Sa Sa Intercontinental Holdings Limited (Sa Sa) is one of the cosmetics retailing group in Hk. Sa Sa is very effective on their business which make these people has more than 270 retail stores and counter tops in Asia, covering Hk, Macau, Landmass China, Singapore, Malaysia and Taiwan. Therefore , our group interested in analyzes and measure the marketing mix of the Sa Sa's promotion which includes the personal selling and advertising. And we will also examination the place to find out how Sa Sa Organization distributes goods by applying several consumer patterns concept and see how firm can maintain a successful romantic relationship with the consumers. The appendix part to be used as evidence to support the analysis.
Sa Sa International Cooperation Limited (" Sa Sa" or " the Group" ) can be described as leading cosmetic makeup products retailing group in Asia. In 1978, Claire Kwok wonderful wife exposed a small cosmetic makeup products shop called Sa Social fear in the presidential Causeway Gulf shopping mall, to undertake and began its cosmetic makeup products retail business. After numerous years of expansion, Sa Sa has exploded from a 40 square feet retail space to become modern-day regional " beauty" venture and is at this point the largest makeup products retail sequence in Asia and among the top ten price tag groups in Hong Kong.
As one of the largest sole real estate agents in cosmetics in Hk, Sa Social fear represents more than 100 intercontinental beauty brands in Asia. Its above 270 stores and desks in Asia selling over 600 sorts of skincare, scent, make-up and hair care, body-care products, into the beauty health supplements including own-brands and unique products. The Group uses close to a few, 000 staff in five markets through the region, protecting Hong Kong & Macau, Mainland China, Singapore, Malaysia and Taiwan Region. Its considerable regional price tag network at present comprises of over 260 " Sa Sa" multi-brand stores in Asia, as well as 2 La Saillie specialty retail store and six Suisse System specialty retail outlet or counter tops. Its e-business platform, sasa. com, also offers round-the-clock e-tailing with comprehensive product and corporate information.
Segmentation, Targeting and Positioning
Social fear Sa primarily divides their particular segments according the demographic and behavioral of their consumers and customers.
A) Segmentation and Targeting
Market Segmentation: Cultural class
They have wide varieties of products with wide range of value so they can goal customers in several social course. There are 3 classes which include upper, middle, and lower. Upper class (including upper middle class)
Pertaining to the upper school, they are the comparatively wealthy among the list of three interpersonal classes. As a result their getting power is much higher than various other class. They tend to buy high quality products because they value appearances a lot, so they can be willing to buy items that can make sure they are beautiful. The target customers on this group could be the women who possess high profits or incomes and value their appearance. Middle section class
The middle class is considered the most contested from the class, the broad population group in modern day society who have fall socio-economically between the lower and upper classes. They tend to focus their very own physiological demands, and safety and security needs. They mainly order items that are sensible, seldom purchase luxury merchandise comparing towards the upper class. The will still acquire cosmetics product because it could possibly be part of all their job requirements. For example , salespersons will pay more attention on their appearance to attract customers' first impression. These target customers would be the women who work in selling and support industry.
Operating and Decrease class
Intended for working school, they tend to be more manufacturer loyal than wealthier customers. They will purchase practical goods that are long lasting and with reasonable price like baths products. The point customers of the group would be the housewives and students. Behavioral Segmentation
Behavioral segmentation will be based upon actual...
Referrals: 1) Wikimedia Foundation, Incorporation. (2013) Advertising mix. Recovered December eight, 2013 coming from http://en.wikipedia.org/wiki/Marketing_mix
2) Sa Social fear International Coalition Limited
3) Sa Sa dot Com Limited. (2013) Products. Retrieved December almost 8, 2013 from http://web1.sasa.com/SasaWeb/tch/sasa/home.jsp
4) Schiffman, L
5) Ivy (2013). Hong Kong Portion 2: Buying. Retrieved January 8, 2013 from http://smile-throughitall.blogspot.hk/2013/03/hong-kong-part-2-shopping.html
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