Duncan Industries Segmentation

In: Business and Management

Submitted By khilesh1990
Words 779
Pages 4
Duncan Industries Limited
Duncans Industries Limited tea gardens encompass over 7500 hectares of land spread over the Dooars, Terai and Darjeeling regions of North Bengal. The average garden yields are almost 50% more than the All India average. This high achievement level has been made possible by the Division consistently improving the productivity of land, manpower and equipment in an integrated manner.
The high yields obtained by the Group in its tea estates have been possible through careful husbandry of its tea areas. The Company’s own in-house research and development has helped achieve optimal use of nutrients and fertilizers. Uprooting/replanting and rejuvenation of tea areas are carried out regularly, and planting is done with high yielding clones which have been propagated in the Company’s own nurseries.

The Company is proud of its Quality Systems, which ensures production of superior quality teas, which are delivered to the consumer. The two prestigious gardens in Darjeeling, Marybong, and Runglee Rungliot , have very successfully implemented Quality Systems in line with ISO 9002 standards. They have been awarded the ISO 9002 Certification from Det Norske Veritas(DNV).
On environmental conservation, The Group gardens plant over 2,00,000 trees every year to help improve the micro climate of the area.
Tea Brands:
Duncan Tea Ltd. has various brands mainly under 2 categories:
1] Darjeeling Tea - Runglee Rungliot

2] CTC Tea - Shakti - Double Diamond - No. 1 - Sargam

Market Segmentation:

Geographic Segmentation:

Runglee Rungliot- This brand (100% Darjeeling) enjoys a pride of place in the markets of Kolkata, Delhi and Chennai with its band-wagon of brand loyalists, and is currently spreading its base all over the country.

Double Diamond - While it has a national presence, its strongholds are Uttar Pradesh, Madhya Pradesh and…...

Similar Documents

Segmentation

...Positioning C O M P E T E N C Y O B J E C T I V E S F O R M A S T E R Y 1. Identify the role of market segmentation in developing a marketing strategy. 2. Identify criteria for market segmentation. 3. Identify common types of positioning strategies. 5 Suppose you’ve created a great new offering you hope will become a hot seller. Before you quit your day job to market it, you’ll need to ask yourself, “Who’s going to buy my product?” and “Will there be enough of these people to make it worth my while?” Certain people will be more interested in what you have to offer than others. Not everyone needs homeowners’ insurance, not everyone needs physical therapy services, and not every organization needs to purchase vertical lathes or CT scanners. Among those that do, some will buy a few, and a few will buy many. In other words, in terms of your potential buyers, not all of them are “created equal.” Some customers are more equal than others, however. A number of people might be interested in your product if it’s priced right. Other people might be interested if they simply are aware of the fact that your product exists. Your goal is to figure out who these people and organizations are. To do this you will need to divide them up into different categories. The process of breaking down all consumers into groups of potential buyers with similar characteristics is called market segmentation. The key question you have to ask yourself when segmenting markets is, What groups of buyers are......

Words: 15129 - Pages: 61

Segmentation

...Segmentation, Targeting and Positioning Objectives: 1. To identify and define the three steps in target marketing: segmentation, targeting, and positioning. 2. Understand bases for segmenting consumer markets. 3. To know how to identify attractive market segments. 4. To understand how to position products to gain competitive advantage. Topics for Discussion: 1. Steps in market segmentation, targeting and positioning 2. Bases for segmenting consumer markets 3. Evaluating and selecting market segments 4. Choosing a positioning strategy 5. Developing a positioning statement 6. Communicating and Delivering the Chosen Position Introduction Companies are recognizing that they cannot serve all buyers in the marketplace. There are various types of customers with different needs and buying behavior. Rather than competing in the entire market (mass marketing) companies identify parts of the market that they can serve well and profitably (market segmentation and targeting). Let’s Define the Terms Market Segmentation – dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes Target Marketing – the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter Market Positioning – arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target......

