Segmentation, Positioning & Targeting

Segmentation, here, refers to the segmentation or categorization of the customers themselves.All markets are often linked to a particular category based on certain traits. One customer could possibly be a part of many different categories, as their desires or wants can be spread across different categories.In fact, Even within the same category, there can be different customers with different aspirations.

STP OF DETTOL ANTISEPTIC LIQUID

Dettol is one product that is utilized by the entire family.

 

USAGE RATE: Dettol comes in different packages for different types of consumers, depending on the quantity they consume.The packaging ranges from 50ml to 500 ml.

PURCHASE DECISIONS- Dettol does not have a seasonal or occasional demand. it is a first-aid supplement required at all times.

Segmenting the market:

• Lifestyle- the Antiseptic Liquid is for the brands hygiene seeking consumers, be it from cuts & wounds or daily house cleaning chores.
• Personality- It has consciously segmented those adventurous and daring people as well as reckless children to disinfect them from their cuts & wounds.
• Extra hygiene – It is an inevitable part of hospitals & clinics.

TARGETING

     Dettol Targeting is done keeping in mind the universality of the product, for the entire section of consumers irrespective of their markets.    They offer a single product type for all markets-be it household, family, hospitals, etc.    Dettol is the first-aid household name in urban areas, here they target literate people. Also, several NGO’s and Governmental Agencies have taken the initiative to create health & hygiene awareness in rural areas and small villages and thus Dettol has reached the interiors of India.   Within  House holds mothers use it for washing clothes and many such secondary purposes in both Urban and Semi Urban areas. 

 POSITIONING

·     
·         Dettol covers a wide range of geographical area and is consumed by people aged 20- 70, irrespective of their gender.
·         The green and white packaging is generally associated with clinics and hospitals, thus associating the brand with surety and protection.
·         Though it started as a remedy for cuts, it is now widely used for bathing, mopping, shaving and other secondary purposes, after its 'mera Dettol kya-kya karta hai' campaign meant to reposition the product and its uses.

·        Additionally,  Its amber gold colour, clouting effect and the sword on the pack are the notable features that has helped it ,to position itself.