Proposed Marketing Mix

Segmentation- on basis of usage

Duke-Premium Esquire-Popular
First move advantage-”Duchess” range to sophisticated women

LOW Quality HIGH

Economy Penetration
LOW
Esquire
competition-based pricing
Price
Skimming Premium
1 HIGH Duke
12/08/2021
 • Own Sales Force
• Distribution through existing
retail outlets

• Addition of new retail outlets

• Exploration of export possibilities to USA
and other countries

3m

2 1.5 1.5
12/08/2021
m m
Changes in Marketing Plan
Demographics:
Age
Income
Gender
Psychographics:
Aspirations
Interests
Attitudes
Opinions
Lifestyle
Behaviour

Functional
Brand
Perfect fit
6 month guarantee

Emotional Success
3 SUCCESS WITH STYLE Style
Brand