Segmentation, Targeting, and Positioning - Zigy (1)

1
Segmentation targeting and positioningBy-
Srasti Trivedi Assistant Professor, BJMC
https//dbgidoon.ac.in/
2
ABOUT ZIGY.COM

• It is first of its kind online marketplace for
  medicines and healthcare products that connects
  consumer to chemist and druggists.
• This is started by PM health and life care
  (PMHLC).
• The products portfolio on the marketplace will
  include Allopathic homeopathic ayurvedic and
  all kind of healthcare products.
• It is first of its kind because it has a health
  vault service which allows patient to store all
  health related information and documents of a
  patient and his family members for free.

3
CORE VALUES OF ZIGY

• BE ALWAYS RIGHT
• R- responsive
• I - ingenious
• G - go-getter
• H - humane
• T - trustworthy

4
(No Transcript)
5
(No Transcript)
6
8PS

• PRODUCT-
• Provides medicines and all type of healthcare and
  wellness products online.
• Keeping the e-record of the medical documents.
• PRICE-
• Healthcare and wellness products at discount .
• As a online service therefore do not require that
  much money for development and neither for
  maintenance.
• PLACE-
• Presently works only 5 cities namely-BENGULURU
  CHENNAI HYDERABAD MUMBAI DELHI.
• Will extend to 50 cities within 18 months.
• Will also be serving in rural areas.
• PROMOTION-
• Through T.V advertisement .

7
8PS

• PEOPLE-
• They have tie-ups with 15-20 druggists and
  chemists .
• Will increase their tie-ups up to 50-60.
• PROCESS-
• PROGRAMS-
• They are doing health awareness programs.
• PERFORMANCE-

8
PESTEL ANALYSIS
9
SWOT ANALYSIS
10
COMPETITORS
11
SEGMENTATION TARGETING AND POSITIONING

• SEGMENTATION-
• BEHAVIORAL
• (benefits)

12
SEGMENTATIONTARGETION AND POSITIONIING

• TARGETING-
• UNDIFFERENTIATED
• Being a pharmaceutical app its targeting strategy
  is undifferentiated.
• Thus it do not differentiate its target audience
  on any basis and
• covers the full market.

13
SEGMENTATIONTARGETING AND POSITIONING

• POSITIONING-
• If you are responsible enough to take
  care of your loved ones
• the distance doesn't matter therefore
  Zigy helps you to take care of
  your loved ones even if you are faraway from them
  .
• as their
  tagline suggests that
• HUM ZIMMEDARI SAMAJHTEY HAIN

14
Dev Bhoomi Campus, Chakrata Road Navgaon,
Manduwala, Dehradun- 248007, Uttarakhand, INDIA
https//dbgidoon.ac.in/Phone No 0135-2694241,
42,43,44,45Toll Free 1800 103 4049Email-ID
info_at_dbgidoon.ac.inAdmission_at_dbgidoon.ac.in