All points from the above ensure the great potential for our product in the UK organic cosmetics market. We are entering the market in the period of high popularity of the market category, so that our company will get an opportunity to reach a high rate of sales volume.
Several years ago most demand for natural cosmetics came from consumers who suffered from ailments like skin irritation and rashes; however the consumer base has expanded in recent years. Natural cosmetics are gaining favour as they contain low levels of possibly harmful substances like parabens. Other consumers are turning to natural and organic cosmetics because of the functionality of natural ingredients and / or traceability of organic ingredients.
Potential customers of our product are both men and women. Men are also showing a great demand for organic cosmetics in the UK, because their skin is often sensitive and needs special care. There is a strong brand in the cosmetics market of the UK which has been created especially for men (BulDog). But this is the only one example of really strong competitors in the segment. Other competitors are selling products for women only and very narrow product line for men (in some case – no products for men at all).
The most important variables that have been used by our Group in the consumer segmentation process are following:
It could be seen from the consumer segmentation that the age of the consumer isn’t important as well as sex. It happens because nowadays highly-qualified young specials could get high income level and afford buying expansive organic cosmetics. The market segmentation chart is presented below to show the competitors of our company in the UK market and our position in this chart:
Pic 1. UK cosmetic market segmetation (income level and eco-consciousness)
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