The Age Miracle Creams Marketing Essay

The Age Miracle Creams Marketing Essay Market segmentation is the division of a market into different groups of customers with distinctly similar needs and product/service requirements. Or to put it another way, market segmentation is the division of a mass market into identifiable and distinct groups or segments, each of which have common characteristics and needs and display similar responses to marketing actions. Market segmentation was first defined as a condition of growth when core markets have already been developed on a generalised basis to the point where additional promotional expenditures are yielding diminishing returns (Smith, 1956). There is now widespread agreement that they form an important foundation for successful marketing strategies and activities (Wind, 1978; Hooley and Saunders, 1993). The purpose of market segmentation is to leverage scarce resources; in other words, to ensure that the elements of the marketing mix, price, distribution, products and promotion, are designed to meet particular needs of different customer groups. Since companies have finite resources it is not possible to produce all possible products for all the people, all of the time. The best that can be aimed for is to provide selected offerings for selected groups of people, most of the time. This process allows organizations to focus on specific customers needs, in the most efficient and effective way. As Beane and Ennis (1987) eloquently commented, a company with limited resources needs to pick only the best opportunities to pursue. The concept of market segmentation was first proposed as an alternative market development technique in imperfectly competitive markets, that is, in markets where there are relatively few competitors selling an identical product. Where there are lots of competitors selling identical products, market segmentation and product differentiation produce similar results as competitors imitate your strategic approach more quickly and product differentiation approaches meet market segment needs more closely. With an increasing proliferation of tastes in modern society, consumers have increased disposable incomes. As a result, marketers have sought to design product and service offerings around consumer demand (market segmentation) more than around their own production needs (product differentiation) and they use market research to inform this process Objective Of Study 1. To understand market segmentation and consider why it is used. 2. To examine how companies segment markets. 3. To explore different targeting strategies. 4. To learn about the role and process of positioning in segmentation strategies. 5. To consider how marketers can achieve the most from market segmentation. The Process of Market Segmentation The intricacies involved in market segmentation are said to make it an exacting activity. Griffith and Pol (1994) argue this point on the basis of multiple product applications, greater customer variability, and problems associated with the identification of the key differences between groups of customers. However, there have been numerous attempts to define and describe business segmentation, using a variety of variables and ranging from the severely product-based to customer needs-based orientation. There are two main approaches to segmenting markets. The first adopts the view that the market is considered to consist of customers which are essentially the same, so the task is to identify groups which share particular differences. This is referred to as the breakdown method. The second approach considers a market to consist of customers that are all different, so here the task is to find similarities. This is known as the build-up method. The breakdown approach is perhaps the most established and well recognized and is the main method used for segmenting consumer markets. The build-up approach seeks to move from the individual level where all customers are different, to a more general level of analysis based on the identification of similarities (Freytag and Clarke, 2001). The build-up method is customer oriented as it seeks to determine common customer needs. The aim of both methods is to identify segments in the market where identifiable differences exist between segments (segment heterogeneity) and similarities exist between members within each segment (member homogeneity). Market segmentation and positioning are key determinants of successful marketing. They are fundamental to the matching process which is the raison dà ªtre of marketers. It is marketers who are responsible for ensuring that the offer made by the company in the marketplace satisfies the wants and needs of the target market of customers and consumers. Segmentation and positioning analyses enable the marketer to make informed choices about what to offer, to whom, and in what way. Customer and consumer are often used interchangeably. The term consumer generally means the final consumer, who is not necessarily the customer. For example, a parent buying lunch box snacks is probably acting as an agent on behalf of school-age children. The parent can therefore be described as the intermediate customer and the child as the end nsumer. To market such snacks effectively, the marketer must differentiate the wants and needs of each party influencing the purchase process. He or she must also be clear about which actors in the process are to be the subject of any segmentation exercise. The term market must be defined unequivocally. For