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Business Unit 3 p5
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- PEARSON (PEARSON)
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Unit 3 p5Explain how and why groups of customers are targeted for selected products
Bambooty Nappies
Who is the product targeted at?
This product is targeted at babbies and very young
children. It is an essential product for new born
babies and is therefore always highly in demand for
parents.
Who has influence over the purchasing decision?
The parents of the child would be the one
by Unknown Author is licensed under purchasing the product and would make the
decision of which product is most suitable for their
child.
Why is the product targeted at these consumers? (Accessibility to consumers? Current and
future prospects of the group as customers? Profitability? Ability to service target group?)
Nappies are an essential item for babies from new borns up to the ages of 3. Nappies are
targeted at babies as babies don’t have the ability to hold in their bodily fluids yet. Having a
nappy makes it a lot more hygienic and easier for parents. There are different sizes of
nappies for different aged babies and parents can choose the size accordingly. Different
nappies will target different groups based on sizing and age.
How does the targeted group fit with the organisation’s mission?
The mission of nappies is to create a cleaner and more hygienic environment when having a
baby. Having a nappy will make it easier for parents to dispose of the child’s bodily fluids
instead of it going into the baby’s clothes.
How did the organisation segment the market?
The organisation will segment the market by age and size as different babbies will require
different sized nappies as they progress and get older. Also there is disposable and re-usable
nappies available which segments the market further.
What is the importance of segmenting the market?
It is important to segment the market so that the organisation can tailor different variants of
the product to a certain segment. For example having a segment for new born babies
with smaller nappy sizing.
What are the bases for segmentation (e.g. geographic, demographic, psychographic,
lifestyle)?
, The demographic for nappies are children of a very young age 0-3 years.
How has the organisation used geodemographic systems such as ACORN and MOSAIC?
They would use ACORN software in order to help with finding the areas where new families
will be based so that they can sell their products in near by shops. It will help them identify
where they need to be selling their products so that the target audience can see their
product. They would use MOSIAC software in order to identify where the demographic they
are targeting live and what areas are best suited for their marketing campaigns.
Walking stick
Who is the product targeted at?
This product is targeted at the older generation and
people who have mobility issues. The product is used
to help people keep their balance. The older
generation who are frailer tend to need these the most
and that’s who the main target audience is.
Who has influence over the purchasing decision?
Elderly people are more then capable of going out and
purchasing their own walking stick. However, family or
carers will have a big influence of this purchasing
decision.
Why is the product targeted at these consumers? (Accessibility to
consumers? Current and future prospects of the group as customers?
Profitability? Ability to service target group?)
Walking sticks are specifically targeted at the older generation as they need it
the most. As people get older, frailer and weaker they have problems with their
balance and mobility. This is why walking sticks are common amongst older
people. Companies understand there will always be a high demand for walking
sticks as people will always need help with mobility so that’s why this is a very
profitable item. It is easier to find the target audience for this item as the younger
and fitter generations will obviously have no need for this. Where as walking
sticks are already so common amongst older people.
How does the targeted group fit with the organisation’s mission?
The organisations mission is to be able to help assist people with poor mobility so
that they can be independent and have better stability when walking. Their
mission is ‘’You should always strive to be in our best physical health by being
active as much as possible and exercising, regardless of your age’’
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