Segmentation, Targeting & Positioning and Market Strategies

Market Segmentation, as AMA defines "is the process of subdividing a market into different subsets of customers that behave in the same way or have similar needs. Each subset may conceivably be chosen as a market target to be reached with a distinct marketing strategy."

The Segmentation aims in improving the brand, increasing the sales, better distribution, and better advertising. It is done on the basis of following variables: geographic, demographic, psychographic and behavioral.

Geographic
Region	Available in all the regions (less competition)
City	Available in all the cities (not much competition)
Rural and Semi-urban areas	Low penetration because of low awareness
Demographic
Age	15 years and below – given to them by their mothers 15-20 years- choose their own, mostly on recommendation from family members. 21 and above- after once using stick with it
Family Size	Can be a large joint family or a small family; child to adult use the product.
Gender	Female tend to use it more as they like to take care of their skin
Income	All classes regularly use it except low income people and poor, who rarely use it
Occupation	They users can range from business man to house wife, student or any other; product can be used anybody.
Education	Used by both literate and ill-literate, though used more by literate class.
Physiographic
Lifestyle	Regular house wife or a corporate men/women
Personality	Impossible to ascertain
Behavioral
Occasions	When winter comes, dry skins etc
Benefits	Soft hands, no chapped lips or dry heels.
User Status	Everyone the same.
Usage rate	NA
Loyalty status	All the consumers are fair
Readiness stage	Aware, desirous and interested.
Attitude product followed	Enthusiastic and positive

Targeting
As we talked about competition in the skin care health, the market share of Vaseline has declined due to the competition. To increase the sales they need to connect tot the new generation.

Positioning
It refers to customer's perception of the place a product or brand occupies in a market segment. in some markets, a position is achieved by associating the benefits of a brand with the wants or life style of the segments.
Vaseline is positioned on the healthcare platform with a body lotion and petroleum jelly. The customer always see the tangible attributes like performance level, price, packaging, product components before buying the product. Petroleum jelly being the winter cream posses so many uses such as for dry lips and feet. The unique selling proposition of Vaseline is its 100% white petroleum.