Possibly, one of the best examples of Segmentation, Targeting and Positioning (STP) is the Sar Utha ke Jiyo (Live with Respect) advertisement campaign of India's HDFC Life insurance company. HDFC Life was the first private insurer when the sector was thrown open to competition by the Indian government in 2000. And, immediately, the company came up with the sort of brand positioning for its bouquet of products that touched the heart of ordinary Indians. Self-respect is the core value for most Indians and HDFC Life struck a chord when it focussed on this fundamental value.
The company showed its thoughtfulness by targeting its pension plans at a key market segment, i.e. the senior citizens. The advertising campaign was arrived at after extensive research with the insight that an elderly person would want to lead a life of dignity with financial independence after retirement. Dependence or financial resistance from his family is disliked by this customer segment. For instance, the tv commercial in which a grandfather lovingly gifts a bicycle to his granddaughter, who does not need to depend on her father, brings this out quite well. Apparently, the grandfather is well-off financially and is not dependent on his son post-retirement for the little pleasures of life.
Over the last couple of years, HDFC Life has sponsored music albums and videos focused on the Live with Respect theme. They have also roped in Rajasthan Royals, an Indian Premier League (IPL) franchise, for an advertising campaign. HDFC Life is currently one of the largest private insurers in India and the over the years, Sar Utha ke Jiyo has served it well.
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