elle 18 ppt
- 2. Table Of Contents • Introduction. • Brand and Line extensions. • Competitors. • Segmentation and Targeting. • Positioning. • 4P’s of marketing mix. • Perceptual map. • Thank you.
- 3. 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.
- 4. 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 Extension Nail Pops Several shades of fabulous • Tangy orange, pretty pink, electric blues etc. • Colourless nail pops. • Glitter nail pops.
- 5. Competitors • Revlon. • Lakme. • L’oreal. • Colour essence. • Oriflame. • Lotus. • Maybelline.
- 6. Segmentation and Targeting Geographical Segmentation Metropolitan cities town Demographical Segmentation Age Gender Occupation
- 7. Segmentation and Targeting Segmentation based on behavioural approach Going out regularly Necessary part of everyday accessories
- 8. Positioning Brand 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.
- 10. Product
- 11. 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.
- 12. 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
- 13. Promotion • Internet as medium. • Sales promotion. • Rebates and discounts. • Brand Ambassadors.
- 14. Perceptual map 1 Maybelline Revlon Lakme Colour essence Elle 18 High price Low price Low quality High quality 1 2 3 4 6 7 8 9 9 8 7 6 4 3 2 1
- 15. Perceptual map 2 Maybelline Revlon Lakme Colour essence Elle 18 High quality Low quality Low avalibility High availibility 1 2 3 4 6 7 8 9 9 8 7 6 4 3 2 1
- 16. Perceptual map 3 Maybelline Revlon Lakme Colour essence Elle 18 High price Low price Party usages Daily usages 1 2 3 4 6 7 8 9 9 8 7 6 4 3 2 1
- 17. Thank you