a. Demographic (age/gender/income): 30 to 50 YO, Male & female, middle-upper class

b. Psychographic (social class/lifestyle/personality): Middle class keen to discover ≠ types of niche beers

c. Behavior (occasions/benefits sought/user status/usage rate/loyalty status): for presents, to have a good time so not daily use, No fidelity program for the moment, few special editions ( Christmas calendar)

d. Geographic (if any): More in the north of France, Belgium...

2.Targeting:

Customers that want to have a good time with a high quality beer, discover different variety of not too famous beer, large product range.

targeting suppliers that want to expend their brand and have orignal history or background.

3.Positioning:

High quality products, some merchandising (tees, socks)

4.Existing Marketing Mix (4P):

a. Product Strategy: sell in pack

b. Price Strategy: high quality but accessible

c. Place Strategy: everywhere since its online

d. Promotion Strategy: publicity online, not too much sales

1.Segmentation:

a. Demographic (age/gender/income):

Middle aged Women around 30-50 Year Old with a Middle to Low income

b. Psychographic (social class/lifestyle/personality):

Middle to low families with a Economical and Communal Lifestyle

c. Behavior (occasions/benefits sought/user status/usage rate/loyalty status):

• Increasing in Sales on Ramadhan because of the tradition where people wants to wear new clothes every time they go back to their hometown.

• For the fast phasing growth of children where they have to change clothing size every year and so we provide a good quality clothing with affordable prize for parents to buy.

d. Geographic (if any):

Out clothing are made with good quality fabric that could accommodate the hot climate in Jakarta

2.Targeting: Mothers (30 - 50)

3.Positioning:

• Market positioning: This company sells baby products. As we can see the consumers usually married consumer.

• Price positioning: This company sells baby product with high quality at low price.

4.Existing Marketing Mix (4P):

a. Product Strategy:

Create good quality clothes for children around 2-10 years old.

b. Price Strategy:

• Affordable prices for lower income to middle income parents.

c. Place Strategy:

• online platform this helps them have a farther reach.

d. Promotion Strategy:

• buying advertisement from the platform

ig: miscathelabel

1.Segmentation:

a. Demographic (age/gender/income): 

• Age: 18-35 years old

• Gender: mostly women

• Income: lower to middle income (1.700.000 - 8.200.000 / month)

b. Psychographic (social class/lifestyle/personality):

• Social class: lower to middle social class

• Lifestyle: minimalism, simple, and everyday wear

• Personality: people who choose to wear casual and simple clothing, common style within the age range

c. Behavior (occasions/benefits sought/user status/usage rate/loyalty status):

• Occasions: everyday wear, they prepare for holidays (christmas, chinese new year), seasonal events, and big events (12.12) by offering products that are likely to be in high demand during those times (specific colors or models). Benefits sought: Cheap prices with matching their quality

• User status: Keep good relation with their loyal customers

• Usage rate: Fast Fashion, to keep up with the trendy fashion

• Loyalty Status: Misca The Label does not focus on monitoring their competitors' performance. Instead, they focus on their own growth, brand identity and maintain a strong connection with their customers.

d. Geographic (if any): 

• Jakarta and Bandung: cities most likely will buy these types of clothes

2.Targeting: 

• Misca the Label targets fashion-forward individuals, women aged 18-25, who are active on social media platforms, particularly Tiktok. Customers who are interested in trendy fashion at an affordable price.

• Lower class

• Students

3.Positioning:

• Trendy and affordable clothing, offering low-priced items below 80k

• Channels: tiktok and shopee are channels that has good algorithms and their products can be found easily

• People: live host by the owner who is very knowledgeable on the product, during live sessions, they provide useful information rather than rushing their audience to make purchases. Customers are told to measure their shoulder width (LD) to ensure the correct sizing. This creates the sense of trust and loyalty among their customers. 

• "effortless beauty", simplicity and ease in achieving a stylish look

4.Existing Marketing Mix (4P):

1. Product: Affordable yet stylish women’s clothing, Streetwear style

2. Price: Ranging below 80k 

3. Place : Online platforms (TikTok and Shoppe), they also participate in offline events such as bazaars in Bandung and Jakarta for branding purposes. 

