In a business, it is not possible to appeal to every consumer. Therefore it is extremely important to ‘segment’ the market. Directing the focus on a segmented group will help in efficient ‘targeting’ , which in turn will ease the brand’s position in the market.
The STP model of Marketing, helps in developing a mission and a vision of the brand. Thus it plays an important role in planning a business. Having similar promotional strategies for products will not help any organisation, as every individual has different demands or requirements.
Apart from STP analysis, it is equally important to develop a Unique Selling Proposition (USP) .
As the name suggests, it is a quality or factor that makes the product/service different from it’s competitors. USP helps the brand to convince consumers to buy the product/service.
In this blog, we will be taking three brands, in three different product categories, analyse their STP Model, talk about their USP(s) and discuss their positional strategies.
Product Category: Biscuits
Parle : Parle as a brand is extremely popular in India, primarily for its product Parle G. The brand is known to have memories attached to it. Since, Parle is a brand which has a huge range of biscuits under it the segmentation is demographic and psychographic. For products like Parle G, which has a mass appeal it targets people from different income groups. Whereas, premium biscuits like Milano are targeted to middle or upper- middle class group. Parle has positioned itself as a brand which is an Indian origin and believes in creating memories.
Parle’s TVC for Parle G, ‘You are my Parle G’ showcases emotional relationship between a brother and a sister. The brand focuses on being a constant, hence it asked consumers ‘Who is your Parle G?’. As of 2019, Parle had a market share of 40% .
Parle G Ad link : https://youtu.be/7TKVyeUHICQ
Britannia: Like Parle, Britannia too is an Indian company. It’s known for its huge range of biscuits, cakes and other Dairy products.
Market Segmentation of Britannia is for people who consume bakery and dairy products. Since it’s product ranges from biscuits to cakes and bread, the target consumers are kids and middle and upper middle class families. It’s positioning is of a manufacturer of premium quality, healthy biscuits, bakery and dairy products. They have both healthy and snack-worthy option which is why kids and teenagers like Britannia.
In 2018, they launched an advertising campaign when Britannia Industries completed the 100 years milestone. It was a 10 product feature film, with a new logo and tagline ‘Exciting goodness’. “Through the new brand positioning ‘Excitement and Goodness’ we want to strike a perfect balance providing consumers both indulgent and healthy snacking options. While our Chunkies and Bourbon fall in the indulgent category, brands such as Milk Bikis and NutriChoice provide healthier option,” said Ali Harris Shere, Vice President Marketing at Britannia. Britannia has an estimated market share of 33% .
Britannia ad link : https://youtu.be/cT6BV5376Uw
Sunfeast: Sunfeast is the biscuit arm of ITC limited. It is manufactured in India and abroad. It majorly targets the snacks market. Sunfeast produces glucose biscuit for the mass and biscuits like ‘Dark Fantasy’ for middle and upper middle class people.
Sunfeast has noodles, biscuits (digestive, glucose, premium) , cookies etc. Thus the segmentation is for everyone who likes snacks or healthy food. Sunfeast majorly targets the snacks and biscuit market hence kids and teenagers are it’s primary target audience. The brand has positioned itself as a brand which ‘spreads smile’.
Sunfeast is one of the largest biscuit brands of India. The major USP of Sunfeast is that ITC limited is its parent company. Hence, investment and distribution is not something the brand should be concerned about.
Sunfeast ad link: https://youtu.be/7tK3r1__fp8
Detergent Powder
Surf Excel : Surf Excel is a Uniliver brand, with markets in Pakistan, India, Srilanka and Bangladesh.
Surf excel has a washing powder, bar, and Matic. Hence, it’s segmentation is for anyone who prefers either of these. Target consumers for the brand is any household for washing purpose. Since, the price of Surf Excel is a little more than its competitors, poor people cannot afford it. Therefore, it mainly targets to middle and upper middle class families. The positioning of the brand keeps on changing, to answer the constantly changing washing needs of families.
Because of HUL, Surf excel has a strong distribution network which is one of its primary USP. The advertisement of the brand is extremely popular, be it the holi ads or #DaagAccheHai. Every advertisement comes with a message which gives it a good brand image. Surf Excel has a market share of 17.9%.
Surf Excel ad link: https://youtu.be/Zq7mN8oi8ds
Tide : Owned by American company Procter and Gamble, Tide is a laundry detergent.
Market Segmentation of Tide is for people who look for economical options in detergent. Tide targets homemakers and middle class families. It has positioned itself as a brand which provides everything required in a detergent at an affordable price and a good fragrance.
