Case Study Of Bathe Plus Beauty

Targeting is a method of examining the market segments and follow all or any of the following 3 types: undifferentiated, multisegment (differentiated) and concentration (niche) (Palmer, 2009). Selfridges’ products diversity means its target include both men and women aged >25 years belonging to the high-income group whose interest is fashion and luxury. Thus, Selfridges’ targeting can be said to be concentration (niche); however, due to its prime locations, Selfridges also attracts general public including families, singles and tourist. Therefore, in that aspect, its targeting strategy is differentiated.

understanding consumers’ needs, how groups of consumers differ from one another, and how consumers decide among products. The market need would be for specialty girls’ childrens clothing The following would be segmentation of the clothing market to help better understand the consumer (potential buyers): Geographic Segmentation Global Region or Country: India, Ect...

Specialized products, being marketed to a specific sector, also have a unique opportunity to market directly to a target audience. Being aware of the differences in marketing to mass audiences and the targeting of specific groups, is a valuable arrow in the quiver of a marketer. Comparing the differences in the older generations gives the marketer an insight into how to mass market, while targeting the groups as a whole. There is also an interesting opportunity for the marketer to target a very specific group for specialized products. While the job of the marketer remains the same, the methodology must be different to reach the intended audiences.

A business’ product is comprised not only of the good itself, but also how the it integrates into the customer live, what value they give it to, how it looks, the packaging it is in, etc. Knowing your target audience is fundamental to creating a selling product (Ehmke, Fulton, & Lusk, n.d.). Lululemon stores and online site consists mostly of clothing ranging from leggings, to tank tops, shirts, bras, and socks for mostly women, and a smaller section for men. (Lululemon Athletica, 2017). Each item sold

The market is divided into different segments based on the variables of family size, family life cycle, income, gender, age, religion, generation, occupation, social class and nationality.

It has been estimated that the global beauty industry consisting of skin care worth $24 Billon; hair-care products valued at $38 billons and perfume at $15 billion is growing up to 7% a year (Economist, 2003). These numbers show the industry of beauty has proven to be lucrative over the years due to the need for that special hair and body products mixed with the wants of perfumes, body potions and etc. However, it is not just a good product that delivers results the customer is looking for, it is an overall experience that has become essential.

The company’s target market is a mass of retail and other industries. They designed their product to be a one size fits all with the flexibility to match benefits to any consumer. In general, retailers are the prime candidates for this type of product, however not segmenting further will hinder the execution of a marketing strategy and overall profitability. A deeper analysis into the target market is necessary.

Defining the Demographical Segmentation according to (Marketing in Asia, 2009), it would be to base it on some objective classification attribute of prospective buyers such as physical attributes like the gender or race, measureable attributes like age or income, and other characteristics such as the birth era and occupation.

Different individuals have different level of involvement with regard to their personality, socio economic and demographic factors. A segment is a distinctive group of customers, who share some characteristics that make them different from other groups (Proctor, 2005). Different segments have different requirements, they may need different version of the same product, they may pay different prices, they may prefer to buy in different places. Hence the customers can be grouped together by attitudes, lifestyle, age, gender, job types. We can segment consumer markets as geographic, demographic, psychographic and behaviour patterns. Geographic relate to the area in which people live, which may be relevant to the catalogue company as more northerly customers will need warmer clothes. Geographic include postcodes on the bases of census or lifestyle and lifestyle characteristics obtained from wide range of sources. Demographic segmentation include age, income, family size, socio economic status. Demographic segmentation assumes that consumers with similar demographic profile will exhibit similar purchasing patterns, motivation, interest, lifestyle and characteristic will consider similar brand preferences. Psychographic segmentation which is known as lifestyle segmentation is related to the interest, activities and opinion of customers. Psychographic enables marketers to identify market segments and understand customer motivation for product or a

• Demographic Segmentation Strategy: The Company caters the market segment based on different demographics such as age, gender, social class etc. For kids aged 8-10, they have products like transitional toothpastes. They have a separate section for infants, children, teenagers and adults.

Most companies today have changed their marketing techniques. Instead of focusing on all potential buyers out in the market, which is called “mass marketing,” they began to implement the use of “target marketing,” which is where companies focus on specific group of consumers that have the highest potential for the company to make a profit. In target marketing, there are four steps that the company must undertake, to design a consumer driven marketing technique. The first two steps involve the company the selecting potential consumers to target on. The first step is called “market segmentation,” and the second step is called “market targeting.” The last two steps involve the company deciding on how to create specific products for their

Demographic segment variables subdivides people based on a wide variety of characteristics. This allows the business to decide what group they will be targeting based on their desired target market. Because grocery shopping is common, this business should not have limitations on genders or age. To increase sales they may target families and also college students who have a vehicle. However, the business should not restrict it to only these two entities. The business will not depend on specific incomes to market to people. The business must differentiate itself by emphasizing its drive through option, offering incentives, promoting ethical values, and staying connected with the customers and employees.

Demographic segment variables subdivides people based on a wide variety of characteristics. This allows the business to decide what group they will be targeting based on their desired target market. Because grocery shopping is common, this business should not have limitations on genders or age. To increase sales they may target families and also college students who have a vehicle. However, the business should not restrict it to only these two entities. The business will not depend on specific incomes to market to people. The business must differentiate itself by emphasizing its drive through option, offering incentives, promoting ethical values, and staying connected with the customers and employees.

2. Market segmentation based on consumer understanding – In this part the company takes each and every baby into consideration. Such as babies from different ages groups have different needs in terms of material and comfort. Not only the babies but their mothers are also studied carefully to provide them with those features that their mother wish to have for their

this website showed about value sales growth, desirable target for beauty and personal care, multinational company dominate beauty and personal care in Indonesia, segmented product offering targeted at specific needs.