example, Mark Warner and Saga are both holiday companies but they are not in the same market. The former offers holidays for families, young couples and groups in Alpine and sunshine resorts, while Saga caters for the more mature traveller who may be looking for holidays involving leisure pursuits such as sightseeing, bridge or walking. We need a definition so that we can Measure market share and market growth; Specify target customers; Recognize relevant competitors; Formulate marketing objectives and strategies. As a rule of thumb, a market should be defined in terms of a consumer need, and in a way that covers the aggregation of all the alternative products and services which consumers regard as being capable of satisfying that need. For example, a brand of instant coffee not only competes with other brands in the same product category, but also with alternative hot drinks such as tea and chocolate. Consumers may even see cold drinks such as colas and water as substitutes for it. Needs-based definitions evolve over time as trends emerge in the marketplace, and companies must be prepared to revise their definitions accordingly. Nevertheless, they need to devise a definition that is manageable. At the extreme end of the range, micromarketing is about marketing to the individual as a segment of one. However, companies must be able to meet the needs of individual segments in a way that is commercially viable. They therefore concentrate their efforts on groups of many customers who share approximately the same needs. Market segmentation allows companies to gain advantage over their competitors in the marketplace by enabling them to concentrate resources on clearly identified opportunities. It is based on the assumption that birds of a feather flock together. In many cases, the segments form separate markets in their own right, and they can often be of considerable size. There are number of criteria that make a market segment of commercial interest, including the following : The segments should be large enough to provide an adequate return on investment. The requirements of segment members should be very similar, but the members should be distinct from the rest of the market. Segments must be reachable, that is, the channels, or routes to market (where people buy), must be accessible. Methods of Market Segmentation 1) Geographical segmentation-Chronologically, this kind of segmentation appeared first . For planning and administrative purposes ,the marketer will often find it convenient to subdivide the market into areas such as nations, states, regions, cities ,etc. In systematic way .The great advantage of adopting this scheme is that standards regions are widely used government and its facilitates collection of statistics .Most of the national manufactures split up their sales areas into sales territories either state wise or district wise . 2) Demographic segmentation-Under this method ,the consumers are grouped into homogenous groups in terms of demographic similarities such as age, sex, education standard ,income level, etc .This is considered to be more purposeful since the emphasis ultimately rest on the customers . Age group are considered by manufactures of certain special products , for example ,toys. Even in the purchase made by parents ,children exert a profound influence .The market segmented on the basis of the age groups is as follows :children ,teen agers ,adults and grown up . Anti Aging products Anti-aging products were originally designed for the baby-boomer generation, however in the recent report, the analysts (global cosmetic industry, 2008) revealed that the Future growth will be fuelled by the expansion of the consumer base into younger age Groups aged 25 to 30 which seem to be increasingly interested in applying anti-aging Products, particularly topical skin treatments. This shift is leading to an increase of Spending on anti-aging products which and is likely to result in improved market Opportunities for producers seeking continuous expansion of their operations. The growing potential of the anti-aging skincare segment along with its menacing Competition spurs cosmetic market players to design and launch new products in order to stay in the game. Unilever, the worlds eighth biggest cosmetics manufacturer (cosmetic design, 2008) regularly updates their skincare product line. The company Launched ponds age miracle anti-aging skincare cream specifically for the Asian market In the late 2006 early 2007 in an attempt to capitalize on the markets huge potential. And to tactically respond to the life-long rival pgs earlier launch of Olay total effect, Globally in 1998 (Olay, 2008) and Vietnam 2005, a multifunctional anti-aging products. In Vietnam, ponds age miracle was launched in January 2007. Designed and manufactured using a breakthrough cla (conjugated linoleum acid) technology, ponds Age miracle was claimed to be a new solution for the aging skin capable of visibly reducing wrinkles in seven days. Its launch by unilever Vietnam was marked as strategic and must-win stressing its significance for the manufacturer. Initially, ponds age Miracle received a friendly welcome and shot up to capture a substantial share of Vietnam anti-aging skincare market. IDENTIFIED ATTRIBUTES OF ANTI-AGING SKINCARE Eight interviews returned us a total of thirty product attributes that the respondents consider when selecting an anti-aging skincare. There were found no significant differences between the interviewees responses as almost all of them shared