Presented by:Arpit arora(15)Devendra sharma(24)Kumar kanhaiya(36)Kunal raiLovely ananad(38)

Exercise (5): Find three print advertisement that you believe are targeted at a particular psychographic segment. How effective do you think each add is in term of achieving its objective? Why?

Also called Behavioral SegmentationPsychological characteristics refer to the inner

& intrinsic qualities an individual.

This type of segmentation divides the market into groups according to their psychology which is reflected in their behavior.

MotivationDesired benefitsAttitudeLifestylePersonalityConsumer behaviorBrand loyalty

Dividing the market according to the benefits that various buyers seek or expect from the product.

Thus some may buy a car for comfort , others may buy a high end car primarily as a status symbol.

People differ in their attitudes.For example: In India we observe that food is available

in ready to cook form and not in ready to eat form (like in west), since people have an attitude of enjoying the pleasure of cooking.

Different people have different lifestyle patterns and our behavior may change as we pass through different stages of life. 

For example, a family with young children is likely to have a different lifestyle to a much older couple whose children have left home, and there are, therefore, likely to be significant differences in consumption patterns between the two groups.

Virgin Mobiles advts. are targeted on fun loving youngsters having a lifestyle which

includes long hours of telephonic conversations.

-Scorpio came with a new idea car plus in which they were providing luxury car plus sporty look to attract people who like sports cars(suv).

-"With its kind of price offering and positioning, Scorpio did attract a lot of cross-over customers. Unlike for its competitors in the UV category, people who wished to purchase a C class car would also consider a Scorpio," says Hormazd Sorabjee, Editor, Autocar India.

-With the launch of Scorpio, the growth rate from July 2002 to March 2003 rose to about 51 per cent. Between April 2003 and March 2004, the segment grew by 33 per cent.

The third phase of communication was released in July 2004 when the automotive giant focused on the `car plus' statement. What followed was a series of advertisements focusing on people and lifestyle rather than the product.

Example:

Individuals who have achieved their physiological needs,

they would be highly motivated to buy products

like Life insurance, investments in mutual funds IPOs etc in order to secure their present and future.

Launched in 1998, Parent Co TITIANPioneers in the youth watches segment

Initially targeted age group of 22-32 (Early Job seekers)

Started with commercials : “cool watches from TITAN” “too sexy for your wrist”Initial years, marketing strategies showed

positive growth in sales. However by 2002-2003 the growth was

stagnant, since its marketing strategies were unable to appeal its target audience.

Fastrack thus re-launched itself in a new “Avtaar” in 2005

Launched more stylish, low priced watchesDiversified into eye gears, belts and other

accessories.

Target segment lowered down to 16- 25 years, mainly college going youngsters.

Commercials like:“How many you have”

& their latest campaign “Move On”

THE MOVE ON COMMERCIAL FROM FASTRACK

Agency: MadisonRunning time: 35 seconds Story line: The advt. shows a modern

break up. A young guy and the girl return back their gifts to each other and “Move On” to their new life.

Brand conscious, fashion conscious, college going youngsters.

Break ups and heart breaks are prominent in the age group of 16- 25 years.

Low disposable income, 80% of which spent on fashion accessories

Proper communication with target audience

Changed the utility of watch from a time device to fashion accessory

Characters of commercial possessed coherent properties as of the product and the target audience.

Humor with pinch of sarcasm

Strongly connected with college kids.

Provided a positive spin abouth relationships.

Perfect Product PositioningThe brand talks the language of Gen – X.

Strengthened brand awareness

Fastrack has seen 10-fold growth since 2005 — from selling 1.5 lakh watches to over a million in 2008.

The ad talks about is Psychographic Segmentation based on type of activity. It talks about outdoor activities like driving, eating out and also things like working on the computer or making calls

The main model used in almost all of the Dettol ad campaign is mahnoor baloch.

Formal shirt, point to a target audience of office going men or women who are outside for some work or the other.

Product which is anytime / anywhere for keeping hands germ free is needed.

The problem of germs is not gender specific so, the ad targets both men and women.

Product quality is one of the competitive edge to Dettol

Focuses specifically on being the anytime/anywhere answer to fighting germ

Dettol ad show the most trusted and hygienic Product In India

Advertisements through Radio channels during morning and evening

Ad Enter just before summersAccording to the Economic Times Survey of

India’s Most Trusted Brands,Dettol was rated fifth in the year 2006 and first in 2007.

The ad has been positioned as an antiseptic. The ad show people using other soaps also

start using Dettol soap when they suffer from skin diseases.

The ad of DETTOL soap is for those who are health conscious and seek antiseptic. Due to effective Word of Mouth Advertising the brand has achieved the peak. If we think about protection of skin we definitely go for Dettol.

Speaking about the 99.99% germs killing attribute

Speaking about the anytime/anywhere attributeProper communication with target audience

Seasonal adSeasonal ad