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A Case of Segmentation of Lacoste

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A CASE OF SEGMENTATION: LACOSTE "Lacoste does not use price as an excluding factor." That is, the target wearer is described in psychographic, not demographic, terms. It is a brand for the arrived, for the early adopter "who runs a successful business, is respected in his field, has two children and no plans of having any more" according to SLA. The consumer "works harder and plays hard," and appreciates the value of finer, non-fashion-led leisure wear. Puneet Malhotra, an employee of Junach Pvt. Ltd. (a franchisee which runs seven outlets), says that most customers are "30 plus". Lacoste's perceived value stays high because its wearers form a club of like-minded folk, snooty to the extent that all club members are. As the brand's wearers are walking-talking advertisements on the desired social circuitry, the prospective buyer charmed by the kind of people he see wearing the crocodile. The quintessential Lacoste wearer is a mobile phone-e...
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Market Segmentation- Targetting - Positioning

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  Market Segmentation   Market segmentation : Buyers have unique needs and wants & each is potentially a separate market but designing a separate marketing program for each buyer is not worth while. Marketers look for broad classes of buyers who differ in their product needs or buying responses. What is Market Segmentation? Market Segmentation is dividing market into smaller groups of buyers based on their unique needs, behaviours or personality. Advantages of Market Segmentation. Distinguish one customer group from another. Understand Potential Customers. Pay Proper attention to them. Formulate Maketing Programmes & Marketing Mix. Select channels of distribution. Understand Competition Efficient use of marketing resources Accurate measurement of goals & performance. Facilitate proper choice of target market. Helps achieve specialization. Helps spot the less satisfied segments and succeed in satisfying them. Market Segments require separate products, have unique n...
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Business Research -1

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  Business Research -1 Meaning Of Research     Research may be very broadly defined as systematic gathering of data and information and its analysis for advancement of knowledge in any subject. Research attempts to find answer intellectual and practical questions through application of systematic methods. ·          Webster’s Collegiate Dictionary defines research as "studious inquiry or examination;   investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws". ·          Some people consider research as a movement, a movement from the known to the unknown. ·          It is actually a voyage of discovery. ·          According to Clifford...
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