Segmentation / Targeting / Positioning & Marketing Strategies

Segmentation / Targeting / Positioning & Marketing Strategies

Segmentation

Market segmentation

is the process in marketing of dividing a market into distinct subsets (segments) thatbehave in the same way or have similar needs. The process of segmentation is distinct from targeting(choosing which segments to address) and positioning (designing an appropriate marketing mix for eachsegment).

BASIS OF MARKET SEGMENTATION

A)   Geographic Segmentation

Kissan, as it’s a part of HUL, which has a huge distribution setup which helps it to reach the masses and rural

areas better than the other brands present in the market. It has both width and breadth in marketing.

B)   Demographic Segmentation

Primarily for Kissan jam and jelly the company considers children to be the most lucrative customers. Kissan ketchup has a different take on the type of 

Customers. It looks for more “Samosas “and “

Pakora

“

freaks who truly outnumbers many others in the consumption of Kissan ketchup.

C)   Psychographic Segmentation

Kissan provides special offers during festivals to attract more people towards their product. Offers in special social festival allow a large number of consumers to experience and enjoy the Kissan Tomato Ketchup taste.The main target segment for the brand was the growing kids and the tagline used was: “Deliciously wholesome products for kids to grow up”. Consequently, most. Kissan ads show kids eating food only when Kissan jam or ketchup is applied to it. The most popular product under the brand is the tomato ketchup and The recent tagline of the same is “just lagao, kuch bhi khao” (HUL WEBSITE)

Foods

(4% Revenue, 0.8% EBIT): In spite of having one of the best distribution networks (coverage of 6.3 moutlets) in the country, the food business has never constituted a big part of revenues. That is why this is the current focus area for HUL. Presence in the foods category is mainly through Kissan brand. HUL is clearly keeping a low profile in the staples category, which is low margin business. Foods margin dipped partly dueto launch related costs for Amaze brain foods (launched in two southern states during the January

March2008 quarter). In 2001, HLL spun off two separate umbrella food brands under Kissan and Annapurna. While Kissan would be used to market food brands for kids, Annapurna would stand for staple foods such as attaand iodized salt. 

Targeting

• ·         There are no such target group for kissan jam
• ·          Every class can eat kissan jam
• ·         Mainly it is targeted for kids because it contains fruits which will help them to grow fast       and provides nutrition.
• ·         Also it helps kids to grow their calibre.

Positioning

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market .Kissan wants to be the brand which will help dissolve tension between mother and the family during informal good food moments. With Kissan, good food is loved not shoved Jam being a sweet product attracts kids. Kissan jam aims to be present at every household’s breakfast table. At the moment Kissan produces jams, ketchup’s, squashes and tomato puree