7/25/2019 Sandeep Raina b54, Ms, Roll No 27, 04_MS_Week1_s6-7_Application Assignment.pdf

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7/25/2019 Sandeep Raina b54, Ms, Roll No 27, 04_MS_Week1_s6-7_Application Assignment.pdf

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04_MS_Week1_s6-7_Application AssignmentSandeep Kumar Raina !4" Roll no #7

2. Which of the above segments will you target and why !our answer should take into account the

attractiveness of your segment and your competitive advantage.

TARGETING

9oing b# the above matri7 it is most prudent to focus on below three segments

Segment etail Selling

Price

Sensitivit#

5utput

(Mileage4

Performan

ce)

!riving

7perie

nce

nvironmen

t

'onsciousn

ess

Mainten

ance

'ost

$ikers2

3outh4Students

0ow ig) High High High

'ars2 3outh4Students 0ow ig) High High HighAuto2 5wner driven Medium ig) Mediu

m

Medium High

The reason is clear from the above matri7 as price sensitivit# is the -rst barrier

towards selling Speed (Since SP! is s * More priced than +nbranded Petrol)

The Above three Segments2$ikers23outh4Students% 'ars23outh4Students% Auto2

5wner !riven2 are looking be#ond selling price and looking especiall# for better

driving e7perience% are environment conscious and want low maintenance cost

As against it the non2owners of Auto have little accountabilit# towards

maintenance cost and are indi"erent towards nvironment However the# are

highl# price conscious as it is linked to their direct savings The# take Autos on a

rental basis from owners Similar pattern has been shown b# $ikers2mplo#ees

and 'ars2mplo#ees

ATTRA%TI*ENESS AN# %OMPETITI*E A#*ANTAGE:

We will evaluate the attractiveness of the segments using three Parameters1

: Segment Si;e * 9rowth Potential

7/25/2019 Sandeep Raina b54, Ms, Roll No 27, 04_MS_Week1_s6-7_Application Assignment.pdf

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04_MS_Week1_s6-7_Application AssignmentSandeep Kumar Raina !4" Roll no #7

'ars2 3outh4Students 5nl# :B@ of Petrol

'ustomers are 'ars but

due to high -ll si;e the#

contribute to C?@ of the

volumes

Although the 9rowth rate of this

segment is around B@ per

annum however the high sales

contribution due to high -ll si;e

make them attractiveAuto2 5wner driven $alance *B@ are Auto

!rives running on Petrol

With public tpt not in

place this segment is

constantl# increasing

The three wheeler segment is

growning b# over ::@ per

annum

%o!petitive Advantage Matri$ (POSITIONING":

-eature

.P%& P%& IO%&

/O0T %ONNE%T I%ON $P'0 with a strateg# to

focus on #outh has tied

up with 6ara#an

&arthike#an % ,ndianDs no2

: 8ormula acer to

position the product

among #outh

%&EANS ENGINE -ROM

INSI#E

5nl# $P'0 Multifunctional

Additive has this propert#

EN*IRONMENT

-RIEN#&/

5nl# $P'0 has positioned

SP! as least emission

fuel due to High

/cienc#

ence it is easy to Target t)is seg!ent of .i1ers2/out)Students3 %ars2

/out)Students3 Auto2O'ner #riven 4 Also since t)ese seg!ents are of

considera5le si6e and gro't) potential 3 )ence targeting t)ese

seg!ents 'ill 5e pro7ta5le also4

7/25/2019 Sandeep Raina b54, Ms, Roll No 27, 04_MS_Week1_s6-7_Application Assignment.pdf

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04_MS_Week1_s6-7_Application AssignmentSandeep Kumar Raina !4" Roll no #7

". Write a positioning statement for one of the above segments.

To write a 9ood Positioning Statement we should follow the below rule1

$or %&arget Market' t(e %rand )ame' is t(e %*oint o+ ,ierentiation' among all

% +rame o+ Re+rence' .ecause % Reason to elie/e'

So Positioning Statement for each Segment will be as below1

Segment Positioning Statement$ikers2

3outh4Students

$or t(e oungistan (ic( likes Speed and t(rill2 (arat

*etroleum unleas(es S*33, *etrol it( an nmatc(ed

*er+ormance in t(e 5ndustr2 &oug( on *er+ormance and So+t

on 3n/ironment2 ou ill get a dri/ing eperience like ne/er

.e+ore it(out trou.ling our pocket mone2 &rusted . t(e

est- )araan Kart(ikean'ars2 3outh4Students $or t(e oung 3nergetic )ation uilders2 (arat *etroleum

unleas(es S*33, *etrol it( an nmatc(ed *er+ormance in

t(e 5ndustr2 &oug( on *er+ormance and So+t on

3n/ironment2 ou ill get a dri/ing eperience like ne/er

.e+ore2 &rusted . t(e est- )araan Kart(ikeanAuto2 5wner driven $or t(e (ardorking Workers o+ 5ndia2 (o dri/e t(e

countr2 (arat *etroleum oers S*33, *etrol 2 (ic( adds

li+e to engine2 sa/ing our (ard earned mone .

guaranteeing loest maintenance 8ost2 trusted . t(e

9nest 3ngine Mec(anics"