Formative project

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Formative Report

TABLE OF CONTENTS
Product description......................................................................................................................3
Market analysis............................................................................................................................3
Segmentation, targeting and positioning for selected product.....................................................3
REFERENCES................................................................................................................................4

Product description
Skin care products like nourishing cream, cleanser gel and hydrating gel is one of the
important product under beauty and care category (Cardeñosa, 2019). Nourishing cream is made
from natural or organic ingredients so, it can make people feel good and young. As it is made
from organic ingredients so, there will be no side effects and will boost confidence of users by
making their skin glow and nourished.
Market analysis
From detailed analysis and market research some informations have been gathered such
as market size, customers behaviours, customers spending and others (Gajanova, Nadanyiova
and Moravcikova, 2019). It is found in this regard that in the UK, value of these products have
been reached to around 2.10 billion. UK's market is among the leading 3 cosmetic consumer in
Western Europe. Consumers are also spending to the great extent in order to look good, feel
good.
Segmentation, targeting and positioning for selected product
Segmentation: Market are being segmented in different category. In demographic:
people are being targeted on the basis of gender, age, income and others. In geographic, people
are being targeted on the basis of location, in psycho graphic people are being targeted on the
basis of interest and lifestyle. As this cosmetic company wants to offer skin care products so, it
will focus on demographic segmentation (An and et.al., 2018).
Targeting: Under demographic segmentation, women of the age group of 20-45 will be
targeted.
Positioning: Detailed positioning will be done for making people aware about
effectiveness of these products. For creating an effective image in the mind of customers, USP
will be used and face to face communication will also be done.

REFERENCES
Books and Journals
An, J. and et.al., 2018. Customer segmentation using online platforms: isolating behavioral and
demographic segments for persona creation via aggregated user data. Social Network
Analysis and Mining. 8(1). pp.1-19.
Cardeñosa, D., 2019. Genetic identification of threatened shark species in pet food and beauty
care products.Conservation Genetics. 20(6). pp.1383-1387.
Gajanova, L., Nadanyiova, M. and Moravcikova, D., 2019. The use of demographic and
psychographic segmentation to creating marketing strategy of brand loyalty. Scientific
annals of economics and business. 66(1). pp.65-84.