4. Promotion: Focuses on social media marketing (Both Tiktok and Shoppe has different promotions), they create engaging content on TikTok to show their products and communicate with their audience, the owners actively engage in live sessions to interact with customers (4 hours a day (two sessions). On Instagram, they use both instagram feeds post and paid advertisement  with a focus on showing their product and engaging with their followers). They also do promotions on shoppe to increase their sales. 

a. Demographic (age/gender/income):

• 21+ people, according to their countries law

• Both Male and female

b. Psychographic (social class/lifestyle/personality):

• Lower to middle class people

• People who like to hang out and smoke, with friends

• FOMO People

c. Behavior (occasions/benefits sought/user status/usage rate/loyalty status):

• Those who transition from cigarettes to e-cigarettes

• E-cigarettes users

• Those who transitioned to have less lingering smell of tobacco

• Beginner friendly

• due to its addictive substance, it is more likely to be repurchased by those addicted thus increase loyalty

  
  

d. Geographic (if any):

Countries that have habit of smoking

2.Targeting:

Young-Adults people. 21 - 35 years old

3.Positioning:

• Simpler : easy to use

• Cheap : appropriate for lower to middle class

• Quality : good quality

4.Existing Marketing Mix (4P):

a. Product Strategy: Customized product, different colors and style available.

b. Price Strategy: cheap and affordable compared to their competitors (ranging from 180.000 - 200.000)

c. Place Strategy: both online through Tokopedia and offline through Vape stores and alfamart

d. Promotion Strategy: They have advertisements around social media platforms such as Instagram and Tiktok along with brand ambassador (Prediksi), endorse influencers who are around the targeted audience of e-cigarette users

a. Demographic (age/gender/income):

The company Dove target predominantly female population, almost 90% from 16 to 96 years old. Concerning the age group of their core target, it is 25 to 45 years old.

Dove wants to address all women. But also for men aged 25 to 45. 90% of women are from upper middle, middle and lower middle professional social categories.

b. Psychographic (social class/lifestyle/personality):

For the social class, it concerns middle to upper-middle class: Dove products are positioned as affordable and high-quality personal care products, so the products are accessible to consumers in the middle to upper-middle socioeconomic classes.

For the lifestyle it concerns more health-conscious, family-oriented and eco-conscious.

For the personnality, empathetic, Dove's advertising campaigns often focus on promoting self-esteem and embracing natural beauty, appealing to consumers who value empathy, authenticity, and inclusivity. Confident products are designed to enhance natural beauty and promote self-confidence, attracting consumers who are confident in their appearance and value products that cater to their self-assurance. And authentic, Dove's branding emphasizes authenticity and transparency, resonating with consumers who appreciate genuine and honest messaging in personal care products.

c. Behavior (occasions/benefits sought/user status/usage rate/loyalty status):

d. Geographic (if any):

2.Targeting:

Dove targets at non-customers interested by bio merchandise which might be healthful for the frame and the environment.

3.Positioning:

A logo that celebrates the herbal splendor of every individual, reinforcing self-esteem, with a robust dedication to bio and sustainability.

4.Existing Marketing Mix (4P):

a. Product Strategy: For the product range, Dove offers a diverse range of personal care products, including soaps, body washes, shampoos, conditioners, and deodorants.and packaging reflecting values of naturalness and self-esteem.

And for the innovation, Dove emphasizes product innovation, regularly introducing new formulations and features to meet evolving consumer needs.

b. Price Strategy:  Dove positions itself as an affordable yet luxurious brand, offering high-quality personal care products at a reasonable price point. And Dove focuses on providing value for money by combining quality ingredients with accessible pricing

c. Place Strategy: For the global distribution, Dove products are widely available globally, ensuring a broad market presence. The brand is strategically positioned in supermarkets, drugstores, beauty specialty stores, and online platforms to maximize accessibility for consumers.

d. Promotion Strategy: Campaigns highlighting herbal splendor, the blessings of bio ingredients, and environmental dedication. And Dove often collaborates with celebrities and influencers to reinforce its messaging of authenticity. Moreover Dove actively engages with its audience on social media platforms, sharing content that aligns with its values.

Fenni Tan - 2702364433

Nayla Najwa - 2702357983

Pauline Violeta - 2702364774

Fabian Raphael Setiawan - 2702360460