...engine marketing(SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies. In 2008 The New York Times, working with comScore, published an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2,500 times on average per user per month. Our group presentation title is targeting marketing segments and communities. The overview of this topic are Segmentation and targeting overview, marketing segmentations bases and variables, targeting online customers and targeting communities on the Internet....
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...In: Business and Management Loreal's Segmenting and Targeting Markets L'Oréal, the world's largest cosmetics and beauty company, was founded in 1907 by the French chemist, Eugene Schueller. After a little over a century of steady growth, L'Oréal has jumped from being a small family business to become the world’s leader in the cosmetics industry. Today, the L'Oréal group has regions in more than 150 countries in the world that are home to 283 branches, more than 100 agents, 50,491 employees, 42 factories, and more than 500 high-quality and popular brands of cosmetics. Their "global or nothing" strategy allows L'Oréal to take market segmenting even further by custom developing and marketing products to meet the specific demands of any given country or region. In order to clarify different product positioning in Asia, L'Oréal decided to move from “the open-shelf brand” in Europe up to “the top international brand” in Asia. In Asian countries, L'Oréal set up their counters in upscale department stores according to the Asia specific marketing channel strategy. However, this “accessible luxury brand” strategy did not meet the levels of success they anticipated. The reason for this is that the image of the texture or packaging of their products failed to reflect the luxury image that are so important to marketing in Asia. They failed to understand the significance of the fact that texture and packaging in Asia is more delicate than the required standard in Europe. L'Oréal must...
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...CHAPTER 8 Market Segmentation, Targeting, and Positioning CHAPTER OVERVIEW Chapter 8 shows different approaches that companies can take to a market in order to best serve customer and company needs. It begins with a brief overview of three marketing approaches that companies can take: mass marketing, product-variety marketing, and target marketing. A fuller discussion details the three steps of target marketing, beginning with market segmentation: dividing a market into groups that is measurable, accessible, substantial, and actionable. This can be done in different ways by using geographic, demographic, psychographic, behavioral, or other variables. Next, the process of market targeting and the different approaches a company can take are discussed. These include undifferentiated, differentiated, and concentrated marketing. The chapter concludes by covering market positioning strategy and how companies can position their products for the best competitive advantage. CHAPTER OBJECTIVES Students should be able to: 1. Explain market segmentation, and identify several possible bases for segmenting consumer markets, business markets, and international markets. 2. List and distinguish among the requirements for effective segmentation: measurability, accessibility, substantiality, and actionability. 3. Outline the process of evaluating market segments, and suggests some methods for selecting market segments. 4. Illustrate the concept of...
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...关于欧莱雅和自然堂的调查问卷 Questionnaire about L'OREAL and CHANDO 1. 您的性别? What is your gender? （1）女Female （2）男Male 2. 您平时购买护肤品吗? Do you buy skin care products usually? (1) 购买Yes （2）不购买 No 3. 您多长时间购买一次护肤品? How often do you buy skin care products? (1) 小于1个月 Less than 1 month （2）1-3个月 1-3 months （3）3-6个月 3-6 months (4）大于6个月 More than 6 months 4. 您每次购买护肤品时花多少钱？ How much money do you spend on skin care products per time? (1) 小于100元 Less than 100 RMB （2）100-300元 100-300 RMB （3）300-500元 300-500 RMB （4）大于500元 More than 500 RMB 5. 您通常在哪里购买护肤品？ Where do you buy skin care products usually? （可多选 you can choose more than one choice） (1) 专柜 Shoppe （2）零售店（如超市、屈臣氏等）Retail stores(eg. Supermarket, Watson) （3）专业美容机构 Beauty institutions （4）网站、电视购物等 Website, TV shopping 6. 影响您购买护肤品的因素有哪些？What are the factors affect you to buy skin care products？(可多选 you can choose more than one choice) (1) 品牌 Brand （2）包装 Package （3）价格 Price （4）使用效果 Using effect （5）促销方式 Way of promotion （6）服务态度 Service attitude 7. 您知道欧莱雅吗？ Have you heard about L'OREAL? (1) 知道 Yes (2) 不知道 No 8. 您购买过欧莱雅的护肤品吗？Have you bought L'OREAL skin care products? （1）买过 Yes （2）没买过 No 9. 如果购买过欧莱雅护肤品，您对以下说法的态度 If you bought L'OREAL skin care products, your attitude to the following statement | 非常赞同 | 赞同 | 一般 | 不赞同 | 非常不赞同 | 价格合理 | | | | | | 购买方便 | | | | | | 效果很好 | | | | | | 促销活动多 | | | | | | 广告令人印象深刻 | | | | |...
