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Sample presentation
TAG HEUER
STP
REQUIREMENTS FOR EFFECTIVE SEGMENTATION Measurable Accessible Substantial Differentiable Actionable
Segmentation
GEOGRAPHIC SEGMENTATION
Cities : Bombay, Delhi & Bangalore Pune - pallazio watch showroom Pune central mall, Shop one : population of 10 lakhs & above : urban crowd
Size Density
DEMOGRAPHIC SEGMENTATION
Age Gender Occupation : 25 55 years : male, female : Builders, IT professionals, Businessmen Education : graduates, postgraduates Nationality : Indians & NRIs, foreigners Generation : Gen X, Gen Y
PSYCHOGRAPHIC
Social Class
Lifestyle
Personality
: upper middle class & upper class : achievers (successful businessmen, & IT professionals) : ambitious
BEHAVIORAL
Occasions Benefits User status Loyalty status Readiness stage : regular & special : design & quality : potential & regular users : strong & absolute : intending to buy desirous, interested : highly enthusiastic buyers
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. Pure, lines, strong design, the emblematic bracelet the ultimate expression of sports & elegance. Sports & outdoor: The daringness of a design developed with the action of the mind
2.
MARKETING MIX
PRODUCT
: Men's range: Sports collection (fast moving) Professional collection Women's range: Party wear range (diamond studded) Casual range : 1 main service center : 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 - Variety
- Brand name
- Packaging
PRICE
List price - Ranges from 30,000 to 2, 16,000 - 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 : major metros & developed cities Locations :Camp, Nagar Road Inventory : Limited inventory to suit the sales % - 6 to 8 watches/month
- Logistics:
A well connected system of carefully chosen dealers.
Main dealer Delhi
Sub dealers
Mumbai
Bangalore
Pune CT Pundol
Ahmedabad
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 Locally advertising through print media like magazines & hoardings. Limited promotional policies to target a particular sector of people.
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.
Presentation by Students
9th session : Students presentations. (tentatively 06 August 2012) 5 groups to give presentation Later (12 th session) 5 groups will give presentation on Real Estate Marketing
10th session will be the Class Test of 10 marks (13 August 2012)