1.Segmentation:

a. Demographic (age/gender/income):

Age : 16 & above ( diverse)

Gender : all genders

Income : 20 million rupiah above

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

Social class : middle class

Lifestyle : music lovers, collectors

Personality : old soul, nostalgic, attentive listener

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

occasions : artist comes out with a new album, new collection

benefits sought : enjoyment, entertainment, invest in vinyls, trading

user status : regular status

usage rate : anytime you want

loyalty status : loyal to the artist itself and the store

d. Geographic (if any): urban

2.Targeting: concentrated marketing/niche marketing because it serves only consumers who values vinyls.

3.Positioning: PHR records that has a huge range of music and PHR is a one stop shop for vinyls, turntables and accessories.

4.Existing Marketing Mix (4P):

a. Product Strategy:

b. Price Strategy:

c. Place Strategy:

d. Promotion Strategy:

• Demographic: adult (men & women) with low to high income.

• Psychographic:

  Social class: All range

  Lifestyle: Agricultural

  Personality: Anything

• Behavior:

  Occasion: Harvest cycle

  Benefit Sought: min-maxing agricultural yield of each season.

  User Status: People who work in the agricultural sector

  Usage Rate: Frequent

  Loyalty Status: Constant

• Geographic: Agricultural Areas.

2. Targeting: Agricultural Sector

3. Positioning: Focuses on Quality and quantity to build customer trust.

4. Existing Marketing Mix (4P):

• Product Strategy: Continous innovation of product development.

• Price Strategy: They provide various size options with different price ranges for every product. (provides lower price options)

• Place Strategy: Multiple distribution centers that allow faster delivery time and cheaper costs.

• Promotion Strategy: Education to local farmers, giving away free product samples.

a. Demographic (age/gender/income):

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

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

d. Geographic (if any):

2.Targeting:

3.Positioning:

4.Existing Marketing Mix (4P):

a. Product Strategy:

b. Price Strategy:

c. Place Strategy:

d. Promotion Strategy:

a. Demographic (age/gender/income):

• Kid - Teenager - adult

• (8yrs-40yrs)

• Men & Women

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

• Middle - Higher class

• Feminine

• Aesthetic

• Simplistic

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

• Daily use aesthetic

• Fashion Aesthetic

• Feminine

d. Geographic (if any):

• Jakarta - Indonesia

2.Targeting:

• Mostly Teenage Females

• Aesthetic Teenagers

3.Positioning:

• Creative & Eye Catching Designs

• Affordable Prices

• Local Product

4.Existing Marketing Mix (4P):

a. Product Strategy:

• Trendy

• Suited for Teenagers

b. Price Strategy:

• Affordable Prices

• Reasonable price for the value given from the product

c. Place Strategy:

• E-commerce

• Social Media Marketing

d. Promotion Strategy:

• TikTok

• Instagram

a. Demographic (15-30 years olde/mainly female/low-medium):

b. Psychographic (social class/lifestyle/personality): Les Secrets de Loly targets consumers across a broad spectrum of social classes, with a particular focus on the middle to upper-middle class. Health and Wellness Enthusiasts, Eco-conscious Consumers, Confident and Self-Expressive

c. Behavior (occasions/benefits sought/user status/usage rate/loyalty status): Routine Care, Hydration and Nourishment, Natural Ingredients, Potential, Regular and first time users and the rate can vary

d. Geographic (if any): Europe, but primarily France

2.Targeting:

• Demographic Segmentation: Targeting primarily women of all ages who have curly to kinky hair types. However, men with similar hair types could also be a target demographic.

• Psychographic Segmentation: Focusing on individuals who value natural and organic ingredients in their hair care products. This includes those who are environmentally conscious and prefer cruelty-free and eco-friendly brands.

• Geographic Segmentation: While initially targeting the French market, the brand can also target other regions with a significant population seeking products for curly and natural hair, including but not limited to North America, the Caribbean, and parts of Africa.

• Behavioral Segmentation: Catering to customers based on their hair care routines, such as those looking for daily hydration solutions, styling products for special occasions, or treatments for specific hair concerns like dryness or damage.

3.Positioning:

• Natural and High-Quality Ingredients: Positioning itself as a premium brand that uses only the best natural ingredients to care for curly, frizzy, and kinky hair types. Highlighting the absence of harmful chemicals and the inclusion of nourishing ingredients could be a central part of its messaging.

• Expertise in Curly Hair Care: Leveraging its specialization in products formulated specifically for curly hair types to establish itself as an expert in this niche market. This includes providing educational content on proper hair care techniques and routines.

• Eco-Friendly and Ethical Practices: Emphasizing its commitment to sustainability and ethical practices, including eco-friendly packaging and cruelty-free testing, to appeal to environmentally conscious consumers.

