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    Segmentation, Targeting, Positioning: Module 5 Presentation ON

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    vamjaravi
    This document summarizes a presentation on segmentation, targeting, and positioning in the automobile industry in India. It discusses how Hero Honda Motors segments the market for its Splendor and CBZ motorcycles. Hero Honda segments the market geographically, demographically, psychographically, and based on customer behavior. It targets the Splendor at rural and semi-urban customers and the CBZ at urban customers. Hero Honda positions the Splendor as an affordable, reliable option and the CBZ as a sporty motorcycle for the 150cc segment.

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    Segmentation, Targeting, Positioning: Module 5 Presentation ON

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    vamjaravi
    48 views21 pages
    This document summarizes a presentation on segmentation, targeting, and positioning in the automobile industry in India. It discusses how Hero Honda Motors segments the market for its Splendor and CBZ motorcycles. Hero Honda segments the market geographically, demographically, psychographically, and based on customer behavior. It targets the Splendor at rural and semi-urban customers and the CBZ at urban customers. Hero Honda positions the Splendor as an affordable, reliable option and the CBZ as a sporty motorcycle for the 150cc segment.

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    This document summarizes a presentation on segmentation, targeting, and positioning in the automobile industry in India. It discusses how Hero Honda Motors segments the market for its Splendor and CBZ motorcycles. Hero Honda segments the market geographically, demographically, psychographically, and based on customer behavior. It targets the Splendor at rural and semi-urban customers and the CBZ at urban customers. Hero Honda positions the Splendor as an affordable, reliable option and the CBZ as a sporty motorcycle for the 150cc segment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    48 views21 pages

    Segmentation, Targeting, Positioning: Module 5 Presentation ON

    Uploaded by

    vamjaravi
    This document summarizes a presentation on segmentation, targeting, and positioning in the automobile industry in India. It discusses how Hero Honda Motors segments the market for its Splendor and CBZ motorcycles. Hero Honda segments the market geographically, demographically, psychographically, and based on customer behavior. It targets the Splendor at rural and semi-urban customers and the CBZ at urban customers. Hero Honda positions the Splendor as an affordable, reliable option and the CBZ as a sporty motorcycle for the 150cc segment.

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    MODULE 5 PRESENTATION ON SEGMENTATION , TARGETING , POSITIONING

    GAUIDED BY : MS Rupal Bhatt

    SUBJECT : MARKETING MANAGEMENT

    PREPAID BY :

    VALA PUNIT VAMJA RAVI

    Introduction
    The Automobile sector is one of the fastest growing manufacturing sectors in India. The Government is also formulating an Auto Policy, which would give a proper direction to the growth of the sector. There are more than 20 auto component manufacturing companies in the State, manufacturing components such as precision aluminum castings, oils and lubricants, diesel fuel injection equipment, electronics and auto electronics etc.

    About the company


    Hero Honda Motors Ltd. is the world's largest manufacturer of two wheelers, based in India. The company is a joint venture between India's Hero Group and Honda Motor Company, Japan that began in 1984. In 2001, largest two-wheeler manufacturing company in India and the World No.1 two wheeler company in terms of unit volume sale.

    SEGMENTATION
    Process of subdividing a total market into different subsets or groups. Where the marketer may select one or more segments. To be reached with an appropriate marketing mix.

    Geographic Segmentation
    Subdividing the whole market into different geographical units which can be further subdivided into smaller units. A national marketer may take whole nation as his market. The relationship hero group with their dealer is unique in its closeness. The dealer are considered a part of HHML, a national wide dealer network comparison of 5000 out late.

    Demographic Segmentation
    Subdividing the market in terms of demographic features of a country or a region. Variables that may be considered are age, gender, marital status, family size, etc. Demographic data is essential for estimating the size of the target market.

    Psychographic segmentation
    Sub division of different groups on the basis of personality, life style and values.

    Automobile manufacturers must consider different personality traits in dividing the market.

    Behavior Segmentation
    In behavioral segmentation, marketers divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. 1. Decision Roles: Initiator Influencer Decider Buyer User

    2. Behavioral Variables Many marketers believe behavioral variablesoccasions, benefits, user status, usage rate, buyer readiness stage, loyalty status, and attitude-are the best starting points for constructing market segments.

    Bases for segmenting


    Splendor CBZ

    GEOGRAPHIC Region All over India All over India

    Areas DEMOGRAPHIC Age Gender

    Rural & semi-urban

    Urban & semi-urban

    20-50 Male

    20-45 Male

    Income

    20000 or more then

    50000 or more then

    Splendor PSYCHOGRAPHICS Life style Personality Culture oriented compulsive

    CBZ

    Sports oriented Authoritarian

    BEHAVIORAL Benefit User status Loyalty status Attitude product toward Economy, good Sporty, good style, mileage, comfortable good speed, 5 stock. Regular Strong Positive Existing Absolute Enthusiastic

    Targeting
    Once the firm has segmented the total market ,it should select the target market segment or segments for marketing. Investing in a particular segment should be sensible in terms of companys mission, objectives, skills and resources.

    Effective segmenting criteria


    Single concentration
    M1 M2

    segment
    M3

    Selective specialization
    M1 P1 P2 P3 M2 M3

    P1
    P2 P3

    Market specialization
    M1 P1 P2 P3 M2 M3

    Product specialization
    M1 P1 P2 P3 M2 M3

    Full market coverage


    M1 P1 P2 P3 M2 M3

    HERO HONDA TARGETING


    Splendor Hero Honda used Product Specialization for target market of Hero Honda Splendor. Hero Honda builds a strong reputation in the specific product area. CBZ Under HERO HONDA used a market specialization for target market. Hero Honda gains a strong reputation in serving this customer group and becomes a channel for additional products the customer group can use.

    Positioning

    Positioning of a product or service is creating an image in the consumers mind. Consumers generally buy images rather than actual product. Marketers mostly use advertising as a tool to build up brand or corporate image.

    CBZ: Positioning of CBZ Extreme 150 cc segment market with respect to price and product attributes. The urban customers are pretty loyal towards this brand. Splendor Positioning of splendor segment market with good quality, attributes, and number of users present.

    Thank you

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