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    Group 5 - Upgrad

    Uploaded by

    Jeel
    Group 5 presented on upGrad, an online higher education company in India. It was founded in 2015 and provides programs in data science, technology, management, and law for students, professionals and enterprises. The target segment is people in middle level management between the ages of 25-45 located in urban areas of India. UpGrad positions itself as providing specialization that leads to a bright future. The document then shifts to discussing an advertisement for Axe deodorant. It outlines Axe's target segment as single males aged 16-28 and how it positions itself as building confidence through new fragrances and adventurous marketing campaigns. Ambush marketing is defined as hijacking another company's campaign to raise awareness of one's

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    Group 5 - Upgrad

    Uploaded by

    Jeel
    74 views23 pages
    Group 5 presented on upGrad, an online higher education company in India. It was founded in 2015 and provides programs in data science, technology, management, and law for students, professionals and enterprises. The target segment is people in middle level management between the ages of 25-45 located in urban areas of India. UpGrad positions itself as providing specialization that leads to a bright future. The document then shifts to discussing an advertisement for Axe deodorant. It outlines Axe's target segment as single males aged 16-28 and how it positions itself as building confidence through new fragrances and adventurous marketing campaigns. Ambush marketing is defined as hijacking another company's campaign to raise awareness of one's

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    Group 5 - upgrad

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    Group 5 presented on upGrad, an online higher education company in India. It was founded in 2015 and provides programs in data science, technology, management, and law for students, professionals and enterprises. The target segment is people in middle level management between the ages of 25-45 located in urban areas of India. UpGrad positions itself as providing specialization that leads to a bright future. The document then shifts to discussing an advertisement for Axe deodorant. It outlines Axe's target segment as single males aged 16-28 and how it positions itself as building confidence through new fragrances and adventurous marketing campaigns. Ambush marketing is defined as hijacking another company's campaign to raise awareness of one's

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    74 views23 pages

    Group 5 - Upgrad

    Uploaded by

    Jeel
    Group 5 presented on upGrad, an online higher education company in India. It was founded in 2015 and provides programs in data science, technology, management, and law for students, professionals and enterprises. The target segment is people in middle level management between the ages of 25-45 located in urban areas of India. UpGrad positions itself as providing specialization that leads to a bright future. The document then shifts to discussing an advertisement for Axe deodorant. It outlines Axe's target segment as single males aged 16-28 and how it positions itself as building confidence through new fragrances and adventurous marketing campaigns. Ambush marketing is defined as hijacking another company's campaign to raise awareness of one's

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 23

    Presented by Group 5

    UPGRAD
    Rani Bohra-05
    Aditiya Iyer-15
    Shreya Mogaveera-25
    Dhruv Raja - 35
    Ved Pratap Singh-45
    Gaurav Maregude - 55
    ABOUT
    Founded in 2015, upGrad is India's largest
    online higher education company
    providing programs in Data Science,
    Technology, Management and Law, to
    students, working professionals and
    enterprises.
    Segmentation
    Demographic Segmentation
    Geographic Segmentation
    STP
    Targeting
    People in Middle level Management

    Positioning
    Specialisation hai toh Future Bright
    hain
    INTRINSIC AND
    EXTRINSIC NEED
    Higher education avails to you an
    opportunity to pursue a career of
    interest that also inspires you. When
    given the freedom to choose a job, you
    get motivated and also get a higher
    satisfaction, which is also accompanied
    by better employment benefits, and
    more advancement opportunities.
    APPROACH, AVOIDANCE
    & AROUSAL
    Ads and Perception
    Ads and Perception
    Do a perceptual Mapping
    Expensive

    ad
    Gr
    ni n

    up
    ar dI
    ng
    Le ke
    n
    Li

    More Comfort Less Comfort

    Affordable
    Do a perceptual Mapping
    Axe Deodrant
    Segmentation
    Geographic Demographic
    Age Group 15-25
    Urban Gender Male
    Sub-Urban Income Upper and Middle
    level
    Occupation Students and

    Bachelor
    Psychographic Behavioral
    Life Style Outdoor oriented Occation Regular
    Personality Fashion Oritented Benefits Quality Economic
    Trendy User Rate Medium
    Targeting
    Single segment (male- 16-28)

    Young heart

    Online campaign

    Ad using humor

    Indian centric
    Positioning
    TV ads

    High on Confidence

    New Fragrances

    Internet based Marketing & virtual trip

    Adventourous Marketing
    Intrinsic, Extrinsic Need

    A need is something that is necessary for an organism


    to live a healthy life.need are the essence of the
    marketing concept. There are two kinds of needs
    innate need which is primary need and acquired need
    which is secondary need.
    Approach and Avoidance

    Approach object : approach object is doing something with


    the objective of achieving it.

    Avoidance object is doing something to avoid certain things


    Arousal for Axe
    Ads and Perception

    Ads and Perception


    Essence of men masculinity

    Perception of affordability

    Perception of a strong brand

    Perception of a great quality

    Perception of a great quality


    Do a perceptual Mapping
    Fragrance

    Oudorless
    Do a perceptual Mapping
    Ambush Marketing
    Ambush marketing is popularly

    known as coat-tail
    marketing which is a practice of hijacking or co-
    opting another enterpriser’s campaign to raise
    awareness of the ambushing company itself

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