A week before Diwali a news started doing rounds on the news channel, internet, blogs, word of mouth that try and avoid sweets this Diwali as they will adversely affect our health.
One can raise a question now that why only few days before Diwali?
The reason I feel behind this is the anti marketing or the negative strategies by the companies with the help of media as they would get direct benefit from it.
Needless to say that chocolates, biscuits and now even the soft drink companies have tapped this crore rupees market and in a wish to capture more, they do negative marketing against the sweets being manufactured in the country and they find it so easy as there is no sweet association in India to resist these negative marketing strategies.
Imagine the authenticity of a news on Nov1 saying that the sweets that we would eat on Diwali Nov 5 will not be good and the matter of fact is that the sweets are due for production on Nov 4th. This kind of a trend has been prevalent for the past few years depicting some fishy strategies by few FMCG companies.
Looking forward to your comments/ views please :)
Hey Participants,
ReplyDeleteI am surprised to see very few blog activites going on from last few days.
few observations
Disappointed to see that even recap of last few sessions is not there on the blog. No new diwali comments or news is shared through the blog. very few people are participating in blog activities . It seems to be that blog is dying like dying fish.I am posing a challenge for your enitre batch to prove me wrong ( I will be more then happy if you people can do this) and take once again this blog to new heights. but I need to mention this Impression of your batch in terms of rigour is going down .. you can regain by doing following activites.
1) healthy discussion on blog for different products
2) Write up paragraph which we have discussed in todays session
3)Knowledge sharing on different emerging trends
4) regular recap with out I mentioning in the class
I hope you people will live upto the expectation ..
you follow the passion & passion will follow you
Recap of lecture(15Nov10)
ReplyDeleteTypes of segmentation
1)Behavioral
Based on perception,motivation, learning and attitude.
eg:Fevicol("pakde rehna chodna nahi"-even humour can motivate).
2)psycho graphic
-based on life style
-eg articals of snob appeal
3)Demographic
4)Usage Based
eg:Sachetization
-usage is what people are exploring to come up to the market
-very important in India
eg:Top up cards
Important points:
# its time to move from Segmentation to Target
eg. Pepsi (ways of segmentation have changed from 1980's to present)
# Segmentation is a broader concept
# now society is more open
today we study
IS MARKET SUSTAINABLE
IS MARKET MEASURABLE
# sustainability is important because today markets are shrinking and products are increasing
# sustainability varies from country to country
# Gen X:people born in 1960-70's
# Gen y:people born in >1980's