STP

Segmentation, Targeting & Positioning

• Segmentation: grouping consumers by some criteria 

• Targeting: choosing which group(s) to sell to 

• Positioning: select the marketing mix most appropriate for 

the target segment(s) 

Segmentation

Initially launched at higher price, All Out today aims to be a relatively inexpensive gadget.

They're focusing on the following segments - 

• Geographical: only metros initially, urban centers and towns later
• Demographic: Cuts across age and focuses on family protection. Through Income, it tried to absorb the lower income group with the "deadly exchange offer".
• Psychographic/Lifestyle: Affluent class first, followed by the middle income group.

Targeting

Of the segments that All Out made, on the basis on Demography, geography and Psychography, it targets the educated and the more technologically affluent class of people. This is because of its proposition of health protection from mosquitoes and other diseases. In a gist, their segmentation opf the market allowed them to target a varied section of the market - familial needs, health conscious and technologically sound people. 

Positioning

All Out initially positioned itself as the gadget for the premium class. To position themselves that way, they priced their product at a higher price which automatically put it out of reach of the middle and low income groups. This was during their introduction phase.

It then slowly moved toward the middle income group during the time of the "Maccharron ka Yamraj" campaign. They showed how the repellent kills mosquitoes and prevents Malaria and Dengue. They moved toward the middle income group as by now, competitors in the vaporizer market had come in.

Later it tried capturing the low income group with the deadly exchange scheme. It was little before this that they also re-positioned All Out to be a family protector from diseases. They took the Frog off from their campaigns and now stressed upon how using All Out shall protect the health and promote the wellness of the family and their loved ones. This simply built an emotional connect with the audiences.