Segmentation, Targeting and Positioning

Segmentation, Targeting and Positioning

Saffola Active sells products well among the health conscious Target Group. The idea that influences these people or organizations are its product categories, since it there are different types of products in different categories, the market is more likely to buy the products because there are different varieties to choose from. 

 Within a market, a market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Another process that Saffola Active goes through is a market segmentation, which is the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups. All of these definitions make up a market.

There are 5 basic segmentations that marketers follow. Geographic Segmentation: dividing markets by region of a country or world, market size, market density, or climate; Saffola Active follows this segmentation because they have their products all around the world for marketers to grab their attention and make more profits out of them. 

Demographic Segmentation: Segmenting market on the basis of  age, gender, income, ethnic background, and family life cycle; Saffola Active products aim for marketers who were born in the Y generation because they tend to buy their products more other than the X generation and baby boomers. They also make their products cheaper than other brand names that sell similar products. 

Psychographic Segmentation: Deals with personality, motives, lifestyles, and geo demographics; this is when Saffola Active gathers information about people and this determines how they should sell their products and what products should they sell. 

Benefit Segmentation is the process of grouping customers into market segments according to the benefits they seek from the product; Saffola Active will examine what their customers require of the product and develop communication strategy accordingly.

Usage-Rate Segmentation divides a market by the amount of product bought or consumed; TRESemmé keeps track on which one of their products are having the most sales. 

Saffola Active business market consists of 4 broad segments: producers, resellers, government, and institutions. 

Marico company characteristics are reasonable since they are available across all retail stores in India and many buyers prefer to purchase from local suppliers. 

Saffola Active buying processes segments customers and prospective customers on the basis of how they buy. This allows them to become better sellers for their markets.

After segmentation, the next task is to choose one or more target markets. Saffola Active deals with one specific target market because this way they can attract customers with a single marketing mix. 

Saffola Active way of targeting is the concentrated targeting method. They select a specific consumer segment for targeting its marketing efforts. Saffola Active needs to know where they should position their products so that they create a place in the consumer's mind.