Segmentation divides market into well defined slices which consists of a group of customers who share a similar set of requirements. Segmentation consists of different variables like Geographic, Demographic, Psycho-graphic and Behavioral.
Targeting is selecting selecting specific segment(s) which company and marketers feel could generate maximum revenue.
Positioning is the act of designing a company's offering and image to occupy a distinctive place in the minds of the target group.
Classmate as it is a stationery product hence it targeted the students segment. Their main target is school children and other students (graduation and post graduation). Their marketing and promotions and IMC marketing mix were always student targeted. Classmate also made sure to win over the influences (parents, elders ) of school kids.
"For the Big Ideas in you" made the students feel that they can do great things and hence they were associated with the brand . They positioned themselves as brand that is made for students with big ideas.
Recently Classmate changed its tagline to "Because you are one of a kind". In the last decade, there has been a lot of pressure on school students to get into foundation classes, do what top scorer in their class gets. There was no encouragement for their real talent. By changing tagline to this and conducting an ad campaign, they tried to make every child feel unique and special and also influence the parents. This has been a hugely successful positioning and campaign.
Targeting is selecting selecting specific segment(s) which company and marketers feel could generate maximum revenue.
Positioning is the act of designing a company's offering and image to occupy a distinctive place in the minds of the target group.
Classmate as it is a stationery product hence it targeted the students segment. Their main target is school children and other students (graduation and post graduation). Their marketing and promotions and IMC marketing mix were always student targeted. Classmate also made sure to win over the influences (parents, elders ) of school kids.
Recently Classmate changed its tagline to "Because you are one of a kind". In the last decade, there has been a lot of pressure on school students to get into foundation classes, do what top scorer in their class gets. There was no encouragement for their real talent. By changing tagline to this and conducting an ad campaign, they tried to make every child feel unique and special and also influence the parents. This has been a hugely successful positioning and campaign.
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