Solution to Vedantu’s Case Study: Assignment 1- N2

The Vedantu can target two set of consumers- Students and their parents with the following segmentation:

· Demographic: Age group 15–17 years student who have some maturity and are self-motivated to study primarily for 11th, 12th and IIT-Jee exams.

Parents of age group 38 to 48 years working professionals who have 1–2 children in the age bracket 11–15years.

· Geographic: Metros and tier 1 cities will be apt markets for Vedantu because of higher internet penetration and better bandwidth. Needless to say, that only those locations will be targeted where we have ICSE or CBSE syllabus.

· Psychographic: In Parents we can target innovator who are successful, sophisticated, resourceful to new ideas; and makers who are highly practical and value self-sufficiency, as they are likely to find Vedantu’s solution in sync with their values. In children we can focus on experiencers who are ready to try new & offbeat things as a way of self-expression.

· Behavioral: The parents and kids who have good digital exposure with use of modern internet medium like facebook, twitter, youtube, skype etc. will be desired targets for easy adaptability of Vedantu’s product. Also, the parents with reading habits are desirable as they are likely to inculcate the same in their children who in turn are more likely to use Vedantu for self-learning.