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Who does Elle-18 target?
Elle-18, the cosmetic range that is priced at the lower end of the Lakme products, contributes heavily to the growth of the market share. The target segment for Elle-18 lipsticks is primarily teenagers, in the age group 14-19 years of age. A typical Elle-18 girl is perceived to be a jovial, trendy, confident and vivacious teenager, passionate about music, movies, friends and her college. ... Several ranges of lipsticks are launched under the Elle-18 brand, all of which have the common theme of catering to the ‘trendiest woman’. ...
Market segmentation is said to be effective if the segments are
· Measurable
· Substantial
· Accessible
· Differentiable
· Actionable
These are the points that we shall keep in mind while developing a segment profile for Elle-18 lipsticks. ... We shall deal with segmentation on the basis of consumer characteristics in this project. ... In case of Elle-18, the classification on the basis of demographic variables is as follows:
Age: 14-25 years of age/ below 35 years of age
Family size: 3-5 members
Family Life Cycle: Young, single
Gender: Female
Income: Disposable income to the tune of Rs. ... Elle-18 works on these variables in order to make the buyers relate to the lipsticks. ...
Lifestyle: Culture-oriented/Sports-oriented/Party-animals
Personality: Gregarious, ambitious, confident, fun-loving, compulsive,
At-ease with the opposite sex, feminine
It is to be pointed out that the findings of the O & M study classified youth of today into one of eight types, which could be used for the segmentation by Elle-18 in the future. ... Can I be 18 till I die? ...
Behavioural variables
Occasions: Elle 18 is trying to promote the concept of lipsticks being used everyday, especially with the Jellip range
Usage rate: Medium to heavy user
Loyalty status: Medium
Readiness stage: Aware, informed, interested
Attitude toward product: Enthusiastic, positive
Positioning
Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. ...
Elle-18, by virtue of being under the umbrella of Lakme, was a part of this exercise. ... The USP for Elle-18 is the price at which it is available, eliminating most competition. ...
In the case of Elle 18, the differentiation tool used is unique. ... The lipsticks will be packaged in Elle-18 or Barista coffee mugs and publicity would take place in over 150 Baristas, all over the country, through the use of scrollers, menu cards, shade cards and so on. ... Products require different marketing, financial, manufacturing, purchasing and human resource strategies in each life-cycle stage
Most product life cycles can be depicted graphically as a bell shaped curve, where there are four stages: introduction, growth, maturity and decline.
Approximate Word count = 2104
Approximate Pages = 8.4
(250 words per page double spaced)
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