Target Customer Segment: Customer segmentation is the process of dividing customers into groups based on common characteristics. For example, Maggi is marketed to young mothers.

Target Segment Needs: It is based on differentiated, validated needs that customers express for a specific product or service being offered. For example, young mothers need a quick, tasty snack for their children.

Pay for Product/Service: Customers pay for the value/ benefit they might receive from the Product/Service. For example, "2 minutes" snack.

What would they not buy: For a number of factors like income, spending capacity, competition, location. Many mothers today prefer "healthy snacks".

Competitive analysis: Find out what your competitors are doing, their products, its USPs & pricing.

Competition: Too many competitors limit your business growth.

Promotion: It helps in designing your marketing strategy.

Pricing: It helps in making your pricing strategy.

Hero Product: Typically, customers know your business for one or a few products (though you may be offering many products). For example, McDonald's is known for 'burgers' and Pizza Hut for 'pizzas'.

USP: USP is the unique benefit exhibited by a product that enables it to stand out from competitors. For example USP of "Dominos" is quick delivery, whereas USP of Pizza Hut is "restaurant dining".

Differentiated USP: should be unique for the customers to set expectations right about your offerings.

One line product description: It helps people identify a word/attribute with your brand. For e.g.: 'Daag Achche Hai' instantly helps people connect with Surf Excel.

Perceived Value: Customers think of a product as Premium, Value for Money or Cheap. For example iPhone has a 'Premium' perception, Motorola phones have 'Value for money' perception and Oppo have 'Cheap' perception.

Spending Capacity: When Tata Nano was launched, Tata Motors wanted to target 2 wheeler buyers. They had a pricing strategy to attract that segment.

Competitive Pricing: Customers compare the prices from various providers before finalizing their order.

Offers: Offers, discounts, referral schemes help in increased sales and also help in brand recognition within your TG (Target Group).

Medium/ Channel of Promotion: There are many mediums of promotion for example print, outdoor, events, online. You should select mediums that your target audience visits/uses.

Message for Promotion: Message for promotion is the content and theme you want to use. For example you may want to say "Try it once".

Try changing the messages: You would not know what message resonates with your customers until you try a few.

Market Scenarios: How you would react to new competition, new product or aggressive pricing by competition.

Prominent Location: For businesses that expect customer footfall prominent location is the area where there is regular flow of customers for example, near educational institutes, in shopping malls, shopping streets, etc. For businesses that deal with other businesses (like trading ) prominent space could be commercial office locations.

Accessible: Locations connected with public transport like buses, trains, auto rickshaws.

Visibility: Hoardings and other signages help customers locate your business easily.

Quality: Packaging protects the product and bad packaging may spoil the product. For example, packing juices in a tetrapack preserves them for a longer period of time.

Appeal: Quality of packaging impacts the sales and branding.