Words: 1073 - Pages: 5

Segmentation

...SEGMENTATION FOR PERODUA ALZA. Market segmentation is the division of market into small segments in order to make marketing easier and avoid the waste of resources. Segmentation helps the company to know their target customer before making a decision to market their products. In automobile industry, for example the Perodua Alza, the company can use the demographic segmentation strategies to identify their potential customer. Under the demographic segmentation, Perodua Alza can be segmented to customer income, family size, and age. Perodua Alza is mainly for average income potential buyer who needs an MPV to fit a big family members with low budget and monthly payment. Besides that, Perodua Alza also suitable for the customer with social lifestyle, such as, going out or in vacation with family members which is 5 until 7 person. No more regret or offense because have to stay while the others be on a holidays. Perodua Alza mainly bought by a customer in the middle age between 30 to 50 years old and married due to family size. Young people not very interested with Alza because they tend to choose a car which suit their wild, young and free personality such as ferrari Using a psycographic segmentation, Perodua targeting Alza to customer based on their attitudes, values and lifestyle. Potential customer who’s always hang out with friend also can be a target customer because their active lifestyle such as camping, tend to make them choose the convenient and more ample space......

Words: 382 - Pages: 2

Segmentation

...Aim: To study methods of segmentation In computer vision, segmentation refers to the process of partitioning a digital image into multiple segments (sets of pixels, also known as super pixels). The goal of segmentation is to simplify and/or change the representation of an image into something that is more meaningful and easier to analyze. Image segmentation is typically used to locate objects and boundaries (lines, curves, etc.) in images. More precisely, image segmentation is the process of assigning a label to every pixel in an image such that pixels with the same label share certain visual characteristics. The result of image segmentation is a set of segments that collectively cover the entire image, or a set of contours extracted from the image (see edge detection). Each of the pixels in a region are similar with respect to some characteristic or computed property, such as color, intensity, or texture. Adjacent regions are significantly different with respect to the same characteristic(s). Some of the methods of segmentation are described as follows. Clustering methods The K-means algorithm is an iterative technique that is used to partition an image into K clusters. The basic algorithm is: Pick K cluster centers, either randomly or based on some heuristic Assign each pixel in the image to the cluster that minimizes the variance between the pixel and the cluster center Re-compute the cluster centers by averaging all of the pixels in the cluster Repeat steps 2 and 3......

Words: 586 - Pages: 3

Tea-Duncan

...he said. Kolkata-based Duncans Tea Ltd, part of the Rs 2,000-crore Duncan-Goenka Group, We are in talks with the postal department for distributing our ranges through post offices. The discussions are at an advanced stage, He said the aim of talking to the postal department was a part of the company's plans to increase its distribution network by 25 per cent over the next one year. Besides, its retail outlets, Duncans sells its tea products through HPCL and BPCL outlets. It also has an agreement with the Railways, which uses Duncan tea for its passengers. Duncans has currently around four per cent share (2.74 lakh tonne) of the total Indian domestic tea market. Tea market growing at growing at 8 per cent per annum. The company in its efforts to increase rural reach is in talks with the India Postal Department. “There is nothing that beats the postal network’s rural penetration. We are still in talks but hope to start in Maharashtra. So you could soon hear a ‘daakiya chai laya!’ call. Rural urban ratio in Duncans’ turnover is roughly at 50-50. The company has also tied up with the Indian Railways Catering and Tourism Corporation, for the wide visibility that such an association offers to its brands. It has also finalised tie-ups with Bharat Petroleum Corporation Ltd and Hindustan Petroleum Corporation Ltd. Duncans Tea (DTL) on Thursday joined hands with ITC to sell its products through its agri-initiative e-choupal. As part of the tie up, Duncans Tea would focus on......

