Question

A Case of Segmentation: Lacoste
"Lacoste does not use price as an excluding factor." That is, the target wenner is described in
psychographic, not demographic, terms. It is a brand for the arrived, for the early adopter who
runs a successful business, is respected in his field, has two children and no plans of having any
more according to SLA The consumer "works harder and plays hard," and appreciates the value
of finer, non-fashion-led leisure wear Teeny-boppers are persona non grata Puneet Malhotra, an
employee of Junach Pvt. Ltd. (an SLA franchisee which runs seven outlets), says that most customers
are "30 plus"
Lacoste's perceived value stays high because its wearers for a club of like-minded folk, snooty
to the extent that all club members are. As the brand's wearers are walking-talking advertisements
on the desired social circuitry, the prospective buyer charmed by the kind of people he see wearing
the crocodile
The quintessential Lacoste wearer is a mobile phone-equipped, leisure-loving. globetrotting
yuppie in his 30s or 40s, bent on staying fit, and a keen golfer or weekend tennis buff, he's a great
spender of self-earned money, casual at the right times, global in his thinking and with little time
for woolly "intellectuals who refuse to admit that clothes are a personality statement or think that
getting mournful about Indian poverty is achieving more than what he does with his time (adding
to GDP growth).
Of course, the audience is only a subset of India's wealthy. Casualness and leisure are not
well-in-graned concepts here, shown by the weak response to Club Med's activity packed foreign
holidays, "People come with an 'I am sorry' look when forwarding their leave application," says
Kochar, lamenting the stigma attached to splurging. Thanks to the Gandhi-Nehru legacy, "the belief
is, if he's so rich he must have had a hand in some scam. We are not comfortable with wealth, with
success.
Change has begun. Back in 1993, Lacoste came with the understanding that there were about
half-a-million potential buyers. In four years, the tribe is said to have doubled. "Of these, about
a lakh are buying Lacoste, believes Kochar. He predicts that the group should swell by half in
the next five years. By then, much of the current segment of 20s, in fashionable professions, with
good degrees from premier institutes, "in the words of Darlie O. Koshy, professor and chairman,
apparel marketing and merchandising, Notional Institute of Fashion Technology (NIFT). "Their
purchasing power is rising, aspirations are high and they can afford to buy on impulse as they pay by plastic".​

Answer 1

Explanation:

xjgigghhgfg vvkbcgjobvgh gngfhigbfhh