Romil Jain Himanshu Saurabh Sachdeva Manisha Somya Suravi Kar

WHAT IS SEGMENTATION
Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who

Category 1. Demographic

Types of variable Age, gender, education, lifecycle stage, income Location of residence Benefits, attitudes, values, personality characteristics Types & frequency of use, types of info sources & distribution channels used

4. 6.

Geographic Psychological/lifestyle

9.

Behavioural

Niche Marketing
A niche is a more narrowly defined

customer group seeking a distinctive mix of benefits.
Characterstics Premium Higher profit and growth potential

Actualizers Principles-oriented Fulfilleds Status-oriented Achievers

High Resources

Action-oriented Experiencers

Believers

Strivers

Makers

Strugglers

Low Resources

SUMMARY OF CASE
Lacoste wearer is a self made

man. He / she has immense confidence. Has arrived / achieved status & has net worth. Is a sports lover Flamboyant and extravagant. Loves to spend on himself & his

Does not like people who talk about

problemns all the time, but never do anything about them.  Fitness quotient high.  Age 30 +  Indulges in exclusive games like tennis & golf.  Probably drives a big car , high end, foreign make.  Has kids & family, loves to go to sports tournaments.  Leader

INTRODUCTION
Lacoste is a French Apparel company founded in 1933 Sells clothing, footwear, perfume, leather goods and most famously tennis shirts Recognized by green nan

HISTORY OF LACOSTE Lacoste in 19 ed by famous tennis player Rene
After he retired from tennis, Lacoste founded La Chemise Lacoste in 1933 with André Gillier, the owner and President of the largest French knitwear manufacturing firm at the time. They began to produce the revolutionary tennis shirt Lacoste had designed and worn on the tennis courts with the crocodile logo embroidered on the chest,

In 1963, took over the management of the company from his father René. When he became president, around three hundred thousand Lacoste products were sold annually. The company also began to introduce other products into their line including shorts, perfume, optical and sunglasses, tennis shoes, deck shoes, walking shoes,watches, and various leather goods in 1980s. In 2005, almost fifty million Lacoste products sold in over one hundred and ten countries. Its visibility has increased dueto the contracts between Lacoste and several young tennis players, includingAmerican tennis star

In the early fifties Rene Lacoste teamed up with David Crystal, who at the time owned Izod, to produce Izod Lacoste clothing. In the 1970s and 1980s it was extremely popular with teenagers who called the shirts simply Izod. The partnership ended in 1993 over quality control problems on Izod's part. The Lacoste name was revived in 1995 without Izod. However, starting in 2000, with the hiring of a new fashion designer, Christopher Lemaire, Lacoste began to take over control of its brand name and logo, reining in their branding arrangements. Now, Lacoste has once again returned to the elite status it held before a brand management crisis circa 1990. Lacoste had a long standing dispute over the logo and clothing lines with

COMPANY
• Currently run by Lacoste family • P&G is the license holder for

fragrance line • Headquarter in Paris • Numerous factories in over 12 countries around the world including Peru, Morrocco, Indonesia and Italy • After 2 years of search in Central

Psychographic Segmentation
Lacoste India's portfolio

comprises fragrances, sunglasses, wallets and belts, caps, socks, tennis racquets and swimwear, though sales of each of these categories remains limited. The brand is for the arrived , for

T-SHIRTS SEGMENT

FOR MEN
LACOSTE PROVIDES QUALITY

PRODUCT

T-SHIRTS ARE 100% COTTON VARIOUS BRANDS ARE POLO,

BAPE,D & G, TOMMY, etc.

FOR WOMEN
WOMEN SAY THAT LACOSTE’S T-SHIRTS

ARE THE BEST T-SHIRTS THEY HAVE EVER SEEN AND WORN.
DIFFERENT BRANDS ARE POLO, BBC,

BLACKBERRY, PAUL SMITH, etc.

