SEGMENTING, TARGETING AND POSITIONING

MICROSCOPIC VIEW OF THE CUSTOMERS THROUGH THE EYES OF CORNETTO

Every marketer cannot connect to all the consumers, as it is too large and diverse. Thus, the marketers tend to use techniques/variable to segregate alike consumers into one homogeneous group based on their age, culture, geographic locations and many others. This is necessary for them to determine what promotion strategy would work for them, which channel would be effective and the prices are also dependent on it.

The following diagram gives a small brief on what are the variables based on which a marketer can segment its markets.

CORNETTO SEES EVERY MARKET AS A POTENTIAL MARKET

Marketers of Cornetto have tried to establish its product for young adults and adults in the age group of 16-30. But the popularity of this product has made it a favorite among the kids of age 10 as well as people aged 40.

They tend to attract consumers who belong to the middle and upper income level segments. Recently, to more and more customers, it has been successful to target the lower middle class families as well.

Recently, I was going through a post on Facebook page of Cornetto, where a consumer posted how his kid loved chocolate Cornetto, and eats everytime they go to a park or beach in Mumbai, i.e. almost every Sunday.

“I AM POSITIONED IN EVERYONE’S MIND!” – CORNETTO

Cornetto over the years, have positioned itself in every kid’s mind, whether he is in school or college. Whether you talk about couples or about the single friends, they all love Cornetto.

Why? They are cheap, easily available, it is like treating one’s self everytime they meet each other.

Cornetto is one of the first ice creams, which has been positioned as a snack item which can be consumed at any time or part of the day. Whereas, ice creams (a dessert) is usually eaten after a meal.

Finally, I would like to add ICE CREAMS has no age bar, they are liked and cherished by almost everyone, unless you are old or have cavities!