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SEGMENTING, TARGETTING, ANDPOSITIONING
• 1. SEGMENTATION: Segmentingmeans dividing total market intodiferent arts or Groups.
• !omanies are grouping theRural Customers in diferentsegments.
•
Segmentation is done "or Similarcustomers.
• !omanies #ave se$iali%edrod&$ts ' Servi$es "or ea$# gro&.
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• ( !omanies $on$entrated in )r*anMarket as t#eir segment +#i$#$omrises o" - o&lation *&t
$ontri*&ting /- o" t#e reven&e.• ( No+ t#ere is saturation in urban
market in re$ent 0ears.
•
( T#ere is a groing !eman! inRural Markets.
• ( Rural market is increasing "ast.
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• ( T#&s, t#e R&ral Market is imortantsegment "or !omanies or Marketers.
• Eamle2 #$% &'s Nirma
• ( 3)4 la&n$#ed detergents S$R( and +as market leader till 1567.
• ( In 1567, a small 8rmNIRMA
!#emi$als
• 4a&n$#ed !etergent po!er "orMiddle and lo+er(in$ome $&stomers.
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• )NIRMA* +ashing ,o!er*NIRMA-, +as t#e lo+est ri$ed*randed +as#ing o+der availa*le in
ever0 gro$er0 ' !ooerative Stores.• It +as liked *0 middle($lass
#o&se+ives and +ere happ ith
results o" NIRMA. • Nirma $at&red good market +it#in
s#ort eriod against S)R9. Nirma #adan ima$t on #ig#er(in$ome "amilies
also.
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• T#en, in 156: 3)4 $ond&$ted MarketResear$# a$ross t#e $o&ntr0.
• Resear$# revealed t#at !i/erent income*
groups o" customers ha! åe0pectations "rom detergents ' ;as#ingo+ders.
• 3)4 la&n$#ed T#ree <arieties2
• 1. Sunlight 2ello in colour34
• 5. +heel 2Green in colour34an!
• 6. Rin 27lue in colour3.
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• 9or diferent market segments=regions> t#ese rod&$ts +erela&n$#ed. ,art o" lost market as
re*capture! b #$%.• ;#en e$onom0 develos,
!ons&mer $#oi$e and t#eir
re?&irements also in$reases.• In t#is sit&ation, t#e Segmenting,
t#e Targetting and t#e ,ositioning s#o&ld *e done *0 t#e
Marketers@!omanies.
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• R&ral Markets in India started gro+ingraidl0 "rom 1557s =a"ter 4PG>.
• 9or enetrating R&ral Markets t#e
Marketers@!omanies need to develodiferent strategies "or diferent $&stomers.
• CONCE,T O( SEGMENTATION2
• 9or attra$ting $&stomers, t#ree ke0
de$isions are involved 2(• 1. Segmenting t#e !&stomers, =dividing
$lass o" $&stomers>.
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• . Targetting t#e !&stomers, =meansaiming at arti$&lar gro&@$lass o"$&stomers, and
•
. Positioning t#e !&stomers =meansproper place to keep the pro!uct "orcustomers.
• SEGMENTING T#E C$STOMERS:
•
R&ral area #ave vario&s *asis "orsegmenting eole living in R&ral area.
• ( I*Categor: Farmers Segment 2
• =i> Big 9armers =ii> Medi&m 9armers
• =iii> Small 9armers =iv> Marginal 9armers
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• =v> Agri$<&re 4a*o&rers.
• T#eir in$ome level, li"e st0les andBe#avio&r are diferent "rom ea$# ot#er.
• II 8Categor: NON-FARMERS2 =- o"R&ral Po&lation>2(
• =i> Peole doing Non(9arm A$tivities.
•
=ii> Sel"(Emlo0ed 9armers• =iii> Salaried Emlo0ees
• =iv> Mi$ro Entrerene&rs =v> Traders.
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• III* Categor2 Rural families livingin Urban area. T#e0 #ave diferentli"e(st0le, *e#avio&r and *&0ing
de$isions.• T#&s, diferent $ategor0 o" "armers
and t#e segment o" R&ral Market
#ave diferent Be#avio&r, In$omelevel and B&0ing de$ision. T#eMarketers #ave to st&d0 t#ese$&stomers t#oro&g#l0 *e"ore
la&n$#ing an0 rod&$t in R&ral
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3ETEROGENEITC IN R)RA4MARET2
• ( R&ral Market is 3eterogeneo&s inNat&re =diferent t0e not similar>.
• ( 3eterogeneo&s means !i&erse in
Character i.e. $omosed o" diverseelements.
• ( Thus4 Rural Market is o" man
tpe or !i/erent kin!.• ( Diferent Region +it# diferent
So$io($<&re =diferent $aste(*asedo&lation>.
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• ( Diferent si%e o" Po&lation ' diferentdensit0 o" o&lation.
