Professional Documents
Culture Documents
Sec A
Grid 1 Niche Market Specialization
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Toyota is one of the largest car manufacturers in the world renowned for
its Superior quality products through out the world. Besides the
conventional petrol and diesel car manufacturing, it launched a hybrid car
named
Toyota Prius .
This car is mainly targeted towards those buyers who were interested in
environment friendly cars. The company didn’t promote the Prius just in
any media but it focused on that outlets that were watched, read or
listened by the people concerned about the environment. It heavily
promoted the car through environmental groups and their publications.
INTERPRETATION
As we can see that this car is targeted towards those people who were
interested in environment friendly cars, so we can say that these
particular product was targeted towards a specific segment. Hence we can
say that it is Niche Market Specialization.
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Grid 2 Niche focus for different market
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Selective/Focused Specialization
Here the firms select a number of segments, each objectively attractive and
appropriate. There may be little or no synergy among the segments, but each segment
promise to be a moneymaker. This multisegment coverage strategy has the advantage
of diversifying the firm’s risk. it is also known as differentiated strategy.
Jaguar Land Rover (JLR) has lined up an array of models, many of them tweaked to
be India-friendly, company officials said. Almost the entire Land Rover range of
luxury utility vehicles, including the Range Rover and Range Rover Sport as well as
the mid-sized SUV LR Discovery 3, will make their way to India.
Market:-2 Indica V2
Incorporating the attributes of three best selling cars, Tata Indica has made its own
mark in the fierce market of motor segment. Making of Tata Indica Car with the
concept of main distinguishing features of three popular cars.
Its fully foldable rear seat has made this car more accommodating for extra luggage.
For safe and secure driving and to give proper comfort, side-impact beams, rigid
monochrome frame and child safety locks are attached to this car.
INTERPRETATION: Pond’s has been synonyms with skin care in India since
1947.Ponds is a brand of beauty and health care product that is produced by the Ponds
institute which is owned by the multinational company HINDUSTAN UNILEVER
LIMITED (HUL).
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For over 150 years Pond’s has helped women across world care for their skin.
Since this product focused on higher middle class women’s market segment who are
very conscious of their skin so Pond’s with its specialized products targeted this
market and as its products P1, P2 and P3 are available in the market M2 that’s why it
can be taken Pond’s as a Market Specialization.
Links: http://www.youtube.com/watch?v=lJhSogkI284
http://www.youtube.com/watch?v=GXQSkE9J4N8
Interpretation
ACC Limited is India’s foremost manufacturer of cement. Established in 1936.
ACC’s brand name is synonymous with cement and enjoys a high level of equity in
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the Indian market. It is the only cement company that figures in the list of Consumer
Super Brands of India. Among the first companies in India to include commitment to
environment protection as a corporate objective, ACC is essentially a people’s brand
of cement with more than 80 per cent of sales made through an extensive dealer
network that covers every state in India. Its customer base represents the masses of
India - individual homebuilders in small towns, rural and semi-urban India. That’s
why we have taken it as a product specialization.
Link http://www.youtube.com/watch?v=kfSMT6LWBqM
Airtel is India’s largest cellular service provider with more than 100 million
subscribers. It offers fixed line services and broadband services. It offers its telecom
services under the Airtel brand and is headed by Sunil Mittal.
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