Market Segmentation for CLOSE UP:

The way Unilever is segmenting the market for CLOSE UP is given belowDemographic Segmentation: Age Gender Income

Psychographic Segmentation Social class Lifestyle Personality Behavioral Segmentation Benefit Sought

Usage Rate

Market Segmentation for Lux:

The way Unilever is segmenting the market for Lux is given belowDemographic Segmentation: Age Gender Income 15-34 Female Large size- For higher income people Mini-pack- For lower income people

Psychographic Segmentation Social class Lifestyle Personality Lux has been kept in the reach of all classes in the society. Unilever says, Lux is for those women who want to enjoy every moment of their life. Lux is for those kinds of women who want to enjoy their beauty and feminity. Behavioral Segmentation Benefit Sought Marketers of have identified different women seek for different benefits. Thats why they are offering various types of Lux Lux strawberry & Cream Lux Peach & Cream Aqua Sparkle Crystal Shine Nature Pure

Usage Rate

0-5: Non-user; 6-15: Potential User; 15-35: Heavy User.

Differentiated Marketing for Lux At first when Lux was launched in 1924 its strategy was mass marketing. But gradually they realized the different needs of their customer and stepped towards Differentiated Marketing. Target Market of Lux Basically, Lux is for those women who want to enjoy every moment of their life, who like to celebrate their beauty and to whom beauty is fun. Targeting the needs of different women Unilever has offered different types of Lux.

Name of Lux
Lux Strawberry and Cream Lux Peach and Cream Aqua Sparkle Crystal Shine Nature Pure

Target Market
Women, who want to be indulged, have a smooth and soft skin like cream with a flavour of strawberry. Women, want to have a pleasure of being pampered, have a velvety soft skin and look gorgeous. Women who are having busy and dull days and want to be fresh and full of life. Women who want themselves to be highlighted, shiny And want a silent applause. Women who want a naturally pure skin rich and a soap that that them to revive.

Positioning Statement of Lux To young and fun loving women who have forgotten that beauty is fun, Lux encourages them to play with beauty. o Image Differentiation of Lux Lux has such a market position in the market that whenever people think about soap they think about Lux. Lux has created their image differentiation through some aspects Beauty

Glamour Superstar Playfulness