Words: 449 - Pages: 2

Cody Duncan

...Cody Duncan Cody Duncan is a photographer from California. He mainly focuses on landscapes and mountains in his photos. A photograph by Cody Duncan that interests me and catches my eye is “Highway to Arthur’s path – New Zealand”. Cody Duncan took this picture on his travels in New Zealand and from his online blog he quotes “not long after dawn this morning, the van and I alone again, on the road to nowhere” I like this quote that he put with a selection of images from this road because the word alone is proven in the pictures that he took, in a place that looks deserted and peaceful. Also he refers to it as ‘the road to nowhere’ which is what crossed my mind when I first looked at the photo; the road runs off into the horizon. I like this particular image of his because of how much is included in it. I think that it looks like a quiet, empty place and the use of cool blues and greys on the mountains helps to show this. The way that the road begins at the bottom quarter of the photo and then gets narrower as the road continues into the horizon and faintly disappears in the distance, brings a good effect to the photo because it can make you feel as if you are standing where Cody Duncan was stood. The use of the yellow and white lines going down the centre of the road in the picture give off a symmetrical effect because they are right through the centre of the picture and the scenery on each side is very similar. The road seems flat and smooth which I think also makes the......

Words: 592 - Pages: 3

Segmentation

...Disney Segmentation and Target Market Michael Eisner once said, "When you hear the name Walt Disney Company, it conjures up all kinds of wonderful associations: magic, creativity wonder, imagination." (Disney Institute, 2001). The Disney name is known world-wide offering multiple services and products that have been created to satisfy their customers. One step into any Disney theme park and it is evident that Disney does not target a specific area, age group or population. Disney uses market segmentation in order to define their customer wants and needs. More specifically, the use demographic segmentation, psychographic segmentation, and geographic segmentation. Demographic Segmentation Disney aims to target everyone from all over the world. Families with young children, families with teens, grandparents, newlyweds, singles, graduates, LGBT community, sports enthusiasts, the young and the young at heart. Disney has four major theme parks Magic Kingdom, EPCOT, Disney's Hollywood Studios, and Disney's Animal Kingdom in Orlando, Florida. Each theme park was carefully thought out when in the development stage to appeal to different demographics. Magic Kingdom is a family oriented park designed to entice families with younger children. EPCOT is a great place for adults. There are 11 countries in the World Showcase all with their own restaurants and alcoholic beverages. Great for a date or "drinking around the world" with friends. Disney's Hollywood Studios is geared to the......

Words: 1100 - Pages: 5

Segmentation

...1. Run Segmentation from the Segmentation and Classification tool in ME>XL (without Discrimination) on the data to try to identify the number of distinct segments present in this market. Consider both the distances separating the segments and the characteristics of the resulting segments. -Judging by the Dendogram, we should have 4 different clusters. 0 2. Identify and profile (name) the clusters that you select. Given the attributes of ConneCtor, which clusters would you target for your marketing campaign? 0 I would target cluster 3 since they are not innovators (not going to the new tech quickly, and PDAs are old), the PDA has good inf passive, inf active, remote access to information, and sharing info. Also, they do not need lots of multimedia which the pda struggles at. Furthermore, the PDA is more ergonomic than the new pocket PCs. I would also target cluster 2. Since PDA’s are good for messaging, remote access to information. Cluster 2 also does not contain innovators. Lastly, cluster two wants cheaper prices and PDAs are the cheaper option. 3. Rerun the analysis in Exercise 1 with Discrimination. How would you go about targeting the segments you picked in question 2? Cluster 3: Advertise in field and stream? Cluster 2: Since they are younger I would target them on social media. 4. How has this analysis helped you to segment the market for ConneCtor? 5. What concerns do......