the same view of anti-aging products regardless of being Olay, Ponds Age Miracle, third-party users or potential ones. The two attributes classes beneficial and image rather than characteristic, drew most interest of the interviewees. Another important aspect of the interviewees responses is an expectation of something more than just wrinkle reduction, the main function of anti-aging skincare; some even respondents didnt even mention this attribute at all. Olay Total Effect Olay is a PG skincare brand line which offers a range of products with different functions in two main categories cleanser and cream with the aim of meeting the full range of skincare needs, whatever the users age or skin type. In March 2005, PG entered Indias anti-aging skincare market with their Olay Total Effects brand line extension in the footsteps of its launch in Indian market. The India launch was a first mover strategy to tap into the premium skincare segment before the arrival of the major competitors. Olay Total Effect successful market entry also allowed PG to make inroads into other skincare categories like whitening, moisturizing and cleansing in 2006 and 2007. The product is claimed to offer multi-effects including reducing fine lines and wrinkles, smoothening skin texture visibly and to the touch, evening skin tone for younger looking, more balanced color, improving surface dullness, giving skin a radiant, healthy glow, minimizing pores, visibly reducing the appearance of blotches and age spots and smoothening dry skin. Olay Total Effects is sold at the price of 190,000 VND (equivalent of 7.6 EUR) and in one suits all size of 50g both through modern channels like supermarkets, shopping centers and traditional channels like street shops and wet-markets. Olay is tapping the premium slice of the Rs 2100 crore Indian skin care market. Olay has launched its first product in the anti-ageing segment with its Total Effects sub brand. Anti-ageing segment is still a niche with a market size of Rs 60 crore. The segment is but growing very fast. Olay has launched its Total Effects anti ageing solution after much consumer research. It had conducted research on over 6000 ladies of age between 30-69 years from three continents and identified 7 signs of ageing. 1. Fine ines and Wrinkles 2.Sagging skin 3.Uneven skin tones. 4. Age spots 5. Appearance of pores 6. Dull skin 7.Dryness Total Effects is differentiating itself through the presence of the ingredient Vita Niacin. Vita Niacin is a patented formulation that contains Niacin amide Vitamin B3 ,Vitamin E and Provitamin B5 Pathenol + sunscreen protection. Olay true to the concept of Global Brand and Local strategy has launched itself with a series of promotional campaigns. The brand has the bollywood diva Sushmita Sen as the brand ambassador. Currently Olay is running two campaigns in the visual media. One campaign is th Olay brand building campaign featuring Sushmita Sen and another is for the Total Effects moisturizing lotion. Watch the Tvc : Total Effects For the Total Effects range, the company uses a testimonial type of campaign featuring a Model/TV Anchor. The focus is more on the functional benefits of the product rather than harping on any emotional benefits. The brand is positioned as a brand that celebrates beauty within and outside. The brand worldwide uses the tagline Love the skin you are in . The brand believes that Looking Good and Feeling Good are inseparable. Loving the skin we are in is the most beautiful feeling of all. Olay Total Effects is priced at Rs 599 for a 50 gm bottle. By Indian standards, this accounts for a premium category. Olay Total Effects is targeting ladies between the age 30 60. Besides this anti-ageing product, Olay has introduced cleansers, face pack and moisturizing lotions. The brand is expected to introduce its blockbuster range of products in India in a phased manner. The premium skincare segment was in a vacuum ever since HUL decided to cater to the masstige segment by repositioning Lakme and Ponds. Now with PG and ITC seriously looking at premium segment, the market is going to witness a marketing war in days to come Ponds Age Miracle Ponds is Unilevers skincare brand line. Introduced to Indian market in 1996, Ponds quickly became a leader in mass skincare, the main market segment in India at the time. Ponds product range focuses on whitening segment including moisturizers and facial foams. As a part of their counter-offensive to an ongoing expansion of Olay Total Effect, in January 2007 Unilever launched Ponds Age Miracle, an upper tier anti-aging skincare extension of the existing Ponds range also supposed to reinforce Ponds overall image in the mass market. Its launch campaign was based on a vox pop format: It had people from various walks of life giving their feedback on the products. This was followed by Romance Revival, a heartwarming television commercial of a husband-turned-chef trying to bring romance back into his married life. These campaigns continued to be aired for the first six months of the brands launch. An endorsement campaign on television wherein celebrities such as Mehr Jesia Rampal, former Miss India and model, and Rina Dhaka, fashion designer, talk about how Ponds Age Miracle has changed their lives, is also seen off and on. Currently, a television campaign, Satisfaction amongst Millions, is being screened. ` With players like LOreal and Olay, in addition to Ponds, the anti-aging market in India stands at Rs 60 crore today, according to Nielsen figures for 2007, and