If you are drunk thats business for MERU CABS

Meru cabs, is a leading taxi service provider in India currently operating in all the metros, now the company has its target segment as the corporate clients and the luxury or tourists who visit the city, the company has identified a niche market for its services by identifying the need for people who are over drunk during the weekends, The company provides Taxi services to those who are drunk and are not in a position to drive themselves home, it smartly advertises by placing small notes on the table which have the following statements "If you are not able to read this lines properly its time to call MERU CABS". I was really impressed by the company and its ability to identify new market, In marketing it's all about identifying new markets and serving them efficiently. A niche is a profitable segment, all you need to do is identify the Niche , A niche segment is like a cash cow, you can milk the benefits for a period of time and there are little chances that your competitor copying the idea as the niche segment are less price sensitive compared to other segments and stay loyal to the company who are the first movers in the market.

INNOVATE OR DIE

One size fits all is not true for segmentation, you need to identify the different segments and target/cater to the segment which is the most suitable for your product/service, A single product cannot cater to the all the segments, you need to differentiate and position your Product/service according to what the segment needs, Marketing is all about identifying your target segment and catering to those specific target segments effectively, Companies providing different services generally alter the service or modify the service according to the target segment needs, yesterday while going through my college notice board I saw an advertisement of Safexpress (one of the leading logistics company in India), Campus 2 home was the new service which they were offering to the students who were shifting their luggage after the completion of course,

Product/service: Campus2home,

Service delivered: Shipment of your luggage, belongings from Campus to your location.

Target segment: Top 100 B-schools and other premium institution

Positioning: Hassle free transfer and a one stop solution.

They have tied up with IIM’s and other major colleges for business, in today’s competative world you need to identify the segments or potential segments and design your product/ service accordingly. There are many segments which are untapped in India and there lies a huge scope for marketers to develop their businesses.