Assignment 1

This document discusses a marketing campaign by Wonderchef, an online home appliances store promoted by celebrity chef Sanjeev Kapoor, to increase brand awareness of their kitchen pans among Indian women aged 25-55 through social media. The 6-month campaign focused on one major social networking site to boost web traffic, generate leads, and strengthen the brand-consumer relationship. Suggested long-term strategies to continue building brand awareness and customer loyalty include guest blogging, creating shareable infographics, starting a referral program, running social media ads, and starting a podcast.

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Assignment 1

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CONSUMER BEHAVIOUR

Assignment 01

Submitted to:

Ms. Sonal Parmar

Department Of Marketing

Hardik Dadarya
MBA MKT 03
2019-0107-0001-0001
1. Suggest a Niche Market (the business of promoting and selling a
product or service to a specialized segment of a market) Product and its
STP. How did understanding Consumer Behavior give birth to this
product?

PRODUCT: AMWAY INDIA

gies that will provide a more satisfying hair care experience. From the
data collected, it is possible to build up a typical consumer profile to describe current buying
behaviour.
A typical consumer from this target group:
 is probably a professional woman
 is very hair conscious and always wants to look her best
 wants professional, salon quality products
 buys hair care products from shops and hairdress
gies that will provide a more satisfying hair care experience. From the
data collected, it is possible to build up a typical consumer profile to describe current buying
behaviour.
A typical consumer from this target group:
 is probably a professional woman
 is very hair conscious and always wants to look her best
 wants professional, salon quality products
 buys hair care products from shops and hairdress
gies that will provide a more satisfying hair care experience. From the
data collected, it is possible to build up a typical consumer profile to describe current buying
behaviour.
A typical consumer from this target group:
 is probably a professional woman
 is very hair conscious and always wants to look her best
 wants professional, salon quality products
 buys hair care products from shops and hairdress
gies that will provide a more satisfying hair care experience. From the
data collected, it is possible to build up a typical consumer profile to describe current buying
behaviour.
A typical consumer from this target group:
 is probably a professional woman
 is very hair conscious and always wants to look her best
 wants professional, salon quality products
 buys hair care products from shops and hairdress
gies that will provide a more satisfying hair care experience. From the
data collected, it is possible to build up a typical consumer profile to describe current buying
behaviour.
A typical consumer from this target group:
 is probably a professional woman
 is very hair conscious and always wants to look her best
 wants professional, salon quality products
 buys hair care products from shops and hairdress
gies that will provide a more satisfying hair care experience. From the
data collected, it is possible to build up a typical consumer profile to describe current buying
behaviour.
A typical consumer from this target group:
 is probably a professional woman
 is very hair conscious and always wants to look her best
 wants professional, salon quality products
 buys hair care products from shops and hairdress
Amway recognizes that groups such as Children, men and teenagers will be the future target
customers in future. The satinique range was aimed at adult females between 25 and 44 years of age.
Extensive market research into this segment shows that women are more often looking for new
products and technologies that will provide a more satisfying hair care experience.

The typical consumer from this target group are:

 A professional woman
 Beauty conscious
 Prefers recommended products from close ones
 Makes buying decision based on clinical evidence

SEGMENTATION:
The Amway Products are segmented as:
 Personal care
 Home care
 Nutrition and Wellness
 Cosmetics
The nutritive food supplement that Amway provide is suitable for all neither age group nor matter for
the children, adult or the old people also can have the product.

Gender Segmentation is also applicable because Amway product also can use by both gender, there
are many type of product that Amway provide like fashion accessories, equipment, stationary
personal item all that can be use by female or male, but some products like cosmetics products only
target specific for female customers.
Income Segmentation which Amway is targeting for the high income customer, because the thing that
Amway sell are slightly expensive.

TARGETING:

Amway evaluating each market segment’s attractiveness and selecting one or more market segments
to enter. Amway uses the differentiated marketing or segmented marketing strategy. Amway products
target demographic segmentation which consists of both gender female and male customer, but
Amway is more slightly focused on the female market. Most of the products that Amway sells are
more attractive to female, for example the beauty product is all about the skin care, cosmetic and
beauty accessories and it also target the housewife, the products that are targeting more for the
housewife is the laundry care product and kitchen product. Other than that, Amway products also
target psychographic segmentation’s social class those who have higher income customer, this is
because the products are more expensive especially for customer who wants to make their life better
and healthy Amway target them because they are more afford to buy their product for example like
the e-Spring Water Treatment System, Air Purifier Machine, Home Alarm System and much more.

