1.

SEGMENTATION
a. Demographics:
Gender- Van Heusen Performa is latest men wear collection.
Age- the Suit is crafted especially for business class people who travel a lot.
Therefore it is best suited for executives between the ages of 30-40 years.
Social Class- the jacket of the suit costs between 249 to 349 Australian
dollars and pants cost 150 Australian dollars which is 11952 to 16725
rupees for jacket and 7200 rupees for the pants, so it can be said that the
suit caters to an audience of the Upper Middle Class.
Occupation- Just like other office wear brands under Van Heusen, this ad
and the brand- Performa is also for the audience who are in the corporate
world leading a busy but a stylish life.
b. Psychographics:
Attitude- the attitude of the consumers suggested by the ad is that they
work hard, have a busy life, they like to meet the dead line and crunch
numbers. While doing that they want to arrive in style, thats why they are
ready to spend that extra money for the suit that gives them comfort and
style.
Activities- the consumers of this brand indulge mostly in corporate
activities, like business trips and board meetings, but with that they have a
large social and corporate circle, it might be wrong to say that their work is
their life as the target audience are members of (Full Nest, with younger
child above the age of 6 years) so their activities will also include having a
family and work life balance.
Interests- the audience are interested in gaining self-esteem at their
corporate work, they strive hard to be known by their subordinates, their
superiors, and they are interested in corporate and political world. With that
their family and social life which includes work friends also interests them.

Opinion- the target audience of this ad includes men who form opinions
about other colleagues, business and politics, when that opinion is set, its
hard to change their mind set. When taking brands and products under
consideration, marketers would want to bring out the benefits of their
products as their opinions are mostly guided by what they get out of a
product, if the benefits are good, they dont mind spending extra money for
it.

c. Behaviour
Shopping- the consumers fall in the category of Researchers when it
comes to shopping, when we talk about fashion and clothing, the target
audience would prefer buying suits of this quality and range in a retail store
by checking the material and the feel, that why the Brand have gone an
extra mile to include qualities like Nano-technologies and High- Twist Yarn,
so that customers can differentiate it from the competition
Brand Preference- They have high brand preference, They may not only
prefer brands that sell just style but also brands that breaths panache,
elegance and comfort, they also look out for the brand image a brand has
created in the market.
Prior Purchase- The consumers of this category would not just like to see
the product, but would also like to read about it in a high rated business
magazine (as corporate customers are the brands target audience), that
gives them a sense of feeling that the product they are planning to buy falls
in the category of achievers and classic business men.
Benefits Sought- the consumers of this category would not just think of
style, but also the feel and comfort along with the brand image of the
product. The product can be expensive but should fulfil these benefits
attached with the price tag, therefor in the above example; they have tried
to include Comfort, Style, and Benefits as the brands MSP.
Brand Loyalty- They are a tough audience to get, having said that, they
will like a brand of years if it fulfils their demands but If they have a bad
experience with a product of a brand, it is very difficult to get them back.
Therefore, marketers try their best to launch a product that fulfils their
demand without any discrepancies.
d. Geographic Location-geographic location best suited for this print ad and
the entire campaign is urban and metropolitan cities national and
international markets also developed as well as developing nations, where
corporate work demands a lot of time and energy, where you have to be on
your toes at all times.
1. TARGETING
Concentrated Targeting- The targeting strategy followed in the above ad
is that of a concentrated Targeting when marketers have to focus just one
defined market segment and develop well defined strategies for it. This is
because the income slab does not vary a lot a product ranging in this

category is made specifically for that category, in this ad its for managers
and executives who are busy and on the run.
2. POSITIONING
Creating Brand Image- The appeal used in this print ad is a rational
appeal, the image created by the brand is of being useful and stylish, it
brings out the benefits and MSP of the brand, the image shows a corporate
guy jumping, which signifies busy corporate life. The body copy tells how
the suit is ready to take whatever comes its way, like tough handling, stains
and heat.
3. PERSONALITY
The personality of the target audience suggested by the print ad is that the
consumers are work oriented, always ready to take on challenges, does
not run away from the task they want to achieve. They are in the corporate
world to prove a point and show how things are done.
4. CULTURE
The cultural traits about the consumers shown in the print ad is open
minded, they dont believe in pleasing the society but to work on their
own terms they belong to a modern culture and can be a major part of
her society. They are not just part of a social culture but also a part of a
healthy work culture.
5. MOTIVATION
The consumers targeted by the print ad are motivated by success in
work and life, they work hard and
Try to leave a mark of there on in whatever comes their way. They are
task oriented and they have had
a taste of success at some point of their live. Family and status is also
another motivation.