Segmentation, Targeting and Positioning

SEGMENTATION

Demographic Segmentation:

In demographic segmentation, we divide the market into groups on the basis of variables such as age, gender, income, occupation etc; these demographic variables are so popular with marketers so that they are often associated with the consumer’s needs and wants. Segmentation variables are easily measurable. Here are the demographic variables have been used to segment markets. Real Fruit Juice has tried to segment its market on the basis of the set variables which help them to identify who their customers are and which group they belong to.

Age:

• Below 15 years – 30%
• 15 - 20 years - 10%
• 21 - 30 years – 25%
• 31 - 40 years - 15%
• Above 40 years - 20%

The companies target audience is the children, bachelors, youth and the professionals who hardly have much time to take care of their nutritional needs and look for a health drink on a daily basis.


Gender: They targeted both genders (mainly male because many males will not like to take extra care to look after their nutritional requirements often when they are single).

Income: Real Fruit Juice segmented people on the basis of their income level and they try to target different group with different schemes.

Income status

• Upper Class 50%
• Middle Class 45%
• Lower class 05%

Occupation: self employed (superior level peoples), students, non chronic patients, officers executives, junior officers, Executives etc.


Education:  professionals

Psycho graphic Segmentation:

It is the science using psychology to better understand the consumers, and they are trying to suit with local food, and they all ready created the brand name in consumers mind by advertisement and service a major health nutrition and immediate energizer. With the changing marketing trend s Real Fruit Juice is continuously trying to cope up with the trends and come up with new flavors and offers to attract more customers.
Psycho graphic segmentation buyers are divided on following ways:

• Lifestyle: Business class, outdoor oriented.
• Personality: ambitious, open to experience.
• Occasions: Regular, special.
• Benefits: Quality, service, on the go health drink
• User status: regular user
• Usage rate: medium
• Loyalty status: medium, Loyal
• Readiness stage: intending to buy
• Attitude toward product: enthusiastic

Geographic Segmentation:

Geographic segmentation is basically using the spatial location to segment the market. In geographic segmentation there are different schemes for covering different geographical distributions such as states, regions, cities. Markets are mainly divided into the rural and urban areas. The Juice has its feet firmly in the class A and class B cities and for that matter it is easily available also in the small towns. But the challenge has always been making it easily available for the rural market. Several steps are being taken in this direction.

TARGETING

In geographic segment they targeted countries and places where there was no outlets where it was available. In demographic segment their main target are the teenagers and college students (13 to 21 years), young adults ranging from (21 years to 35 years) or can also be called as working professional those who have an urgent need for a health drink on the go. In behavioral segmentation it was found that they were targeting the first time users and also their regular users. Real Fruit juice targets the entire age groups in more ways than one because the need for good immunity is a must for all in the modern day scenario.

STABILITY

Stability strategy involves the maintenance of status quo or, achieves growth in a methodical, but, slow manner. The main reasons for an organization, to adopt this strategy are when it wants to take low risk, choose stability and anticipate the changes, to recover in the business. Since Real Fruit Juice comes from the brand 'dabur', it already had a sense of stability and its performance in the market further added to its reputation.

DIFFERENTIATION

Differentiation is aimed at the broad market that involves the creation of a product or services that is perceived throughout its industry as unique. The company or business unit may then charge a premium for its product. It attempts to develop products that are unique in the industry. Uniqueness can be in the form of service or the ingredients that it is providing in packed form. This different strategy after aggressive research really worked in their favor.

MARKET LEADER

The market leader is dominant in its industry and has substantial market share. If you want to lead the market, you must be the industry leader in establishing an innovation-friendly organization, developing new business models and new products or services. You must be on the cutting edge of new technologies and innovative business processes, customer value proposition must offer a superior solution to a customers' problem, and your product must be well differentiated. Real Fruit Juice has clearly positioned and projected itself to be a market leader through its strategy to be best health drink which is an immediate energizer and an immunity enhancer on the go and it is well reflected in its market share of 55% in this category.