• Community and Inclusivity: Building a strong community around the brand by engaging with customers through social media, workshops, and events. Promoting inclusivity and celebrating the diversity of hair types and textures among its clientele.

4.Existing Marketing Mix (4P):

a. Product Strategy: For this element, we will present the brand's policy regarding the products it markets. The brand's strategy will be to offer products with natural ingredients to distinguish itself as a quality brand. In addition to this, it offers a diverse range of products for several different hair types such as wavy, curly, and kinky hair, and this for both children and adults. The brand will always seek to innovate by offering, for example, products inspired by drinkable smoothies. Les Secrets de Loly will market its products with recyclable packaging and natural ingredients controlled by the Ecocert Greenlife organization. By opting for this approach, the brand positions itself as a premium brand with quality products that offer a unique experience to consumers. One of the brand's best-sellers is the boost curl, a hydrating jelly formulated with 99.2% natural origin ingredients to moisturize the hair, preserve curls, and prevent water evaporation, all with a sweet scent. It is with this product in mind that the brand focuses the manufacturing of its other products.

b. Price Strategy: This element identifies the prices for this brand ranging from €12 to €125. Les Secrets de Loly aims, through this pricing, to position itself as a premium brand in the hair care sector. They propose a premium price because they market premium products; this is the direction the group intends to take. In setting its prices, it has taken market prices into account and applies a strategy based on:

• Premium pricing

• Value

For these strategies, the brand has considered consumer perception, as well as where the brand wants to position itself in the market to be able to apply this pricing. To facilitate consumers with fewer means, the brand shows flexibility by offering payment in 3 installments without fees from purchases of €85. Moreover, Les Secrets de Loly offers free shipping for purchases over €75 and proposes international delivery. Finally, the brand opts for a point loyalty system, to personalize the customer experience and always convey this premium brand image to consumers. Thus, there are points accumulated after a purchase to then receive exclusive gifts and be part of the Loly's family, even offering the possibility of a subscription, which is quite innovative.

c. Place Strategy: This element will show us where Les Secrets de Loly products are marketed. This brand sells hair care products, essential oils, and accessories. The strategy the brand will take on this aspect will be not to have Les Secrets de Loly sales outlets but to have distributors. This helps the brand to ultimately have a more massive presence in several different points of sale. It can thus be noted that the brand has more than 750 distributors among them pharmacies, Monoprix stores, hair salons, or beauty stores. By opting for this, the brand has managed to be present in more than 3000 points of sale today.

However, indirect sales through distributors are no longer sufficient to perform in a market, so it has also opted for direct sales via its website and also on reseller sites like Amazon or the hairdresser's platform, for example. In addition, the company exploits several distribution channels to perform and become more well-known because the company is quite young. Online sales remain a very important point because the brand communicates a lot via its platforms and targets people who have this attraction for online shopping.

d. Promotion Strategy: This element of the promotional (or communication) policy will identify how the brand communicates and what its strategies are to reach its targets. It can be seen that the brand communicates a lot on social media platforms such as Instagram, Facebook, TikTok, and also on its website. It is quite dependent on these means of communication because this is how the brand becomes known; it posts approximately every two days on Instagram. In addition to this, the group has also recently benefited from television spots, one in 2020 and another in 2022 on M6. By having these strategies, the brand ensures it makes a name for itself in its sector, thanks to this it can target several types of people who will identify with the brand. Les Secrets de Loly also communicates with posters in the metro and posters in high-traffic areas. It is noticeable that it invests a lot in this policy, which is very important for the brand to continue to develop.

1. Segmentation

Demographic

- Age: Newborn-elder: 0-80 (all age)

- Income: Varies from Rp.5.000.000- Rp.100.000.000

- Gender: Female and Male (mostly Female

- Religion: Any Religion

Psychographic

- Social Class: Middle to High social class

- Lifestyle: - people who wants to the center of attention,- People who like to invest in gold, -

- Personality : Cares about their looks.

Behavior

- Occasion: gold jewelry are suitable for formal event

- to show that the individual is married or not from wedding ring

Geographic

- people who lives in rural areas tend to buy the higher purity of gold but in urban areas they like prioritize the looks of the jewelry as they care about fashion.

• Demographic: 17 - 25, Unisex, 10 - 15 million per month

• Psychographic: Middle to High,

• Behavior: give a guarantee for the quality of what they sell.

• Geographic: Based on the clothing model that they sell, that can only fit in tropical country.

1. Targeting: Generation Z/ people who up to date in fashion

2. Positioning: High End for local.

3. Existing Marketing Mix (4P)

• Product: T shirt, Hoodie, Cap, Short Pants, Socks, Outerwear.

• Price: 150.000Rp - 500.000Rp

• Place: Based on Social Media and
  Market Place

• Promotion: Paid Promotion from social media, celebrity endorsement, and brand ambassador