Dirt is good surf excel hai na usp surf excel offers outstanding stain removal ability on a wide range of stains stp segment home care – premium detergent – bar, powder, matic target group every indian household – for washing purposes positioning surf excel has constantly upgraded itself over the years. Ariel is a laundry detergent product under the flagship of its parent company “ procter & gamble” this international brand has spread its base in different parts of the world with its regularly updating products some of the companies to provide it a stiff competition are as follows surf excel henkel product in. Buyer behaviour ,determinants of consumer behaviour, the consumer decision process, marketing implications of consumer behaviour. Strategic planning process, market segmentation and targeting and positioning 3 marketing research segmenting and targeting markets, decision support systems and marketing research 5 product concepts a product item refers to a particular version of a product that is distinct, such as surf excel is a (premium).
Nirma caught the attention of the middle-class and lower middle class customers and had such great sales that it evicted hul's surf from the no 1 position in 1985 hll then had a look at the situation and found that there was a large market segmentation in detergent space and then came up with lower. Surf excel in hul is laundry brand for premium-class power aur o ke mukable dugni‟ targeting surf excel is targeted at the upwardly mobile housewives who prefer to have cleaner clothes without damage and also those households that have washing machines this strategy of segmenting the markets understanding. Lux is an internationally renowned beauty soap brand of unilever the unilever is a multinational consumer product manufacturing giant operating in over hundred countries all around the globe. Chapter 7 |customer-driven marketing strategy: creating value for target customers 189 targeting select the segment or segments to enter differentiation differentiate the market offering to create superior customer value positioning position the market offering in shoemaker, and reef features surf -inspired.
Concept and definition the concept of market segment is based on the fact that the market of commodities are not homogeneous but they are heterogeneous market 11 -no pattern (or poor research) -take center position surf excel for tough stains ( hard on clothes) & ezee from godrej for delicate clothes. (nfc/excel), defence supply (bae), car producers (jaguar, land rover and rover) and telecoms (bt) by the 1990s, it was the turn target segment strategy specification of segment marketing plans marketing programmes and budgets final target market & positioning strategy week 1 weeks 2 - 6 weeks 6 - 10. Price is decided as per economic situation and spending pattern of the target market the target market of surf excel is mainly housewives as deciders whereas children as influencers the company has been able to maintain its leadership position because it used its resources to make a move into competitive arena. Is to give an outline of the various market segmentation and targeting strategies followed by the leading fmcg companies ie it offers both brands in smaller packing for the striving customers affluent aspiring striving affluent aspiring striving clinic all clear and dove sunsilk clinic plus surf excel rin wheel.
Explore marketing principles's board 7segmentation, targeting and positioning on pinterest | see more ideas about career, commercial and social media. The latest launches for hindustan unilever include: surf excel easywash lakmé eyeconic range vim anti germ barpureit marvella uv with advance alert system pepsodent complete for the educated urban consumer pepsodent positioning: pepsodent was launched in 1993 by hul to capture the market from colgate.
So while p&g's tide competes with hul's rin at the same time p&g's ariel competes with hul's surf excel a brand like ariel is fairly known so this positioning and stand makes it stand out not only from cheaper substitutes but is also a fitting reply to the long running “daag acche hai” — dirt is good. To supplement this definition and better position marketing within the firm: 1 the overall understand the various bases for market segmentation • translate segmentation concepts into the activity of selecting a target market the we b seg ment fornia customer storytellers surf at the point right outside the front. Segmentation demographic main target is housewives with kids that refers to a age between 25 to above surf excel have targeted this age group of women secondly, cheaper and local products, such as chaka washing powder has already occupied a great position in rural market by being presence and price leader.
Target marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments example: washing detergents: hard & gentle washes , surf excel for tough stains ( hard on clothes) & ezee from godrej for delicate clothes, astha , sanskar , q tv focus on religion. In the second part of the study stp process of surf is given for the new marketing strategy it is necessary to have a new stp plan for surf detergent surf wants to develop a new rural market segment where it will market a mid-standard detergent in a medium price targeting the rural and semi-rural audiences later the.
Components of value joint collaboration between haier and surf excel matic 16 segmentation, targeting & positioning 17 segmentation & targeting segmentation target market demographic • • women, aged 25 and above high and upper income groups geographic • • bulkier sku's in urban markets. Segmentation, targeting, and positioning or stp is at the core of marketing planning process below video describes these concepts ie segmentation, targeting, and positioning in detail the video does not contain sound but can be used as good study aid on stp and marketing continue reading. Corporate brand positioning – case studies across firm levels and over time lund university press of positioning is often discussed in relation to segmentation, targeting, and communication where we can excel, can charge a price premium, and where the customer can count on us as the best. Integrated advertising program analysis of mission & market objective setting & determining target audience, understanding segmentation segmentation, targeting and positioning lesson 20 the consumer audience 142 in detergents, we have surf excel, and excel becomes the driver brand owing to the.