The vitamin market in India can be segmented using various segmentation variables.

Here are some

of the major segments:

Demographic Segmentation: a. Age: Children, teenagers, adults, and seniors. b. Gender: Male,
female, and other genders. c. Income: Low, middle, and high-income groups. d. Occupation:
Professionals, students, homemakers, and others.

Geographic Segmentation: a. Region: North, South, East, and West India. b. City size: Urban, semi-
urban, and rural areas.

Psychographic Segmentation: a. Lifestyle: Health-conscious, fitness enthusiasts, and general

population. b. Social class: Upper, middle, and lower social classes.

Behavioural Segmentation: a. User status: Non-users, potential users, first-time users, and regular
users. b. Benefits sought: General health, immunity, energy, specific health conditions, and beauty.

Targeting Strategy: Differentiated targeting

In a differentiated targeting strategy, a company targets multiple market segments with separate
marketing mix strategies. For this analysis, let's choose the following segments: age-based
segmentation (children, adults, and seniors) and benefits sought (general health, immunity, and
specific health conditions).

Marketing Mix:

Product: a. Children: Offer chewable multivitamins, with fun shapes and flavors. b. Adults: Provide a
wide range of vitamins and supplements catering to general health, immunity, and specific health
conditions. c. Seniors: Develop vitamins and supplements specifically designed to support aging,
cognitive health, and bone health.

Price: a. Competitive pricing for all segments, with lower-cost options available for low and middle-
income groups. b. Offer value packs and discounts on bulk purchases.

Place: a. Distribute through pharmacies, supermarkets, health stores, and e-commerce platforms. b.
Expand distribution to rural areas and tier-2 and tier-3 cities to increase accessibility.

Promotion: a. Use targeted advertising campaigns for each segment, highlighting the specific
benefits and features of the products. b. Collaborate with healthcare professionals, influencers, and
fitness trainers to endorse the products. c. Offer free samples, in-store promotions, and educational
material to create awareness about the importance of vitamins and supplements. d. Utilize social
media, TV commercials, and print media to reach a wider audience.