STP analysis of Consumer Behavior

Segmentation:

If you are looking for diversity in any course at IIMB, then look no further than ConB. Segmenting them is nigh impossible but, hopefully due to my enhanced “globe” skills thanks in no small part to ConB and Rambo, I will make an honest attempt here. The eclectic bunch of students in ConB can be classified as follows:

1. Marketing fanatics
2. Finance hopefuls: These are the sorry bunch of folks who had the minimum possible bid points left and were therefore forced to select the elective ConB.
3. Masochists
4. Deaf: Anybody who kept his/her ears open knew that unless you intended to experience Ahmedabad at Bangalore, you were well advised to stay away from this course.
5. Idiots: My favorite, simply because I am in this category. Having slept through the summer placement process, I believed that I was almost stress-proof. Have I ever been more wrong, ever in my life?

Targeting:

Statutory warning: Anyone not belonging to segment 1 would do well to stay away from the course, unless of course you are in segment 3. Folks in segment 3 may be under the erroneous impression that they are in for a treat; please be forewarned that the experience may prove to be a bit too overwhelming (and that is a gross understatement).

Positioning:

To understand what we have gained and others did not (I know using “gained” is a case of a very wrong choice of word), we would need to understand the positioning of ConB with respect to other subjects.

If I had a penny for each time he said “Either I can teach you or I can be nice to you”, I would still be in penury. The 200 odd pages long course guideline does not even hint at what was in store for us. Sorry, my mistake. It does, but no one I know has read it end to end. Maybe our junior batch will have a prequel course next year, which would test their proficiency at the course guidelines.

Mentioning other courses in the same breath as ConB is blasphemy, and I refuse to indulge in heresy by doing so. Suffice it to say that it is a multi-dimensional course which will open your “globe chakshu” like no other.