Marketing management - Essay Example

Effective segmenting, targeting and positioning are the key to successfully gaining customers by forming a good perception of the product in the mind of the customer. This report aims to develop appropriate segmentation and targeting strategies for “Natura” range of herbal beauty care products being launched by Janelle Inc., a US based company operating in the cosmetics and beauty care product industry. The report will also outline the positioning objective of the new product line and design a positioning strategy, which will aid the achievement of the set objectives.

Lastly, the different marketing mix strategies which needs to be deployed as the product progress in the product life cycle will also be discussed along with an outline of key competitive strategies which the product will be using in competing in the long run. Janelle Inc. is a medium scale business operation incorporated in 1992, to cater to the US beauty care market. The company markets under two main brands – Janelle and Cleo, which is aimed at two different market segments. Janelle products are targeting the younger consumer base aged 18- 35 and mainly consisting of cosmetic items and few skin care products while the Cleo which is a more exclusive and upmarket product offered at the 35 + market segment, includes an extensive skin and hair care range along with cosmetics.

In a recent market survey, the company realised that there is a substantial market interest in natural beauty care products, mainly in the 30+ age category. Based on this information, Janelle has decided to launch a new Herbal Beauty care product line. The company has formed an alliance with a reputed and well-established Herbal beauty care manufacturer in India, which manufactures for an exclusive cosmetic brand in the UK market. The new product line will be branded “Natura”