STP ANALYSIS
Segmentation:
Segmentation
for “shera” condensed milk is very simple. Condensed milk is a product which is
used by all classes or segments of people in Bangladesh. Tea is a habitual
product and its one of the main component is condensed milk. So for all segments of people our product is
homogeneous. The segment is large enough
and our duty is to provide better reachable distribution for it.
Segmentation
|
Criteria
|
Geographic
|
Our target is the
main 6 divisions which are Dhaka, Barisal, Chittagong, Rajshahi, Khulna and
Sylhet. We will try to reach these regions in a bigger and most effective way
possible.
|
Demographic
|
We have targeted all
the people comprising gender, race, and education etc. categories. But for
some upper social class people who are well educated our product is also a
difference. Condensed milk provide sweet taste though with higher fats but
our products is built on less fat components which will be proffered by them.
|
Psychographic
|
Our product is built
on lactose and low fat protein which is also a very good sign for the people
whom wants to lead a healthy life too. This people can have milk tea now
without any extra fats gain tension rathe they can carry on their healthy,
adventurous and sporty life easily.
|
Behavioural
|
Low fat milk.
Lactose sugared. (Low
fat but still tasty sweetened)
Low priced but
quality product.
|
“Shera”
condensed milk is providing a hygienic and tasty flavoured condensed milk which
is affordable by all the socio economic class people which is 65tk lowest in
the market.
Target marketing:
Segmentation
|
Target
market analysis
|
Geographic
|
Mass
market.
|
Demographic
|
We
are targeting customers from all gender, education level, occupation, race
and especially social class.
|
Psychographic
|
Exclusive
for the households who doesn’t use condense milk to make tea in their house.
|
Behavioural
|
This
target markets are the ones who will prefer the benefits of our product.
|
Among
the three targeting strategy we are focused on Undifferentiated strategy. That
means we are focusing on the mass market. Our product condensed milk is
universal to all the people of Bangladesh. It is a basic standard quality
product for all which is cheap and affordable with quality components. We try
to lower our cost through this strategy.
Our
product needs no variability that’s why we have also chosen this strategy.
Brand positioning:
The
brand “Shera” itself translates the meaning and value in the mindset of the
consumers and makes it appealing for purchasing and repeat purchasing through
its quality components.
Pops
of our brands are:
·
Sweetened condensed
milk. (Category pop)
· Capable in making
different food items (competitive pop): Our competitors have associated that
their products helps to make other food items like custard, pudding etc. and we
have neutralized their pod making it our own pod also.
·
Dense in quality.
(category pop)
·
Attractive creamy
colour (category pop)
·
Comes with 2 regular
sizes as competitors. (category pop)
Pods of our brands are: which are our unique
associations
·
Low fat milk.
·
Lactose natural sugar.
( Low fat sugar)
·
Affordable price.
·
Long lasting usage with
real taste.
·
Low price with higher quality.
The three characteristics of these pods
are:
Desirability:
our product will earn attractiveness and a good appeal in the mind of the
consumers through its pod.
Deliverability:
we believe that we have the enough capabilities and resources to deliver the
mentioned pods to the customers.
Differentiation:
our pods are unique and different which is the strong differentiation of us.
Our possible value proposition is more for less. We
are providing a lot of benefits in a very low price.
Our
positioning statement is:
To every consumers of
socio economic class of Bangladesh who loves to have condensed milk in their
food\tea, “Shera” is the only choice which is cheap as well as healthy.
Differentiation
strategy:
Of all the differentiation
strategy our attraction is the product differentiation strategy. Our product
quality and attributes differ us from all of our competitors.
Our product
attributes and qualities are:
·
Cheap
price: our product is the one of the cheapest
one in the market which is 65 taka.
·
Low
fat milk: low fat milk is hygienic and healthy for
consumers.
· Low
sugar:
we are using lactose sugar for our condensed milk which gives you less fat and
low chances of having diabetic as well as other diseases of having extra sugar.
·
Tangibility:
Our product is Tangible and consumers
can use our product for 2-3 weeks.
· Flavoured
condensed milk: we are offering caramel flavoured
condensed milk in the market which is a brand new feature in the condensed milk
industry of Bangladesh.
Brand Mantra:
Shera “Shera choice (Brand Function), shera manusher
jonno (Descriptive modifier), shera shade (Emotional
modifier)
