Public Relations - Product Segmentation "LUX"

Public Relations Assignment

· Product : LUX

· Product Segmentation

§ Demographic

Age : 15 to 50

Gender : Female

Family Size : 2 to 4 person

Occupation : Many kind of Occupation

Education : All kind

Religion : All kind

Race : All kind

Nationality : Indonesian

Lifestyle : Female who cares about her elegant beauty in her daily life

Income level : Rp. 10,000,000.00 – Rp. 15,000,000.00

LUX is targeted to female with age between 15 to 50, because seen from the ingredients of LUX; it is very suitable to female’s skin in age between 15 to 50. LUX targeted to small family, with 2 to 4 person in that family. LUX is targeted to many kind of occupation. Examples are housewives and businesswoman. LUX is targeted to all kind of education and religion, it is also targeted to all race. LUX targeted to Indonesian, because LUX distributed in Indonesia. Female who targeted by LUX usually has a beautiful lifestyle, which it is means they care about their elegant beauty in their life.

§ Social Grade

Middle Class

LUX is targeted to all segments, but the main target of social grade of LUX is middle class. Because many kind product of LUX has a valuable price for middle class, but it does not mean that lower and upper class could not use LUX.

§ Geographic

All big cities in Indonesia, such as:

- Jakarta

- Bandung

- Surabaya

- Semarang

- Batam

- Medan

- Bali, etc

LUX is distributed to many big cities in Indonesia; it is because LUX is targeted to female who care about their beauty. And that kind of female is usually found in big cities. LUX is targeted in big cities; it is also because distribution is much easier in big cities.

· Media Segmentation

§ Radio

- Prambors 102.2 FM Mucho Macho at 17.00-20.00 WIB every Monday to Thursday

Target Audience of Mucho Macho are female and male with age between 14 to 28, which are usually high school and university student, who love music development in Indonesia. Mucho Macho targeted to all kind of religion and education. The social grade is middle class.

- Women Radio 93.4 FM

Target Audience of Women Radio is female with age between 18 to 35 who like romance song and also female singer, about woman issues. Women Radio is targeted to many kind of occupation, such as student, businesswoman, etc. Women Radio is targeted to all race, nationality, religion and education. Women Radio is also targeted to middle class.

- Mustang 88.0 FM Rhythm of Love every Saturday

Target Audience of Rhythm of Love are female and male between 17 to 30 who like about familiar music genre, such as pop, rock, etc; also with familiar singer. Rhythm of Love is also targeted to many kind of occupation, but it is usually high school or university student and also businesswoman or businessman. The social grade of Rhythm of Love is middle class.

§ Television

- Cinta Fitri (SCTV) at 20.00 WIB everyday

Target Audience of Cinta Fitri are female with age between 25 to 55 mostly are housewives. Cinta Fitri is targeted to housewives, because in Indonesia, many housewives attracted to watch drama series like Cinta Fitri. Cinta Fitri is targeted to all religion, race and education. Social grade is middle class.

- Cek&Ricek (RCTI) at 15.00 WIB

Target Audience of Cek&Ricek is female with age between 18 to 50 who love celebrity’s lifestyle and gossip. The main target of this show is housewife. Cek&Ricek is targeted to all religion, race and education. Target Audience’s social grade is middle class.

- MTV Ampuh (Global TV) at 10.30 WIB every Friday

Target Audience of MTV Ampuh is female and male with age between 15 to 26 who love Indonesian music and song. MTV Ampuh is targeted to many kind of occupation, such as student, freelancer, etc. MTV Ampuh is targeted to all kind of education and religion. Target Audience’s social grade is middle class.

§ Newspaper / Tabloid

- Nyata

Target Audience of Nyata is female with age between 20 to 55 who like about celebrities and actual events and information. Nyata is targeted to many kind of occupation and also all kind of education and religion. The social grade of Nyata is middle class. Nyata is published once a week.

- Genie

Target Audience of Genie is female with age between 18 to 45 who like about celebrities and their daily life. Genie is targeted to many kinds of occupation and also to all kind of education and religion. Genie is for lower to middle class. Genie is published once a week.

- Indo Pos

Target Audience of Indo Pos is female and male between 18 to 55 who like news about actual events and information in the world. Indo Pos is also targeted to many kind of occupation, but it is usually businessman or businesswoman. The social grade of Indo Pos is middle class. Indo Pos is published everyday.

§ Magazines

- Go Girl!

Target Audience of Go Girl! is female with age between 13 to 25 (teenager age) who love about celebrity news and teenage fashion. Go Girl! is also targeted to many kind of occupation, but it is usually a student from high school to university. Go Girl! is also targeted to all kind of religion. Social Grade of Go Girl! is middle class. Go Girl! is published once a month.

- Kartini

Target Audience of Kartini is a female with age between 20 to 50 who love actual events and stories. Kartini is targeted to many kind of occupation, but it is usually housewives. Kartini is also targeted to many kind of religion. Social Grade of Kartini is middle class. Kartini is published once a month.

- Cosmopolitan

Target Audience of Cosmopolitan is a female with age from 20 to 50. Cosmopolitan is targeted to female who love issues, such as sex, marriage issues and cosmopolitan lifestyle. Cosmopolitan is targeted to many kind of occupation, but it is usually housewives or businesswoman. Cosmopolitan targeted to all kind of religion. The social grade of Cosmopolitan is upper class. Cosmopolitan is published once a month.