CUSTOMER MARKET SEGMENTATION:

Who all buy this item?

The demand for the lakme sunscreen is good in the market and matching up to the expectations of the women working,dropping and picking up their kids from schools,girls going to school and many more who have to face the sun too often use this sunscreen.

Basically a large segment of girls and women use the sunscreen but the targeted segment is from 15 years to 42 years.

What problem does the product will solve?

The skin is the largest organ on a person's body and it is the most exposed to harmful 

environmental pollutants. Longer wavelength rays of the sun can penetrate deep into the skin and damage the underlying cells even when the outer skin does not feel heat.

A lakme sunscreen can keep your skin protected from the dangerous effects of the sun's rays. 

Sunscreen are important not only to prevent the negative effects of ozone layer depletion but also to prevent discoloration of the skin, Early aging of the skin and even skin cancer.
Sun burn is not only painful but brings a host of other complications with it and it would 
only be in good sense that you apply lakme sunscreen before you step out of the house and reapply every couple of hours of when you are exposed to direct sunlight.

In that category,which attributes are important and why?

Lakme sunscreen is of great importance to the women as it helps:

• Composition: Lemon grass extracts,mineral clay,cucumber extract and other natural ingredients. Also it is organic.
• Lightweight: It is lightweight and non-oily which makes it even more acceptable by the women.
• Container type: It is in tube form which is so portable and can fit in any kind of small handy bags.
• Quantity: comes in various quantities,choice is yours!
• Sunscreen type is Lotion and is ideal for women.

If this decision is first,how will it likely to go and if it is 

repeated how will it go?

At first the decision to launch a product for a selected segment will not be an easy task so alot of promotions and advertising will be done in order to attract the attention of the specific customers in the market. 

Research part will play a huge role while launching it when the product is a new entrant in the market. And the activities would start from the introduction and then moving forward.

On the other hand, when the process has to be repeated,it wont require activities to be started from a scratch but the brand related to a certain product would have already set some image in the minds of the customers and hence the product would start from the growth process.

How was the deliberation for making a decision came 

into mind?

1. Skin cancer rates are on the rise and sunscreen has been proven to decrease the development of skin cancer.

2. It helps to prevent facial brown spots and skin discolorations.

3. It also helps to reduce the appearance of facial red veins and blotchiness.

4. It slows down the development of wrinkled, premature aging skin.

These were the reasons that why the deliberation for making such a decision came into mind as this idea would be fairly accepted widely by the girls and the women.

TRIGGER: TRIGGER TO THE IDEA COULD BE ONE'S SELF CONFIDENCE.

I believe that looking good is the important part of your life as it brings self confidence in you and your work. And specially women and the girls cannot let their beautiful skin get damaged when there is an option to save it from the harmful uv rays.