SEGMENTING  TARGETING  AND  POSITIONING.

SEGMENTING :
                                           Segmenting refers to the dividing of the customers into various segments. And categorizing them in various different divisions that caters to various needs and preferences of various consumers. Each divisions of the customer is applied with different marketing strategies and different selling approach. Segmentation is carried out at different levels like geographical, psycho-graphics, gender and various other factors.

Himalaya neem face wash  segments its customers as:

·         Young people who suffer from various skin problems like acne and pimples.

·         Middle income and higher middle income gropus

·         People between the age of 15 to 25.

Targeting :

   Targeting refers to focusing on different segments and to establish and communicate distinctive benefits of the companies market offering.

Himalaya neem face wash targets :

·          Key focus is on people who suffer from skin problems.

·         People who still have faith in the age old ayurvedic methods.

·         Major focus on young teens who face problems of pimples die to the hormonal changes.

Positioning :

  Positioning refers to the the place the company decides to achieve in the market, the position that  it wants to set in the eyes of the customer in terms of the value, quality and promise that it offers. Positioning itself either as a luxury brand or a mass consumer good.

Himalaya positions itself :

·         As an ayurvedic, chemical free brand which provides solution to the skin problems of the masses.

·         It positions itself as a consumer good.

·         It ensures it reach and affordability to the middle and upper middle class groups.

SWOT ANALYSIS : 

Strength :
       Strong image and global presence.
       Recognised world over as pioner in ayurvedic brand.

Weakness :
      Not fully integrated with main stream.
      Low level of entrepreneurial agressiveness.

Oppurtunities :
      More expanding oppurtunities.
      More preference of customers towards ayurvedic brands.

Threats :
     Competition from ayurvedic brand such as safi.