Segmentation Project

partitioning, Targeting and Positioning Product: Coffee For the course: Marketing oversight Dated: 13th howling(a) 2008 Dinesh Pradeep - MS08A018 K. Ramakrishnan -MS08A036 Karan Chadha -MS08A026 Kishore Kumar -MS08A029 What is Segmentation? Dividing the market into segments based on geographical, demographical, psychological or behavioural variations is referred to as segmentation. As a marketer provoke rarely satisfy everyone with the same product, it becomes all-important(prenominal) for him to divide the markets into segments so as to choose one or multiple segments and because deliver tailor made products depending on the demand and wants of the pot of a segment. Segmentation of the chocolate market: geographic Segmentation: Geographically, Coffee market feces be separate by the following variables: 1.Region: Table: State/Region quick-scented Per capita per category Consumption of Coffee in India (Kg) 198519952005 Tamil Nadu0 .6330.4250.493 Karnataka0.4980.370.35 Kerala0.1790.070.143 AP0.1090.0620.077 substance atomic number 160.3620.2370.267 thoroughgoing for Non-South0.0090.0040.005 Total for all States0.0940.0760.062 The above panel reveals that coffee phthisis is more in the southern parting of India than the rest.

In 2005, closely 64,405 MT is consumed in South India, which is 80% share of all India consumption of 80,200 MT. In the South, Tamil Nadu is the largest coffee consuming conjure with an estimated volume of about 22,000 MT (34%) well followed by Karnataka with 19,000 MT (30%). Andhra Pradesh & Kerala accou nt for about 13,000 MT (20%) and 10,000 MT (! 16%) respectively. In South zone, instant and filter coffee closely have an constitute share. In other zones, instant coffee is more predominant. When we discriminate the large towns, the North & West zones destine a nett increase in penetration of drool Coffee. This increase in consumption of the beverage in a non-traditional coffee constituent such as North can be partly attributed...

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