20. Where are the customers shopping? 28 3 11 Body Shop Tier 3 5 5 Red Earth Tier 2 5 28 31 Shiseido Tier 1 Cosmetics 4 Ponds Tier 3 7 Red Earth Tier 2 49 40 42 Calvin K Tier 1 Fragrance 14 14 Revlon Tier 3 6 9 13 Ultima Tier 2 22 31 42 Shiseido Tier 1 (in %) (in %) (in %) Skincare Rainbow Bonjour Sasa
21. Sasa Vs. Goliath 50 5 11 Body Shop Tier 3 29 14 5 Red Earth Tier 2 15 70 31 Shiseido Tier 1 Cosmetics 46 3 4 Ponds Tier 3 3 12 7 Red Earth Tier 2 20 66 42 Calvin K Tier 1 Fragrance 32 18 14 Revlon Tier 3 49 20 13 Ultima Tier 2 20 63 42 Shiseido Tier 1 (in %) (in %) (in %) Skincare Specialty Shops Dep. Store Sasa
22. Segmentation - 6 19 Real Spender 5 21 41 Convenience Seeker 5 37 50 Value Seeker 4 31 57 Real Spender Purchase 4 18 23 Convenience Seeker 5 29 Value Seeker TOM Rainbow Bonjour Sasa
23. Where is she spending? $3,981 $4,008 $4,884 Mon. Household Income $1,243 $1,373 $1,732 Mon. Personal Income 12 11 8 Retired/Unemployed 31 20 19 Housewives 29 17 15 Students 6 7 7 Part time 22 41 48 Full time Working Status 8 9 11 50-64 27 24 22 40-49 17 18 27 30-39 28 31 29 20-29 20 16 11 15-19 (in %) (in %) (in %) Age Rainbow Bonjour Sasa
32. Objective: To reach out to the teenage audience, to move from their consideration set to the preferred retailer. Desired response: To influence the beauty conscious teens to shop at Sasa.
33. Objective: Communication highlighting the range of brands they stock. An exercise in association branding. Desired response: Sasa is a premium retailer stocking the leading cosmetic brands
34. Objective: To reiterate its discount retailing heritage. Desired response: To drive home the point that Sasa is value for money.
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