LACOSTE FRAGNANCES
men who thrive under pressure, men who play to win in whatever field

they have chosen. focus on the goal at hand with conviction and discipline. They control the pressure with cool composure no matter how great the stakes may be. These men know that success never comes easy: they leave nothing to chance, preparing for a challenge by giving 100%. The moment when it all comes

LACOSTE L1440 SUNGLASSES FOR MEN

LACOSTE L1802 SUNGLASSES FOR WOMEN

LACOSTE CLUB 1335 FOR UNISEX

The Charm Of Lacoste Sunglasses The entire range is exclusive, and have gained a respectable position in the market for sunglasses as well as all their other product range. Lacoste eyewear is made for both men and women offering exclusive styles and trends.

Lacoste Eye Wears For Women Lacoste Eyeglasses collection appealed the women segment of the market who want both comfort and style and want to keep in touch with the latest trends. You can find wide ranges of Lacoste eye wear models but some of Famous models of Lacoste Eye glasses are discussed below: L1810: This model is available in two color frame and

RAVEN KINGDOM THRILL PUNCH AXIS STITCH

LACOSTE’S HANDBAG
Lacoste Handbags and Purses Lacoste Sport Retro Collection

Lacoste Sport Retro Fitness Bag

Lacoste Sport Retro Small Duffle Lacoste "Sailing" Messenger Bag Lacoste Club Voyage Luggage Collection

Feel the quality, wear the style, get yourself a Lacoste watch today.

These exclusive designer range from Lacoste watches, combines contemporary styling with original craftsmanship, to bring you a range of watches that are as stylish as they are well made strap watch with ivory face.

Lacoste - Women watch
LAW6200L39 Ladies pink leather strap watch with white face.

Genuine Barbie 17978 Girls Round Watch Quartz Peach

FRAGNANCES

T-SHIRTS

OTHER PRODUCTS OF LACOSTE

MARKETING STRATEGY
Niche marketing Very little promotion

campaigns Serves those who has achieved some status Serves age group of 30+ Fitness quotient people

INDIAN MARKETING MIX OF LACOSTE

MAKEOVER OF LACOSTE
NINE

years into the Indian market, French ready-to-wear label Lacoste is ready to change tack.

According to Jayant Kochhar ,

MD of Sports and Leisure Ltd. “The brand is in for a dramatic quantum shift. The brand itself,

Benetton has not stopped raising eyebrows with its trademark advertising, Levi's has kept its in-your-face presence alive, and there are hordes of ready-to-wear apparel brands clamouring for the consumer's attention with propositions ranging from wrinkle-free to stain-free to Ice Touch.

Yet, for the same consumer, Lacoste is among the most aspirational clothing brands' doing the rounds

Adapting to the needs of a younger target audience. Across all world markets, the average age of the Lacoste consumer has come down from about 32 to 28, that too within a time frame of three years. We are responding to a younger

The significant difference is on the pricing front. Purchasing power in India remains significantly lower in comparison to European countries. Today, a basic Lacoste Polo is tagged at Rs 1,300 while kids wear (introduced about two years ago) starts upwards of Rs 450. Knitwear accounts for 60 per cent of Lacoste India's sales, followed by wovens at 30 per cent, and accessories at 10 per cent. Lacoste India's portfolio also comprises fragrances, sunglasses, wallets and belts, caps, socks, tennis racquets and swimwear, though sales of each of these categories remains limited. As of now, four imported fragrances are being retailed in India under the Lacoste banner. These are Pour Homme

A couple of years ago, Lacoste had introduced kurta pyjamas in India in what was perceived as a significant departure from its global tradition. Currently, the brand reaches 56 retail points across 23 Indian cities. The retail points are a mix of exclusive stores, counters at the Taj Khazana, pro shops within golf courses, and now a presence within the premises of Barista Coffee Company as well.

Meanwhile, additional distribution channels are being explored within entertainment and leisure complexes, says Kochar.

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