• ( 9i/erent in"rastructural
9e&elopments:(• There are 7IMAR$ States &'s. others
• ( Diferent Media eos&re levels 2
•
=a> Media Dark regions• =*> Media Gre0 regions
• =$> Media(Green regions
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• ( T#ere is &ariation in %iterac levels• =Bi#ar v@s erala>• ( 9i/erence in income*le&els and
atterns o" In$ome Fo+ ="armer v@s. Dail0+age earners or Salar0 Earner>• ( (amil Structure =4arge oint "amil0 v@s
Small n&$lear "amilies>.• ( ariation in climate =3ot ' !old
$limate>• 3ot($limate in So&t# India( Tal$&m
o+der ' Deo market, and Chanprashin inter in col! climate
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• ( Diferen$e in 9ood(#a*its2
• South In!ia Ri$e' !ofee areliked
• Eastern In!ia 4o+ milkavaila*ilit02
• Po+der Milk $an *e marketed t#ere.
• ( 4ess S&l0 o" Ele$tri$it0 2( =EastIndia>
• Sale o" (lashlights4 7atteries4Torch*cell is ossible.
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Pre(re?&isites "or Efe$tiveSegmentation
• 1. Measurable:
• ( Si%e o" R&ral Market s#o&ld *e kno+n
• ( P&r$#asing Po+er o" R&ral Market
s#o&ld• *e kno+n
• ( Pro8les o" R&ral !ons&mers s#o&ld *e
kno+n• Mont#l0 in$ome $an *e meas&red in )r*an
area *&t in r&ral areas it $annot *emeas&red dire$tl0 d&e to a non(&ni"orm
in$ome attern and m<ile so&r$es o"
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• . Accessible:2 Connecti&it3
• ( Rea$#ing R&ral !ons&mer isimortant.
• ( No+ develoment o" Roads ' Tele$omm&ni$ation is taking la$e,#en$e rea$# to r&ral area is ossi*le.
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• . 9i/erentiable2( =R&ral v@s)r*an>
• ( Resonse o" &r*an market andr&ral market are diferent, "or somerod&$ts.
• 9or Eamle "or *&0ing Motor
Ccle* Rural Consumers giveimportance to(
• =i> St&rdiness,
• =ii> Mileage, and
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• ;#ereas , urban consumer look for 2(
• =i> St0le, S#ae
•
=ii> Po+er, and Mileage• =iii> Bea&t0@4ook@are$iation *0
ot#ers.
•
:. Substantial:* 2&alue ;e0istence3
• T#e segment o" market s#o&ld *e3omogeneo&s and 4arge so as toive ro8t to t#e Marketin !om an .
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Pre re?&isites "or efe$tivesegmentation
1. Market s#o&ld *e Meas&ra*le
. Market s#o&ld *e A$$essi*le
. Market s#o&ld *e Diferentia*le:. Market s#o&ld *e S&*stantial
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1. Meas&ra*le Segment
• Si<e o" rural market s#o&ld *ekno+n
• ,urchasing poer o" r&ralo&lation s#o&ld *e kno+n =in$omelevel>
• ,ro=les o" rural consumers s#o&ld
*e kno+n. =Details o" "amilies>
T#en on t#e *asis o" t#ese oints ar&ral market $an *e divided or
segmented "or la&n$#ing a rod&$t.
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. A$$essi*le Segment
• Reaching rural consumer is imortant
• ;it# Develoment o" roads andtele$omm&ni$ations rea$# is ossi*le
•
Earlier Mo*ile(vans +ere &sed.• 9istributors an! retailers can be
reache! easil0
3en$e, no+ r&ral market is a$$essi*le.
Big <illage, To+ns, Big To+ns, Distri$tlevel market are +ell $onne$ted *0 Roads.
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• T#e efe$tive means o" rea$#ing r&ral"olk is ossi*le *0 arti$iation in3AATS
organi%ed +eekl0 almost in all areas.
Se&eral Companies areatten!ing #AATS to !ispla their
pro!uct in Rural Areas.
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. Diferentia*le
• Resonse o" r&ral and &r*an marketsare diferent, "or some rod&$ts.
• 9or eamle 2
• )r*an market is *rand oriented
• R&ral market is &tilit0 and needoriented.
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• Anot#er Eamle $an *e regarding7uing +rist atches. T#e R&ral$ons&mers difer +it# &r*ans. R&ral
*&0ers are more +orried a*o&t t#ealue "or mone and +eig# t#e+at$# in #and to kno+ #o+ #eav0 it
is.• On t#e $ontrar0, urban
consumers pre"er light ones ith
latest technolog.
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:. S&*stantial =ro8ta*le>2
• T#e segment o" market s#o&ld *e#omogeno&s and large so as to givero8t to t#e marketing $oman0.
• T#e attit&de , vie+s ,ed&$ation,lang&age and re"eren$es o"$ons&mers, t#inking s#o&ld *e
similar. It is availa*le in &r*anmarket *&t it is not similar in R&ralMarket.
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