Segmentation, Targeting and Positioning

Segmentation

Market segmentation is a strategy that involves dividing a broad target market into subsets of consumers, who have common requirements and applications for the relevant goods and services. Depending on the specific characteristics of the product, these sub-parts may be divided by criteria such as age and gender, or other distinctions, demographics or psychographics.

Segmentation is a very important activity as it helps companies to better understand the needs of a specific customer base. Mass marketing assumes that all customers are the same and respond in a similar way to the same type of promotional activities but this is not true. People differ in their requirements and thus need to be catered discretely.

Maggi Pazzta is segmented on the basis of age, eating habits, and lifestyle of urban families.

Targeting

Market targeting refers to choosing a specific group or a set of groups to which a business wants to sell its product or service. It is based on the idea that it is not really possible to make or do something that will please everyone, so a business needs to target specific audience. The targeted audience is known as Target Group. Companies select a specific group to strengthen their brands, as well as to get an idea of potential sales for production or financing purposes.

Maggi Pazzta targets kids, youth, office goers and working women. One of the most important feature of maggi pazzta it can be made within 5 minutes. Thus it targets office goers and working women who do not have much time to cook food for themselves and for their kids.

Positioning

Positioning means how you want your customers and potential customers to perceive your brand. What form of opinion you want them to form about your product. It may be defined as the act of designing the company’s offering and image to occupy a distinctive place in the target customer's mind.

It is very important to position your brand smartly. If a product is well positioned, it will have strong sales, and  may become the go-to brand for people who need that particular product. Poor positioning, on the other hand, can lead to bad sales and a dubious reputation. Communication forms a very important part of Positioning and thus must be done with utmost care.

Maggi Pazzta is positioned as, ready to eat product that is easy to cook, healthy as made of Suji and not white flour, and does not take more than 5 minutes of cooking time.