Marketing Mix Lavera Cleansing Gel

Marketing Mix
Lavera cleansing gel

Introduction
Marketing mix of any particular brand throws light on the analysis of the four important Ps of the
brand. This report throws light on a detailed analysis of the product, price, place and promotion
of the Lavera Cleansing gel.
Product Decisions
The core product offered by the brand is a remedy for skin improvement, treating acne and
delaying skin ageing. These are the essential benefits that are primarily offered by the product.
The actual product on the other hand, is a foaming gel packed in a white tube or bottle that can
be used on a daily basis to clean face. The augmented product is the gel’s longevity, the solid
brand name of Lavera that comes with the product and its availability throughout the country.
The product does not contain any alcohol and is vegan friendly, cruelty free (not tested on
animals) and gluten free.
Lavera cleansing gel is in the growing stage of the product life cycle. The growth stage of a
product is symbolized by growing number of customers and awareness (Holzbaur et. al., 2016).
Price Decisions
The brand has adopted a price skimming strategy for the product. Price skimming strategy refers
to the idea of introducing the product at a high price in order to set a premium positioning for the
product in the minds of consumers and then gradually reducing the price (Spann et. al., 2014).
This price reduction is done to target new customers and enhance the customer base of the brand.
The product is available between the prices of $14 to $15 for a 4.1 OZ tube.
Place Decisions
The place aspect of the marketing mix essentially aims to highlight the place where the product
is available and distribution channels adopted by the brand (Armstrong et. al, 2015). Lavera
cleansing gel is available online on various local and international websites including the
Ecommerce giant Amazon. Lavera has over 50 distribution centers all across the globe
predominantly in Europe, Asia, Australia and North America. The product is manufactures at