Scribd Logo
Upload

Welcome to Scribd!

  • Case Writing: Brand Identity Characteristics Target Segment Characteristics

    Uploaded by

    Charu Jain
    16 views1 page
    The document compares the characteristics of two brands and their target customer segments. The first is an engine oil brand called "life-engine" that targets auto drivers in Bhopal, India. It costs Rs. 220 for half a liter and protects engine parts. The second is a home security camera brand called "Cam-guard" that is priced at Rs. 20,000 and targets households with houses over 1500 sq ft in Bhopal. It automatically detects movements within a 2 meter radius and has night capture capabilities. Both brands aim to meet the needs of their target segments in Bhopal through affordable pricing and key functional benefits.

    Original Description:

    Original Title

    CASE FORMATION

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document compares the characteristics of two brands and their target customer segments. The first is an engine oil brand called "life-engine" that targets auto drivers in Bhopal, India. It costs Rs. 220 for half a liter and protects engine parts. The second is a home security camera brand called "Cam-guard" that is priced at Rs. 20,000 and targets households with houses over 1500 sq ft in Bhopal. It automatically detects movements within a 2 meter radius and has night capture capabilities. Both brands aim to meet the needs of their target segments in Bhopal through affordable pricing and key functional benefits.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    16 views1 page

    Case Writing: Brand Identity Characteristics Target Segment Characteristics

    Uploaded by

    Charu Jain
    The document compares the characteristics of two brands and their target customer segments. The first is an engine oil brand called "life-engine" that targets auto drivers in Bhopal, India. It costs Rs. 220 for half a liter and protects engine parts. The second is a home security camera brand called "Cam-guard" that is priced at Rs. 20,000 and targets households with houses over 1500 sq ft in Bhopal. It automatically detects movements within a 2 meter radius and has night capture capabilities. Both brands aim to meet the needs of their target segments in Bhopal through affordable pricing and key functional benefits.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 1

    Case Writing

    BRAND IDENTITY CHARACTERISTICS TARGET SEGMENT CHARACTERISTICS

     Engine oil named “life-engine”  Auto drivers in Bhopal city.


     Consumption 1 lt in one year per auto.  Income 400-800 Rs. Per day.
     Price Rs. 220 for half lt.  20% class 10 Pass.
     Others in range of 200-800 for half lt.  40% class 12 pass.
     Protects engine part.  8% graduate.
     On time change increases the life of engine.  Remaining either illiterate or school drop out
     2 lakh autos in Bhopal. before primary.
     Drivers change oil on their own after min time  Average expenditure on maintenance of
    or kilometres run. auto 300 per month.
     Immense personal bonding between drivers,  85% have mobile phones.
    and enjoy tea, snacks together at food stalls.  65% have television.
     Have unions as well with huge membership.  90% have radio at home.
     40% of drivers live in 180 clusters across  75% have FM radio tuner in auto
    Bhopal.  45% have cassette or CD player in auto.

    BRAND IDENTITY CHARACTERISTICS TARGET SEGMENT CHARACTERISTICS

     Security camera, ready to install and use for  Household living in Bhopal, house size more
    main gate/ entrances. than 1500 sq ft.
     Brand name “Cam-guard”  Higher and upper middle income group.
     Priced at Rs. 20,000, compatible with TV/  Living in independent houses of private
    computer monitor. societies/ LDA.
     Can detect movements automatically in a  70% have at least one 4-wheeler.
    radius of 2 meters.  20% have more than one 4 wheeler.
     Night capture facility.  85% have min one 2 wheeler as well.
     Easy to install.  75% DTH subscribers.
     Temper proof, durable, designed to handle  30% members of some club and visit min
    all weather conditions. three times in a week.
     Sleek, compact in size.  22% have security guards for their houses.
     Other brands in 15-22,000 range.  40% read Times of India, 25% Hindustan
     Free installation. Times, and remaining Dainik Bhaskar.
     1 year guarantee.  28% have pet dogs.
     Onsite support service  All households have TV, CD player and FM.
     32% have more than one TV.

    You might also like