Mistine The Number One Cosmetic in Thailand

Segmentation and positioning are two important concepts in marketing. While these terms are generally used in relationship to promotional activities, the term segmentation has relevance for market research as well. Segmentation involves dividing the larger universe of consumers or businesses into smaller units that represent more specific target audiences. Positioning is the next step whereby companies determine, based on the segments they have identified, how they can effectively promote what they have to offer compared to competitive offerings and positioning. Effective marketers know that the better they can segment audiences, the more they will be able to develop target messages and select specific

This report explores and considers the various factors which impacts lush cosmetic’s product in term of entering the market. There are methods which can be taken with this organisation, were researched; the main focus will be to:

This report is on LUSH cosmetics – a sustainable brand in cosmetic industry. This report will

The cultures of those countries are also similar to the Thai culture and the slogan “products that are developed and formulated especially for Asian women” will also appeal to those women. When penetrating international markets Mistine will face the following difficulties:

In the Frontline documentary The Merchants of Cool, the relationship between major media conglomerates and their hedonistic teenage customers is examined through exploring the different tactics industries use to discover and market the next “cool” thing. Industries maintain what the documentary refers to as a “feedback loop” with their customers, which is a cyclic, supply-and-demand relationship that blurs the line between fiction and reality. It has become impossible to tell which side is imitating the other: who do the products and trends that define popular youth culture belong to? What's more, are the sexual and aggressive hormone-fueled behaviors on television and in music intrinsic in adolescents or are they artificial ideas? If these

In "The Merchants of Cool", the relationship between significant media combinations and their teenage clients is analyzed through investigating the diverse strategies commercial ventures use to find and market the following "cool" thing. Commercial ventures keep up what the narrative alludes to as a "criticism circle" with their clients, which is a cyclic, supply-and-request relationship that hazy spots the line in the middle of fiction and reality. It has ended up difficult to tell which side is copying the other: who do the items and patterns that characterize prevalent youth society have a place with? Besides, the sexual and forceful hormone-energized practices on TV and in music characteristic in youths or would they say they are counterfeit

Psychographic segmentation is consits of assumptions for example is customer purchases reflect the lifestyle or represent him or her characteristics. According to this information Volkswagen reachs to all groups through their products as Polo, Beetle, Passat, Passat CC, Toureg, Scirocco etc.

There is a famous saying that ‘cosmetics are not selling product but beauty.’ Therefore, it is important to keep planning and developing product to meet the needs of customers who pursue beauty. In line

H&M used both Demographics and psychographic segmentation in reaching their customers. Based on the company’s outreach globally, it must understand various cultures, attitudes, beliefs, religion, age groups etc. (Delirium, 2015)

With psychographic segmentation, we use psychology and demographics to better understand consumers. Buyers are divided into different groups on the basis of psychological/personality traits, lifestyle

The segmentation has been done on the basis of buying behavior of the customers. Knowledge of segment buying behavior can help redirect marketing resources for profit gain.

Relying purely on socio-economic and demographic data only provides a partial glimpse into the needs, preferences and wants of a given target market. Psychographic-based segmentation research is often used for determining how potential customers' self-assignment to groups, unique interests and preferences for retail products and services influence and often predict their purchasing behavior and long-term loyalty (Bearden, Teel, Durand, 1978). Psychographics is the study of how customers assign

Question 1: What are the major SWOT considerations in Mistine’s attempt to continue its growth and dominance in the Thai Market?

The marketing segmentation concept allows a company to focus on a specific group of customers that it is best prepared and suited to satisfy. Rather than trying to be all things to all people, selecting a target market enables a company to tailor its offerings to more specific customer needs and preferences (Schewe & Hiam, 1998, p. 200). When a company focuses its efforts and capital (both tangible and intangible) on a more narrowly defined set of needs, it is more likely that the customers will get the product they desire. Companies that use the marketing segmentation concept typically have a more intimate knowledge of the customers they target, and customers usually relate better with companies that understand their interests. As such a relationship is built.

According to Blythe (2010), segmentation, targeting and positioning are fundamental to the concept of meeting customer need. This essay will outline and analyse these fundamental tools of marketing in an academic setting, in addition to, assessing how an organisation of my choice applies them in a working environment. Included in this essay, will be an academic discussion of the advantages of market segmentation, targeting and positioning drawing upon views of various scholars. Furthermore, I will provide a profile of my chosen organisation as well as an assessment of their market segmentation, targeting and positioning strategies. The essay will finish with a summary of the main points and will draw conclusions based on the evidence which has been presented.