POSITIONING:

Amway uses product, service and image to differentiate their company to gain competitive
advantages. Firstly, Amway’s provide products which are better in quality and performance compared
to other competitor in market. Secondly, Amway provide warranty to every product for a period of
time, and Amway also provides maintenance services to their customer to maintain their home
product like water treatment system and air purifier machine. Lastly, Amway uses image
differentiation; Amway’s logo consists of three linked circles which are Home, Beauty and Nutrition,
this three factors are important to our life.

Amway’s positioning strategy is “More for more”. Amway provides product that are better than other
competitors, higher quality of products and better services. Hence, Amway’s products result in higher
price compared to other competitors to cover back its higher costs. Customers who buy Amway’s
products are willing to pay more for better products and services.

CONSUMER BEHAVIOUR AS STRATEGY

Amway was founded in 1959 by Rich DeVos and Jay Van Andel and revolutionized the business
model known as direct selling to help people live better lives. If we grew up in the ‘90s, an ‘aunty’
selling beauty products to our mother in professional looking packaging was a common site. The era
of such organised direct selling was marked by Amway, the US-based direct selling company, which
entered India more than two decades back. It started in India with just six products out of its global
portfolio; this now stands at more than 140 products in categories like nutrition, beauty, personal
care, home care and consumer durables.

Brand preference of Amway Products Place of buying Amway products

2.Wonderchef is an online home appliances store promoted by celebrity chef
SanjeevKapoor. The aim was to increase the brand awareness, enhance the brand-
consumer bond, boost the web traffic and generate leads through social media
campaign. The team focused mainly on one of the social networking sites where the
target audience is active.
Idea: Target Indian women between the age-group: 25-55 to escalate brand
awareness.
Campaign: Generating leads and building traffic through social media platforms.
Client: Wonderchef
Duration: 6 Months

suggest ways in which a leading brand of kitchen pans Wonderchef can focus on
brand awareness and customer Loyalty on a long term basis through this campaign

1. Guest blog for other sites

It’s important for brands to run their own blogs and build owned audiences, but they can only drive so
much mileage from these assets. This can be done as follows:

 Make a list of the guest-post accepting sites that your brand is a good fit for–Check each site’s
blog content, comments’ sections, and social channels to better understand who their
audiences are and how they engage with the content.
 Brainstorm ideas for blog posts–This can include your unique and helpful insights. Make sure
they haven’t been covered on the sites you reach out to.
 Email each site with your pitches according to their submission guidelines–You may even
write an entire post and let editors know it’s ready to go.

2. Create shareable infographics

One of the most shareable content formats out there is the infographic. They’re visually engaging,
easy to consume, and more fun to read than a regular article. Remember that the brain processes
visuals 60,000 times faster than plain text and 94% of blog posts with visuals get more engagement.

3. Start a Referral Program

One way to achieve brand awareness through the coveted word-of-mouth marketing is to help your
loyal customers be your best advocates. Referral program not only increases your reach and the
amount of people who know your name, but it also brings that awareness from a source that people
trust––their own friends and family.

4. Run Facebook and Instagram ads

The brand probably already has a social media presence, but they have trouble growing their
followings and engagement metrics. They need content advertising strategies that launch ads on
social media. By running brand-awareness ads, they can reach new people who might be interested in
brand and even target audiences based on specific behaviors and preferences. Ads also help brands
circumnavigate pesky algorithms that can hurt organic reach. Facebook recommends using video and
carousel ads (which include a series of media) to target users who might be interested in your
messaging.

5. Start a podcast
On the quest of achieving greater brand awareness, the more value you can add to consumers’ lives,
the more likely they are to remember you, recommend you, and hopefully become
customers. Creating a podcast doesn’t have to be as straightforward as just talking about your product
or service, or commenting on the industry that you’re in––get creative.
Consider which areas your team may be experts in, or outside experts you could leverage, and create
a piece of content that not only adds value to listeners’ lives, but when branded correctly, can work
wonders for your brand awareness.

3.YO XPLOR – NO LICENSE, NO REGISTRATION

With Pay Load Capacity of 75 Kg and weight of just 86 Kg, YO XPLOR is one of
most light-weight vehicles. Plus, this electric bike comes with a powerful motor
and an efficient rechargeable battery. As it doesn't use any fossil fuel, it is
absolutely a zero-pollution two-wheeler.

It wants to establish its market share in the two wheeler category, as a Marketing
Manager, Design suitable questionnaire with an objective of understanding
consumer perception about these vehicles.