elle 18 ppt
TRANSCRIPT
Table Of Contents
• Introduction.• Brand and Line extensions.• Competitors.• Segmentation and Targeting.• Positioning.• 4P’s of marketing mix.• Perceptual map.• Thank you.
Introduction
Elle 18 was founded in 1997.
It is the brand of Hindustan Unilever.
Elle 18 is the choice of today’s college going girls.
The main feature of Elle 18 is to define our own style.
Brand and Line extensions
Brand Extension• Nail pops • colour pop linear• Black out linear• Kajal• Lipstick• Lip gloss• Juicy lip balm• Foundation• Glow compact• Perfumes
Line ExtensionNail Pops
Several shades of fabulous• Tangy orange, pretty
pink, electric blues etc.• Colourless nail pops.• Glitter nail pops.
Competitors
• Revlon.• Lakme.• L’oreal.• Colour essence.• Oriflame.• Lotus.• Maybelline.
Segmentation and Targeting
Geographical Segmentation
Metropolitancities town
Demographical Segmentation
Age Gender
Occupation
Segmentation and Targeting
Segmentation based on behavioural approach
Going out regularly
Necessary part of everyday accessories
PositioningBrand Mantra “Unusual and Cool”.“Break the rule”.Less price with high quality.Priced 1/4th of usual Lakme products.Electric brilliance.Source of radiant beauty.Leave the rush.
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Product
price
• Promotional price- Elle 18 nail enamel company can give a special event
price for targeted consumers.• Responding to competitor's pricing- Elle 18 analyse the market situation and then change
the price accordingly.• Differentiated price- Elle 18 company can offer time pricing and image
pricing. They can set the price according to quality and quantity of the product.
Place
This is a significant change in marketing distribution channel of cosmetic market.
Distribution places are:-• Hyper market• Super market• Departmental stores• Retail stores• Beauty salons • Cosmetic discounter
Promotion
• Internet as medium.
• Sales promotion.
• Rebates and discounts.
• Brand Ambassadors.
Perceptual map 1 Maybelline Revlon Lakme Colour essence Elle 18
High price
Low price
Low quality High quality1 2 3 4 6 7 8 9
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Perceptual map 2 Maybelline Revlon Lakme Colour essence Elle 18
High quality
Low quality
Low avalibility
High availibility1 2 3 4 6 7 8 9
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3
2
1
Perceptual map 3 Maybelline Revlon Lakme Colour essence Elle 18
High price
Low price
Party usages Daily usages1 2 3 4 6 7 8 9
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Thank you