Presented by:

Arpit arora(15)
Devendra sharma(24)
Kumar kanhaiya(36)
Kunal rai
Lovely ananad(38)
Exercise (5): Find three print advertisement that you
believe are targeted at a particular psychographic
segment. How effective do you think each add is in
term of achieving its objective? Why?
Also called Behavioral Segmentation
Psychological characteristics refer to the inner &
intrinsic qualities an individual.

This type of segmentation divides the market into

groups according to their psychology which is reflected
in their behavior.
Motivation
Desired benefits
Attitude
Lifestyle
Personality
Consumer behavior
Brand loyalty
Dividing the market according to the benefits that
various buyers seek or expect from the product.
Thus some may buy a car for comfort , others may
buy a high end car primarily as a status symbol.
People differ in their attitudes.
For example:
In India we observe that food is available in ready
to cook form and not in ready to eat form (like in
west), since people have an attitude of enjoying
the pleasure of cooking.
Different people have different lifestyle
patterns and our behavior may change as we
pass through different stages of life. 

 For example, a family with young children is

likely to have a different lifestyle to a much
older couple whose children have left home,
and there are, therefore, likely to be significant
differences in consumption patterns between
the two groups.
 Virgin Mobiles advts. are targeted on fun loving
youngsters having a lifestyle which includes long hours
of telephonic conversations.
-Scorpio came with a new idea car plus in
which they were providing luxury car
plus sporty look to attract people who
like sports cars(suv).
-"With its kind of price offering and
positioning, Scorpio did attract a lot of
cross-over customers. Unlike for its
competitors in the UV category, people
who wished to purchase a C class car
would also consider a Scorpio," says
Hormazd Sorabjee, Editor, Autocar
India.
-With the launch of Scorpio, the growth
rate from July 2002 to March 2003 rose to
about 51 per cent. Between April 2003
and March 2004, the segment grew by 33
per cent.
The third phase of communication was released
in July 2004 when the automotive giant focused on
the `car plus' statement. What followed was a
series of advertisements focusing on people and
lifestyle rather than the product.
 Example:

Individuals who have achieved their

physiological needs, they would be
highly motivated to buy products
like Life insurance, investments in
mutual funds IPOs etc in order to
secure their present and future.
 Launched in 1998, Parent Co TITIAN
 Pioneers in the youth watches segment

 Initially targeted age group of 22-32 (Early Job seekers)

 Started with commercials :
“cool watches from TITAN”
“too sexy for your wrist”
 Initial years, marketing strategies showed positive
growth in sales.
 However by 2002-2003 the growth was stagnant, since
its marketing strategies were unable to appeal its
target audience.
 Fastrack thus re-launched itself in a new “Avtaar” in 2005

 Launched more stylish, low priced watches

 Diversified into eye gears, belts and other accessories.

 Target segment lowered down to 16- 25 years, mainly college

going youngsters.

 Commercials like:
“How many you have”
& their latest campaign
“Move On”
THE MOVE ON COMMERCIAL FROM FASTRACK
Agency: Madison
Running time: 35 seconds
Story line: The advt. shows a modern break up. A
young guy and the girl return back their gifts to
each other and “Move On” to their new life.
 Brand conscious, fashion conscious, college going
youngsters.
 Break ups and heart breaks are prominent in the age
group of 16- 25 years.
 Low disposable income, 80% of which spent on fashion
accessories
Proper communication with target audience
Changed the utility of watch from a time
device to fashion accessory
Characters of commercial possessed coherent
properties as of the product and the target
audience.
Humor with pinch of sarcasm

Strongly connected with college kids.

Provided a positive spin abouth relationships.

Perfect Product Positioning
The brand talks the language of Gen – X.
Strengthened brand awareness

Fastrack has seen 10-fold growth since 2005 — from

selling 1.5 lakh watches to over a million in 2008.
The ad talks about is Psychographic Segmentation
based on type of activity. It talks about outdoor
activities like driving, eating out and also things
like working on the computer or making calls
The main model used in almost all of the Dettol ad
campaign is mahnoor baloch.
Formal shirt, point to a target audience of office
going men or women who are outside for some
work or the other.
Product which is anytime / anywhere for keeping
hands germ free is needed.
The problem of germs is not gender specific so, the
ad targets both men and women.
Product quality is one of the competitive edge to Dettol
Focuses specifically on being the anytime/anywhere
answer to fighting germ
Dettol ad show the most trusted and hygienic Product
In India
Advertisements through Radio channels during
morning and evening
Ad Enter just before summers
According to the Economic Times Survey of India’s
Most Trusted Brands,Dettol was rated fifth in the year
2006 and first in 2007.
The ad has been positioned as an antiseptic.
The ad show people using other soaps also start using
Dettol soap when they suffer from skin diseases.
The ad of DETTOL soap is for those who are health
conscious and seek antiseptic. Due to effective Word of
Mouth Advertising the brand has achieved the peak. If
we think about protection of skin we definitely go for
Dettol.
Speaking about the 99.99% germs killing attribute
Speaking about the anytime/anywhere attribute
Proper communication with target audience
Seasonal ad