Segmentation Strategies - Knorr soups

Description
The PPT covers the segmentation strategies used by Knorr Soups in India to segment the market.

Segmentation Strategies – Knorr Soups

Segmentation Strategies – Knorr Soups

Demographic Segmentation

Psychographic Segmentation

Segmentation

Geographic Segmentation

Behavioral Segmentation

Segmentation Strategies – Knorr Soups
Geographic segmentation
? High end Product ? Tier I and Tier II cities

? Targeting Lower Income Group (Now)

Segmentation Strategies – Knorr Soups
Demographic Segmentation ? Gender: Female/ chief wage earner(Buyer), Teenagers (Consumer) ? Age: 28-40 Years(Buyer), 8-17 Years(Consumer) ? Family Size: Above 3 (Nuclear Family) ? Occupation: Working Women & Housewives

Segmentation Strategies – Knorr Soups
Behavioral Segmentation

Sher ghaans nahi khata Asli Sabziyon Ka Jaado Knorr Knorr Knorr Paas laaye aur

Tummy bhi khush Mummy bhi khush

Segmentation Strategies – Knorr Soups
Behavioral Segmentation ? Occasion: 7 PM, Pre Dinner Meal ? Lifestyle: Morden Lifestyle ? Benefits Sought: Indian Mothers- Healthy, Ready to cook pre dinner snack Children & Teenagers: Need tasty, trendy to eat

Segmentation Strategies – Knorr Soups
My Opinion ? Lower prices to penetrate market ? Competitor`s prices are low ? Increase market share by targeting youngistan

Thank You!!!



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