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...more than 100 agents, 50,491 employees, 42 factories, and more than 500 high-quality and popular brands of cosmetics. Their "global or nothing" strategy allows L'Oréal to take market segmenting even further by custom developing and marketing products to meet the specific demands of any given country or region. In order to clarify different product positioning in Asia, L'Oréal decided to move from “the open-shelf brand” in Europe up to “the top international brand” in Asia. In Asian countries, L'Oréal set up their counters in upscale department stores according to the Asia specific marketing channel strategy. However, this “accessible luxury brand” strategy did not meet the levels of success they anticipated. The reason for this is that the image of the texture or packaging of their products failed to reflect the luxury image that are so important to marketing in Asia. They failed to understand the significance of the fact that texture and packaging in Asia is more delicate than the required standard in Europe. L'Oréal must prove that the quality of their product shows "significant improvement" if they are to obtain market recognition while moving up their prices in the Asian markets. In 2003, L'Oréal created a new line of teeth whitening products in order to open up Japanese and Asian markets. Unlike those products made for the U.S. and Europe, the flavor of the creams and gels sold in Asia have a more oily texture and a more intense flavor. In order to meet the expectations...
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...that a business strategy of targeting emerging markets is a good one (40marks) An emerging market is a country which is in the process of rapid growth and industrialisation and it can consist of the BRIC countries, which are Brazil, Russia, India and China. Targeting an emerging market could be a good strategy. This is because if the current market the business is operating in is in saturation, it could be then justified for them to expand in to these emerging markets as this gives them an escape route away from a saturated market or if the market is in recession to allow them to maximise sales revenue and allow them to survive in a recession. This is because we see that emerging markets usually have a quickly growing middle classes with a strong economic growth meaning that they would be able to escape the worsening current market and move to sell in somewhere with a stronger economy and a larger middle class. Meaning that this middle class is more likely to have money to spend on the new businesses products or services. Also meaning that the growing middle class is resulting in a culture shift, so there could be higher demand for their products or services in the emerging market. As a consequence to moving in to these emerging markets it also means that there brand name and image is growing and becoming more well known in these new markets. We see this with JLRs move to India as the Indian company TATA motors brought JLR, with this market development strategy they then...
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...Introduction: The electric car or e-Car is a vehicle propelled by an electric motor instead of fuel. Car manufacturers are exploring the possibility of entering the market with the e-Car as a alternative to current vehicles in order to be environmentally friendly and to minimize the consumption of gasoline. Although, the benefits of using the e-Car could exceed expectations it also presents a different type of lifestyle for those who are used to regular vehicles. According to the “New York Times” the e-Car is getting worldwide interest with some governments such as China and the United States even offering tax credits and discounts for those who buy an e-Car. On the other hand, consumers are concerned on whether the speed and battery life of the e-Car will be enough to satisfy their needs. In this case project we will look at the responses from 100 testers from Enterprise Rent-a-Car about trying out the e-Car and how useful it really is in today’s non-stopping lifestyle. 1. Approaching Enterprise to undertake our commuting test would be a boundless idea because, Enterprise specializes in providing vehicles to customers. Enterprise agents interact with hundreds of different customers each day and hear first-hand what they like and dislike about the cars that they are given. Enterprise will be able give the e-car the exposure it will need to succeed in the future. Enterprise Rental Cars would make a viable choice for a processing center for the e-car prototypes as agents...
