Term Paper Unilever (1)

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  • 8/2/2019 Term Paper Unilever (1)

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    Market Segmentation for CLOSE UP:

    The way Unilever is segmenting the market for CLOSE UP is given below-

    Demographic Segmentation:

    Psychographic Segmentation

    Social class

    Lifestyle

    Personality

    Behavioral Segmentation

    Benefit Sought

    Usage Rate

    Age

    Gender

    Income

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    Market Segmentation for Lux:The way Unilever is segmenting the market for Lux is given below-

    Demographic Segmentation:

    Psychographic Segmentation

    Social class Lux has been kept in the reach of all classes in thesociety.

    Lifestyle Unilever says, Lux is for those women who want to

    enjoy every moment of their life.

    Personality Lux is for those kinds of women who want to enjoy their

    beauty and feminity.

    Behavioral Segmentation

    Benefit Sought Marketers of have identified different women seek for

    different benefits. Thats why they are offering various

    types of Lux-

    Lux strawberry & Cream

    Lux Peach & Cream

    Aqua Sparkle

    Crystal Shine

    Nature Pure

    Age 15-34

    Gender Female

    Income Large size- For higher income people

    Mini-pack- For lower income people

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    Usage Rate 0-5: Non-user; 6-15: Potential User; 15-35: Heavy User.

    Differentiated Marketing for Lux

    At first when Lux was launched in 1924 its strategy was mass marketing. But gradually they

    realized the different needs of their customer and stepped towards Differentiated Marketing.

    Target Market of Lux

    Basically, Lux is for those women who want to enjoy every moment of their life, who like to

    celebrate their beauty and to whom beauty is fun.

    Targeting the needs of different women Unilever has offered different types of Lux.

    Name of Lux Target Market

    Lux Strawberry and Cream Women, who want to be indulged, have a smooth and

    soft skin like cream with a flavour of strawberry.

    Lux Peach and Cream Women, want to have a pleasure of being pampered,

    have a velvety soft skin and look gorgeous.Aqua Sparkle Women who are having busy and dull days and want

    to be fresh and full of life.

    Crystal Shine Women who want themselves to be highlighted, shiny

    And want a silent applause.

    Nature Pure Women who want a naturally pure skin rich and a

    soap that that them to revive.

    Positioning Statement of Lux

    To young and fun loving women who have forgotten that beauty is fun, Lux encourages them to

    play with beauty.

    o Image Differentiation of Lux

    Lux has such a market position in the market that whenever people think about soap they think

    about Lux. Lux has created their image differentiation through some aspects-

    Beauty

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    Glamour

    Superstar

    Playfulness