Consumer behaviour assignment

Consumer Behavior
Assignment 3
Group No -
VISHAL JESANI - 19060
VIDHI SHUKLA - 19058
TANISH MARU - 19066
PALAK RATHORE -

World's largest selling magazine, with 200 million readers
annually in 100 countries.
Cosmopolitan is about celebrating women; it supports,
encourages, entertains, amuses, inspires and uplifts-helping
its readers be the very best that they can be.
Cosmopolitan Magazine largely covers the below mentioned
sections in each edition:
•Sex and Relationships
•Fashion and Trends
•Beauty
•Health and Fitness
•Careers
•Celebrity and Entertainment
•Current Affairs
ABOUT
COSMOPOLITAN
MAGAZINE

MARKET OVERVIEW
The value of the print industry across India was estimated to be over 296 billion Indian rupees in
2019. This was expected to go up to over 370 billion rupees by 2022, indicating a compound
annual growth of just around one percent.
Value of magazines revenue across India from 2016 to 2020 (in billion Indian rupees) *
Circulation
Breakup
South India –
44,000
Delhi – 40,000
Mumbai – 35,000
Others – 26,000
Demographics
Female – 80%
Male – 20%

SEGMENTATION AND
BEHAVIOURAL ATTRIBUTES
(Found via Statista and other websites)
62% of the
cosmopolitan readers
fall between the age
of 20 - 30 years of
age
90% of the
own at least 2
premium handbags
50% of the
cosmopolitan reader
believe that looking
good is the most
important thing
33% of the
believe in being a
trend setter and is
their primary goal
71% of the
believe in
experimenting their
style on a daily basis
85% of the
want to be the best
dressed person in the
room

Offline Strategy
For growth, ideal audience should be
targeted in shopping centres, cinemas,
gyms, coffee bars, university campuses
and places of work with new content
mainly focusing on beauty, latest
fashion updates, food and travel
section.
Pop-up Events, activities in cinemas and
shopping centres is also an ideal way of
showcasing attractive content of the
magazine to a larger audience.
Online Strategy
Collaborating with publishers such as
Snapchat Discovery Channel, Instagram
Stories can be considered as well
because of the highly relevant audience
presence on these platforms.
A ‘click to buy’ campaign will also
enable ideal target audience to buy
copies or subscribe to the magazine
directly from the website or via their
Facebook account.
MARKETING STRATEGY

A sailboat or sailing boat is a boat propelled
partly or entirely by sails and is smaller than
a sailing ship. Distinctions in what constitutes
a sailing boat and ship vary by region and
maritime culture.
Sailboats and Yachts are always put in
context with a luxury lifestyle. They are used
as a symbol for wealthiness and for showing
off.
ABOUT SAILBOATS

MARKET OVERVIEW
The manufacturers are focusing on including luxury features for offering improved performance
characteristics and customer experience.
The global yacht market size was valued at USD 6.19 million in 2018 and is expected to grow at
a compound annual growth rate (CAGR) of 5.6% from 2019 to 2025.
The growing preference of travelers for
luxury tourism, personalized service, and
exclusive traveling are the primary factors
propelling the sales of yachts.

SEGMENTATION AND
BEHAVIOURAL ATTRIBUTES
(Found via Statista and other websites)
Adventurous,
Social, Outgoing,
Energetic, Luxury
Lover
They are less likely
to be introverted,
spiritual or
stressed.
More than 95% of
the owners have a
business
background.
As sailing is a
recreational
activity, the buyer
is family oriented.
Usually consists a
buying pattern
related rare art,
watches and
jewellery

Advertising can be done with a focus group that resides around seaside towns and areas of
greater household incomes in order awareness of the boating lifestyle.
Media mix can include banners, website promotion, influencer marketing and pop-up events in
gymkhanas and clubs such as Wellington etc.
A strategic public relations plan that promotes the boating lifestyle can also play a very
important role.
Other factors which can be adopted in order to increase the interest levels in boating amongst
the affluent Indians are –
1. Generate awareness and interest of the boating lifestyle online.
2. Quality prospects and provide them with meaningful information.
3. Enhance the customer retail experience.
MARKETING STRATEGY

