ADVERTISEMENTS BASED ON

PSYCHOGRAPHIC SEGMENTATION

MARKET SEGMENTATION

Process of dividing the market into distinct subsets of consumers with common need and characteristics and selecting one or more segments to target with a distinct marketing mix.

BASIS FOR SEGMENTATION

• Demographic factors− Age− Gender− Marital status− Education− Occupation− Income

• Geographic factors• Psychological factors• Socio- cultural factors• Others

PSYCHOGRAPHIC SEGMENTATION

• Also called Behavioral Segmentation• Psychological 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.

Various Psychological Variables Include:

• Motivation• Desired benefits• Attitude• Lifestyle• Personality• Consumer behavior• Brand loyalty

MOTIVATION

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.

This advt. by Max NY motivated parents to dream Big for their children & protect them by MAX NY’ Children Plan Insurance.

DESIRED BENEFITS

• 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.

SURF’s “DAAG ACCHE HAIN” commercial stresses on benefits of washing clothes via Surf

Detergent .

ATTITUDES

• 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.

The TATA TEA “JAGOO RE” Campaign was meant to change the lackadaisical attitude of people towards voting & elections and awaken

them to use consciously their right to vote.

LIFESTYLE• 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.

ANALYSIS OF 3 PSYCHOGRAPHIC ADVERTISEMENTS

FASTRACK WATCHES

• Launched in 1998, Parent Co TITIAN• Pioneers 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 watches• Diversified 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

HIGHLIGHTS

• Agency: Madison

• Running 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.

TARGETED PSYCHOGRAPHICS

• 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

STRENGTH OF COMMERCIAL

• 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 Positioning• The brand talks the language of

Gen – X.

Success Of The Campaign

• Strengthened brand awareness

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

DETTOL

• 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.

HOW AD TARGETED

• 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.

Competitive edge of ad

• 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 summers• According to the Economic Times Survey of

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

Successful implementation of DETTOL ad• 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.

STRENGTH OF ADVERTISEMENT

• Speaking about the 99.99% germs killing attribute

• Speaking about the anytime/anywhere attribute

• Proper communication with target audience

Seasonal adSeasonal ad