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...An emerging market is a country that has some characteristics of a developed market, but does not meet standards to be a developed market. This includes countries that may be developed markets in the future or were in the past. Many businesses may feel that it is most effective to target an emerging market to increase and maximise profits because the market can become loyal to the brand, making the market more sustainable. When a business expands into an emerging market, there is the opportunity to become part of an economic system that is still forming. Deloitte, a worldwide financial firm, notes that companies in emerging economies must expand capacity and capability. As large companies build power plants, roads and dams, other businesses step in to provide the locals with the goods and services they need. As the region's economy develops, the businesses that open up shop earlier may have a better chance at building lasting relationships with customers, increasing profits in the long run. Access to new capital is what drives many businesses to take on the risks of doing business in emerging markets. As new economies emerge, untapped capital is up for grabs and building and maintaining a pipeline to those funds helps companies not only expand abroad, but also bring in new resources for domestic growth. Emerging market capital can breathe new life into companies that have maxed out potential for new capital domestically. Small businesses especially may have opportunities...
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...Assignment #1 - Segmentation and Targeting Please read the following Case Study and answer the questions at the 4 questions at the end. Segmenting and Targeting Markets: Case Study: Coke Zero When a couple of marketing managers for Coca-Cola told lawyer Elizabeth Finn Johnson that they wanted to sue their Coke Zero colleagues for “taste infringement,” she was baffled. She tried to talk them out of it, but they were determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the introduction of a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up the Coke can and shouted, “It's not a person! Title VII doesn't cover these things!” What she didn't know was that the marketing managers were actors. Hidden cameras had been planted around the meeting room to capture the reactions of several unsuspecting lawyers who had been asked to consider the case, including an immigration lawyer who was asked if he could get the Coke Zero marketing head deported back to Canada. Coke Zero Immigration Lawyer Ad - YouTube The short videos were strategically placed on websites such as to promote Coke Zero as the hip, new alternative to Diet Coke for men. The Coca-Cola Company knows it has to be creative if it's going to sell more pop after sales dropped two years in a row in 2005 and 2006. Morgan Stanley analyst Bill Pecoriello explains, “Consumers are becoming ever more health-conscious...
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...The North American electric car market is at the ferment stage of development. Google “electric car” and you will get many start-ups with their design and plans to “make” the market. The big auto companies have their planned models and so do numerous venture capital start-ups. They all seem to be about 2-3 years away from launching their products. The problem is battery range and power. With today’s technology, a small, low cost mass produced eCar would have a range of about 80 miles on a charge and a top speed of 60 miles an hour. This is considered not good enough for the market that is used to gasoline cars with top speeds of 100+ and with a range of 300+ miles. The eCar has to get a lot better before it is viable. That is the conventional wisdom. It is wisdom not built on 3D segmentation. It reveals that the eCar makers’ innovation is not matched by their capability to think cleverly about segmenting the market on benefits sought and about how to win the diffusion of innovation race. Cars are used for many different purposes. Is there a profitable usage segment out there that would be happy with the current performance limits of today’s electric car? To think about this let us think about short-distance commuting. People commute downtown and back but public transportation is and will be a serious competitor to urban eCar commuting. People also commute to major suburban business campuses where several thousand employees from the same company work together. The majority are...
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...How successful is the Warner Leisure Hotel business model of targeting the Third Age market? Although holiday camps have been in existence in the UK since the early 1900s, their prominence in the hospitality industry was not established until the 1950s. Holiday camps thrived until the availability of package tours in the 1970s, where due to a subsequent decrease in demand, many were closed down shortly afterwards (Ward and Hardy, 1984). Warner Leisure Hotels identified a potential opportunity in concentrating on one particular sector (Mintel, 2013), the Third Age market. Carr and Komp (2011) describe the Third Age as the period of life which occurs after retirement but prior to the onset of disability, in which individuals are capable of remaining actively engaged. Warner initially launched a marketing campaign “Just for Adults”, in order to attract their target clientele, and cater for guests over the age of 21 only. Warner now run 13 hotels and resorts in various countryside and coastal locations across the UK (Warner Leisure Hotels, 2013).Their hotels are historical or grade I and II listed buildings which appeal to this market, and have manicured gardens with pathways suited for short walks to take exercise. Short breaks of either three or four days are offered, tied in with coach packages for ease of transportation. Guest hosts are employed to encourage guests to participate in a range of group activities such as swimming, bowls, archery and ballroom dancing. Furthermore...
