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Case Study Polar Kheer

944 Words4 Pages

Market consists of buyers and buyers differ in one or more ways. This may differ in their wants, resources, locations, buying attitudes, and buying practices. Through market segmentation, companies divide large, heterogeneous market into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. In fact, segmentation of market is dividing a market into smaller groups of buyers distinct needs, characteristics, or behavior that might require separate products or marketing mixes.
Variables for segmenting consumer markets

 Geographic Segmentation
 Demographic Segmentation
 Behavioral Segmentation
 Lifestyle Segmentation
 Segmentation by occasions
 Segmentation by benefits …show more content…

It has been able to find the insight that, urban children and teenagers are their primary targeted segments. Keeping the segments in head they would fine tune their product, price and distribution and promotional strategies. The reasons why Polar Kheer has targeted these particular segments are many. Urban children and women are the consumers who consist the large potential consumers to be working with. Besides this segment is getting very savvy and their eating habit is very modern. Moreover. Urban children and youth like to move out and enjoy eating ice cream on different occasion. Therefore, this segment has large potential to attract and to do business …show more content…

It just tries to attract those who are no longer willing to purchase the old fashioned ice cream from the market. In addition to it, they also targeted the consumers who are very loyal to branded products. Actually they have chosen sophisticated, brand loyal, young women and man to fine tune their marketing mixes after these particular groups.

Segmentation Base

Polar kheer has chosen the solvent s and an affluent family as polar kheer is a premium ice cream. Besides it costs 220 taka a liter whereas the other regular ice cream costs 150 to 180 taka. So this premium ice cream is made to target only those families who have some more income than those who buy regular products. With the increase of income level these groups crave for products that separate them from the other class and they seek to be sophisticated. Polar kheer has just taken these understandings and brought this kheer in the market.

Segmentation Base

Polar kheer actually gives customers the taste of Kheer by which many kinds of Pitha and cakes are made, which has connection to our Bengali culture. In case of different occasions across the country on different times, Polar has targeted the occasion Pahela

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