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STP Strategy of Moov

Moov's initial STP strategy was to differentiate itself from Iodex as a colorless, stain-free ointment. It positioned itself as providing "pain relief" rather than multiple benefits. Over time, Moov expanded its target segment from just housewives experiencing back pain to also include physically active adults, while retaining housewives as the core. It strengthened its positioning as the "backache specialist" and later as the housewife's soul mate providing preventive relief in 1 minute with its "Moov ki maalish" tagline.

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1K views5 pages

STP Strategy of Moov

Moov's initial STP strategy was to differentiate itself from Iodex as a colorless, stain-free ointment. It positioned itself as providing "pain relief" rather than multiple benefits. Over time, Moov expanded its target segment from just housewives experiencing back pain to also include physically active adults, while retaining housewives as the core. It strengthened its positioning as the "backache specialist" and later as the housewife's soul mate providing preventive relief in 1 minute with its "Moov ki maalish" tagline.

Uploaded by

sayantan maitra
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MOOV

Aah se Aaha tak

STP STRATEGY
.

Select customers to serve Decide on a value proposition


Segmentation Differentiation
Divides the total market onto Differentiate the market
Create
smaller segments offering to create superior
value
customer value
for
Targeting targeted
Positioning
custome
Select the segment or
r Position the market offering
segments to enter
in the minds of target
customers

Segmentation :

There is no single way to segment a market. A marketer has to try different


segmentation variables (alone or in combination) to find the best way to view the
market structure since buyers in any market defer in their wants, resources,
locations, buying attitudes and buying behaviour, through market segmentation
companies and firms divide large heterogeneous markets into smaller segments
that can be reached more efficiently and effectively with products and services
that match their unique needs.

There are three different types of segmentation strategies:


1. Undifferentiated Segmentation : A product is developed and marketed for
the entire consumer population, sending the same promotional message to
everyone.
2. Concentrated Market Segmentation : A marketing segmentation strategy
whereby a product is developed and marketed for a very well-defined,
specific segment of the consumer population. The marketing plan will be a
highly specialized one catering to the needs of that specific consumer
segment
3. Differentiated Market Segmentation : A market segmentation strategy
wherein a product is developed, designed and marketed for more than one
consumer segment. It designs more than one promotional message, with
each communicating different benefits

Targeting :

After evaluating different segments, the company must decide which and how
share common needs or characteristics that the company decides to serve. A
target market consists of a group of buyers who share common needs and
characteristics that the company decides to serve .

Differentiation and Positioning :

A product’s position is the way the product is defined by consumers on


important attributes- the place the product occupies in the consumer’s minds
relative to competing products .Consumers position products with or without the
help of marketers . But marketers do not want to leave their products ‘s positions
to chance. They must plan positions that will give their products the greatest
advantage in selected target markets , and they must design marketing mixes to
create these planned positions.

In other words , Positioning is arranging for a product to occupy a clear ,


distinctive and desirable place relative to competing products in the minds of
target customers.

Moov’s Initial STP Strategy :


It differentiated itself against Iodex as a colourless ointment in a tube and
attacked Iodex with its positioning as a "stain-free" option. From that it has
moved on to “Ek minute MOOV ki malish” proposition for its consumers. MOOV
provides a single offer to the consumer of "pain relief" versus the multiple
benefits being offered by other competing creams in the marketplace. This has
also helped it become a market leader

Moov’s Market Segmentation Strategy : Concentrated Market Segmentation

Moov’s segment : Pain

Moov’s target segment : Backpain

Moov’s target audience : The middle class Indian housewife

Moov’s Positioning : The “Backache Specialist”

Differentiation adopted by Moov: MOOV came to be a non stain packed in a


laminated tube . It changed the old avatar of the gooey black balm which was in
an unattractive black bottle . It was stain free , counter – irritant , less sticky ,
colour soothing ( white that symbolized purity ) , and had a cooling sensation that
gave instant relief

Moov’s New STP Strategy :

MOOV was perceived by the consumers as a leader in the Pain Relief Balm
segment. It needed to broaden its customer base without diluting its “backache”
focus. The focus has now shifted to the “Physically Active” adult .

Moov’s Market Segmentation Strategy : Differentiated Market Segmentation

Moov’s segment : Pain

Moov’s target segment : Backpain

Moov’s target audience : The “Physically Active Adult” but retained the housewife
as core
Moov’s Positioning : Strengthening the Housewife bond by becoming her Inner
Voice.

1993 : Paras Pharmaceuticals invested in creating awareness about seriousness of


backaches. They re-launched Moov as the ‘backache specialist’.

1999: Moov identified their target consumer groups through research. They
gathered further insights into the Indian housewife and deepened their
understanding of its core consumers. Now it focused on physically active adults too.

2001: The target was the physically active adult but MOOV retained the
housewife as core . MOOV came up with the famous advertisement ‘ Rama ki aah
‘ set in a joint family set –up dramatized a housewife ‘s tireless commitment
towards her highly dependent family.

2002: MOOV targeted male section of society by introducing the Moov Spray. An
advertisement featuring that even without the aid of their spouse, the working
man after work could apply the ointment alone . The tagline for the same was
“Jab Koi Ho na Saath”

In 2002, the company introduced another tagline - “Aapke ghar mein kaun rehta
hai?” “Kamardard ya Moov?” (Who lives in your house – Backache or Moov).
This communication graduated Moov from a pain reliever to a housewife's soul
mate

In 2007, they introduced the tagline “1- Minute, Moov ki Maalish”. This shifted
the positioning of the brand from “relief” to “preventive relief”. It Increased
Use(from pain to prevention), Increased Users(focus on family) and Increased
Usage(from 1 finger tip-full Moov to 10 finger tips-full maalish).

The 3 pronged positioning approach adopted by Moov :

1. Focus on Key Segment

It positioned as back pain reliever , not for general pain. It was positioned as the
“The Backache Specialist”. They wanted to focus rather than follow the leader.
The company was successful in occupying the vacant position of “Backache”.
Iodex and Boroline lost out on market shares essentially due to complacency that
had crept into their marketing . Iodex introduced many new products worldwide ,
but in India continued as the smelly black pain balm for years

2. Offer Better Solutions than Existing

MOOV specialized in back pain relief in a non messy and non staining tube .

3. Value for money

More for the same price was used as a strategy which followed remarkable
success . MOOV priced competitively but provided more quantity - consumer
satisfaction. However , recent statistics show that since Volini has been
introduced , market share of MOOV is declining . We will see this in our flaws in
the analysis ahead.

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