Two discussion question
1) Choose one of your favorite companies or brands. What are some "bases" that they use to segment the market for their product(s) [that make sense to you given the product benefits and product category]? Define the specific market segment that the brand is currently focusing on.
For example, Gap Inc. has several different brand offerings; three of which are more or less in the same general category, i.e. apparel. However, the target audience for each of their brands is very different. This means that they have used certain "bases" of segmentation to break up the general population into segments and have focused on one of these as their target segment. You need to figure out what these "bases" are, and how you would define the typical consumer of a brand (these could be demographics such as age, income etc., or psychographics which can include lifestyle, e.g. "outdoorsy" lifestyle, a combination of two or more bases, or basically any of the various types mentioned in the book)
2) Watch the first 11 minutes of the video at this link.
"Positioning" (one of the core concepts in marketing, especially in advertising) is about persuading people to perceive a brand in a certain manner (and very often, relative to competition). Repositioning is about persuading consumers to change their perception about a brand.
Do you agree with the idea that advertising alone can create changes in perception (and hence position)? Can you think of examples from personal experience where this has (and has not) happened (i.e. persuasion via advertising alone)? Please include details and explanations in your responses.
https://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man
After finishing your question reply to this article at least in 100 words
My favorite store to shop in is Victoria Secret. Victoria Secret is owned by L Brands which also owns other famous brands and retail stores such as Pink (which is often also found in Victoria Secret retail shops), La Senza, Henri Bendel and Bath & Body Works.
Some of the bases they use to segment the market are providing products that appeal to women by making them feel sexy and powerful. They encourage the customer to spoil and indulge themselves in items that provide a fancy and beautiful image and style.
Victoria Secret specific market segment would be the middle class woman between the ages of 21-49. Victoria Secret offers both casual and fancy lingerie and under garments.
The Pink Brand specific market segment is aimed at women outside of the Victoria Secret market, like the younger college student between the ages of 16-29. They offer bright colors and trendy prints.
La Senza specific market segment is aimed at younger women. They offer fun and exciting lingerie.
Bath & Body Works market segment also aimed at young women. They offer personal care products such as lotions, shower gels, body fragrances. They also offer attractive home accessories and candles. They target women between the ages of 18-54
Henri Bendel market segment is aimed at women between the ages of 18-34. They offer upscale accessories and handbags