Dinner theater (sometimes called dinner and
a show) is a form of entertainment that
combines a restaurant meal with a staged
play or musical.
Sometimes the play is incidental
entertainment, secondary to the meal, in the
style of a night club, or the play may be the
main feature of the evening, with dinner less
important or, in some cases, optional.
Dinner theater requires the management of
three distinct entities: a live theater, a
restaurant and, usually, a bar.
ABOUT DINNER
THEATRE

Our analysis is based on a list of potential
customer groups, each of which is a market
segment.
1. The family segment looking for fun while on
their week of vacation.
2. The local residents included in the summer
population looking to see something new or
to take guests in town out to a great, proud
place. Local residents are increasing with
condominium ownership and increased
building.
3. Long distance drivers coming in especially
to experience our dinner show. This last
geographic segment will normally travel
one driving day or up to 300 miles for a
short weekend stay.

In one part of the restaurant market competition
depends on reputation, advertising, and
the dining experience of the customer. In
another, competition centers around location and
parking.
In most cases the restaurant industry strongly
relies on word-of-mouth recommendations over
advertising. Word of mouth is the secret in
retaining long-term satisfied customers.
1. Attract customers with live performance and
distribution of brochures.
2. Changing drama shows each year, and other
side acts, will ensure that diners return.
3. Giving complementary drinks to customers.
4. Discount on food for new customers.
5. 1+1 offer on food and drinks to customers
who buy restaurant’s membership card.
6. Special discounts on weekends

Coffee is the second-most traded commodity in
the world after crude oil, and is cultivated
across 80 nations spanning Central and South
America, Africa, and Asia. The key coffee
producing and exporting nations are Brazil,
Vietnam, Columbia, Indonesia, Ethiopia, an d
India, among others. Brazil is the world‘s
largest producer, exporter and consumer of
coffee, while USA and European nations
constitute key importing markets for coffee.
Cappuccino is a coffee-based drink prepared
with espresso, hot milk, and steamed milk
foam.
ABOUT COFFEE

oThe Target Market for coffee is decided on the basis of income
levels. Hence, the target market of coffee is – People in the
Upper and Middle class.
oMajor chunk of coffee customers falls within the age group of
20 to 30 which accounts for 59% of the overall percentage.
The group comprises of mainly college going students and
young working professionals.
oFor people to switch from traditional coffee to instant coffee,
it's important to ensure that the consumers are able to afford
the extra price. Moreover, these are the people who are willing
to shell a few more Rupees to save time and effort.
oMore interestingly, with the introduction of coffee Exotica, it
has further entered the market of premium range of coffee.
This premium range is for well-travelled Indian who appreciate
International flavors.
oFlavors from Brazil, Colombia and Kilimanjaro are provided for
prices ranging from Rs.150 for 50 grams for the flavor of
Brazil and up to Rs. 300 from Kilimanjaro.
MARKET OVERVIEW

o One of the best advantages of marketing Coffee is its universal appeal. This
fact has also been utilized and acknowledged by Starbucks coffee chain.
o However, segmentation of geography can play an important role in a
traditional context wherein Coffee is extensively consumed in the South India
as opposed to the North irrespective of the favorable weather condition.
o The segment for Coffee is people looking to make coffee instantly.
SEGMENTATION AND BEHAVIOURAL
ATTRIBUTES

PRICING STRATEGY :
Psychology Pricing - Pricing the product as Rs 69, 79, 59 etc. rather than in the multiples of ten to
give a feel that the product less priced.
Combo Pricing - Clubbing up two or more products on special occasions.
Value Based Pricing – Providing different variants in terms of prices by altering the quantity to give a
sense of affordability.
PROMOTION :
TVC and Print campaign
Co Branding in Movie and TV serials
Held Contest around a Very Popular Program
Tie up lot of youth brands
DISTRIBUTION STRATEGY :
Easy accessibility
The coffee produced on the farms, are distributed through wholesalers and retailers to customers who
wish to use the coffee at home.
It should introduce a feedback form QR code system in order to know about the customers
satisfaction level.
MARKETING STRATEGY

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