it is growing at a rate of 30-40 per cent per annum, Ponds Age Miracle line includes cream, serum, facial foam, lotion and eye cream toner in which the cream is a flagship product that secures 80% of sales of the whole range. It is claimed to offer solution to wrinkles and dark spots effective in 7 days. Ponds Age Miracle cream is offered into two pack sizes: 50g priced at 190,000 VND (7.6EUR), and 30g priced at 129,000 VND (5 EUR). As a part of the strategy to fight against Olay Total Effect, Unilever ensured equally extensive distribution network for Ponds Age Miracle and its availability to end-consumers through every possible channel (Unilever,2008). The successful launch in early 2007 allowed Ponds Age Miracle to gain a substantial share of nearly 50 % in the anti-aging skincare category a few months later. However, soon after the product experienced a sharp decline of its sales and market share. The bottom line the product profitability was also breached, resulting in Unilever Vietnam considering the decision of withdrawing Ponds Age Miracle from the markets. Conclusion The underlying principle of market segmentation is that the product and services needs of individual customers differ. Market segmentation involves the grouping of customers together with the aim of better satisfying their needs whilst maintaining economies of scale. It consists of three stages and if properly executed should deliver more satisfy customers, few direct confrontations with competitors, and better designed marketing programmers.

African Studies: African Experience Analysis Essay

Abstract: In my research, to understand how we undertake the study of the African experience you have to start in the beginning of time which dates back hundreds of thousands years ago and go into one of the first civilizations known as ancient Egypt. Understanding where the people come from and where they are at today does not even cover a quarter of understanding the true African experience. To understand truly how to undertake the African experience you must understand the social structure, governance, ways of knowing, science and technology, movement and memory, and cultural meaning (The six conceptual categories). With these concepts you understand that in a cosmograph known as the circle of life, there is a cycle that is always repeated: birth, the peek of life, death, the peek of death and rebirth. â€Å"Anything above the line is alive, anything below the line is dead.† The experience is continued all the way from beginning to the current time and you have to know all the stages to fully understand the true African experience. For my critical review of scholarship I will talk about my current favorite book, â€Å"Something Torn and New, African Renaissance,† by Nguigi Wa Thiong’o. I will use class discussion and the book to undertake the African experience. A scholar by the name of Dr. Carr said, â€Å"Dr. King talked about non-violence. Obama just passed gun laws while kissing babies. So you can say we are making a step towards fulfilling our goals but we are not there yet.† Slavery is not the beginning of what is known of as Africa, which tends to be what all people think the African experience is. The syllabus states, â€Å"Well over half of the human development took place exclusively in Africa. Studying Africana therefore requires long-view historical markers derived from intra and extra African conceptual tools.† So I will start my essay before what we know as the modern world. According to the African Genealogy Africans moved to the Nile and other parts of Africa around 12,000 years ago. Homo sapiens dating back to over 200,000 years ago were the first remains of human kind discovered in Africa. This shows that civilization started in Africa. As much as Europeans try and take everything from us Africans and rewrite our history as far as the Christopher Columbus era, it does not matter because artifacts shows that everything was started in Africa. We use ways of knowing to prove that between the bones found in Africa there was civilization in ancient Africa. â€Å"Experiential Kin is when you grow up with someone, even though your not blood family that’s your cousin. You don’t have aunts or uncles like in America. You have the nucleus family then the extended family.† This is the reason villages were so important in the uprising of Africa. In discussion, before the Romans and Greeks had the idea of conquering the world, there were ancient Egyptians. Consisting of nobles, scribes, farmers, and craftsman, Egyptians created time through sundials, books through scribes, language through hieroglyphics, crops through farmers, art through craftsman. In addition, temples were built on with their own backs and hands, which is something that no man today, would be able to accomplish. The era of technology seemed to have just recently surpassed the dedication and hard work of the ancient people. As we fast forward in time we go back to the Christopher Columbus era. Europeans came to Africa and their mission was to erase all of the knowledge and power we had before their arrival. They tried to brainwash the people to make it seem as if they were the first people to discover the new world. And in all actuality the new world was already known. You cant discover something if it has been discovered already. Thiong’o states â€Å"Columbus goes west across the Atlantic and, despite finding people inhabiting the lands, he calls the region he finds the New Hispaniola. Later the whole land mass is named America after Amerigo Vespucci.