TrapEase: Case Synopsis

The current and primary audience, or specific publics for the M+A brand is new moms, new grandparents, and baby gift buyers in the city of Chicago. Along with those publics some others are current mothers and grandparents also in Chicago. The target audience is currently accurate and appropriate for the brand in the Chicago area. Monica and Andy must not only cater to their current audience, but also but they must cater to the same type of people in the new areas of Los Angeles and New York. The one way and quickest way this can happen is by having a pseudo-target audience in influential celebrity moms and famous elite blogger mothers that are constantly viewed and mimicked by the M+A targeted publics. They must be famous and elite in the areas of Los Angeles and New York. If the target audience can test out the Monica and Andy products, such as the “cuddle box”, on their little ones, the positive experiences about Monica and Andy will spread.

You are in the role of a researcher employed by a marketing magazine and have been asked to investigate a number of promotional activities that may form the basis of future articles in editions of the magazine.

Understanding the purchasing behavior of a specific demographic is one of the most important sets of research data available to marketers. To develop a strategic plan to present your products in a way that produces the most optimal buying behavior, one needs to understand what the target audience avoids as much as what triggers them to spend their money. (Marketing Land, 2014)

Consumer behavior is also a factor to be considered, because factors affecting consumer behavior will make clients not to buy, for one reason or another. To get the target market or rather to increase the target market, one has to create and deliver content that attracts and contains customers. As is in the case of our products in John Deere Company, necessary strategies have to be implemented to retain the new target market. Marketing strategies capable of luring people especially the old

In order for a company to decide what marketing program will work, the company needs to have an understanding of how consumers make decisions. Consumers are quite unpredictable. So what might have worked yesterday or today may not work tomorrow. Therefore the marketers need to constantly improve their understanding of consumers and their behavior and form that adapt their marketing strategies to the changes in consumer behavior.

A Study on How Marketing Activities and Targeted Marketing can be used to the Benefit of a Company.

When she realizes who her market group is, she needs to decide how to market the product. She would do this by developing a new market strategy. She would need to establish what her goals and objectives are and move forward using those goals and concepts. The concepts she will

One such report is that of a marketing strategy popularly utilized by toy manufacturers during the holiday season. (Cialdini, 1984, pg. 49) After the popularity of a toy is established through extensive promotion, distributors are then undersupplied, resulting in the promising of a toy to a child by their parents, and their ensuing necessity to buy another toy upon finding that the coveted toy is sold out. The toy companies then adequately stock distributors after the holiday season, causing parents to fulfill their promises to their children, albeit that they had already purchased holiday gifts. Due to prior commitments, many customers of crafty businesses are persuaded to make purchases that they would never have considered otherwise, thus creating increased

Caetora and Keaverney (as cited in Mueller, 2011, p. 272) affirm that consumer buying behavior, attitudes about products or promotional message, relevance of a product attributes, product positioning and other manifestations of culture and societal norms are usually a product or industry specific and must be gathered from primary research. It means that this information may be critical to sound tactical decisions, and usually warrants the time, energy, creativity and expense required to collect it.

The qualitative steps would help her in better understand the product’s target customers and the quantitative part confirms the results of the qualitative research across a greater population.

The study case further reveals that Marilyn takes a trial an error approach to promote her products. This approach is very time consuming and not an effective strategy for distributing perishable products or limited time and energy.

The sales volume and market share of Hy Dairies’ gourmet ice cream brand had picked up significantly over the past two quarters compared with the previous year. As the vice president of marketing at Hy Dairies, Syd Gilman credited this achievement to Rochelle Beauport, the assistant brand manager at the time, and decided to reward her with a newly vacated post of marketing research coordinator. Based on his own career experience, Gilman was very much convinced that the marketing research coordinator job would provide Beauport with greater career potential with Hy Dairies. However Rochelle Beauport, being one of the top women and few visible

In the book, Positioning: The Battle for Your Mind, two authors, Ries and Trout, illustrate how efficient positioning a product can affect the recognition of the target market. In addition, it is an outside-in approach to the business marketing. In other words, the marketer considers a business with the prospect’s mind rather than the products. First and foremost, the authors introduce the concept of positioning---“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect” (Ries & Trout, 1986). Moreover, the past strategies for marketing no longer match the present market, and Ries and Trout believe that communication itself is a big problem. Since our society is “over-communicated,” customers might receive overwhelming information. People’ s minds can only collect a narrow amount of information and it blocks out the rest of irrelevant information; therefore, this can explain the reason why some advertisements fail to attract the attention of consumers. The authors provide several statistic data to support their statement about the over-communicated world. Obviously, 57% of the world’s advertising is offered by the United States, America publishes more than 30,000 books per year, and the average of American family watches around 51 hours per week of television. Therefore, American customers receive too many messages from different mediums, such as television, books, and

The Right Target Market One of the most important marketing functions for a firm is finding

target markets with respects to that product. For this reason, in this report I picked