In today’s business environment, marketing forms a crucial part of a company’s success in a competitive environment. Organizations use different types of ads to display their products and services and market their brands. Brands and products are often aimed at marketing to a specific target audience through ads.
One of the ads that have been used to target a specific audience is the Incredible ingredients make incredible meals by Blue Apron Inc. The company (Blue Apron) chose to feature their incredible ingredients to show what they believe is a point of difference. Through this ad, the company aims at targeting a consumer that wants to cook from scratch but lacks the knowledge and time to do it on their own. The image ad highlights the pleasure of opening the box and indicates a clear all to action. The ad targets those who want to cook but do not know how to approach cooking the process. From the ad, the company offers fresh ingredients for cooking and step by step recipe as a guide for the cooking process. The link to the ad is https://twitter.com/blueapron/status/681392005809766400 I have chosen the ad because of how it appeals to the consumers. It gives hope and opportunity for those who want to cook their meals but do not know how to begin. The segmentation variable used in this example is the psychographic segmentation because it involves lifestyle and personality traits. It segments the market into groups on the basis of activities and interests (Cravens & Piercy, 2016).
Another ad is the “Smile with Strength” done by Colgate. This ad is designed to give women the empowerment, confidence, and strength that they need to look and feel at their best. The primary target audience of the ad is women even though it seems to encompass all users of Colgate products across the globe. It tends to make women focus on a strong, active, and healthy lifestyle. Colgate applies a torture test approach in this ad by visualizing the strength of the woman’s enamel. The ad is simplified down to visual, power claim, and product shot. On the background of the ad is a woman’s clothing and the brand ribbon all reinforce the package and brand design equities. I have selected this ad because of its target on a specific audience, focusing on activity and nutrition. The link to the ad is https://www.colgate.com/en-us/products/enamel-health. The segmentation variable used in this ad is the demographic segmentation which seems to divide the market on gender (Cheffey et al., 2015). The ad uses a woman in the image, in a move that seemingly targets women audience.
In another ad “Unique as we are” by Pandora, the company celebrates the uniqueness of being a woman in its new book and collection. In this ad, the company has put women as its target audience and the center of its mission. The ad encourages women to ponder on and celebrate their lives. “Unique as we are” is a stylish essential for every adventure that women take during the summer. I have chosen this ad because of its focus on American Millennial consumers. Millennials usually want to feel unique. Pandora has intentionally combined a seemingly Millennial woman with curly hair, not-so-obvious ethnicity, and various unique accessories that exemplify the unique look that it promises. The ad can be found from https://www.pandora.net/en-ng/inspiration/uniqueasweare. The ad can be categorized under demographic segmentation because it targets women and the millennials.
Target marketing is the process of identifying a broad-based audience for the products and services that an organization sells so that the company develops marketing campaigns around it. Through market segmentation, the target audience is divided into more specific segments in order to pinpoint possible customers who are most likely to convert to the actual sale (Hawkins & Mothersbaugh, 2014).
Behavioral segmentation is the grouping of total consumers in a market into homogenous groups with regard to their behavioral patterns of buying. Several factors affect consumer behavior when responding to a product and purchase it. Marketers often use behavioral segmentation to develop market strategies that customize their products, providing something to the consumers that they desire or want, therefore, providing a more competitive edge in the market (Cravens & Piercy, 2016). Marketers also use behavior market segmentation to enable them to market their products in a given manner that targets their potential consumers by providing a message emphasizing on the needs and wants of the consumers, encouraging them to buy the products. Marketers believe that behavioral variables are the best starting point for building market segments. This is because behavioral segments studies the behavior of consumers towards products and service consisting of various variables studied by marketers to appropriately devise a marketing strategy. The variables help determine consumer behavior on areas such as brand loyalty, readiness to purchase/buy, benefits sought by consumers, as well as usage-based segmentation (Solomon, 2017). Marketers can use the variable to create brand loyalty in consumers.
|Behavioral Segment||BRAND||PRODUCT||How is the ad using this behavioral variable?|
|1||Occasion Segmentation||You can’t beat the Pause that Refreshes! Coca Cola||Coke||Coca Cola uses sports events to appeal to consumers on the value of taking Coke products|
|2||Benefit Segmentation||Colgate||Toothpaste||Divides the market based on the characteristics or features of the product or service as perceived by customers|
|3||User Status||Blue Apron||Incredible Meals||Gives 30% off for first-time buyers to attract more consumers|
|4||Usage Rate||Drift Off after take off||American Airlines||Offer consumers the comfort and luxury of flight and encouraging consumers to continue using the airline for many improved services|
|5||Loyalty Status||Coca Cola||Coke||Offering a discount for bulk purchase to promote the same among the consumers|
Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2015). Internet marketing: strategy, implementation, and practice. Pearson Education.
Cravens, D. W., & Piercy, N. (2016). Strategic marketing (Vol. 6). New York: McGraw-Hill.
Hawkins, D. I., & Mothersbaugh, D. L. (2014). Consumer behavior: Building a marketing strategy. Boston: McGraw-Hill Irwin.
Solomon, M. R. (2017). Consumer behavior: Buying, having and being (12th Ed.). Boston, MA, USA: Pearson. Retrieved from https://content.ashford.edu