Words: 263 - Pages: 2

Segmentation

...movie culture - Bright cheerful colors - High quality material - Creative designs - Satisfies a need for cheerful home products - Excellent gift for those who are looking for something special - Excellent gift for non-Egyptians who like the culture Types of possible clients who are likely to purchase Joud products: - Market segmentation: o Group 1:  Age range: 30-50  Gender: female  Family size: any  Income: middle class & upper class. Income ranging between 40,000 to 150,000 EGP  Location: City  Geographic location: MENA region  Behavioral: Occasion clients: mother’s day, new year’s eve, religious holidays (Eid, Ramadan & Christmas) o Group 2:  Age range: 50-60  Gender: Primary: female clients  Family size: any  Income: middle class & upper class. Income ranging between 40,000 to 150,000 EGP  Location: City  Geographic location: MENA region  Behavioral: Occasion clients: mother’s day, new year’s eve, religious holidays (Eid, Ramadan & Christmas) Joud adopts a Differentiated Marketing plan that targets each segment with a tailored plan to better enhance sales (Market Segmentation, Page 14) Marketing Strategy A sound marketing plan is one that can be put to action and can be measured. The following provides headlines for an actionable marketing plan for each of the targeted groups. Group 1: - Create Blog: integrate into website - Social Media: o Tailored content to each social media platform......

Words: 462 - Pages: 2

Isadora Duncan

...the rigid and imperialistic nature of ballet, and they wanted to be taken seriously as artists rather than be seen simply as entertainers. Loie Fuller, Isadora Duncan, Ruth St. Denis, and Ted Shawn are considered to be the pioneers of modern dance in America. Considered the founding mother of American modern dance, Isadora Duncan was largely self‐taught. She presented her first recitals in 1898, and by 1900 she was in Europe, where she would spend most of her remaining life and win the greatest acceptance. Duncan was truly revolutionary. She discarded the corset, slippers, and tutu of conventional ballet dress, adopting instead tunics that freed the body and revealed its movement. She used music by Chopin, Beethoven, Gluck, Wagner, and other first rank composers. She danced on concert stages and in opera houses. She spoke of her dancing not as entertainment but as art with a high moral purpose. Most of all, she insisted upon the essence of dance as movement. Her vocabulary was simple but performed with a musicality, dynamic subtlety, and charisma that made it powerfully expressive. In 1904, Duncan established her first school of dance just outside of Berlin, where she began to develop her theories of dance education and to assemble her famous dance group, later known as the Isadorables. Between 1904 and 1907, Duncan lived and worked in Greece, Germany, Russia and Scandanavia. During the 1920s, a passion for interpretive dancing swept America. Isadora Duncan’s fame and......

Words: 339 - Pages: 2

Segmentation

...Running Heading: Segmentation Analysis #1 Cadillac CTS Segmentation Paige Dwyer Temple University Henry Leland first founded Cadillac in 1902. Henry had a vision to build the finest luxury car in the world. Cadillac was the first to design the full electrical systems, the manual transmission, and steel roof. Cadillac was the first car to win the Dewar trophy from the Royal Automobile Club of England and adopts the slogan “Standard of the World.” (Cadillac) Over the years, Cadillac has known to be the car of American success. Cadillac started this reputation by the consumers who drove them such as movie stars and presidents. Cadillac used to market their car as only being for the upper class but it shows that Cadillac now needs to target more of the middle class. Due to there declining sales, the company found themselves looking at a new target market with recent innovations of a new body style for the car and the pricing that would appeal to this market.             In order to build Cadillac’s reputation again, Cadillac had to find new ways to market their car. Cadillac was known to be an older males car with their age ranging anywhere from sixty to seventy-five. The sedan style was known to be a bigger car unlike the new sleek sport cars that were hitting the market. This style was doing fine until most of their consumers were ranging from the age of sixty-five to the now deceased. Most of the older generation had the savings to go out and buy a new car every......

Words: 1350 - Pages: 6

Segmentation

...Effective Segmentation Measurable: size, purchasing power and profiles of the segments can be measured Accessible: the market segment can be effectively reached and served Substantial: the market segments should large and profitable enough to serve. it should be with pursuing with a tailored marketing program Differentiable: the segment should be conceptually distinguishable and respond differently to different marketing mix elements and programs Actionable: Effective programs can be designed Market Targeting Evaluating market segments Segment size and growth Segment structural attractiveness 
Existing strong and aggressive competitors; easy for new entrants; existence of actual or potential substitute products; relative power of buyers; power suppliers that control or prices or reduce the quality or quantity of ordered good and services Company objectives and resources 
A company should only enter the segments in which it can create superior customer value and gain advantages over its competitors Selecting target market segments Micromarketing The practice of tailoring products and marketing programs to the needs and wants of specific individual s and local customer groups Local marketing 
Tailoring brands and promotions to the needs and wants of local customer groups Individual marketing 
Tailoring products and marketing programs to the needs and preferences of individual customers Price Pricing Strategies Customer Value-Based......

