Consumer Behavior SEM III

Internal Assignment 1
 Internal Assignment – 1

• Prepare Advertisement collage based on different segmentation

• Describe segmentation strategy in the Advertisement chosen by you
for the analysis- “Target advertisement”
• Provide competitive analysis of different segmentation strategies used
in adverts
• One slide for each segment – any aspect of segmentation can be used
in for e.g. in case of Demographics segmentation – use either age or
income or occupation
• In each group there will be 8 students, each student is expected to give
presentation on one type of segmentation during viva. Please follow
groups as per excel attached here with
• Please use Template format for assignment – Slide 4 to 8
• Submission date (Hard copies): 4 Sept 2018
• Marks – 10 Marks
 Marketing Decisions : Consumer Segmentation

• Market Segmentation: Process of dividing the market into distinct subsets of consumers with
common needs and characteristics and selecting one or more segments to target with distinct
marketing mix.

Types of Segmentation Examples

Demographic Age, Gender, Education, Income, Occupation
Psychographic Interests, Opinions, Values, Lifestyle

Psychological Influence Personality, Self-image, Risk involvement, Attitude, Beliefs

Social Influence Culture, Subculture, Social class, Reference group, household

Marketplace behavior Response to POP Promotions, Price and Product acceptance

Situation (off Peak- Peak), usage rate , satisfaction and Loyalty

Consumption behaviour
(Loyalty Cards, Frequent flyers program

3
 Template

• Title : Segmentation Strategy for “Target Brand”

• Slide 1 - List of Group Members, 8 Students in each group

Roll No Name Group Marks Individual Total

• (Out of 8) Marks (2) Individual
Marks
 Segmentation Type (1 to 8)

• Segmentation – E.g. Psychographics- Attitude

• Product category - e.g . TV
• Key Players and their positioning e.g. Onida, Videocon,
Panasonic
• Target Brand – Onida
• Communication\advert visuals (refer slide no 6)
• Key messages – Slogans\ communication for each brand (refer
slide 7)
• Positioning Analysis – Onida V/s Competition (refer slide 7)
• Target brand – Positioning/segmentation strategy and
justification
Onida’s (Target Brand) Key Competition
 Positioning Analysis
Analysis Onida Videocon Bazooka Panasonic

Key Good Technology , Good Good technology, Good Good Technology,

Communication speaker system, sound effects with Home theatre effects
multichannel memory Bazooka technology
Key Message/ Neighbour Envy our Amongst the World’s New Life – Even more
Slogans pride Finest TV Technology than you expected

Target Brand Communication\Marketing strategy

• Key message – “Neighbors envy our pride”

• All TVs in this range offer similar product features and hence needed to make difference by
introducing psychological positioning

• Evoking envy or jealousy in consumer minds was considered crucial towards igniting the
desire and aspiration to want a product and eventually make a purchase