement with proper distributing channels through retail market.
Preffered mostlyfor it is highly realisable.
SOLAR GEYSERS
Who am I ?
Vajra solar water heating system
(Tata BP solar)

What am I ?
A solar water heating device.
For whom am I ?
They are targeting small families as well as large households and
customers who prefer cost effective heating to electricity.

Why me ?
They are positioned as maintenance free heating system both
economically and ecologically and simple to install with minimun
external piping.

Comment
They are rightly positioned as they provides hot water without
worrying about the electricity bills.
Vajra 100 LPD Solar
Vajra 300 LPD SolarWater Heating System
Glass crockery
Who am I ?
Luminarc

What am I ?
Dining crockery
For whom am I ?
For people who serve in an elegant way and dine in a classical match of
decorative and extremely original look.

Why me ?
Luminarc products are made in glass. Its material is completely non porous
and therefore does not hold back micro organisms. Being a glassware faces
competition from YERA but stands out differently when it comes to design
and quality.