6 Segmentation

6.1. Demographic
The two most important segmentation factors coming to play here are gender and
age. For this segment, we also assume a certain level of similarities between the Czech and
Slovak market, as we are already in possession of some relevant data for Slovakia, where
we launched the brand around 5 months ago.
Our main demographic segment targets women between the ages 25-54, as it is
clear from both our advertising campaigns and website conversions that this is the most
attractive and profitable segment. Specifically, this segment makes up almost 57% of our
entire audience. Out of those, the biggest portion, 23%, is comprised of women aged 25-34.

Women in general (ages 18-64) account for around 80% of our entire advertising audience
and over 90% of our internet presence indicators, such as social media followers and posts
engagement. This data is taken from internal statistics of our Slovak Google Ads, Google
Analytics, Ads Manager, and Facebook and Instagram accounts.

6.2. Geographic
The LAVINA brand will be focusing on customers in the Czech Republic. To start off,
we will reach out to multiple stores in bigger cities, such as Praha, Brno and Ostrava, that
could be interested in expanding their product portfolios by selling our product. Such stores
would include flowershops, zero-waste oriented stores, interior design shops, stores with
home accessories, and pop-up stores supporting local production.

6.3. Psychographic
LAVINA is aimed at people who seek a relaxed atmosphere in their homes or office
spaces, brought by a product of high quality and minimalistic design. Added value of our
candles is its approach to locality – it’s more attractive for customers to be able to see a pair
of hands behind their products, which is why they will value the local, handmade
production marketed to them.
We see LAVINA in the homes and offices of customers who associate candles and
their light with relaxation. That is also why we have a wide range of scents, also limited
ones for specific seasons – the consumer is able to choose what and how they want to feel
when lighting up their candle. Their home can be filled with stronger scents like vanilla or
cinammon, whereas to ensure a calming atmosphere, their office might smell like lavender.
Our newest addition – wooden wicks – crackle softly when lit, reminding of a fireplace, and
have been a hit on the Slovak market especially for their calming effect.

6.4. Behavioural – put this in 4Ps

We have identified a huge opportunity for marketing LAVINA as a present – candles are very universal
in their nature, and underlined by our wide fragrance portfolio, it makes for the perfect gift for anyone. We’re
hoping with gifts, will naturally increase the awareness of our brand. This is why we have decided to include this
strongly in our marketing activities, especially around important holidays and events. To make this even more
attractive to customers, we have introduced product bundles at a discounted price and discounts and benefits
for bulk orders, such as free shipping for orders of 4+ candles. Inside this segment, men also become very
relevant as candles are often a gift of choice for their female spouses, family mambers, friends or colleagues.
We are looking to build strong loyalty with our customers, providing benefits for repeated orders and
broadening our product and fragrance range in order for customers to benefit from being able to choose the
candles that fit their wants and needs the best for each season and occassion.
7 Targeting
We have indentified the following customer profiles as our hypothetical target market.

PERSONA 1
Name: Marie
Age: 45
Gender: female
Job: flowershop owner, Prague
Interests and motivation: has a candle collection at home, looks
to try new fragrances but mostly sticks to her favourites
(returning customer), strong loyalty to brands, appreciates
locality of product, possibility of selling in her shop
Income: 55,000 CZK

PERSONA 2
Name: Veronika
Age: 25
Gender: female
Job: young entrepreneur, possibly still a student, Brno
Interests and motivation: activist for ecological products, likes the minimalism of the design,
shares it on social media, nice decoration to her room/office she treats herself to,
Income: 35,000 CZK

PERSONA 3
Name: Ondřej
Age: 35
Gender: male
Interests and motivation: invested in his relationship, buying the
candles as a luxury gift for spouse/ family/ colleague
Job: office worker of any sort, Ostrava
Income: from 40,000 CZK

8 Positioning
8.1. Positioning statement

The name of our soy candle company is LAVINA. We position our brand as high quality at
a reasonable price on the higher end, and we strive for our consumers to perceive us that
way, too.
 The positioning statement of LAVINA is as follows:

For customers who enjoy quality relaxation, LAVINA is the soy candle brand that promises
the richest scents and highest longevity because of its sustainable and local approach to
supplies, manufacture and packaging.

8.2. Perception map

WAITING FOR COMPETITORS

Include short description of competitors?