SEGMENTATION OF LUX

BY—PRIYANKA SINGH

HR 6001SRIYA HALDER

HR 6003

SEGMENTATION

Lux is geographically expanding its self-day by day lux being a brand of unilever is targeting India, Thailand South Africa, Pakistan, China, Brazil, Canada, North America, Western Europe, Srilanka, Bangladesh, the Middle East.Lux is the market leader of India, Thailand, Brazil, South Africa.

GEOGRAPHIC

Lux soap was launched in India in 1929 .Three in every five Indian consumers enjoy the luxurious bathing pleasure of Lux during the course of a year.Target Area: Urban and Sub urban – Upper middle and middle class people.Highest selling beauty soap in urban area (Rural area: Lifebuoy).

CONTD..

Demographic segmentation is dividing the market according to age, gender, occupation, education, religion, income ,nationality, social class, race, family lifecycle.

DEMOGRAPHIC

CONTD..Demographically lux has targeted people all around the world of almost all ages because lux has a vast range of beauty soaps, age miracle, whitening soaps, cleansing, and many more so lux is targeting everyone.Gender: FemaleAge: 16-35 Expensive – Affordable.Income: Middle income group (Rs.15 to 20)People of almost all ages plus lux is so affordable so women of any occupation (income) can easily buy lux.

DEMOGRAPHIC(INCOME)

Market segmentation is done according to the occasions, benefits, user status, loyalty status and attitude towards product.

BEHAVIORAL

Lux basically focus on inter-market segmentation (forming segments of consumers who have similar needs and buying behavior even though they are located in different countries).Lux is trying to satisfy the needs of buyers who have similar needs.LUX IS ALWAYS RELIABLE & TRUSTWORTHY.

CONTD…

Psychographic segmentation is dividing the market according to social class, life style and personality.Lux has targeted almost all the classes because of its affordable price.LUX IS A BRAND THAT APPRECIATES BEAUTY AND GLAMOUR.

PSYCHOGRAPHIC

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