VALS TYPE- MAKER
Based on VALS analysis of the
group members, ‘MAKER’ is the personality type we have chosen to target our
product. MAKERS are the people who are self-expressive and pragmatic .They are
low on resources and innovation and look only for functional benefits in the
product.
The product is a detergent powder
and its 4Ps will be designed based on the STP as mentioned below.
Segmentation and Targeting –
based on Demographic, Geographic and Psychographic variables the market has
been segmented with the following criteria for targeting and positioning.
·
Geographic – Rural, Semi-Urban and Urban
·
Demographic
Family Income
|
Less than Rs 1,20,000 per annum
|
Education
|
Illiterate, Upto 8th Standard,SSC/HSC,Graduate(general)
|
Occupation
|
Unskilled, semi-skilled and blue-collared jobs
|
·
Psychographic
Socio-Economic
|
D and E as per New Socio-Economic System
|
Lifestyle
|
Traditional and limited spending
on entertainment
|
Personality
|
Risk averse and uninfluenced by material possessions
|
Positioning
The product will be positioned as
a VALUE FOR MONEY i.e. Provide all the functional benefits of a detergent
desired by the consumer for the right price.
Total Perceived Value will
predominantly be a function of FUNCTIONAL benefits.
Product
Target consumers wants a product
that can satisfy their basic need cleaning dirty clothes without taking too
much of water. As water is a precious resource for them which comes for less
than few hours daily (or may be sometimes not even for that period).
Our product will have following
Features
|
Basic three features- Remove harsh
stains, provide whiteness to clothes, consumes less water (half as compared
to competitor brands
|
Packaging
|
Low cost but attractive plastic
packages
|
Sizes
|
12 gm. and 25 gm. sachets, 100 gm., 250 gm. packs and few 500 gm.
discount packs
|
Product Variety
|
One- Since our customers are not
willing to pay that extra for non-core benefits moreover cost of the product
is a constraint for them, which will be increased if we go for different
variants.
|
Brand Name
|
Price
Price has been kept relatively
low keeping in mind the purchasing power of our target customers. Attractive
discounts will be offered for purchase of relatively large packages.
List Price
|
Ranging from Rs 1 for 12 gm. sachets to Rs 24 for
500 gm. pack
|
Discounts
|
Only on buying 250 gm. or 500
gm. packages
Rs 2 discount on 250 gm. package
and Rs. 4 on 500 gm.
|
Promotion
Apart from the means discussed
below, we will also rely a lot on positive word of mouth for advertising our
product.
Advertising
|
Through
local cable channel in urban and semi urban areas which have a good
penetration in targeted households.
For
example to target construction workers ad can be done through posters near
their work sites.
For
rural areas through pamphlets.
|
Direct
Marketing
|
Cost effective door to door
marketing after identifying the target localities
|
Haat-
Physical demonstration
|
Targeting local gathering
places like Haat and demonstrating the utility of the product
|
Place
The product will be sold in the
targeted localities through Paan and beedi shops, local kirana stores, rural
Haats, door to door selling and 500 gm. packs in economical departmental stores
like Big Bazaar.
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