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...Tutor Module Date Blue Ocean Strategy There are two types of business environments; there are those with defined and accepted industry boundaries that encourage competition for the same market hence demand and supply forces determine market prices for commodities. These are referred to red oceans because the increased competition in the market bloodies the water. By contrast, there are those unknown and undefined market spaces, where demand is created and businesses supply a completely new or reinvented product. These are the blue ocean industries. Blue oceans can be created by either supplying a new product or service, or from an existing red ocean business that breaks the industry boundaries. The red ocean industry is crowded with businesses that are competing against one another, with the main strategy being the competitive edge a business will have over the other. However, this is not sustainable because the demand markets keep shrinking; increased suppliers that provide a variety of goods and services push prices lower, and trade barriers that inhibit business. As such, there is need to implement the blue ocean strategy to create new markets. This can be achieved by reinventing and recreating existing technology within the red oceans and creating a new demand in a non- competitive market space. Furthermore, the business needs to find a balance between providing a differentiated product or service at a low cost. The trade- off between value of the product and cost of production...
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...Product Launch Marketing Plan, Part I Market Needs The market need for a new redesigned sneaker is very high in China and India, and in select markets of the United States. Consumers are interested in new ergonomically designed sneakers that support workouts instead of the average multi- purpose workout sneaker. Launching a new sneaker will make it convenient for consumers to derive the benefits of ergonomically supportive workouts that allow a more comfortable fit and lead to superior body support. Careful consideration of demographic factors reveals that young people will be the highest level of consumers of the new product. The rising level of health consciousness is forcing many manufacturers, including the standard sneaker manufacturers to offer more enhanced and functional products to consumers. Purchasing sneakers for use in gyms is increasing in India and China because of consumer awareness relating to the benefits of working out. Additionally, the product choices that consumers make in the United States are highly influenced by weight management programs and gym workouts. In the United States, the new sneaker subsector in select city environments would outperform the standard gym sneaker. Many consumers are seeking better value and a more ergonomic product because of the redesign of the standard sneaker (Jean-Francois, 2010). Market Growth The potential growth for a new ergonomically designed sneaker, targeting the workout market in India and China has a large potential...
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...individuals and groups obtain what they need and want by creating and exchanging items of value. 2. [pic]A distributive system: Marketing is viewed as a process whereby in a democratic society, operating within a free market or mixed economy, there evolves a system of distribution that facilitates transactions resulting in exchange and consumption. 3. [pic]A functional area of management: Marketing is seen as a functional area of management, usually based in a particular location within the organisation, which uses a collection of techniques, for example, advertising, public relations, sales promotion and packaging to achieve specific objectives. 4. [pic]An overall business philosophy: Many firms see marketing as the keystone of their business. Marketing is viewed not as a separate function, but rather as a profit-orientated approach to business that permeates not just the marketing department but the entire business. The central mission of the organisation is seen as the satisfaction of customer requirements at a profit (or, in not-for-profit sectors, at a maximum level of efficiency or minimum level of cost). This is achieved by focusing the attention of the entire organisation on the importance of the customer and the needs of the market-place. 5. [pic]A targeting or allocation system: Marketing is perceived as the way any organisation or...
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...and Strategy Lululemon Case Lululemon Case Analysis For Lululemon, this particular sports performance apparel industry has a few growing pains as well as huge success. In analyzing their company strategy, they have a great reputation for the quality of their clothing, they have an innovative product that is a best seller among their clients. Many women and men today enjoy Yoga and want to be comfortable in the clothing when working out. These have been their strengths in their ability to have made high profits. With strengths comes weaknesses. Lululemon has a hard time with their brand recognition in other markets. They have been a huge success in Canada, but once brought to other international markets, they are definitely competing with bigger companies who may sell a similar product. This would be an opportunity as they can tap into newer markets promoting the brand. Lululemon has a strong risk of threat from other competitors via online. Since we live in a digital world, it’s easy for businesses to compete using the internet or e-commerce. Lululemon also has the threat of new entrants to worry about. By low switching costs, they can increase the need for substitutes, but they can’t change the latest fashion trends, season, etc. Substitutes are a threat but minimal. Not a lot of competitors such as Nike or Reebok can fulfill this clothing need. However, it also gives buyers more power as they play a huge role in competitive behavior. Changes in cost, economy...
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