Perceptual Mapping for Centrum Silver

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Added on  2023/01/23

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This presentation discusses the perceptual mapping for Centrum Silver multivitamin tablets and its competitors. It explores the existing marketing strategy, segmentation, and targeting strategy for Centrum Silver.

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P R E PA R E D B Y
I D N U M B E R
Centrum Silver

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Perceptual map
Berocca
Blackmores
Cenovis
Nature’s way
Nutritional
Value
Value for Money
Low
Lo
w High
High
Centrum
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Perceptual Mapping
Product : Centrum silver multivitamin for Men, Women, Adults
Competitors : Berocca, Nature’s way, Blackmores, Cenovis
Competition based on multivitamin tablets
Information collected through secondary research , websites and ranking comparisons
sites (canstarblue.com.au, 2019).
The Perceptual mapping has been done based on:
Nutritional value for product
Value for money for that product
Berocca scores the highest here followed by Centrum
Centrum on perceptual map
High on value for money
Moderate on nutritional value
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Existing Marketing Strategy
Centrum Silver – For Men, Women
And Adult (youtube.com, 2013)
Multivitamin Tablets : Heart health,
Brain Health, Eye health, Whole
Body Health (centrum.com,
2018))
Advertising via YouTube, discount
coupons, facebook, Commercial ads

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Segmentation
Market segmentation is a process
to divide your target market in a
group according to you product
features and price (qualtrics.com,
2019), (Segmentation, Targeting
and Positioning (STP) Model,
2019), (Hanlon, 2018)
Four major themes
Demographic
Geographic
Behavioral
Psychographic
Demograp
hic
Geographi
c
Behavioral Psychographi
c
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Primary Segmentation
The geographic region of Jack is Perth,
Australia
Geographic
Jack is a visionary person, perusing his PHD, engaged in
Marshal arts activities, Appropriate physique, friendly
nature, adaptable to changes, has a car and owned home
Behavioral
Based on the theoretical viewpoints, Jack is energetic
person, Group of friends, Focus on mental and physical
health, Depends on digital media advertisement
Psychographic
Jack holds the citizenship of Australia, Married with 2 kids, works as
professor in Australian university, perusing his PhD in consumer
behaviour, 39 years old and earns more than 90,000 dollars per year,
spends lavishly
Demographic (25-40
Years)
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Secondary Segmentation
The geographic region of Sara is Sydney,
Australia
Geographic
Self motivated, health conscious, follows diet, likely to go
shopping and sports clubs on weekend, part of TT inter
college competition, seeks for better learning exposure in
future, may shift to US for further studies
Behavioral
Young optimism, follow people’s opinion who are like
minded, heavy users of social Media, focus on innovation
and developmental learning, enthusiastic by nature
(.roymorgan.com, 2018)
Psychographic
Sara holds the citizenship of Australia, Unmarried, works as librarian in
Australian university, perusing her graduation in marketing, 22 years old
and earns approx 20,000 dollars per year, saving orientation.
Demographic
(15-25)

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Target strategy
Targeting strategy is a
process of selecting an
appropriate segment
where the products can
be offered and sold
(individual or a group of
individual )
Targeting strategy is a
process of choosing right
customers for right
product at right
moment, talks about
selling products to them.
Specific segment is
being targeted for better
sales
Mass
Marketing
Types of
Marketing
strategies
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Targeting strategy for Centrum silver
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Mix of mass marketing and differentiated targeting strategy will be used
(Vaskovardzic, 2013).
Centrum silver has a three categories: Men silver, Women silver, and adult silver
Covers almost each segment of the market (Linchpin, 2019)
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References
.roymorgan.com. (2018). Roy Morgan. Retrieved April 17, 2019, from www.roymorgan.com/:
http://www.roymorgan.com/products/values-segments
canstarblue.com.au. (2019). Multivitamins Compared. Retrieved April 13, 2019, from
www.canstarblue.com.au: https://www.canstarblue.com.au/health-beauty/multivitamins
centrum.com. (2018). Centrum® Silver® Adults. Retrieved April 18, 2019, from /www.centrum.com:
https://www.centrum.com/centrum-silver-adults-50-plus
Hanlon, A. (2018). The segmentation, targeting and positioning model. Retrieved April 2019, from
https://www.smartinsights.com/digital-marketing-strateg: https://www.smartinsights.com/digital-
marketing-strategy/customer-segmentation-targeting/segmentation-targeting-and-positioning/
Linchpin. (2019). Pharmaceutical Marketing Strategies and Tactics. Retrieved April 17, 2019, from
linchpinseo.com: https://linchpinseo.com/pharmaceutical-marketing-strategies-and-tactics/
n.a. (2016). Using the Marketing Mix to Reach Target Segments. Retrieved April 17, 2019, from
courses.lumenlearning.com:
https://courses.lumenlearning.com/marketing-spring2016/chapter/reading-targeting-and-the-
marketing-mix/
qualtrics.com. (2019). The Basics of Segmentation. Retrieved April 17, 2019, from
www.qualtrics.com: https://www.qualtrics.com/experience-management/brand/what-is-market-
segmentation/
Segmentation, Targeting and Positioning (STP) Model. (2019). Retrieved April 17, 2019, from
www.mindtools.com: https://www.mindtools.com/pages/article/stp-model.htm
Vaskovardzic, B. (2013, June 26). marketing vitamins-and-supplements. Retrieved April 17, 2019,
from https://www.naturalproductsinsider.com: https://www.naturalproductsinsider.com/branding-
marketing/marketing-vitamins-and-supplements
youtube.com. (2013, December 23). Centrum Commercial 1995. Retrieved April 18, 2019, from
https://www.youtube.com: https://www.youtube.com/watch?v=zY4iUEO8PRY
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