Targeting the Right Segment

From e-commerce to net banking, everything around us is migrating to Online. Everything is just a scroll or click away. Marketing is concentrating more on the comfort and user friendly features of online products & services. Identifying a new market segment or a niche target is much necessary now. One such segment is Women. Over these years many brands tried to knock the emotional quotient with them. Now the established brands makes the move to explore the segment with wise advertisements and right positioning. Latest among the brands are Windows & Google. Windows latest ad on PC with windows 8 are asking women to explore their world and expand them online. Google through its new campaign is starting to spread the importance of being online and the benefits women's could derive from it. By creating a standalone URL and association with well known brands from various sectors, this campaign is surely aiming to reach out to its targets in a big way. It is estimated that in India 40 percent out of 150 million internet users are women and roughly 24 million log in daily. These are big figures and through this campaign google is planning to add another 50 million by 2014. 

Return of the King : Parle Agro

Its been 15 years since Parle Agro withdraw themselves from the carbonated beverage business after selling out the line of business to Coca cola. The Rs.15000 crore soft drink industry since then is ruled by coca cola & Pepsi. Even then Parle Agro made a segment for themselves with products such as Frooti & Appy fizz. The former enjoying 85 percent of the mango based drink market certainly is the oldest and largest. The non competition agreement expired in 2003 with Coca Cola and now the big player is coming back to the oldest play ground with an intention to create a new product segment with a different target group in mind. Cafe Cuba will be a coffee based carbonated drink and the main targets will be youth. Aiming at a 7% market share we have to wait & see whether Parle will be able to beat the competition and taste created by international brands among the youth in all these years with Cafe Cuba. All the best for this Indian Brand to sustain the competition.