Segmentation case study Nirdosh Herbal Smoking Device

Segment 1:- New Smokers

With New smokers the concept of Nirdhosh being a non tobacco based smoking device , the idea is difficult to communicate and will not be acceptable by them.

They may try it out to find the difference between the Tobacco based and Nirdhosh ,  but will not lead to repeat purchase as Nirshosh idea is to make people quit smoking.

This Product fails in the Sustainability and hence will not succeed in this segment.

Segment 2:- Quit smoking:-

With people who are already smokers and if they do not have any health problem , they may not even try this product.

If they have health problem like cough, cold then they may use this only till they get cured, but may not continue or shift from their original brand which they are used to smoke.

 Nirdosh had repeat sale from customers through VPP and his sale grew from 6000packs per month in 1984 to 8000 packs per month in 1989. 

But when we look into the competition. The cigarette manufacturing company had a huge financial, machinery to increase production and channel marketing to increase sale. These were not adopted by 

Nirdhosh . Although in comparison with some companies, price wise they were competitive, refer exhibit, but in satisfying customer wants, needs, desire, they could not.

They also had an advantage that this product would make regular smokers to quit , which they were not able to otherwise in addition to helping them in healing for certain ailments. They were able to create value to their customer.

They could have been success full in this market segment if they increased the production capacity, make proper sales channel and indentifying target customers. The other Problem they face is seasonal availability of Raw material.

They will not be successful in this segment overall .

Segment 3:- Health

Nirdhosh herbal smoking device was primarily developed based on the inputs from Vaidya’s , Doctors and the concept as a cure for various disease was good.

It got acceptance from various institutes like TIFR, CRI etc and proved to be non harmful and advantageous to people in helping them cured from ailments like asthma , cough , cold.

They had sustainable business, since they had repeat orders.  Sale grew from 6000packs per month in 1984 to 8000 packs per month in 1989.

They are competitive to the price of the medical products targeted to cure same type of disease. They had advantages of having all the documentation right.

But in India “smoking will cure ailment”, the concept was difficult to digest by customers, in 1984-89 & even today Smoking is considered as a Taboo .

They will not be successful in this segment too.

Segment 4 :- International market

In this segment Nirdosh trial rate was there. The repeat business depended on getting the product approved through appropriate authorities in those countries.

There was expectation of receiving large orders, but Mannas did not have the machinery and technology to produce in Quantity. This Product will not be sustainable in this segment too.