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Buddy Brand Project 1 BIJENDER YADAV

MBA (IB) 2018-20
KID - 7683661
 SEGMENTATION SUPER CONSUMER DEEP DIVE
Elite people, Who chew for pride and passion, it
holds about 20% of population. Mostly male, of
Segment 5 age between 25-35, of Elite class. With luxurious
WHO life style and hobbies like party hosting. For these
pride and honour is biggest thing. And have
Probability to win

Segment 4 passionate characteristic.

The category is primarily used as a mouth freshener

Segment 3 and they use it very frequently during a regular day,
they usually carry it along, also use them in parties
WHAT and meal hosted. Trail is mostly prompted by word
of mouth by other people of the same stature or at
times through media. There are other competitor in
Segment 2 market and this category of people are also brand
loyal.

The most important need this product caters to is

Segment 1 – Casual chewing habits emotional need, need to use premium, luxury
Segment 1 Segment 2 – Taste seekers
Segment 3 – Chew for freshness products, owning them gives a loud message of
Segment 4 – To counter mouth odour their own stature. And hence usually, marketing by
Segment 5 – Elite people, Chew for pride/ passion WHY their colleagues, relatives friends is extreme
impactful. Other need it looks to is that they need
to look and feel fresh and tidy whole day, and this
Segment Attractiveness category takes care of that and basic oral care in
context of odour.
COMMUNICATION CHALLENGE

The brand already had two competitor ahead in market share, hence it didn’t focused on
comparing or proclaiming to be the best. They simply focused on how customer can connect The dread need to use premium products, and have
emotionally with the product or brand, for that matter. So, they thought of communicating INSIGHTS luxury in every small bit of life, along with other
themselves as something luxurious, premium, a product which offers them passionate feel, which useful functional aspects. Addition to it to project the
this segment generally have in their personalities. idea to be passionate in life, to make full of it.