Words: 310 - Pages: 2

Segmentation

...Segmentation Advantages: 1. Improved Branding By positioning yourself with a specific benefit, you create a unique selling proposition that sends a message to a target audience looking for that benefit. Characteristics that help create a brand can include price, status, affordability, speed or quality of customer service, or the professional certification or experience of the business owner or staff. Segmenting the marketplace with a second product or service line using a different name can help you protect your main brand. For example, if you own a high-end furniture store, don’t add resale items to your mix or you might turn off discriminating customers. Open a second location under a different name, and sell used items there to protect your main store. 2. Increased Sales If you cater to a specific audience, you might lose sales among potential customers outside your target audience but increase your overall sales by attracting more customers in your target demographic. For example, if you position your hardware store as the place for serious DIY home and garden enthusiasts, you might decrease visits from the majority of homeowners in your town who are casual customers but see hard-core home and garden products buyers flock to your store. These buyers might also increase their repeat shopping with you, leaving your competitors, which will further boost your sales. 3. Better Distribution If you have a specific market segment you’re trying to reach, you can decrease......

Words: 778 - Pages: 4

Segmentation

...Data Analytics: A Marketing Segmentation Case Study T. Evgeniou, INSEAD J. Niessing, INSEAD The Iterative Process Cycle Data Preparation & Exploration Analysis Goal of Analysis Performance Assessment Segmentation Methodology – A(nother) Process 1 2 3 4 5 6 Identify Business Issues Clarify Scope and Dimensions Generate and Refine Hypotheses Decide on Data to use / Collect Needed Data Build the Segmentation Framework Link to Marketing & Business Strategy A Segmentation (micro-)Process •  Segmentation solution is created through a rigorous and iterative process Data Processing/ Factor Analysis Cluster analyses Review and refine Why Segmentation? •  SEGMENTATION is a critical enabler to achieve business objectives and realize benefits •  SEGMENTATION is critical to identify white spaces for new products/offerings •  SEGMENTATION helps organizations to optimize their retention and acquisition strategy •  SEGMENTATION is often used to optimize pricing across different products •  SEGMENTATION enables organizations to become more customercentric •  MARKET DYNAMICS make segmentation critical to business success. Questions You Might Hear… These are only some of the issues that clients may raise that clue you in to appropriateness of segmentation Growth & New Opportunities Market Structure Product Development Channel Deployment Resource Allocation Retention...

Words: 1273 - Pages: 6

Segmentation

...SEGMENTATION – TARGETING – POSITIONING Fragmentation of mass markets  segments Consumers: variety of needs & preferences Marketers: offer variety of choices via multitude of marketing offerings Marketing segmentation: Needs  Action Linking market needs to an org’s marketing program Market needs  Segmentation/Targeting  MM A market segment: Group of consumers with homogenous profile & common needs  will similarly respond to a marketing program Segmentation – targeting – positioning 1 Using market-product grids: see how Reebok use different Reebok shoes to reach segments of customers with different needs Single product  multiple market segments e.g. TIME magazine  multiple geographical mkts multiple products  multiple segments firm offers variations of the basic product to high-end and low-end users e.g. GAP  with Old Navy, Banana Republic segments of one  mass customization built to order Segmentation – targeting – positioning 2 How to segment and target markets: 1. Group potential buyers into segments 2. Group products into categories 3. Develop a Market-Product Grid and estimate size of the market 4. Select target markets 5. Take marketing actions to reach target markets Segmentation – targeting – positioning 3 Criteria used in defining segments: 1. profitability 2. similarity of needs of potential buyers within a segment 3. differences of needs and buyers across segments 4. potential of a marketing action to reach a segment 5.......

Words: 401 - Pages: 2