Documente Academic
Documente Profesional
Documente Cultură
Product : Watch
Company : Tag Heuer
TAG HEUER
Age,
Gender,
Family size,
Family life
cycle,
Income,
Occupation,
Education,
Religion,
Race,
Generation,
Nationality,
Social class
Lifestyle,
Personality.
Occasions,
Benefits
sought,
User status,
Usage rate,
Loyalty
status,
Readiness
stage
Attitude
towards
product
Segmentation
GEOGRAPHIC SEGMENTATION
City or Metro Size
_ Density
DEMOGRAPHIC SEGMENTATION
Age
Gender
Occupation
Education
Nationality
Generation
Gen X : 1965-76
Gen Y : 1977-94
: 25 55 years
: male, female
: Builders, IT professionals,
Businessmen
: graduates, postgraduates
: Indians & NRIs, foreigners
: Gen X, Gen Y
PSYCHOGRAPHIC
Social Class
Lifestyle
Personality
BEHAVIORAL
Occasions
Benefits
User status
Loyalty status
Readiness stage
Attitude towards
product
Market Targetting
1) Undifferentiated Marketing
(mass marketing) example :Dettol, Disprin
2) Differentiated marketing
(segment marketing) , multiple brands
3) Concentrated marketing
(niche marketing) small segments
4) Micromarketing
(local marketing and individual marketing)
Targeting
NICHE MARKETING
The community targeted for this product is a well defined set of
dedicated buyers who have a desire to buy TAG HEUER. This is
mainly concentrated towards the upper middle class & the high
class community thus forming a niche market.
Positioning
1.
2.
MARKETING MIX
PRODUCT
- Variety
- Quality
- Design
- Brand name
-Packaging
-Services
: Men's range:
Sports collection (fast moving)
Professional collection
Women's range:
Party wear range (diamond studded)
Casual range
: High caliber watches, does
not function on batteries
: Simple & unique design with classy
finishing that differentiates it from its
close competitor brand Omega
: Prestigious range - Rolex, Pierre Cardin
Medium range - Tag Heuer, Omega
Economy range - Swatch
: simple classy packaging
: 1 main service center in Pune
PRICE
List price
- Ranges from Rs. 30,000 to 2, 50,000
- Based on caliber of watches (accuracy of watch)
- Change in pricing policy does not affect sales to a
large extent because the brand name plays an
important role here.
PLACE
Channels : Dealers with consistent flow
of customers for Tagheuer.
Eg. Pundol and Phoenix mall
-- Coverage
- Logistics:
A well connected system of carefully chosen dealers.
Main dealer Delhi
Sub dealers
Mumbai
Bangalore
Pune CT Pundol
Ahmedabad
Retailers
C T Pundol
Phoenix
Mall
PROMOTION
Advertising
Promotes itself as a major sports brand using celebrities like Tiger Woods, Juan
Pablo Montoya.(Car race driver)
Uses top celebrities as brand ambassadors this also contributing to a large
part of advertising.
E.g. Shahrukh Khan, Priyanka Chopra, Sushmita Sen, Uma Thurman, Brad
Pitt, Dicaprio
Local advertising through print media, such as magazines & hoardings.
Limited promotional policies to target a particular sector of people.
Tiger Woods
Golf player
Cameron Diaz
Uma Thurman
Brad Pitt
Leonardo Di Caprio
CONCLUSION
TAGHEUER stands out for its unique design & brand name &
this is successfully achieved through its high quality & powerful
marketing strategies.