Segmentation - Case Study Bhavsar's Herbal Smoking Device"NIRDOSH"

Segmentation Definition:

If we consider that there are no Classifications in the market is market than we can say that it’s a Homogenous Market/ Consumer.  We can divide the any Homogenous Market consumers based on their Segment Viz. Geographic (Physical Distribution), Demographic (Characteristics and statistics of human population Distribution), Psychographic (  Socio Eco., Lifestyle , Personality) and Behavioral.  These Segments are Targeted Segments for any Product/ Services.

 

“ Segmentation is an Operating Principle for the classification of various Segment to cater Marketing requirement”

Case Study for Segmentation – “Nirdosh”

Following could have been better Market Segments for “ Nirdosh”

1.     Smokers who Wants to Quit: Traditionally Smokers are not accepted in our urban Society. Still toady it is a Stigma in our Culture. Due to Non Acceptance of Smokers in the Society, Nirdosh should have been alternate to Smokers.

2.     Casual Smokers-:In many of the Social gathering especially in Youth there is a demand for Smoking Like Shisha.  With its benefit Nirdosh should have replaced the requirement of regular Cigarettes and Hukka or Shisha ( Tobacco & Non Tobacco) with a premium among Urban Niche Customers.

3.     Smokers suffering from common ailments: “ Nirdosh” as a remedy for common ailments like Cold, Cough, Fever etc. should have been popular among the Smokers due to its remedial effects.

4.     Rural Population:  As per Exhibit III table 1 consumption of Tobacco was much more in Beedis long with its Consumers. There is  a vast fifference in number of Cigarette Smokers than Beedis Smokers( 25 Mn and 125 Mn Respectively)Traditionally Beedis are Popular in Rural Populations. Decision of Developing the “Nirdosh” as a Cigarette was wrong. It should have been developed and Branded as an another option to  Beedis and should have been Marketed accordingly.

5.     Export Market:  Instead of Exporting it to Develop western nations like UK and USA where Cigarette Companies are Strong and rules are Stringent for Introduction of any Smoking Device for the Local consumers.  Rather than trying to Export to US and UK it should been Exported to South Asians , Far East & Asean Countries where rules are almost similar like here.

Regards,

Shambhu