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Avon Coconut Oil Infused With Honey: Marketing Strategy

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Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and desires as well as common applications for the relevant goods and services (Jobber & Ellis-Chadwick, 2013; Boundless). It is an integral part of a company 's marketing strategy (Press & Simms, 2010).
To create or increase brand equity for “Avon Coconut oil infused with Honey”, strategies need to be developed to target the market efforts and position the product. These are sets of assets and liabilities of the brand which could be the name and symbol of the brand that gives or removes the value ascribed to the product (Aaker, 1991). The dimensions of brand equity include: brand loyalty, brand awareness, …show more content…

This is known as a subtyping strategy. This strategy would involve developing strategies for each segment as identified above. For the behavioural segment, the strategy will focus on positioning the product for its benefits, which will be for women who desire and wish to maintain a flawless skin and health looking bodied hair. With the Avon Coconut oil infused with honey, the product differentiation, which is the competitive advantage of the product is the added advantage of the honey infused in the coconut oil, which gives a faster result when compared to products containing only Coconut oil or honey. The product is expected to be positioned in Africa, with focus in Nigeria considering the population of women aged 15-24 years (accounting for 16,732,533 of the population (CIA World Factbook.2015)) who at this age are interested in their looks because they are very active on the social media. They are engaged with a lot of photo sharing of their selfie online with other young web users, which is also tied to their shopping experience. Their lifestyle centres on trying to maintain or belong to a certain social class or status and will be willing to spend on making that

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