Successful Marketing Requires Identifying, Analysing, And Understanding Individuals Of A Target Market

It needs to be a specific group of customers. Sometimes using stereotype images can help to describe a group, such as the “soccer mom.”

Nestle writes an article that is relevant to almost all of her readers because most people shop at supermarkets. Since almost everyone goes grocery shopping, we’re bound to be exposed to the supermarket’s many marketing schemes. Coming from a family that goes grocery shopping at least three times a week, I feel that this article will allow me to avoid some of the supermarket’s sneaky

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1. As a marketing consultant for a chain of hair salons, you have been asked to evaluate the kids’ market as a potential segment for the chain to target. Evaluate the kids’ segment against the four criteria for successful market segmentation.

Kudler fine foods is a store that markets fine foods but needs to bring some focus toward expanding their goods to the public. Improving their business operations will increase store efficiencies and the demand of its customers at a higher volume of purchases. The growth of this organization is significant and growth will coincide with strategic marketing that will expand Kudler Fine foods locally and internationally. Kudler’s current marketing strategy and tactics have limited the company from targeting the right group of areas of consumers to promote goods too. Examining demographics and consumer behaviors

When deciding on your target market you have to realize that you aren’t going to appeal to everyone, people have different tastes and interests. Trying to appeal to everyone is a plan that will bring failure rather than success. When figuring out who your target market will you have to consider the type of food

The campaign utilizes controversial and comedic celebrities to draw the attention of the younger generation. This is an example bandwagon effect at work. These celebrities include people from shows like Keeping Up With the Kardashians and Jersey Shore, which intrigue the younger target market because they feel they can relate to these people. The target market of this campaign is women raging from ages of 18 to 34. This includes both women in the workforce and women attending college. The average consumer in this target market strives to be one step ahead of celebrity gossip and social media. The viewers feel excellent about providing a healthy alternative snack for their children while still providing the salty snack that most children crave. It has been concluded through studies conducted on a national

If marketers strive toward marketing that promotes these sorts of ideals and values, children will be encouraged to live a healthy lifestyle not only dependent on what they eat, but also what actions they take to live a lifestyle that encourages a better physical and mental

Even when it is clear that may have great use for a product due to their age, the still expected to be marketed to respectfully. Miami-based AvMed Health Plans was very successful marketing to older consumers by acknowledging that not all elderly consumers are the same (Fletcher, 2010). Instead of attempting to remind everyone 65 and older about why they need a good health plan, they targeted younger healthier seniors with a direct mail campaign that address the fact that they were in good health (Fletcher, 2010). Unfortunately, not all companies are as successful when marketing seniors. When Gerber, the baby food maker, learned that elderly Americans with dental and stomach issues where eating their products, they decided to launch a new line aimed at senior citizens (The Economist Newspaper, 2002). Senior citizens where not interested in buy a baby food made for them and the product was

Most market segments are the techniques used to attract the right customer. The object of market segmentation is to reduce the risk in deciding where, when, how and whom the product and service is marketed to. (Pine, 1992). Market segmentation splits the buyers into groups with similar needs and wants to best utilize a business’s marketing strategy. Couture Candy’s marketing segment would be an Occasional market segment also blurring lines with a Mass customization segment. Couture Candy would largely fit into the marketing segment of Special Occasions. Many of the products we provide and decorate would be for seasonal events such as holiday themed cookies or rare occasions in people’s lives like weddings. Creating multiple products to satisfy multiple marketing segments is an effective strategy when it serves the customer needs better, does not reduce the quality of goods, and adds to the sales revenue and profits of a business (Pine, 1992). In a mass customization segment, goods are tailored to the taste of individual customers. Mass customization is cake bakers approach to build to order (BTO) manufacturing. This is manufacturing a product only when there is an order from a customer. Couture Candy

The target market is Women on the go with no children who want a small personal treat. The data revealed that this target market were the heaviest buyers of premium treats, this focused the team to advertise towards “her” and “What does she

Lisa Aham’s current strategy regarding senior citizens is using target marketing based on the type of customers that frequent the location. Although Aham would also like to focus on attracting “younger customers,” the niche that the city has naturally created would be suited for the franchise if she focused on the seniors as well as continue to satisfy other customers that happen to stop by. The marketing mix would be the McDonald’s location easily accessible to the senior community (place), McDonald’s fast food (product), and $1.99 breakfast with free coffee refills (price and promotion). Also, Aham has a marketing orientation rather than production orientation due to the development of close relationships with the senior citizens and customer

Note: An educated guess can be made that there is an overlap between the 3 target segments. This is a positive from the point of view that we can focus our attention on a niche segment that is affluent, well-informed, health conscious and highly likely to remain loyal.

a. What process elements do you believe are critical to ensure your organization understands the target market and its needs today and remains knowledgeable and informed about trends as your business grows and technology and market forces change the market? Are there specific tools (e.g. CRM, big data tools) that should be part of your firm’s toolkit? If so, explain what value they bring, how they fit into your process, and way they are worth the investment of time, money, and mind share during the critical startup phase.

To understand the consumers in the target market, marketing managers rely on the 7 O’s framework of consumer research.