† With the discovery of America, started the beginning of trade routes of Africa. When I think of dismemberment I think of the scene in the movie Gladiator where the warrior had two horse carriages attached to his arms then the carriages sped in opposite directions leaving the man dead with no arms. Thiong’o used dismemberment in a context that made me look at the word in not only literally but also figuratively. He said â€Å"the result was an additional dismemberment of the Diaspora African, who was now separated not only from his continent and his labor but also from his very sovereign being.† 4 This shows the movement and memory of the African people at this time. They had their land mind stripped from right in front of them to become slaves on another land. America is a curse and a blessing. It’s a blessing because we are one of the wealthiest and most powerful countries in the world. The curse is that we are known as the free world but only free to remember all the pain our people had to suffer to get here and fight for our rights. This topic is so controversial that it’s hard to cover everything in only three pages especially when you start with ancient civilization. My only question is will the African People ever recover from the hardships faced from around the world? Poverty is everywhere in Africa and it seems as if it will never change. Hopefully in my lifetime I will see the change and we can go back to being the dominant people that we once was before everything was taken from us.

Benildean community

The researchers, based on their personal and their peers' experiences, chose to address the situation due to the countless transportation hassles encountered by the students of De La Sale – College of Saint Bindle in order to help them maximize productivity in school. Issues such as inadequate parking slots, heavy traffic, and long queues for the e-Jeeps contribute greatly to the student's academic standing (e. G. Tardiness and absences), consequently leading to poor performance and morale.Thus, it is in the best interest of the school to implement enhancements on the existing system in order to uphold the Benefited Core Value of Social Responsibility by being socially aware and having a deep concern for their fellow students and the administration. Through this, the researchers conducted interviews, surveys and extensive ocular observations of the area to be able to present their information to implementing authorities.The researchers, as active citizens of the Benefited comm unity, practiced their observance of the law and took initiative in addressing the problems encountered by the school population in order to mitigate the transportation issues that is currently a hindrance to their punctuality and maximized school productivity. Due to the nature of the researchers being concerned with the overall performance of the school and since they are aware of the effects of to delve into developing this project that will benefit not only Benefited community s a whole, but also the local community surrounding the proximity of the institution.The project is not only aimed to the immediate relief of traffic issues, but is also geared towards the improvement of the condition of major thoroughfares that will provide a safe, secure and hassle-free Journey for the motorists who are Just passing through. Being professionally competent, the researchers extend this project to anyone who finds themselves behind the wheel and are usually encountering the aforementioned p roblems, whether or not a member of the Benefited community.The problem of students regarding the transport systems along the campuses of DOLS-CBS contribute greatly to their academic performance in school. Due to the current inefficiency of the current transport systems, there is an influx in the tardiness and absences in the academic records of the students, causing them to consequently be lazy, disinterested, and no longer focused in their studies. This, in turn, causes a downward spiral in performance in school, with the student frustrated to the inefficiencies of the current transport system that influences their academic records as well.The transport system is currently facing unhealthy problems that do not seem to be properly addressed since there is no action being implemented to mitigate the problem. Considering the fact that a significant portion of the Benefited community (student, faculty and administration) bring their vehicles, the amount of facilities, or lack thereof , directly affects a substantial number; and mostly the students bear the brunt of this disappointing problem. Queues of vehicles line the streets (e. G. He illegal back gate parking located at Leon Counting, or the multi-level parking at SAD which extends up to Sapid Residences) heavily add to the traffic congestion in the area, making it difficult for other vehicles to maneuver their way in traffic. These checkpoints and blockage tend to manifest during rush hour as the amount of cars double in number, making it near impossible for other vehicles to pass through. Given that there are other modes of transportation that are currently available to students, they are not utilized properly.The e-Jeeps, despite having punctual schedule, also contribute to the delay in travel since the units of the vehicle are not efficient enough to cater to the number of queuing passengers, this is further aggravated by traffic and harsh weather conditions. The ratio of passengers to the units of opera tional