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Group 1
Tata Sky
Isko Laga Dala to Life Jhingalala
Till Date
Brand
Baseline
Message
Product features
- Interactive service - Tailer-made Isko Laga Dala to Life Fun for everybody - package Tata Sky Jingalala ! in the family Pause > Record > Rewind Ghar Aayi Zindagi / Dish - Own Satelite DishTV Karo Wish Karo / Are Latest technology. - Home Pick Service you HDed yet? - MPEG4 Superior TV - HDMi Come Home To The viewing with airtel digital TV - Diameter of Dish is Magic magic of AirTel more than competitiors
Yes
No
Yes
Demographic
Family life cycle : Young married couples or unmarried liberated youth, teenagers Occupation : Working couples, students Monthly household income : 15000+
Psychographic
Social class : Upper Middles, Lower Uppers Personality : Authoritative Lifestyle : Achievers Value : Techno Savvy
Airtel
Behavioral Segmentation
S/he is techno savvy Seeks performance Not forgiving Does not give importance to relationships Band disloyal, may switch soon if not happy Pays for superior performance and latest features
Demographic
Family life cycle : Young married couples or youth soon to be married Education : Graduates Occupation : Working, self-employed Monthly household income : 15000+
Social class : Working class, middle class Personality : Gregarious Lifestyle : Strivers Value : Relationship oriented
Psychographic
Dish TV
Behavioral Segmentation
S/he is relationship oriented S/he is in the process of settling down in life Seeks quality Enjoys latest offerings May switch brand if not satisfied with quality Pays for quality and brand
Group 1 | PTMBA | IIIrd Yr Marketing | IMC 9
Demographic
Family life cycle : 3+, Married, with children and parents Education : Husband more qualified than wife, needs help in educating children Occupation : Working, self-employed Monthly household income : 15000+
Psychographic
Social class : Working class, middle class Personality : Ambitious Lifestyle : Strivers Value : Fun Loving
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Tata Sky
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Behavioral Segmentation
S/he is fun loving S/he will prefer to go for outing/movies/restaurant with family Seeks value for money Hard working Brand Loyal Pays for customer service and brand
Group 1 | PTMBA | IIIrd Yr Marketing | IMC 12
Kingfisher
Fly the good times
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Baseline
Kingfisher: Fly the Good Times
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Message
Kingfisher: Personalized Service as 'Guest at Home'
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Product features
Kingfisher: Speed, Luxury, Comfort & Convenience The only 5-star certified (skytrax) airline in India 1st airline to bring best-inclass on board services like food & beverage, entertainment & care Airports Lounges Loyalty scheme "KingClub" Separate Check-in for Business Class Alliance with International Partners 'Marriott' ' Jet Airways: Speed, Luxury, Comfort & Convenience Airports Lounges Loyalty scheme "Jet Privilege" Separate Check-in for Business Class Alliance with International Partners 'CitiBank & Pantaloons' Indigo: Speed, Economical, No frills. On time or punctuality Facility to book meals which ticket-booking or buy on board Low Cost, On-time
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Consumer Profile
Kingfisher: Professionals Frequent travelers Rich people SEC A, A1,B1 A2,B2, C1,C2,C3 Jet Airways: Professionals Frequent travelers Rich people SEC A, A1,B1 A2,B2, C1,C2,C3 Indigo: Students Dependents Families Cost-conscious professionals Self employed business travelers
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Geographic
Kingfisher: Metros Tier 1 cities Tier 2 cities Jet Airways: Metros Tier 1 cities Tier 2 cities Indigo: Metros Tier 1 cities Tier 2 cities
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Demographic
Kingfisher: Education: Professionals, PostGraduates, Graduates Age: 24 yrs to 60 yrs (Younger or older as dependents) Occupation: Business Men/Women, Executives, Bureaucrats Income: 20 lacs + Family: Single, Married & Married with kids Jet Airways: Education: Professionals, Post Graduates, Graduates Age: 24 yrs to 60 yrs (Younger or older as dependents) Occupation: Business Men/Women, Executives, Bureaucrats Income: 20 lacs + Family: Single, Married & Married with kids Indigo: Education: Students, Graduates, Post Graduates, Professionals Age: 18 yrs to 60 yrs (Younger or older as dependents) Occupation: Students, Dependent families, self employed business travelers, salaried Income: 10 lacs + Family: Single, Married & Married with kids and joint family
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Psychographic
Kingfisher: Social class : Highend professionals class, affluent & most affluent class. Lifestyle: Ambitious, speed, service, comfort Opinions : Speed and service oriented Attitudes : Novelty seeking Values : Relationship and service Fast food culture Jet Airways: Social class : Highend professionals class, affluent & most affluent class. Lifestyle: Ambitious, speed, service, comfort Opinions : Speed and service oriented Attitudes : Novelty seeking Values : Relationship and service Fast food culture Indigo: Social class : Middle and higher middle class, dependents Lifestyle : Average, routine, value for money Opinions : Value for money approach Attitudes : Rational Values : Simplicity, Friends & family influence Indian food culture, does not mind opening lunch box on board
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Shyam Devikar Sanjay Shah Naziya Maknojia Deepali Desai Padmakumar Unni Sammir Vichare Akshay Wadhwa
THANK YOU
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