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

9

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4

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

9

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4

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2

1

Thank you