2. Product- Fair&Lovely
• FAIR&LOVELY THE LARGEST SELLING SKIN WHITENING CREAM IN THE
WORLD.FAIR ANLOVELY IS MARKETED BY UNILEVER IN 40 COUNTRIES IN
ASIA AFRICA AND MIDDLE EAST,WHILE INDIia BEING THE LARGEST SINGLE
MARKET
• IS A BRAND OF THE US$ 4.7 BILLION HINDUSTAN UNILEVER LIMITED
• IN THE “MOST TRUSTED BRANDS” FROM HUL IN THE TOP 100 LIST FAIR ND
LOVELY RANKS 11
3. STP PROCESS
• The STP process Demonstrates the links between an overall market and
how a company chooses to compete in that market. It is sometimes
reffered to as a process,with segmentation being conducted first,then the
selection of one or more target markets and then finally the
implementation of positioning.The Goal of the STp process is to guide the
organization to the development and implementation of an
4. SEGMENTATION
• Market Segmentation is Dividing the market into Distinct groups with DISTINCT
NEEDS,CHARACTERISTICS OR BEHAVIOUR who might require separate products
• DEMOGRAPHIC: Group Consumers Based on Age,Sex,Religion,Race ETC
• GEOGRAPHIC: Grouping Consumers Based on there on there REGION ,CITY,
CLIMATE
• PSYCGRAPHIC: Divides a market into different groups based on SOCIAL
CLASS,LIFESTYLE,PERSONAL CHARACTERISTICS
• BEHAVIOURAL: Divide buyers into segments based on CONSUMER KNOWLEDGE,
ATTITUDE , USES OR RESPONSE TO A PRODUCT
5. TARGET MARKET
• After Dividing the market into Segments,the organization then evaluates
the different segments and decide how many or which it can serve best.
• Almost all organization us Market Segmentation approach to target
marketing because people are different nd seek diff ways to satisfy there
needs . This approach divides broad market ,consisting of customer
possessing different characteristics into smaller market segment in which
customers are grouped by characteristics shared by other.
7. FOUR APPROACHES TO TARGETING
• 1. Undifferentiated market;
• Mass market
• A large Market
• Single market strategy
• All Customer seek same benefit
Marketing mix Market
8. Differentiated market
• This is where firm target more thsn one
market segment by introducing different
products each aiming at diff market.
Mix 1
Mix 2
Mix 3
Segment 1
Segment 2
Segment 3
9. Niche market
• Captures only small share of different
segments by a single product
Company
market mix
Segment 1
Segment 2
Segment 3
