Stp Analysis

STP ANALYSIS

1. STP analysis of Coca-Cola
Segmentation:

Geographic: can be segmented into both urban and rural.

Demographic: can be segmented based on age group (10-40), income, family size.

Psychographic: can be segmented based on lifestyle, type of residence.

Behavioural: can be segmented based on their shopping location, usage rates and also heath related issue...

Targeting:
Geographic: coca cola targets both urban and rural sector mainly rural as other brands have not able to penetrate to that region.

Demographic: coca cola targets age group of 10-40, middle class people and large family size so as to sell 2ltr 3 litre bottle packs.

Psychographic: target people with average life style and provide easy access to them.

Behavioural: coca cola provide special drinks for special people like people with diabetes the come with diet coke and for rickshaw wale they come with 5rs drink.
Positioning

Coca cola has positioned themselves as a family drink with the tag line open happiness. They tend to show like drink for happy families. Its packaging also attracts the young people generation. Coca cola is known for providing best quality and taste in the world.

2. STP analysis of Cadbury
Segmentation:

Geographic: can be segmented into both urban and rural, city.

Demographic: can be segmented based on age group, gender, education background, income.

Psychographic: can be segmented based on lifestyle, personality.

Behavioural: can be segmented based on their usage rates and also heath related or frequency of consumption.

Targeting:
Geographic: Cadbury targets both urban and rural sector mainly urban as it is sometime consumed as substitute to other things.

Demographic: Cadbury targets age group of 5-25, middle class people and females as they are more attracted towards different types of chocolates. Cadbury provides Bourneville and temptations for high income people.

Psychographic: target people with average life style and provide easy access to them.

Positioning: Cadbury has set trademark and has provide the consumer like it’s necessary of daily life. They came with themes of “kuch khaas hai” and “Pappu pass ho gaya “to engage new generation with Cadbury. They offer different prices, different packaging for different regions. Customers are loyal to the brand.  

3. STP analysis of Maggi
Segmentation:

Geographic: can be segmented into both urban and rural.

Demographic: can be segmented based on age group, cultural background

Psychographic: can be segmented based on lifestyle, personality.

Behavioural: can be segmented based on their usage rates and also heath related or frequency of consumption, benefits and readiness

Targeting:
Geographic: Maggi targets both urban and rural sector and all regions.

Demographic: Maggi targets age group of 10-30, middle class people and students who live in hostels and cannot make food on their own. On occupation basis young professionals who don’t have enough time to take lunch in office.

Psychographic: target people with average life style and provide easy access to them.

Positioning: Maggi is famous for its readiness. It is known for its 2 minutes noodles tagline. It has 70% market share in noodles and has monopoly. Hostels are its main targets where student don’t find 3 times food a day so Maggi is their main consumption.

4. STP analysis of Britannia.
Segmentation:

Geographic: can be segmented into both urban and rural, city.

Demographic: can be segmented based on age group, occasions.

Psychographic: can be segmented based on lifestyle, personality.

Behavioural: can be segmented based on their usage rates and health.

Targeting:
Geographic: Britannia targets both urban and rural sector.

Demographic: Britannia has different biscuits or different age group like tiger for children good day for adults. Also it have different products for different occasions like shubhkamnayein for Diwali.

Psychographic: Britannia provides biscuits which suits for everyday life and products like milk bikis for health.

Positioning: Britannia is market leader in the cookies. It has position itself as health nutrient with the tag line eat healthy think better. Also provides nutrichoice products for diabetic people.  

5. STP analysis of Dabur
Segmentation:

Geographic: can be segmented into both urban and rural, city.

Demographic: can be segmented based on age group, education, and season.

Psychographic: can be segmented based on lifestyle.

Behavioural: can be segmented based on health, benefits.

Targeting:
Geographic: Dabur targets mostly rural areas and in urban high income families.

Demographic: Dabur launch chayawanprash for kids to excel in education and hair oil for nourishing hair. It targets different age group and gender for different products.

Psychographic: Dabur has chayawanprash for healthy life. It targets competitive youths.

Positioning: Dabur has positioned itself as high market Share Company by providing the household usage products. With vatika it has created a place for itself in females mind. With using tag line for chayawanprash “ andar se strong“ it has linked with health and usage of Hindi language tagline it connects with rural areas.

Guesstimate
1. Guesstimate the no of chocolates sold in Delhi every day?

Population of Delhi= 1.5crore

Taking the average life cycle to be 75 years.
Chocolate is mainly consumed by age group of 5-25
taking the uniform distribution, percentage of population consuming chocolate = 20/75

Also people living under BPL do not have privilege to consume chocolates, which accounts 33% of population taken from India data.

So consumers of chocolates are =1.5*.33*20/75= 75 lakhs
also age group of 5-15 consumes more chocolates, also females eat more chocolates so taking as boy consume 2 chocolates per week and girls consume 4 chocolates per week .
So = 75/2*(6/7)