e-Jeeps defeats its purpose. This ultimately results in the students' frustration who are then forced to employ other means of transportation, or worse, walk, most especially when they are in a hurry to reach their classes on time.Pedicels provide convenience to students who are rushing to their classes in the other Benefited campuses, but are often faced with bargaining woes prior to the ride from PH. O up to PH. O are initially demanded by the pedicel drivers before they provide their services, much to the dismay of the students. This encourages most of the budget-constrained Biennials to brave the elements, rain or shine, Just so they can reach their classes and not miss out on their lessons.Although students may choose to walk Just so they can maintain their budget, their security is also Jeopardized as they become walking prey for unscrupulous individuals/groups who want to make easy money regardless the time of day. Reports of students being robbed or threatened into gi ving their valuables may be unpopular, but it is also a problem that exists and plagues the students. Add the harsh weather as they tread on foot to their designated classes and there is the issue of their health being taken into consideration as well.Traffic, weather disturbances, bulk of passengers and demanding public transport fares challenge the Benefited community, however, there seems to be a low level of concern expressed by respective authorities to ensure the safety and convenience of the Biennials, let alone the community surrounding the school. Students, members of the Benefited administration and faculty face these evident problems every day and often overlook this because of the pressure placed on them to reach their destination and classes on time.This research and proposal hopes to, if not alleviate the issues aforementioned, control the state of the current transportation schemes and aims to improve the Benefited community's day-to-day excursions to accomplish their academic requirements. PROJECT DESCRIPTION Having evaluated the issues concerned with intercalate transportation, and establishing the need for certain enhancements, the researchers deemed it accessory to provide cost-effective suggestions that could possibly expedite the lengthy and faulty process of creating and implementing student-oriented projects.Using state-of-the-art tools and critical thinking, the researchers attempted to come up with feasible solutions geared towards the attainment of its objectives, that is to mitigate the inconveniences created, directly or not, by the transport systems currently available for the Benefited community. Guided by this ultimate goal, the researchers delved deeper into the circumstances related to the cause of the robber, so as not to provide a mere â€Å"band-aid solution†.The issues of undisciplined drivers, deregulated pedicel fares, among others, were uncovered and would have to be addressed with fervor as well in order for this project to attain its success. Initially, the researchers already had first-hand knowledge of the problem as they themselves have encountered the inconveniences stated in this proposal. In addition to that, they have also been in constant interaction with peers and individuals research, contributing to its effectively, should it be promulgated.

Creating A Habit Of Choosing The Harder Right Over The...

Principle Two: Creating a habit of choosing the harder right over the easier wrong Cognitive studies show that, depending on the variability of the task, it takes on average twenty-one days to create a habit (Freedhom, 2013). The daily habits that leaders develop—whether they are positive or negative—will control their actions upon times of adversity. This leadership tenet is derived from the framework of one of my most cherished values, and one of the seven Army values: integrity. The Army defines integrity as doing what is right legally and morally through the adherence to moral principles (ARMY.MIL). Creating the habit of doing the correct legal and moral action is essential to leading others because as a leader, one will be the moral†¦show more content†¦As the Training NCO for my company responsible for drill personnel accountability, I was faced with the dilemma of one of my peers skipping practice. When I asked this person where he was, I was given one answer, but when I asked this individual’s cadet platoon sergeant where he wa s, I received another answer. Due to this individual’s record of behavior, I was almost certain that he had just lied to me about his actual whereabouts. To make it even tougher, this individual was an acquaintance of mine. I could have pushed the situation under the rug and avoided having to deal with the potential honor case, but deep feeling in my gut reminded me that my integrity was more important that my choosing the easier wrong out of this situation. I approached this person and his platoon sergeant for clarification, and discovered that the un-matching answers were due to a failed text message between the two individuals. The â€Å"culprit† did actually tell his platoon sergeant of his whereabouts, but the platoon sergeant never got the information. In the end, I was happy that my assumption was indeed a misconception, but I was also pleased that my integrity was intact during this moral dilemma. I was pleased that I had the courage to confront a peer about a potentially very problematic situation and refuse to give in to toleration. Taking action in situations such as these is prominent in keeping our