Tide has a lot of USP like it has a leading market position, low price and good quality, and a flagship brand of P&G. Recently, the brand featured bollywood actor Ayushmann Khurana in it’s advertisements which gained huge popularity. Tide has a market share of 13.5%.
Tide ad link: https://youtu.be/mbx91rySuSo
Ghadi Detergent : Ghadi is a product of Rohit Surfactants Private Limited. In a very short span of time the brand has managed to complete with top detergent companies in India.
The Segmentation for Ghadi is ‘detergent for every household’. Ghadi’s price is comparatively low, hence it targets lower middle class families, and tier 3 – tier 4 cities. The positioning is that of a brand which provides cleansing at a competitive price.
The tagline of Ghadi is ‘Pehle Istemal Kare Phir Vishwas Kare’ , which helped consumers in trusting the brand. The primary advantage for Ghadi is it’s ‘word of mouth marketing’ due to which it has a strong reach in rural areas. Other advantages include good branding and TVCs. The market share of Ghadi detergent is 17.3% .
Ghadi ad link: https://youtu.be/MnDuHJrgFlQ
Soft Drink
Thumbs Up : Thumbs up is an Indian brand, with the logo of a red thumbs up. The brand was later bought by The Coca Cola Company to complete with Pepsi in India.
The brand’s segmentation is for everyone who like soft drinks. Irrespective of age or gender, Thumbs up can be consumed at all occasions and parties. The target consumer is everyone, from all age groups. Since the prices are affordable, even the poor section of the society can buy it. The tagline of the brand is ‘Taste the Thunder’ which clearly shows that the positioning is essentially masculine. Although, it can be consumed by everyone the brand positions to confident, mature and adventurous people.
The recent TVCs of Thumbs Up which features actors Ranveer Singh and Mahesh Babu promotes ‘#ToofaniIraadey’. It shows both men engaged in doing stunts which include jumping off a cliff. Another campaign, #TakeCharge with the same actors, showcase an uncompromising attitude no matter how challenging the situation is. It talks about the ‘Never Give Up’ attitude. The primary USP of the brand has been it’s strong and fizzy taste. It has managed to gain the trust of Indian audience in a short span of time. The name ‘Thumbs Up’ symbolises agreement, which goes well with their positional strategy i.e. confidence and maturity. As of 2018, Thumbs Up had a market share of 42%.
Thumbs up ad link: https://youtu.be/NjCX2aBby-I
Pepsi : Pepsi is a product by PepsiCo, which is an American multinational food,snack and beverage corporation. Their mission is ‘Performance with purpose’.
Like Thumbs Up, Pepsi also has a similar segmentation. Since, it is a non-alcoholic drink, the target consumer is everyone including the younger generations. Through its advertisement, Pepsi has positioned itself as a young, vibrant brand which challenges conventional things.
In India, the brand plans most of it’s advertisement around the ‘swag’ factor. It’s recent advertisement campaign ‘#HarGhoontMeinSwagHai’ features bollywood actor Salman Khan. It discourages bullying, and shows how each drop of Pepsi provides ‘Awesome ka tag’ to whoever drinks it.
The main USP of Pepsi is that it has a global reach because of it parent company PepsiCo. It is one of the most popular global brands, which includes products like Lays. The market share of PepsiCo under non-alcoholic, ready to drink retail beverages is 19.6% (Source: Economic Times).
Pepsi ad link: https://youtu.be/MN2VM6DXeTQ
Rasna: A soft drink brand owned by Pioma Industries and based in Ahmedabad, Rasna is one of India’s leading soft- drink concentrate brand.
It’s segmentation is generally for semi urban and urban class. Though, because of its price anyone can afford it. It can be consumed at any occasion (regular/special). It’s target audience is anyone above the age of 4 years. Because of it fruity taste, kids and adults both can have it. The price and quality of Rasna has added value to it’s positioning. It is available in jars, sachet, boxes etc, so the consumer can choose whatever they want.
Rasna’s recent advertisement featured cricketer Rohit Sharma. It showed the product with added ‘insta-energy’. The product initially spoke about flavours has now added glucose, vitamins as added feature. This will not just attract kids, but also parents and teenagers. The minimum price of a satchet is ₹1 for 2 glasses. Hence, anyone can easily buy it. The name Rasna also gives a brief idea about the brand, since its drinks are fruity in taste.
The primary USP of Rasna is that it blends well with every one from all class. It has a good advertising strategy, and an efficient sales and distribution network.
As of 2019, Rasna had a market share of 80% in the soft drink concentrate market (Source: Forbes India).
Rasna ad link: https://youtu.be/v7P66zitqlI
https://www.marketing91.com/swot-analysis-of-sunfeast/
Shivangi 