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    Geographic Variables 2. Demographic Variables 3. Psycho Graphic Variables 4. Behavioral Variables

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    Abhishek Eshwar
    Segmentation is an essential marketing task that involves dividing the market into groups based on characteristics like geography, demographics, psychographics, and behavior. This allows companies to better understand customer needs and develop targeted marketing strategies. Cadbury's Dairy Milk and Titan wristwatches are examples of companies that effectively used segmentation over time. Cadbury's initially targeted children but later expanded to adults by emphasizing the child in everyone. Their focus on sweets being integral to Indian culture helped them succeed. Titan similarly adapted to changes in Indian society and consumers over the 1990s to remain successful.

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    Geographic Variables 2. Demographic Variables 3. Psycho Graphic Variables 4. Behavioral Variables

    Uploaded by

    Abhishek Eshwar
    11 views3 pages
    Segmentation is an essential marketing task that involves dividing the market into groups based on characteristics like geography, demographics, psychographics, and behavior. This allows companies to better understand customer needs and develop targeted marketing strategies. Cadbury's Dairy Milk and Titan wristwatches are examples of companies that effectively used segmentation over time. Cadbury's initially targeted children but later expanded to adults by emphasizing the child in everyone. Their focus on sweets being integral to Indian culture helped them succeed. Titan similarly adapted to changes in Indian society and consumers over the 1990s to remain successful.

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    Cad Bury

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    Segmentation is an essential marketing task that involves dividing the market into groups based on characteristics like geography, demographics, psychographics, and behavior. This allows companies to better understand customer needs and develop targeted marketing strategies. Cadbury's Dairy Milk and Titan wristwatches are examples of companies that effectively used segmentation over time. Cadbury's initially targeted children but later expanded to adults by emphasizing the child in everyone. Their focus on sweets being integral to Indian culture helped them succeed. Titan similarly adapted to changes in Indian society and consumers over the 1990s to remain successful.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    11 views3 pages

    Geographic Variables 2. Demographic Variables 3. Psycho Graphic Variables 4. Behavioral Variables

    Uploaded by

    Abhishek Eshwar
    Segmentation is an essential marketing task that involves dividing the market into groups based on characteristics like geography, demographics, psychographics, and behavior. This allows companies to better understand customer needs and develop targeted marketing strategies. Cadbury's Dairy Milk and Titan wristwatches are examples of companies that effectively used segmentation over time. Cadbury's initially targeted children but later expanded to adults by emphasizing the child in everyone. Their focus on sweets being integral to Indian culture helped them succeed. Titan similarly adapted to changes in Indian society and consumers over the 1990s to remain successful.

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    Segmentation is an essential task for any marketer as it provides indispensable understanding and a unique insight of the market place

    and an advantage over the competition. Here the marketers try to divide the market into groups of customers, which when commercially viable and accessible to the company, are known as segments. The concept of targeting such segments follows and the organizations develop their marketing mix accordingly. It also helps include factors of customer loyalty and bettering of ones services and sales with time. The underlying principle of the process is the notion that There are different types of customers who have different types of needs. Need-based segmentation is the undisputed champion when it comes to the ways a market can be segmented. It may well be that a segment also has some other useful defining characteristic by which it maybe identified. The variable through which a market is segmented has an array of outlooks imbibed. Such variables can be classified into: 1. Geographic variables 2. Demographic variables 3. Psycho graphic variables 4. Behavioral variables To site an example, Hindustan Lever (now known as Unilever) has had three different detergents in the offering including Surf,Wheel and Rin but they have never eaten away each others market share due to efficient segmentation that caters to the needs of different classes of people.

    Over the last decade and many years before it as well, the marketers in terms of establishing market control, gaining competitive advantage, customer loyalty and high revenues have put such segmentation to good use. Having its origination in the consumer market, the concept of segmentation has reached the business-to-business markets as well.

    This brings us to the gist of the topic where we would analyze the use of similar segmentation by three reputed companies and products namely, Cadburys Dairy Milk and Titan wristwatches . While Cadburys Dairy Milk basically started out as a regular chocolate bar, and Titan made watches for the masses . These orientations differed with time as India, its society, its mentality and its people were undergoing a massive change during the 90s. The three of them have remained established business concerns in the Indian market throughout the past decade in spite of facing new competitors and rivals. Their effective use of market segmentation strategies along with sound understanding of the consumer mentality has provided them with considerable weight on the balance sheet.

    CADBURYS DAIRY MILK


    Right now Cadburys new advertisement campaign is doing the rounds over the television. Meetha hai khana,aaj pehli tareek hai is the tagline that the chocolate-giant has come out with. It tries to bring forth the excitement, which lies in the minds of the general public as they wait for the first date of each month on the calendar. The monthly salary stashed in their hands enables them to celebrate and rejoice by spending it on Cadburys Dairy Milk. Cadburys Dairy Milk has come out with such memorable ad-campaigns, which settled into the hearts of everyone. The story starts with Once upon a time in 1948 when Cadbury entered the Indian market. It originated from a town in the United Kingdom, Bournville(also the name of its recently launched highend chocolate) in 1905. As the Cadburys official web site suggests, its journey in India has been an eventful one. In the early 1990s, it tried to cater to the sweet tooth of the children. Those days they steered the market and took control over the companys major market share. However, the strategy changed by letting out the secret that everyone has a child inside and thus everyone craves for the taste of chocolate. Cadbury strategies went through a considerable change. It now catered from children to adults and from chocolate to mithai. As the tagline goes Khane walon ko kahne ka bahana chahiye. The hole-in-one for the company was when it identified sweets to be a very integral part of the Indian culture. It made sure that the festive and jubilant moods of the society that had paved the way for kilos and kilos of mithai, now made way for a large number of Cadburys. Meetha did to Cadburys what thanda had done for Coco-Cola. Both helped them crawl their ways through into hearts of the rural population of the country, which had an untapped and astounding potential. The advertisement campaign of Amitabh Bachchan, dressed up as a villager, proudly announcing that his daughter-figure won beauty contests for cattle, brought out the laughs and struck a chord with the same segment of people.

    Later came the campaigns of Pappu paas ho gaya acknowledged the market potential for collegegoing youth. The treats for passing exams were now a Cadbury instead of a mithai. With Kuch Meetha Ho Jaye, we knew Cadburys was now a desert craving as well as a popular giftitem for festivals such as Raksha Bandhan and Diwali. Cadburys also diversified its range of products with Wowie(with Disney characters for kids),Crackle, Fruit and Nut(variations of the Dairy Milk),Bournvita(health drink)Deserts,Perk(wafer ingredient) and clairs(toffee segment). Cadburys today holds 30 per cent markets share in the confectionaries industry and sells around 1 million bars a day.

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