Case Analysis Of BPL

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For BPL, Geographic Segment: Cities, Semi-Rural Areas
Demographic Segments: Age group catered: All
Income group catered: Middle Class Families.
Behavioral Segment: Music concerts and sports events

When BPL entered the market, it wanted to manufacture high quality electronic products and make BPL a household name. A household name, by definition, is a brand name that is very well known to the great majority of households. So, BPL segmented its market and catered to the masses. It targeted households who wanted to have high quality electronic products.

The company witnessed an erosion of market share, in the year 2001, from 21 percent to 19 percent.
As a result, the Company put in place a strategy of segmentation of the product range where
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The company believes that the brand resonated with customers and the brand loyal wanted it back. Now they are trying to get people to identify with the BPL brand rather than just marketing a television set.
These sub brands had their own set of pricing, distribution and promotional strategies.

Product Bundling
In marketing, product bundling is offering several products for sale as one combined product. It is a common feature in many imperfectly competitive product markets. To cater to the ever-growing needs for enhancing the quality of mass entertainment, BPL introduced a range of home theatre systems, bundled with DVD.VCD players, thereby expecting an increase in turnover of 10 to 12 percent by 2003.

Targeting
Targeting is the selection of customers that one wishes to service. BPL catered to the masses and wanted to become a household name. Hence, its target audience, when it started was the middle income group and therefore they were priced in accordance.
In 2002, when BPL came up with its new segmentation strategy, it targeted a large audience, and altered its product accordingly. It came up with a wide variety of products that targeted various
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