Elle 18 was founded in 1997 and is a brand of Hindustan Unilever targeted at college-going girls. The document discusses Elle 18's brand extensions, competitors in the market, how it segments and targets customers, and its positioning in the market focusing on being unusual, cool, and providing high quality at lower prices than competitors like Lakme. It also discusses the 4P's of Elle 18's marketing mix - its pricing, placement in stores, promotional activities, and product lines.

2. Table Of Contents
• Introduction.
• Brand and Line extensions.
• Competitors.
• Segmentation and Targeting.
• Positioning.
• 4P’s of marketing mix.
• Perceptual map.
• Thank you.

3. Introduction
Elle 18 was founded in 1997.
It is the brand of Hindustan Unilever.
Elle 18 is the choice of today’s college going
girls.
The main feature of Elle 18 is to define our own
style.

4. Brand and Line extensions
Brand Extension
• Nail pops
• colour pop linear
• Black out linear
• Kajal
• Lipstick
• Lip gloss
• Juicy lip balm
• Foundation
• Glow compact
• Perfumes
Line Extension
Nail Pops
 Several shades of fabulous
• Tangy orange, pretty
pink, electric blues etc.
• Colourless nail pops.
• Glitter nail pops.

5. Competitors
• Revlon.
• Lakme.
• L’oreal.
• Colour essence.
• Oriflame.
• Lotus.
• Maybelline.

6. Segmentation and Targeting
Geographical Segmentation
Metropolitan
cities
town
Demographical
Segmentation
Age Gender
Occupation

7. Segmentation and Targeting
Segmentation based on
behavioural approach
Going out
regularly
Necessary part
of everyday
accessories

8. Positioning
Brand Mantra “Unusual and Cool”.
“Break the rule”.
Less price with high quality.
Priced 1/4th of usual Lakme products.
Electric brilliance.
Source of radiant beauty.
Leave the rush.

10. Product

11. price
• Promotional price-
Elle 18 nail enamel company can give a special event
price for targeted consumers.
• Responding to competitor's pricing-
Elle 18 analyse the market situation and then change
the price accordingly.
• Differentiated price-
Elle 18 company can offer time pricing and image
pricing. They can set the price according to quality
and quantity of the product.

12. Place
This is a significant change in marketing
distribution channel of cosmetic market.
Distribution places are:-
• Hyper market
• Super market
• Departmental stores
• Retail stores
• Beauty salons
• Cosmetic discounter

13. Promotion
• Internet as medium.
• Sales promotion.
• Rebates and discounts.
• Brand Ambassadors.

14. Perceptual map 1
Maybelline
Revlon
Lakme
Colour essence
Elle 18
High price
Low price
Low quality High quality
1 2 3 4 6 7 8 9
9
8
7
6
4
3
2
1

15. Perceptual map 2
Maybelline
Revlon
Lakme
Colour essence
Elle 18
High quality
Low quality
Low
avalibility
High
availibility
1 2 3 4 6 7 8 9
9
8
7
6
4
3
2
1

16. Perceptual map 3
Maybelline
Revlon
Lakme
Colour essence
Elle 18
High price
Low price
Party usages Daily usages
1 2 3 4 6 7 8 9
9
8
7
6
4
3
2
1

17. Thank you