This essay discusses that through a combination of consumer information and sales data, Merle Norman tracks its best-selling products and markets directly to consumers. The purpose of any customer or market information system is to enable “companies to develop programs that target specific customer needs and business opportunities within segments and fragments of its base”. This is exactly what Merle Norman does. When a customer makes an on-site purchase, they are asked for their name, address, phone number, and birth month. The provided information is combined with a record of the products they are purchasing. Subsequent visits to the same studio record all additional purchases so that a customer profile can be built. This data is available to the studio owner or franchisee. The information obtained from the consumer assists Merle Norman in its marketing efforts in several ways. First, the general popularity of any particular item is gauged so that promotional efforts can be focused on maximizing profits. Second, regional sales information assists the company in deciding whether to market certain products in various areas of the country. This marketing takes place in one of three ways. The studio owner can enter into a cooperative agreement with the corporation to share the expense of regional television advertising. This, most general, method usually promotes newer or seasonal products and is designed to bring more customers into the studio.
The company that is the subject of this research is Merle Norman Cosmetics is a high-end producer of various products for skin care and makeup. It competes with companies like Lancome and Clinique for upscale sales to individuals who can afford the best cosmetics available. …
7 2.2 Explanation of 3 benefits to the brand from using segmentation 8 3.0 Target Market Identification 8 3.1 Geographic Segmentation 8 3.2 Demographic Segmentation 9 3.3 Psychographic Segmentation 9 3.4 Behavioural Segmentation 10 4.0 Target Market Collage 11 5.0 Completion of Discussion/Rationale of the Target Market Collage Images Chosen Table 12 6.0 Reference List 14 1.0 Marketing Mix Schwarzkopf Extra care straight and glossy shampoo is one of the hair care products of Schwarzkopf.
Through a similar point of view, geographic segmentation should be based on the principle that ‘people from different regions have different needs’ (Ranchhod and Calin 2007, 56). In Australia, geographic segmentation would lead to the following assumptions: a) the economic life of the country is mostly developed in urban areas, b) the performance of the Australian market is differentiated across the country – in areas where more cities exist, the rate of consumption is increased, leading to the increase performance of the local markets.
[Professor’s Name] [Writer’s Name] [Course Title] [Date] Market Segmentation The market consists of different types of consumes that have a variety of needs and various types of products (Kotler, pp.44). The market further divides itself into different types of consumers, further divided into subgroups and segments.
The report is composed of five sections. The first section will give a overview of the cosmetic industry. In part two the key strategic issues facing the cosmetic industry in the next five year are explained. Part three contain the key and critical success factors for L'Oreal which could insure the organisations success and growth.
The researcher first started with the review of the literature regarding segmentation and then analyzed the segmentation strategy at ABC Insurance Company and analyzed on what bases do they segment and how do they segment and then compared it with the literature. The researcher also looked into the possibilities without segmentation for the ABC Insurance Company.
The cosmetic market in India is just in its nascent stage. It was only in 1990’s that India opened up its market for foreign cosmetics. According to International Market Research, India’s current per capita expenditure is approximately $0.68,
explored through the marketing mix model, which involves in the examination of the product, pricing, distribution and promotion, as elements of the marketing strategy used for the promotion of the product in the above market.
When referring to product as an element of the
1-3). Before qualifying to present a critique on the topic of market segmentation, it is but important to establish a working definition of market segmentation which will be adhered to for the purpose of this analysis. Market
Faced with this situation, the domestic companies in China are facing the immediate need of expanding their businesses in other countries so as to increase their profitability and market share as well as negate the losses caused in the cosmetic market due to the tough
5 pages (1250 words)Essay
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