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8/2/2019 Term Paper Unilever (1)
1/4
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
8/2/2019 Term Paper Unilever (1)
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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
8/2/2019 Term Paper Unilever (1)
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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
8/2/2019 Term Paper Unilever (1)
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Glamour
Superstar
Playfulness